NEW YORK — Mara Haensel started her vacation braced for disaster.

She arrived at the airport near her home in Barcelona, Spain, three hours early, in case some security official decided to detain her for questioning. She carefully noted the address where she'd be staying in New York City, since a friend told her that without it immigration officials would send her right home.

"Since 9/11, everyone is afraid" of security problems when traveling to the U.S., Haensel said after picking up her luggage at John F. Kennedy International Airport.

That perception of the U.S. as an unwelcoming destination has tourism officials in New York City and tourism-related businesses nationwide focusing on a marketing campaign and a national lobbying effort to try to win over foreigners who have been picking other vacation spots.

New York City launched its marketing effort last week. The city is one of only a few U.S. urban centers that did not see a drop in the number of overseas visitors between 2000 and 2006, and officials want to make sure the city holds onto that lead.

Now, international visitors arriving at one Kennedy Airport terminal will be greeted with large welcome signs and red-jacketed workers offering information, maps and insider tips on the city. Visitors who leave the airport in a taxi may also see a promotional video, and tourists around the city will see posters from the "Just Ask the Locals" campaign.

The signs and greeters surrounding visitors before and after they go through Customs are meant to counteract any negative first impressions, Mayor Michael Bloomberg said.

"Tourists complain that U.S. immigration officials are rude and disrespectful, and they don't think that's a good way to start a vacation," Bloomberg said.