For the past year the State of New York has embarked on an advertising campaign to encourage the growing number of young New York City residents, many newly-arrived from other states and countries and unfamiliar with the rest of the state (unlike those of us who grew up here back when they actually taught state history in the schools), to visit Upstate New York. One sees signs on the subway, for example, and occasionally advertisements on television.
In one sense it is a fine idea. Upstate New York (and the New Jersey Shore) declined as tourist destinations in the Generation Greed era, since that generation took advantage of airline transportation and soaring consumer debt to travel further to more expensive destinations. Younger generations are poorer, any might be inclined to give their great grandparents’ vacation spots a chance if they knew about them. It would be a step up from a “staycation.” But there are some problems. Most of these young New Yorkers don’t have their own cars. Many don’t even have driver’s licenses. And most of the Upstate destinations they might choose to visit are not anywhere near an MTA transit line. So more than an advertising campaign will be required to connect New York City’s growing population of young adults with Upstate New York.