J. Coker: "New York offers an unrivalled experience

What is your assessment of 2025?

Julie Coker - The number of visitors to New York is up slightly, from 64.7 million last year to 64.5 million in 2024. What has really boosted this year's result compared to last year is domestic leisure tourism. In addition to California, which is a major outbound market, New York benefits from a very strong proximity market by car, being four or five hours' drive from both Washington and Boston. You can also take the train very easily.

Celebrating 400^e Did New York's anniversary last year also have an impact on this?

J. C. - Absolutely. A great deal of emphasis has been placed on the storytelling around the city, the way in which it continues to create and write history. Other elements have also added to this appeal. The Frick Collection has reopened after several years of renovation. Broadway had a record year in 2025, welcoming many stars, particularly during the first five months of the year. It's a key attraction for New York, because you can only see a Broadway play on Broadway. All this has boosted demand for domestic leisure tourism, our leading segment last year, ahead of business tourism and then international tourism.

Has business tourism in New York finally recovered from the pandemic?

J. C. - Business tourism is returning more slowly than we expected. So we are not yet back to pre-Covid levels. In 2025, we expect to end the year with 12.5 million business visitors, compared with 13.6 million in 2019, before the pandemic. At the start of 2024, we were optimistic that 2025 would see us return to pre-pandemic levels. We now think it will take a little longer. But the good news is that we are still seeing slight year-on-year growth.

How do you explain this slower recovery?

J. C. - It has a lot to do with working remotely, with being able to meet on Zoom instead of in person. That's the most important factor for me, but I think that's the case everywhere else. No city has gone back to where it was before. We all see that there are far more people in the office on Tuesdays, Wednesdays and Thursdays, but far fewer on Mondays and Fridays.

At the same time, are you seeing an increase in "bleisure"?

J. C. - Yes, we are lucky in New York to have business travellers who turn into leisure travellers. For a meeting on Tuesday or Wednesday, it's common to arrive early or extend your stay over the weekend to explore the city. You can work remotely from a hotel room and enjoy the rest of the time, including weekends.

Is the MICE market holding up well?

J. C. - Yes, our MICE market remains solid, with figures holding up well. However, we have noted a drop in international business tourism, whether in terms of participants, exhibitors or speakers. There are several reasons for this. Some are linked to geopolitical tensions, others to visas, which can take longer to obtain in some countries. Currency fluctuations and budgetary issues may also have played a part in this decline. Although, in the end, this did not reduce the overall attendance at conventions or the size of the shows. But the mix is a little different. Domestic participants and exhibitors have been able to play a bigger role.

How do you feel about visas and geopolitical tensions?

J. C. - It's a mixed picture. As far as visas are concerned, I'd say that the current administration is making the biggest investment we've seen in years to make the visa process faster and more efficient, and also more virtual, without necessarily having to travel. They are also investing in biometrics and other technologies to improve the experience of travellers. That's the positive side. On the geopolitical side, I think that the message of being welcoming, inclusive and inclusive is not as strong and obvious as it should be. That's where a city like New York can step in individually and say, "This is who we are."

Is your new mayor, Zohran Mamdani, in favour of tourism?

J. C. - Absolutely. He has publicly stated that tourism is one of the main pillars of New York's economy and that he is very much in favour of it, very interested in tourism equity in the five boroughs. What's more, he's also a great football fan and will do everything he can to ensure that hosting the FIFA World Cup is a success. I think he will be an excellent ambassador for New York.

The Football World Cup is a major event for 2026. What are your expectations?

J. C. - We're very enthusiastic. We're expecting around 1.2 million visitors over the period. We're hosting a total of eight matches, from 11 June to the final, and we're really excited about that. There's a regional effort around this event. We're partnering with New Jersey, the stadium being in that state, so it's going to be a big win for all of us. The important thing is to get this message across: whether or not you have tickets for the games, it doesn't matter, come and take part in the city's energy during this two-month period. Numerous events are scheduled to take place in the five boroughs, including the FIFA Fan Festival in Liberty Park, a Fan Village at Rockefeller Center and a Fan Zone in Queens.

Will this event promote not just Manhattan, but the city as a whole?

J. C. - Exactly. It's a great opportunity to explore all five boroughs. What's more, there are different price points, and some travellers might find it cheaper to stay on Staten Island or in Brooklyn, Queens or the Bronx, rather than in Manhattan. While France is our third largest market, most French travellers have already been to Manhattan. So now's a good time to check out the other boroughs. Especially as there are incredible culinary options, world-class museums, shopping, different experiences. There's definitely something for everyone in New York.

This diversity is also one of the main advantages for business tourism.

J. C. - Absolutely. Whether you're coming for a meeting, a convention or an incentive, New York has everything to create a memorable experience. It's one of those cities where everything is concentrated in one place because our economy is so diverse. It's a great backdrop for any meeting or convention. The intellectual capital that we have is a great resource for potential event sponsors, speakers. New York offers an unparalleled experience thanks to the richness of its economy and the diversity of its hotels and event venues.

For the MICE segment, how is the city opening up the field of possibilities?

J. C. - You have a wide choice to organise a meeting directly in a hotel, or use it only for accommodation and go to other venues, including those offered by Convene, or using one of our theatres, museums or, depending on the size of the group, one of our tourist attractions. For incentive breaks, it could be a private dinner on stage in one of our theatres or team building with one of our award-winning chefs behind the scenes in one of our kitchens. But when we ask organisers, New York's main asset is its air service. The fact that it's easy to get to from anywhere in the world with a variety of options, whether low-cost or legacy, through any of our three airports, all ideally located, is the number one asset.

How far have these airports got with their transformation programmes?

J. C. - At JFK, much of the work will be completed by 2026. At Newark, terminal A is nearing completion, but some infrastructure, such as the AirTrain that will bring passengers easily to the terminal, is not yet finished. Finally, although less relevant to the French market, LaGuardia airport is brand new and completely transformed. Having well-designed airports that work perfectly well is finally a reality for New York.