TORONTO — New York City’s tourism sector knows how to stare down a challenge – and ultimately, win. Now winning back Canadians is a top priority for New York City Tourism + Conventions and its partners.

The decline in visitation from the Canada to the U.S. over the past 13 months hit NYC just like it’s hit every other city south of the border. In 2023, Canadian visitation to the Big Apple reached 995,000. In 2024, it was 983,000. Then came ‘elbows up’, and in 2025 Canadian visitation fell 19%, to 796,000.

A delegation of nine top NYC tourism partners, led by New York City Tourism + Conventions’ President and CEO, Julie Coker, is in Canada this week on a mission – a strategic sales mission, to be exact – to do everything they can to get Canada’s visitation number back on an upward trend. The forecast for 2026 is 840,000.

“I think we’re in a different space compared to where we were in April 2025,” said Coker, when asked about this year’s predicted increase from Canada. “We are making positive strides. We’ve heard from a number of Canadian visitors that they’re ready to return. For those reasons we’re hopeful.”

Julie Coker, President and CEO of New York City Tourism + Conventions; Britt Hijkoop, VP Communications, International for New York City Tourism + Conventions; Kirk Dsouza, Sr. Manager – Marketing & Communications, Reach Global Marketing

“WE WANT TO GET CANADA BACK TO NUMBER ONE”

Speaking to the trade media at yesterday’s roundtable in Toronto, Coker was friendly, determined and resilient, just like NYC itself. The city has long been a favourite for Canadian travellers. “We’ve had such a longstanding relationship, for years,” she said. “We see this as a pause right now. We want Canadians to know that when they’re ready to come back, we welcome them with open arms.”

The sales mission, taking Coker and the delegation to Toronto and Montreal to engage with media, travel trade and MICE buyers, aims to strengthen tourism ties and showcase New York City’s latest cultural, sports, and hospitality offerings. The team’s partners include …

• Empire State Building Observatory

• Hotel Indigo Lower East Side

• Hudson Yards Experiences

• Mercer Labs Museum of Art & Technology

• MoMA

• New York Yankees

• Rockefeller Center

• The Westin New York at Times Square

• Walker Hotels

Canada is now New York City’s second-largest international market, behind the UK.”Canada is an extremely important market for us,” said Coker. “We want to get Canada back to number one. In 2024 we were so close to one million visitors from Canada. We’ll get there.”

“USE US AS YOUR PARTNER”

For Canadian visitors more concerned about travel budgets and the economy than politics, Coker said there are plenty of ways to find value in an NYC vacation. Shoulder seasons always offer good rates, plus Canadians are big fans of the discounts during Broadway Week, Restaurant Week and Hotel Week. “Those are great opportunities to take advantage of NYC.”

When it comes to travel trends, Canadian travellers over-index on live events, she added. Live experiences, whether that’s a sporting event, concert or Broadway show, are always big hits with Canadian visitors.

Speaking of sports, in 20 markets globally, including in Canada with partner Porter Airlines, New York City Tourism + Conventions’ ‘Where the World Comes to Play’ highlights New York’s hosting duties for the FIFA 2026 World Cup. The New York / New Jersey region will be the site of eight matches including the World Cup Final.

Lift is always crucial. Coker noted that Air Canada’s decision to suspend flights from Toronto and Montreal to JFK, effective June 1 through late October, is a temporary pause. What’s even more important is that Air Canada will still have 34 nonstop flights into NYC, via LGA and EWR. “The airlift between is still very strong,” says Coker.

She wants travel advisors to see New York City Tourism + Conventions as a resource. “Travellers coming to New York City have so many questions. Which borough should I visit? I’m bringing my family, what can we do as a family? And Canadian travellers are very familiar with New York City, and many return visitors often asking, what else is there? We’re a resource for travel advisors. Use us as your partner. New York City is always going to deliver.”

New York City Tourism + Conventions’ resources for the travel trade can be found here.

Lead image caption: New York City Tourism + Conventions, represented in Canada by Reach Global, is leading a sales mission in Toronto and Montreal this week with partners Empire State Building Observatory, Hotel Indigo Lower East Side, Hudson Yards Experiences, Mercer Labs Museum of Art & Technology, MoMA, New York Yankees, Rockefeller Center, The Westin New York at Times Square and Walker Hotels