NYC Tourism CEO highlights new initiatives, UK market growth

In an exclusive interview, Julie Coker, President and CEO of New York City Tourism and Conventions, shared with TravelMole’s Graham McKenzie exciting updates about NYC’s tourism landscape.

Coker also outlined plans to engage global visitors, particularly from the UK.

With a packed calendar of events and strategic initiatives, the city is gearing up for a dynamic future, while addressing challenges like affordability and sustainability.

Major Events on the Horizon: World Cup 2026 and USA 250th Anniversary

Looking ahead to 2026, New York City will play a central role in hosting FIFA World Cup matches in partnership with New Jersey. Beyond the stadiums, NYC is planning fan zones and watch parties across all five boroughs.

Adding to the celebratory atmosphere, the ‘Tall Ships of Sail 250’ will dock in New York as part of the USA’s 250th Independence Day anniversary festivities. These events will showcase the city’s vibrant spirit while drawing global attention.

Celebrating NYC’s Heritage: 400 Years of History

This year marks New York City’s 400th anniversary, a milestone that has inspired a focus on its rich heritage. The city is spotlighting businesses and establishments that have stood the test of time, offering visitors a unique opportunity to connect with NYC’s historical roots.

Promoting Affordable and Sustainable Tourism

While Manhattan remains a popular destination, its reputation as an expensive area has led NYC Tourism to encourage visitors to explore beyond its borders. Julie Coker emphasized the benefits of staying in the city’s five boroughs—Brooklyn, Queens, The Bronx, Staten Island, and Manhattan—which not only provide more affordable accommodation options but also help disperse tourism more evenly across the city.

To facilitate this, NYC has introduced the OMNY card, a new contactless payment system for public transport. This simplifies travel for both residents and visitors, making it easier to explore all corners of the city sustainably.

Tour operators are also being encouraged to include boroughs beyond Manhattan in their itineraries. This approach aligns with NYC Tourism’s broader efforts to promote sustainable travel and ensure that all parts of the city benefit from tourism revenue.

Domestic Tourism Push: Targeting Drive-In Markets

On the domestic front, NYC Tourism is focusing on attracting visitors from within a four-hour driving radius of the city. This ‘drive-in market’ strategy aims to boost regional tourism while providing accessible travel options.

UK: A Key Inbound Market

The UK remains New York City’s top international market, with over one million British visitors visiting in 2024. Despite international tourists accounting for only 20% of total visitor volume, they contribute a remarkable 50% of tourism revenue. The UK market is projected to grow by 2.5% in 2025 compared to 2024.

Julie Coker highlighted that the UK boasts more non-stop flights into NYC than any other international market—a key factor in maintaining strong visitor numbers. She also noted that while Canadian tourism has held steady so far this year, challenges are anticipated later in 2025.

‘With Love and Liberty’: A Warm Welcome for All Visitors

To ensure every visitor feels embraced by New York City’s unique energy and diversity, NYC Tourism has adopted the slogan “With Love and Liberty.” This message is the city’s commitment to inclusivity as it continues to welcome travellers from around the globe.

As New York City prepares for an exciting few years ahead, Julie Coker’s insights underscore innovation, sustainability, and celebrating its rich history while strengthening ties with key markets like the UK.

Coker added: “For British travellers, there has never been a better time to explore everything NYC has to offer.”

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