In 2024, NYC Tourism + Conventions helped bring in nearly 65 million leisure and business visitors, the second highest in New York City’s tourism history. Three milestone events this year and next alone are destined to set new visitation records.
Launched in January 2025, Founded By NYC marks the 400th anniversary of the European settlement of the narrow-tipped isle of Mannahatta, part of Lenapehoking, the longtime homelands of the Lenape people.
Highlighting “the achievements and contributions of New Yorkers over the past 400 years,” the year-long campaign prioritizes inclusivity in “recognizing the perspectives of marginalized communities, including Indigenous peoples, women and people of color.”
With a long history of international immigration, NYC today is among the world’s most ethnically diverse cities. The theme of inclusion dovetails with two mega-events in 2026, the FIFA Men’s World Cup and the 250th anniversary of the U.S., America250.
New York and New Jersey are jointly hosting eight World Cup matches, including the prized final, at MetLife Stadium. The region is the birthplace of soccer in the U.S., originating with the Lenape.
Industry leaders preparing to welcome the world to these events include NYC Tourism + Conventions President and CEO Julie Coker and Bruce Revman, co-host city manager of the New York New Jersey (NYNJ) World Cup Host Committee.
Coker, who assumed her role in December 2024 after leading the Philadelphia CVB and San Diego Tourism Authority, and Revman, with decades of executive-level sales, marketing, partnership and consumer engagement experience in sports and media, shared with Senior Contributor Jeff Heilman their perspectives on leadership and how experience has prepared them for their roles in the excitement ahead.
[Related: Why New York City Is a Global Sports Capital Primed for Events]
Julie Coker, President & CEO, NYC Tourism + Conventions
Jeff Heilman: Julie, what sold you on the NYC opportunity?
Julie Coker: Every career step prepares you for the next step. After graduating from Johnson & Wales with a degree in hotel management, I spent 21 years with Hyatt Hotels. I worked at eight properties in three cities, including 14 years in Chicago, before coming to Philadelphia and then San Diego. I would not trade those moves for anything.
I first considered how the NYC position would challenge me professionally. In Philadelphia, the CVB focused only on meetings and international visitation. Visit Philadelphia looked after North American tourism. San Diego united those worlds, dominated by leisure. NYC checked all the boxes with an even more diverse market, including strong global meetings and business travel components.
Secondly, I always respected my predecessor Fred Dixon and how NYC & Company, as it was formerly known, performed under his leadership. And I recognized NYC’s impact on other destinations around the world. I could not pass up the opportunity to lead those efforts.
What are your leadership pillars?
Hard work, humility, leading by example and inspiring others. After climbing the ladder and seeing it all, you turn outward and focus on helping others to walk in your shoes. You can always be the first woman or African American in the role, but never the last.
I also value making a difference and leaving a role in better shape than when I started. That goes back to my Hyatt days and is what leaders are charged with.
Much like responsible tourism. What about the role of courage?
I have a story there. In January 1992, then a Hyatt corporate management trainee based in Columbus, Ohio, I was informed on a Thursday of my promotion to an undisclosed role at the Hyatt O’Hare in Chicago. I had to report for work on Monday. That Sunday, single and 24, I left in a U-Haul and arrived in time to watch the end of the Super Bowl with the front office manager.
At Monday’s all-staff meeting, the regional VP moved managers around. Beverage took over housekeeping, who took over front office, who took over convention services and so on. His point? Leadership is leadership no matter where you are. I started as assistant front office manager and had to figure out everything on my own.
Classic old school, sink or swim.
That taught me to always rely on my instincts—and that failure was never an option.
Another example was moving from Philadelphia, a 57% minority city, to San Diego, a 5% minority city, during COVID-19. You always find your way. Trust your skillset, meet people, lean into new cultures and be open to different ideas. I spent my first three months in NYC listening and talking to board members, partners, stakeholders and staff about what my first 18 months would look like. I always want honest feedback. Tell me that I could have done or said something differently. That is how you move forward. What is the worst that can happen? Our industry is about fun—but not failure.
As we approach an unprecedented moment for NYC tourism and events, how is the destination preparing?
NYC’s 400th, the World Cup and America250 are not just moments in time but once-in-a-lifetime opportunities to welcome the world to NYC. That is a role that we cherish and play extremely well. As a global capital of business, innovation and culture, NYC sets the standard for elevating major events. Partnerships are bedrock, including the World Cup Host Committee, which we intentionally based in our office. We also work closely with New Jersey.
