The UK has historically been a key market for New York City. Can you tell us about current visitation and expectations for 2025?
The UK has always been New York City’s number-one international inbound market, and that remains true for 2024 and 2025. We continue to benefit from strong airlift, particularly from London and Manchester. We typically welcome slightly over one million UK visitors annually, and we expect similar numbers next year. Growth has slowed slightly across global markets, and while we haven’t yet returned to our pre-pandemic peak of 67 million total visitors, we are still seeing steady growth.
Are there any new air routes, hospitality openings or experiences agents should know about?
While there are no immediate new UK-NYC routes to announce, we’re seeing strong European expansion overall. Hotel development continues across all five boroughs: we currently have around 125,000 rooms and will reach about 130,000 in the next two years. There’s a diverse pipeline from mid-scale brands like IHG’s Go program to luxury icons such as the reopening Waldorf Astoria.
New York now has five observation decks, each offering a unique perspective, making us arguably the only city in the world with such a range of high-rise viewing experiences.
What accessible attractions would you recommend agents promote?
Observation decks are excellent for accessibility and multi-generational travel, with great wheelchair access and thoughtful experience design.
The Intrepid Museum offers sensory-friendly days and strong accessibility programming. Major museums including The Met, MoMA and The Whitney have significantly expanded accessibility resources, and we’re seeing more sensory-inclusive offerings across cultural institutions.
Attractions are advancing accessibility at their own pace, with investment levels varying, particularly for smaller nonprofits. However, there is clear industry commitment, and as the DMO we actively encourage this development.
What visitor trends are you seeing from the UK, and how are you responding?
We’re actively promoting both value-driven and luxury experiences. Luxury demand remains strong, and we’ve launched a trade-focused luxury portal. At the same time, value remains key — even luxury travellers want strong return on spend.
Our Winter Outing campaign (January–February) continues, featuring 2-for-1 tickets for Broadway and attractions, plus Restaurant Week and Hotel Week discounts. Q1 remains our biggest demand-generation period.
How should agents leverage sports tourism and major upcoming events like the FIFA World Cup?
NYC offers two teams in most major leagues and rapidly growing women’s sports. Visitors increasingly build visits around games and concerts. Participation travel is booming too — think NYC Marathon or the Five Borough Bike Tour. For the World Cup, travellers may have extended downtime between matches, so we’re planning special programming and citywide activations.
A highlight will be our America 250 celebrations (July 3–9), including a once-in-a-generation parade of international ships in NYC Harbor.
Agents worry about AI replacing bespoke itinerary planning. How is NYC Tourism using AI, and what role do agents play?
We’ve added AI chatbots, Libby for consumers and Ellis for MICE planners, to support information access. However, travel remains a high-touch category. Human expertise, personal service and emotional connection continue to be vital, particularly for luxury and complex bookings. AI will assist the industry, not replace it.
With a focus on cultural immersion, what experiences do you recommend?
Food is the perfect entry point to New York’s cultural diversity. Queens, one of the most diverse places in the world, is ideal for culinary discovery, with incredible international cuisine, cultural institutions and hotels – you can easily base an entire trip there. Brooklyn also continues to shine for neighbourhood-based cultural exploration.
How are sustainability and conscious travel shaping NYC’s tourism strategy?
New York’s extensive public transport system helps reduce carbon impact. Businesses across the city, particularly hotels, are investing in sustainability practices, from reduced waste programmes to energy-efficient operations. We’re seeing both traveller demand and industry commitment in this area.
What trade training and opportunities can agents expect?
Our free online training platform now includes sports and luxury modules, with more to come. We continuously update content as new trends and products emerge, and we may explore sustainability training next.
Any advice for agents creating value-plus-luxury itineraries?
Consider a “splurge lunch”. Many fine-dining restaurants now offer exceptional tasting menus earlier in the day. Travellers increasingly front-load key experiences and balance high-end moments with affordable neighbourhood dining and experiences. Walking tours and food tours are excellent value-rich options.
