US CanadaNext up, ILTM Asia Pacific in Singapore in May.

NYC & Company concludes first trade mission to South-east Asia

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NYC 190304
Artist impression of Hudson Yards, the largest development in New York City since the Rockefellar Centre in the 1930s, which will open in March 2019.

“The timing couldn’t be better [for the trade mission]. We see a definite potential in South-east Asia, with an estimated 241,000 visitor arrivals in 2018, up 9% from 221,000 visitors in 2017,” said Makiko Matsuda Healy, NYC & Company’s managing director, tourism market development, who has been living in New York for 20 years.

NYC & Company, New York City’s official destination marketing organisation, has concluded its first trade mission to South-east Asia to engage agents from its top sources – Singapore, Malaysia and the Philippines. 

“The timing couldn’t be better [for the trade mission]. We see a definite potential in South-east Asia, with an estimated 241,000 visitor arrivals in 2018, up 9% from 221,000 visitors in 2017,” said Makiko Matsuda Healy, NYC & Company’s managing director, tourism market development, who has been living in New York for 20 years.

“Add that to new direct, non-stop flights, operated by Singapore Airlines and Philippines Airlines, from Singapore and Manila to NYC, and the stars are all aligned.”

The delegation visited the three markets in the last week of February, starting with Singapore, followed by Kuala Lumpur, Malaysia, before concluding in Manila, Philippines on March 1. 

Partners who joined in for the inaugural mission include: Hudson Yards, a soon-to-open multi-concept lifestyle destination that spans an entire avenue and stretches four city blocks in Manhattan’s West Side; the iconic art gallery MOMA (Museum of Modern Art); inbound tour operator Tour America LLC, conveniently-located eco-friendly hotel Wyndham Garden Brooklyn Sunset Park, and in-market partner, Hertz. 

Added Healy, “We’ve always been participating in ITB Asia, as part of the Brand USA pavilion, which has been great, but we felt it was time to have deeper interaction and conversations with the trade community to find out what they really need, and that’s really the goal of this mission.” 

Targeting the niche luxury travellers
South-east Asian visitors to NYC stayed an average of 11.5 days (higher than the average of 8.5 days across all markets), and tend to gravitate towards high-end experiences such as concerts and plays (33% vs. 27% average) and fine dining (48% vs. 31% average), according to statistics from the US Department of Commerce,

In line with the findings, the DMO will be ramping up efforts to attract more well-heeled guests. 

For a start, it will be participating in ILTM Asia Pacific for the first time in Singapore in May, bringing a delegation of luxury suppliers to meet with the region’s trade community. 

On its website, NYCgo.com, the luxury section has also been bumped up to include a wide selection of luxury five-star hotels, as well as elevated travel experiences. 

Said Healy,” Luxury isn’t just about fancy hotels and Michelin-starred restaurants. We hope to introduce some of these exclusive experiences unique to New York City through the revamped website and trade engagements.”


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