New York City Tourism + Conventions unveiled its affluent traveller strategy at IPW25, of which luxury travel advisors play a pivotal part, doubling down on the segment that packs a threefold economic punch with 20 per cent of NYC’s total visitors contributing a whopping 50 per cent of spending. Karryon was on the ground in Chicago.
NYC is now at 97 per cent recovery of 2019 visitation levels with 64.5 million annual visitors in 2024. The economic impact is huge with tourism contributing USD$79 billion in total spend (up 110% on 2019 benchmarks) last year.
International travel makes up 20 per cent of visitation but contributes 50 per cent of spending, making inbound travel invaluable to tourism recovery.
While forecasts are slightly lower than anticipated at 64.1 million as a full tourism recovery was initially expected to be reached in 2025, NYC Tourism + Conventions President & CEO Julie Coker said it was just a slight decrease on last year.
“We’re pleased with where we’re looking. We will continue to obviously monitor this evolving landscape…international travel is critical to New York City,” she said.
“In the meantime, we really continue to do great work with U.S. Travel, Brand USA and really all of our colleagues across the US, ensuring travellers know that they are welcome to the country.
“Every visit begins with an invitation and there’s always a warm welcome in New York City that’s waiting.
“And what I would say is consistent about New York City is we have such a diverse market and we are grateful to welcome travellers from all over the globe – that really is our strength to meet the needs of our discerning and growing audiences.”
Affluent traveller strategy
Australia is ranked ninth in the top 10 markets for NYC with 509,000 visitors in 2024, rising to fifth place for the top 10 international markets for affluent travellers, behind the UK, Germany, France and Italy.
Including international and domestic markets, NYC attracted 10.7 million affluent travellers in 2024, representing 17 per cent of total visitors and three times the economic impact of the average visitor.
Coker said affluent travellers are an extremely important market for the organisation with lifestyle-driven luxury offerings, including new and renovated 5-star properties, Michelin-star dining and curated experiences, as part of the tourism recovery strategy.
“Our strategy really positions the city as a destination for purposeful travel, where influencers can access meaningful moments that really take centre stage,” she said.
Coker said initiatives, such as the new B2B Luxury Hub, NYC Luxury Guide and NYC Travel Trade Academy, will support this strategy.
“We have curated the New York City Luxury Guide, and we’re pleased to say that it is a great tool for our travel trade to be able to use as it highlights product and offerings that are available throughout New York City,” she said.
“We are also proud to be the first DMO to launch a dedicated B2B Luxury Hub. It is password protected, but it also allows travel advisors to offer bespoke offerings. It has everything from DMC listings to curated experiences, hotel offerings and really just unique experiences that are not visible to the public.”
At IPW25, NYC Tourism + Conventions also launched a new luxury-focused module for travel advisors with insights and tips available on the NYC Travel Trade Academy.
Coker added that while the strategy will zero in on the luxury segment, the DMO remains very focused on all other audiences.
“This is really just one piece of the diverse mix in New York City. And the beauty of New York City is that there is something for everyone – from low cost to ultra luxe – and we’re proud to provide new tools and inspirational content for luxury travel advisors and their clients,” she said.
“We remain focused on fostering strong trade relationships and showcasing the one-of-a-kind NYC opportunities – from world-class accommodations and dining to culture and shopping – that can only be found across businesses in all five boroughs.”
For more info, head to nyctourism.com/luxury
