NEW YORK (AP) — The popular children’s book character Curious George wants families to explore New York City.

For the next year, the adventurous monkey will promote the city as a family-friendly destination.

The city’s official tourism and marketing organization NYC & Company on Tuesday named him New York City’s official family ambassador.

Since the ambassador program launched in 2009, family visitation has grown by 26.5 percent. NYC & Company says that’s about 30.8 percent of the total number of city visitors.

The campaign includes travel material and guides to beaches, zoos and museums, including the Louis Armstrong House Museum and New York Transit Museum. It’ll be featured in bus shelters and taxi TV commercials and promoted in regional markets like Baltimore, Boston and Philadelphia.

Curious George replaces last year’s ambassador “Where’s Waldo.”

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