Gov. Andrew Cuomo announced the campaign over the weekend as lesbian and gay New Yorkers celebrated pride weekend.
Cuomo said the website will help lesbian, gay, bisexual and transgender travelers plan their vacations by suggesting must-see destinations.
The website will offer lists of LGBT events and resources throughout the state.
New York is also promoting itself as a same-sex wedding destination since the state legalized gay marriage in 2011.
The new tourism campaign will be represented by the familiar “I Love NY” logo with a rainbow-colored heart.
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