New York State Tourism has unveiled its new take on the classic “I Love New York” logo that it hopes will generate interest in the state beyond the city.

The original logo, designed by Milton Glaser in 1977, has been joined by several variations that focus on markets such as outdoor activities, snow sports, and food and wine.

Markly Wilson, director of international marketing at New York’s tourism office, said developing specialist markets would help maintain tourist interest in the city and state during the economic downturn.

He said: “I Love New York for the past 31 years has been interpreted as representing the vibrancy and excitement of New York City. However, the brand does not encompass all that the state represents.”

Researchers asked foreign tourists why they had not explored more of the state. One of the most common responses was that they had not been made aware of what else the state has to offer.

Wilson believes the new logos will improve this problem.

He cited New York’s large state parks, its 365-mile Erie Canal and its cheap snow sports centres as examples of the attractions that more tourists would visit if they knew about them.