The city plans to receive 3 million visitors less than expected for 2025, which represents an estimated economic loss of more than 4,000 million dollars in direct spending. Far from staying from Crucados, Julie Coker, president and executive director of NYC Tourism + Conventions, has decided to face the challenge betting on the force that defines New York: its people.
Coker drives a vision of tourism that goes beyond numbers. Its strategy is clear: strengthening from within, making visible local communities, celebrating the cultural diversity of the five districts and ensuring that the benefits of tourism reach everyone, not only to the large chains or better known areas.
Direct support to small Hispanic businesses
One of the priorities of its management is to ensure that tourism is a growth tool for small Hispanic businesses. For that, NYC Tourism + Conventions created the guide “The Latino Experience in Nyc”, an resource that highlights the richness of Latin culture in neighborhoods of the five districts, including restaurants, stores, galleries and authentic experiences.
This content is promoted not only at the local level, but in international markets, between media, travel agencies and event professionals, positioning the Latin community as a key pillar in the city’s tourist experience.
Tell our stories to attract more opportunities
In addition, Coker has opted for the power of stories. Through the “NYC Local Legends” videos series, NYC Tourism + Conventions stands out to Latin entrepreneurs and community leaders who represent the soul of their neighborhoods. These stories seek to connect emotionally with visitors, show the true face of New York and generate meaning.
But the effort is not exempt from obstacles. “We do not have enough funds to continue producing this important content,” says Coker. Therefore, it is actively working with the Municipal Council to achieve a budget increase in fiscal year 2026 that allows to continue and expand these initiatives in the coming years.
Tourism with human, local and diverse face
For Coker, tourism is not just an economic figure: it is a transformation tool. Under his leadership, NYC Tourism + Conventions seeks that every dollar spent by a visitor also benefits the Puerto Rican bakeries of Bronx, Mexican restaurants in Queens, Latin cultural centers in Brooklyn and Dominican businesses of Alto Manhattan.
And in the coming years they offer a unique opportunity for this vision to materialize on a large scale. Events such as the 400th Anniversary of New York City, the FIFA 2026 World Cup – which will have its great final in the city – and the National celebration of America 250 will place New York in the center of the global stage. Julie Coker sees on these key dates a platform to show energy, diversity and dynamism that make this city a unique destination in the world.
In the midst of a challenging panorama, the city is sowing a more fair, more human and closer recovery to those who have built New York from their roots.
