India is expected to see a significant increase in visa applications this year, with 380,000 visitors projected to arrive in the US. Out of the total visitors entering the US, the New York City remains the number one entry point with more than 60 per cent Indian tourists embarking on their US journey through New York.
New York City is home to the world’s busiest airport system and the number one port of entry for US international travellers. New York City welcomed a total 61.8 million travellers in 2023, marking a recovery of 93 per cent of the City’s record 2019 visitation levels. It remains on track to welcome 64.5 million visitors this year.
New York City welcomed 336,000 India travellers – marking full recovery of the market’s pre-pandemic visitation levels – with 383,000 expected to visit this year.
During 2023, the New York City saw the average length of stay increase to 11 days (up from 9.9 days pre-pandemic) and spending increased from an average USD 1,955 to USD 2,200 per person per trip. Compared to all overseas visitors to NYC, Indian visitors skew to more leisure, tend to travel alone, and stay in hotels. Indian visitors generally prefer to book air travel to NYC in March, April, and May.
India continues to be a significant source of international visitors to New York City, and various initiatives taken by the New York City’s tourism board underscores the their commitment to providing Indian travellers with a warm welcome and a memorable experience.
New York City Tourism + Conventions, the official destination marketing organisation and convention and visitors bureau for New York City’s five boroughs, successfully wrapped up three-city Sales Mission in India earlier this year, where it hosted events across Mumbai, Delhi and Ahmedabad. The tourism board also recently launched online travel trade academy with Hindi subtitles providing increased education and sales support for travel trade.
As part of this mission, representatives the NYC Tourism delegation engaged with key stakeholders and travel agencies in three feeder cities – including Ahmedabad (first time post pandemic) – across India and showcased the diverse offerings that New York City has for Indian travellers.
“We were pleased to be back in India, a rapidly growing feeder market for New York City tourism, for our annual sales mission, said Makiko Matsuda Healy, Senior Vice President, Tourism Market Development for New York City Tourism + Conventions. “Recently, we introduced the Travel Trade Academy program, thoughtfully enriched with Hindi subtitles to ensure that the Indian travel trade can fully engage with the five-borough destination. By incorporating Hindi subtitles, we aim to empower the trade to adeptly respond to evolving consumer demands, providing a diverse and personalised array of NYC experiences that resonate with the preferences of the Indian audience.”
The decision to ramp up efforts to draw Indian tourists follows a significant backlash against the Maldives triggered by derogatory remarks made against India and Prime Minister Narendra Modi on social media by three Maldivian officials. This backlash led to numerous cancellations of reservations and a drop in plans to visit the Maldives by Indian tourists, including several celebrities.
Talking about the growth of tourism in New York from the Indian market, Healy said the development has been really promising. “India has increasingly become a significant source market for international visitors for NYC. Factors such as improved air connectivity, growing disposable income among Indian travelers, and the appeal of New York City’s iconic attractions, diverse culture, and shopping opportunities have contributed to this growth. Additionally, targeted marketing efforts, collaborations with travel trade partners, and initiatives to enhance the overall visitor experience have also played a role in attracting more Indian tourists to NYC,” she added.
During the Sales Mission in Delhi, Beate Mauder Kakkar, Managing Director, Indiva Marketing, who represent New York City Tourism + Convention in India in conversation with ETTravelWorld discussed marketing strategies for promoting New York City tourism to India.
When asked about the key focus areas and activities of the Tourism Board’s mission to India, Kakkar said metro cities like Mumbai and Delhi are the top sources of visitors but smaller emerging cities like Ahmedabad are also important targets. “Throughout the year, the Board conducts various initiatives in India through their trade and PR managers based in the country,” she added.
Talking about the re-branding of NYC & Company to the New York City Tourism + Convention, Kakkar said, “The new name is a lot clearer and better understood,” adding that it aims to improve communication around the city’s tourism and conventions efforts.
Whereas, Healy reaffirmed that the primary goal of the rebranding, which happened last year, was to strategically position the organisation to continue leading NYC’s tourism economy and reestablish its purpose and mission as the official destination marketing organisation and convention and visitor’s bureau for one of the world’s greatest destinations.
“The rebranding of New York City’s tourism efforts has likely had a positive impact on the Indian market, evident in increased visibility and clarity about who we are and how we can support the travel trade. By clearly defining who we are and establishing our new brand, we hope to further cement our position in the market and increase the desirability for key trade to partner with us in-market,” she added.
Dubbed “TIME FOR TAIWAN,” the program comprises nine comprehensive modules covering a wide array of topics, ranging from cultural insights and visa procedures to transportation options, accommodation choices, itinerary planning, MICE incentives, Indian restaurants and venues. Through engaging content and interactive webinar sessions, participants will gain invaluable insights about Taiwan.
