The phrase “I Love New York” was coined by marketing firm Wells, Rich, Green in 1977 to promote tourism in the state of New York, and it has since become one of the world’s most enduring tourism slogans. The slogan is arguably as successful as it is thanks to its recognizable logo — stylized by Milton Glaser, the groundbreaking graphic artist who became the first graphic designer to receive the U.S. National Medal of Arts in 2009.

Milton S. Hershey opened his now-famous chocolate factory in Derry Church, Pennsylvania, in 1903, and the town was renamed Hershey in his honor in 1905. But it wasn’t until 1990 that the town adopted the tourism slogan of “The Sweetest Place On Earth.” Hershey is home to Hersheypark, a sprawling amusement complex with chocolate-themed rides.

The South Asian nation of Bangladesh is one of the least tourist-filled places in the world. In an effort to attract new visitors, the country has highlighted its natural beauty with the slogan, “Beautiful Bangladesh” (“Rupomoy Bangladesh” in the local language). The campaign aims to draw visitors to its waterfalls, beaches, and eco-friendly tourist practices.

Reno, Nevada, has been known as "The Biggest Little City in the World” since 1929, but before that, the city was known as “The Little City on the Pacific Coast” and later “The Biggest Little City on the Map.” And before Reno, other U.S. cities also used the phrase “biggest little city” as a slogan in the late 19th century — including Memphis, Tennessee, and Sioux Falls, South Dakota.

In 2019, Albania launched a tourism campaign with the slogan, “Be Taken by Albania.” The campaign was inspired by the 2008 action movie “Taken,” starring Liam Neeson, and even made a tongue-in-cheek appeal to Neeson to come “be taken by [Albania’s] beautiful nature, hospitality, and eternal traditions.”

Gettysburg, Pennsylvania, and its famous Civil War-ending battle, is a significant city in U.S. history. But the well-known Pennsylvania place isn’t the only city with that name. Located approximately 1,400 miles northwest is its sister city of Gettysburg, South Dakota. The city’s unofficial slogan, “Where the Battle Wasn’t,” is a clever nod to the history of the name.

In 2019, Nebraska took a self-deprecating approach with its slogan, “Honestly, It’s Not for Everyone” — an idea borne of the state’s supposed lack of appeal to tourists. Almost immediately after the slogan debuted, website search traffic and requests for merchandise increased, and the state’s tourism industry has since gone on to break records.

More than a decade after his untimely death, Nirvana singer Kurt Cobain was honored in 2005 with a new welcome sign in his hometown of Aberdeen, Washington. The sign, reading “Come As You Are,” was inspired by the title of a Nirvana song, which itself is thought to be inspired by the motto of a local hotel. The Morck Hotel, where Cobain stayed in his younger years, is now a heritage building in the city.

El Salvador once used its status as the smallest Central American country to its advantage, marketing itself as “the 45-Minute Country.” The slogan aimed to convey that most of the country’s attractions were within close driving distance. More recently, El Salvador adopted a slogan that says it is “Great Like Our People.”

New Hampshire’s official state motto has long been one of the most memorable. Since 1945, “Live Free or Die” has piqued curiosity and raised some eyebrows, and in 2012, the state’s tourism department used it as inspiration for a new slogan: “Live Free and…” The slogan is meant to encourage visitors to fill in the blank with what they like to do on vacation.

In 1969, the slogan “Virginia Is for Lovers” made its debut in an issue of Modern Bride magazine. Initially, a range of targeted slogans — such as “Virginia is for history lovers” or “Virginia is for beach lovers” — were proposed. Eventually, however, the modifiers were dropped — giving birth to one of the country’s most famous tourism slogans.

Texas prides itself on being a destination that offers a diverse range of travel experiences, so in 2016, the state adopted a new slogan: “Texas. It’s Like a Whole Other Country.” The campaign aimed to highlight its many appeals, from family-friendly outdoor activities to notable culinary spots and the beautiful Gulf beaches.

In 2013, the Netherlands launched a slogan aimed at capturing the country’s hip reputation. “The Original Cool” campaign claimed that many things now considered “cool” in other parts of the world — such as green energy, organic food, and an active lifestyle — have always been a part of the Dutch culture.

Prospectors discovered gold in Coloma, California, on January 24, 1848, but nearby Sacramento was the center of the ensuing gold rush. Capitalizing on this history, the city made “Discover Gold” their tourism slogan from 2001 to 2012. The city’s slogan is now “California Begins Here,” referencing its status as the state capital.

Despite Walt Disney World claiming to be “the Happiest Place on Earth,” the upbeat proclamation is not Florida’s tourism slogan. Instead, Denmark once used it to promote the fact that it was voted the happiest place to live, according to a questionnaire sent to people around the world. Residents pointed to their excellent social services and an emphasis on family life as the things that make living in Denmark so joyful.

“Feed Your Soul” became Louisiana’s new official tourism slogan in 2018, replacing the nearly-decade-old slogan “Pick Your Passion.” The new slogan’s intention was to honor not only Louisiana’s rich music, history, and cultural output, but also its famous Southern cuisine. The state is known for foods such as jambalaya, beignets, and po’boys.

Legendary Georgia-born soul singer Ray Charles released his hit song “Georgia on My Mind” in 1960. It became the official state song in 1979 and was used as an official tourism slogan for two decades beginning in the 1980s. In 2005, a new slogan — “Put Your Dreams in Motion” — was introduced, but many locals still consider “Georgia On My Mind” the unofficial slogan.

“Keep Austin Weird” is a well-known slogan that adorns souvenirs of all kinds from the artistic Texas capital. The slogan was first used in 2000, but it gained traction in 2003 when local businesses banded together to keep a big box store out of their neighborhood. The slogan is still going strong today, even as the city expands beyond its kitschier roots.

Although Lynyrd Skynyrd hails from Florida, the band’s hit song “Sweet Home Alabama” became the namesake of Alabama’s tourism slogan in 2007. According to former governor Bob Riley, the song name was chosen because it was “cheerful, happy, and warm,” and “brings a smile to your face.” The state also purchased the rights to the song title in 2014 so it could be used on welcome signs at the state line.

Launched in 2003, Las Vegas' memorable tourism slogan "What Happens Here, Stays Here" (or alternately, “What Happens in Vegas, Stays in Vegas”) was an instant cultural hit. The city’s tourism board partnered with ad agency R&R Partners to change Vegas’ reputation from a gambling town to a place where people created their own memories. It inspired movies such as “The Hangover” trilogy and “What Happens In Vegas.”