Interview
NYC in a conference class of its own
JULIE COKER, PRESIDENT AND CEO OF NYC TOURISM + CONVENTIONS, TELLS IAIN STIRLING ABOUT HER NEW ROLE AND PLANS FOR GROWTH
IS: What attracted you to the position of president and CEO? JC: Having had the opportunity to work in two other major metropolitan cities – Philadelphia and San Diego – along with my time at Hyatt in Chicago, New York represented what we’ d all refer to as the Mecca when it comes to travel and tourism. The chance to use my skill set and experience from 21 years, made New York City incredibly attractive when the opportunity arose.
New York City is really in a class of its own because of such a diverse economy and so many different levers driving tourism. This is the number one point of entry for all international travellers to the US.
IS: What are your immediate priorities? JC: First, we need to return to the growth pace we were on in 2019. Last year, we had 64m visitors. The immediate priority is getting back to that growth trajectory, not just reaching the 2019 high watermark of 66m visitors, but returning to our pre-Covid growth pace.
Second, we’ re continuing our strong work across all five boroughs, ensuring visitors aren ' t just coming to Manhattan but also experiencing Queens, Staten Island, Brooklyn, and the Bronx. Third, and more long-term but ongoing, is continuing to be a leader in travel and tourism. We work closely with Brand USA and take seriously our responsibility to be a welcoming, inclusive destination that represents all of the US.
IS: Given the current political situation, do you think that 76m visitor target might be affected? JC: New York has always seen fluctuations due to variety of challenges and geopolitical tensions, but, through May, based on what we’ re hearing from our hoteliers, we’ re on track to meet our forecast.
We lean heavily into the fact that New York has options for all budgets. Over the last two months, sentiment around the US is starting to normalise. Conversations we were having in February with Canada and other countries seem to have simmered down.
Above: Julie Coker
Some headlines aren’ t necessarily translating into how consumers are actually purchasing.
IS: Where do you see the greatest potential for growth in the business events sector? JC: Meetings and conventions are very strong in New York. Javits is reporting strong numbers this year and has undergone major renovation.
Traditionally, Javits has been focused on for-profit trade shows. We can work with their new president and CEO to diversify that mix, bringing in more corporate and association groups.
The wealth of our knowledge economy also provides experts for speakers and potential sponsors for meetings and conventions. We leverage that backdrop. We’ re also celebrating New York City ' s 400th anniversary this year, which leads into the US’ s 250th anniversary. Next year, we’ re hosting the FIFA World Cup finals in July, including the final and, as part of America’ s 250th celebration, we ' ll have Sail4th 250 – over 30 tall ships in the harbour.
IS: How are you bringing in sustainability and innovation into your destination marketing and business events strategy? JC: Most RFPs from meeting planners ask about our sustainability practices. Our hotel community, especially larger brands like Marriott, Hyatt, Hilton, and IHG, have embraced this with best practices.
We have a white paper on our website, covering topics like food waste and recycling materials from events.
We’ re particularly proud of Javits’ efforts. They debuted their expansion in 2021 with a 6.75-acre green roof – the largest in the US – and they have aggressive programmes for booth breakdown.
New York’ s world-class transportation system also makes it easy to get around without cars, which is much more sustainable. n
ISSUE 138 / CONFERENCE & MEETINGS WORLD / 43