NYC & Company

NYC & Company is the official destination marketing organization and convention and visitors bureau for the Five Boroughs of New York City. Chartered by the Mayor of New York City, its mission is to maximize travel and tourism opportunities throughout the metropolitan area, building economic prosperity and spreading the dynamic image of New York City around the globe. The organization markets the city to both leisure and business travelers, supports major citywide events, and provides resources for visitors and industry partners.

History

The organization was originally founded in 1935 as the New York Convention and Visitors Bureau, a key initiative during the administration of Mayor Fiorello H. La Guardia to stimulate the local economy amid the Great Depression. It underwent a significant rebranding in 2007, adopting the NYC & Company name to present a more modern and unified global brand for the city's tourism efforts. This transformation was championed by Mayor Michael Bloomberg and the organization's then-CEO, George Fertitta, aligning with a period of substantial growth in international visitation. Key milestones in its history include managing the city's tourism response after the September 11 attacks and playing a central role in promoting recovery, as well as leading marketing campaigns for major events like the 2014 Super Bowl hosted at MetLife Stadium and the city's hosting of the NBA All-Star Game.

Organization and leadership

NYC & Company operates as a non-profit 501(c)(6) entity and is governed by a board of directors composed of leaders from the city's hospitality, business, and cultural sectors. The board has included prominent figures such as Jonathan Tisch of Loews Hotels and executives from major organizations like The Related Companies, Bloomberg L.P., and Lincoln Center for the Performing Arts. Day-to-day operations are led by a President and CEO, a position held since 2014 by Fred Dixon, who previously served as the organization's Global Chief Tourism Officer. The organization works in close partnership with the New York City Department of Small Business Services and the New York City Economic Development Corporation, and maintains a network of international offices in key markets such as the United Kingdom, China, and Mexico.

Activities and programs

Core activities include comprehensive travel trade outreach, media relations, and the production of official visitor guides and maps. The organization operates the official NYCgo.com website and social media channels, which serve as primary resources for trip planning. It runs influential programs like "NYC Restaurant Week," a bi-annual dining promotion that involves hundreds of the city's eateries, from establishments in Greenwich Village to famed steakhouses in the Theater District. NYC & Company also provides crucial support and promotion for major cultural events and institutions, including the Tribeca Film Festival, New York Fashion Week, and exhibitions at the Metropolitan Museum of Art and the American Museum of Natural History.

Marketing and branding initiatives

The organization develops and executes global advertising campaigns across television, digital, and print media, often featuring iconic imagery of landmarks like the Statue of Liberty, Times Square, and Central Park. A cornerstone of its branding is the "Forever Brand" campaign, which highlights the enduring and evolving spirit of New York City. It creates targeted campaigns for specific audiences and neighborhoods, such as "NYC LGBTL" focusing on LGBTQ+ travel and promotions for emerging cultural districts like DUMBO and the Lower East Side. Partnerships with major airlines like Delta Air Lines and JetBlue, as well as streaming platforms like Netflix, have been central to extending its marketing reach.

Economic impact and tourism statistics

Tourism, driven by NYC & Company's marketing, is a fundamental pillar of the New York City economy. Prior to the COVID-19 pandemic, the city welcomed a record 66.6 million visitors in 2019, generating an estimated $70 billion in total economic impact and supporting nearly 400,000 jobs in sectors such as lodging, food services, retail, and transportation. The organization closely monitors metrics including hotel occupancy rates, average daily room rates, and visitor origin data from key markets like the United Kingdom, Canada, and Brazil. Its research and recovery efforts were pivotal in navigating the drastic decline in travel during 2020 and supporting the sector's rebound, aiming to restore and surpass pre-pandemic visitation levels.