New York City Tourism + Conventions is capitalising on a significant increase in the number of high-net-worth travellers to the US gateway, ramping up its attention to the high-yielding affluent market.In 2024, New York City welcomed 64.5 million visitors, contributing US$79 billion in economic activity to the city. $51 billion of that was in visitor spend. That visitor number equates to 97% recovery of the pre-COVID level of 2019. (Forecasts had earlier predicted that New York City would achieve full recovery in 2025, however outside factors have seen the number scaled back to a target of 64.1 million.)
Of the 64.5 million, 10.7 million were affluent travellers (about 17% of the total), which Julie Coker, President and CEO of NYC Tourism + Conventions, said was “an extremely important market for us.”The affluent market for New York jumped from 1.1 million in 2023 to 1.8 million in 2024.
“International travel is critical to New York City. It makes up 20% of our visitation, but it is 50% of visitor spend.”
“To meet the need of our discerning and growing audiences, our strategy really positions the city as a destination for purposeful travel.”
Coker unveiled NYC Tourism’s new strategy this week in Chicago at IPW 2025. It incorporates a new password protected Luxury Hub for travel advisors globally to access for inspiration and ideas to assist clients with trip planning. She boasts that NYC Tourism + Conventions is the first US DMO to launch a dedicated B2B luxury hub.A new ‘Luxury’ module has been introduced to NYC Tourism’s Travel Trade Academy.“It has everything from DMC listings to curated expenses, experiences, hotel offerings and unique experiences that are not visible to the public,” she explained.The tourist board is doubling down on its participation in luxury travel shows around the world, including Virtuoso Travel Week, Traveller Made’s Essence of Luxury, ILTM events in Latin America and Cannes, and Connections.The bureau is also developing its membership platform for the luxury hotels of its travel hub, ensuring listed partners are ‘true’ luxury providers.Two examples of that are the 1 Hotels portfolio which operates sustainability-driven luxury accommodations in Brooklyn and on Central Park. Another is the imminent reopening of the Waldorf Astoria after a huge overhaul that will see the room number shredded, from over 1,400 rooms to 375 guest rooms and 375 condos.
“Luxury travel was a primary pillar for New York City Tourism coming out of the COVID pandemic, with Coker telling LATTE on the sidelines of IPW, “We are leaning more into that now.”“What we are starting to do now is put a finer point on the segment”.
“We’ve also doubled down on the education that we’re offering our members to ensure that the luxury product for the affluent traveller is consistent and that it is at a much higher level.”
“That can really range from iconic luxury brands like the Waldorf Astoria, The Ritz-Carlton, Four Seasons, to what is now the more lifestyle, more subtle affluent traveller, like the 1 .”“We’re gathering all the amenities into our portal, whether that’s on the luxury hub, or adding the module to our travel trade academy, and the updated Luxury Guide.”
Coker joined NYC Tourism last December, succeeding Fred Dixon who became the President and CEO of Brand USA. She most recently led the tourism offices in San Diego for four years and Philadelphia for 10 years, from 2010 to 2020. Prior to that, Coker worked within the hospitality segment for 21 years, 14 of which were in Chicago.She said NYC’s Top 10 affluent inbound markets are the UK, Canada, France, Italy, Brazil, China, Germany, Mexico, Australia and Spain. Every market in the top 10, except Brazil, was down in visitor numbers, including Australia which was 60,000 less travellers to 503,000.Specifically for the affluent market, the origin of the Top 10 international markets for New York City were, in order: the UK, Germany, France, Italy, Australia, South Korea, Brazil, India, Switzerland and Ireland.
Domestically, the core markets for affluent travellers were from the East Coast and pockets of the West Coast.Coker also used the platform to extol her tourism counterparts and colleagues, and push the message that the US is open for business, concluding by saying: “we continue to do great work with US Travel, Brand USA and all of our colleagues across the US ensuring travellers know they are welcome coming to the country.”To view NYC Tourism’s most up to date curated content for affluent travellers, go to nyctourism.com/luxury
