Beyond the transformative power of the arts - to shape individual lives and communities, to entertain and inspire - they are, quite simply, good for business and good for the image of New York City. Millions of visitors stream to New York City, drawn, in large measure, by the city's reputation as the cultural capital of the nation and the world. An estimated 25.5 million people visited the city in 1988 and spent a total of 9.78 billion dollars. Even at a time when so many industries face recession, tourism remains one of the city's most vigorous economic sectors.

Exploring how the links between the arts community and the tourism industry might be strengthened - to the benefit of both entities - formed the subject of the NYC Cultural Advisory Commission meeting of February 20, 1992. In a gathering that included distinguished representatives from arts organizations, borough arts councils, the mayor's office and the tourism industry, discussion focused on several critical questions:

1. What specific user-friendly communication tools - in print and video - are being developed to better inform tourists, travel agents and others about the city's array of cultural offerings? 
2. What distribution mechanisms have evolved or might be created to insure that such materials reach the widest possible audience?
3. How can broad-based, general promotional efforts better address issues of equity (among the five boroughs and the numerous cultural institutions?)
4. What special opportunities do events such as the '92 Democratic Convention offer for promoting the arts, strengthening the image of the city, and facilitating collaborative action?
5. What efforts can be made to better inform the public and private sector about the critical role the arts play in sustaining the city's multi-billion dollar tourist industry?

Consensus quickly emerged that stronger partnerships would benefit all. For cultural institutions, such links promise larger and more diverse audiences; for the tourism industry, they are essential in marketing the uniqueness of our urban experience. Despite many laudable marketing campaigns to date, meeting participants agreed that much more needs to be done. This applies not only to the development of new materials and networks, but also to advocacy. City and state officials have been slow to recognize the crucial role that the arts play in sustaining a multi-billion dollar industry; the result is penny-wise/pound foolish accounting when it comes to arts support. Cutbacks in arts funding not only hurt cultural institutions, they diminish the quality of city life, and threaten the essential venue-producing abilities of the tourism industry. What follows is a summary of initiatives and issues discussed at the meeting. They offer a representative sample of diverse efforts being made in many quarters, often resourcefully implemented with limited financial resources.

CONTENTS
Overview.
Start spreading the news - communicating the city's artist resources in print and video.
Finding effective outlets - new and improved networks for distribution and communication.
Insuring equity - greater collaboration between arts organizations and the tourism industry.
Maximizing '92 opportunities - the 1992 Democratic convention.
Creating special incentives - partnerships, packaging and discounts.
Valuing resources - the need to educate politicians, the public and the press.
Next steps.

Beyond the transformative power of the arts - to shape individual lives and communities, to entertain and inspire - they are, quite simply, good for business and good for the image of New York City. Millions of visitors stream to New York City, drawn, in large measure, by the city's reputation as the cultural capital of the nation and the world. An estimated 25.5 million people visited the city in 1988 and spent a total of 9.78 billion dollars. Even at a time when so many industries face recession, tourism remains one of the city's most vigorous economic sectors.