New York tourism chief confident of continued growth from UK

New York’s new tourism chief believes the continuing appeal of the city for UK visitors should insulate it against any slowdown in US travel amid ongoing economic pressures and uncertainty around the Trump administration’s global policy.

Julie Coker, who took over as president and chief executive of New York City Tourism + Conventions in December, said bookings from the UK had remained strong in the first two months of the year, with March data anticipated soon.

She also remains confident of maintaining growth from the UK in 2025, with a forecast of 1.19 million visitors this year equating to a 12% increase on the 2024 figure of 1.06 million.

“We are not quite at 2019 levels (1.27 million) yet but we are projecting that we’ll be pretty darn close in 2025 and will be back to those levels in 2026,” she said.

“We are cautiously optimistic and the UK continues to ride or die with us and that’s what we love about it.”

Coker admitted uncertainty around the US government’s approach to global trade and policy had the potential to impact confidence, while citing exchange rates and day-to-day costs as other considerations.

However, she pointed to a number of positive steps the Trump administration had taken to enhance the travel experience, including a focus on aviation infrastructure and promoting upcoming events including the 250^th anniversary of the US and the football World Cup.

“We are still seeing full flights between the UK and New York City and the capacity is there so we are happy with where we stand,” she said.

“We understand value is a consideration, but that is where we are able to lean into [more affordable product in] the boroughs. If overall travel is affected then I believe New York City will fare better because it always delivers.”

Referring to the impact of the Trump administration’s policies and speaking before the president initiated a pause on tariff plans, she added: “We have been here before and this is Season Two of President Trump.

“What is boding well is what we have coming up, including the 250^th anniversary and the World Cup, and these are things that are near and dear to the White House.

“Events like these and the Olympics in 2028 are putting the US on the world stage, and that is a stage the president likes.”