Inclusivity and accessibility are in NYC’s DNA. Through Founded By NYC, we lifted up untold stories of New Yorkers who have shaped history and inspired the world. Centerpiece 250th events include Sail 4th 250, the largest-ever flotilla of tall ships from nations around the world that will assemble in the Port of New York and New Jersey.
The spirit of welcome extends to World Cup activations across all five boroughs. As I continue to discover, the diversity of both the population and NYC’s tourism landscape are amazing. The depth and breadth of venues, hotels, restaurants, cultural institutions and supporting enterprises in Manhattan, Brooklyn, Queens, The Bronx and Staten Island uniquely position NYC to continuously drive innovation and meet challenges for the future.
Speaking of which, what is the outlook for 2027 and beyond?
Face-to-face business events are on solid footing, giving venues like the Jacob Javits Convention Center and our hotel partners strong foundations for continuing growth. Our hotel development pipeline is robust as our many repeat customers, international visitors included, chose to stay in the outer boroughs. We encourage this, along with planners utilizing our neighborhoods for group programs.
With so much tourism content to push out, we have introduced pioneering AI-driven chatbot technology to stay proactive with the visitor journey. Named after Ellis Island, NYC’s historic beacon of welcome, Ellis offers expert guidance and resources for meeting planners. Libby, after the Statue of Liberty, is our consumer-facing chat platform. Both are DMO firsts and come in 45 languages.
We are always available for a deeper dive, but these bots allow customers to easily start the conversation on their own. The outlook is positive as we confidently meet visitor needs today while continually evolving for tomorrow.
[Related: New York State Offers Dynamic Culinary Outings for Groups]
Bruce Revman, Co-Host City Manager, New York New Jersey (NYNJ) World Cup Host Committee
Jeff Heilman: Bruce, with your prior roles including managing director at NYC & Company, where does this one rank?
Bruce Revman: Working on the World Cup is a career peak. It is the most important professional role of my life, for which I did the least lobbying. In the past, I pursued every position with teeth. This time, it was a matter of “success is when opportunity meets preparation.”
While fortunate to be in the right place at the time in representing NYC in the bid process, I trusted that I was the right person for the job, based on my experience. The World Cup is the biggest sporting event in the world, with a million-plus attendees and global viewership in the billions. I was not intimidated, though. I was ready, and becoming the NYC manager for the Host Committee was the natural next step.
What is the function of the Host Committee?
We are the official local organizing body tasked with planning, coordinating and delivering the eight matches. Working closely with FIFA and key city, state and local stakeholders, this includes transportation, public safety, hotels, training facilities and other infrastructure concerns. Other responsibilities include fan experiences and ensuring that businesses and individuals across the region are engaged in and benefit from the event. My New Jersey co-host Lauren LaRusso and I confer on everything with our CEO, Alex Lasry, who orchestrates the master plan.
Does that make you head coach of the NYC team?
To a degree, in terms of orchestrating the event playbook. I have done enough events around the world to be dangerous. We are a small organization of only around 20 people, though, so nobody wears one hat, which also makes me like a utility player that covers multiple positions on the field.
That said, I am smart enough to know that I do not know everything. I have done event security and transportation planning, but not at the level required for the World Cup. Leadership does not always mean having all the answers, but as necessary, always knowing where to turn for answers. For that, we have assembled a team of subject matter experts well-versed in mega-events in this region.
Partnerships are essential. Our close collaboration, especially on operational matters, with FIFA, City Hall, the five boroughs, our friends in New Jersey and regional allies speaks volumes about our unified strength as a region.
With the World Cup fast approaching, what matters most to you in terms of outcomes?
Since starting work on the World Cup in late 2018, I have had one goal in mind: to positively impact every single person who participates in and witnesses the tournament.
I am proud to call this region home. It is not perfect. We are facing headwinds that did not exist just six months ago and will have to work harder to attract international visitors. But we will show what a sporting event can do for a destination.
I want to make everybody feel welcome with a 40-day party that reaches every neighborhood and corner of the region and brings people together. The New York area is so diverse that any participating team will likely have a community here. We saw that here in 1994 when the U.S. hosted its first World Cup and in major soccer tournaments since, including this summer’s FIFA Club World Cup. I saw thousands of Spanish and Portuguese fans walking down Fifth Avenue and having fun in Times Square.
I want everyone to see our region as the best place in the world to visit and attend an event.
