The number of UK travellers heading to New York City has yet to bounce back to pre-COVID levels, according to the latest data.
In 2023, just over 1.06 million British visitors made the trip to the Big Apple—still short of the 1.27 million recorded in 2019.
Julie Crocker, President and CEO of NYC Tourism, acknowledged the shortfall during a media event in London last week. “The UK is still not back to 2019 levels,” she said. “The spend is definitely there, but the actual numbers are not.”
Julie expressed optimism that UK arrivals this year could come “pretty darn close” to 2019 figures, but she was clear that full international recovery for the city is not expected until 2026.
Touching on potential obstacles to recovery, including political tensions such as recent tariff disputes linked to President Trump, Julie emphasised New York’s enduring appeal. “New York is an iconic destination,” she said. “This isn’t the first time we’ve faced a situation like this. We were smart enough to lean into love and liberty early on—before November. It’s who we are. It’s our DNA, our diversity… our secret weapon.”
When asked about concerns over future visitation trends, Julie replied: “Are we concerned? We are cautiously optimistic is what I would say.”
Despite early-year uncertainties, New York did not see a dip in visitor numbers during January and February. While March figures are still pending, Julie said she’s hopeful UK demand will hold steady. “The UK continues to ride or die with us,” she added, referring to Britain as New York’s largest overseas market.
Looking ahead, she noted that major upcoming international events could play a key role in boosting travel to the US. One highlight will be the FIFA World Cup in 2026, with New York City set to play a prominent role.
“Events like these will bring the world to the US—and New York City will be at the forefront,” she said.
The city is scheduled to host eight World Cup matches, including the final at MetLife Stadium in New Jersey.
