The rollout of the Spring 2025 season presents a timely opportunity to discuss tourism marketing strategies for new musicals. Everyone knows tourists generate two-thirds of all Broadway sales, with post-arrival tourists purchasing 20% of all tickets—approximately $300 million in revenue. This in-market segment (domestic + international) is larger than the
I recently spoke with a senior experience executive about advertising, and she said something that stuck with me: “We have no choice but to focus on conversions to make our numbers.” This mindset—driven by the need to demonstrate short-term results—has taken over not just the tourism and experience industry in
Much has been written recently about tourists coming back to Broadway. Last year 30% of domestic and 40% of international tourists made their purchase decision after they arrived in NYC (source: BL demographic study), which generated approximately $300M or 20% of all tickets sold. These visitors (a larger population than
Welcome to the first Theater Tourism Talks for 2025. Let’s take a look back at 2024. The Broadway League’s Demographic Study revealed something concerning: while total ticket sales and per-ticket prices held steady year over year, the number of unique theatergoers dropped by 330,000. That’s the equivalent of losing the
The 2024 NYC tourism year might best be described as a time of adaptation to disruptions. The industry is learning to respond to rapid shifts in consumer behavior, a trend that began as “revenge travel” subsided and has since evolved into inflation-influenced spending patterns. For example, Booking.com recently reported that
For tourism marketers, the goal is for advance tickets to sell out every day. However, conversations with Broadway producers, attraction managers, and restaurateurs reveal that pre-sales are presently falling short of expectations. This reality demands adaptable marketing strategies. City Guide Reaches In-Market Tourists City Guide reaches over 7 million readers
August 2024 marked a notable loss for NYC media as WCBS News Radio 880, a long-standing institution, ceased operations. In today’s media environment, consumers have a plethora of options to access the information and knowledge they seek. Naturally, they gravitate toward platforms that align with their interests and lifestyle. As
Tourists Love Maps. We hear that again and again from concierges and tourists. The 2024 Concierge Survey reports that approximately 60% of guests who come to the concierge desk walk away with a map. Let’s explore why. Why Maps are Still in Demand Physical maps put Manhattan in perspective
Tourists Want to Be Educated The majority of tourists, over 80%, travel to NYC without having planned every activity on their itinerary. They arrive seeking information that will help them determine how they will create their ideal vacation. Therefore, you should approach in-market tourists with the goal to educate
Tourists arrive in NYC with dreams and aspirations – and different itinerary criteria. They have various schedules, budgets, physical limitations and of course interests. When they evaluate the quality of an experience they try to determine their emotional reward — will I be happier, smarter, awed — will this enrich
Davler Media publishes City Guide, the go-to magazine and website for tourists and locals in NYC. In addition to City Guide, Davler Media distributes City Map, Everything to Do NYC, and ThoughtGallery.org, and also hosts events for tourism industry professionals in NYC.
