In the fast-paced world of tourism, where destinations evolve and trends shift constantly, the heart of the industry remains unchanged: the ability to evoke emotion, passion, and excitement. "We are in the memory-making business," says Julie Coker, President and CEO of NYC Tourism + Conventions, in a recent interview with Learn Tourism CEO Stephen Ekstrom.
Julie Coker is a powerhouse in destination marketing, having held leadership roles in Philadelphia and San Diego before taking the helm in one of the world's most iconic tourism destinations: New York City in December 2024. Her deep-rooted passion for travel extends beyond economics—she sees tourism as a vehicle for cultural exchange, community development, and personal transformation.
Having experienced New York firsthand since stepping into her role, Coker reflects on what makes the city unique. New York is a truly global city. Walking into a coffee shop or taking the subway, you hear multiple languages spoken, Coker said. It’s not just in tourist hotspots—it’s embedded in the neighborhoods, in the everyday life of the city.
Her perspective on travel is equally personal. She recalls a riverboat cruise through Amsterdam that left a lasting impression. Amsterdam felt so welcoming. It was easy to assimilate, and the people seemed to have mastered work-life balance, Coker said. The experience reminded me to be present and enjoy where I am in the moment—an essential lesson for both travelers and tourism professionals, she added.
As the leader of NYC Tourism + Conventions, Coker champions servant leadership—an approach she describes as committed, flexible, innovative, and transparent. She fosters a team culture that values integrity, curiosity, and kindness. You have to love what we do. Tourism isn’t just a job; it’s a passion, Coker and Ekstrom agree. The industry is about experiences, and if you don’t find joy in that, it’s hard to thrive in this space.
Coker also emphasizes the importance of hiring individuals who believe the best is yet to come. " I want those folks that have the best years ahead of them to compliment those that are, more seasoned in our industry," she explains. Her leadership philosophy is centered around making NYC’s tourism sector even more inclusive, dynamic, and visitor-friendly.
While New York is already a top global destination, Coker has ambitious goals. She aims to strengthen international visitation, ensuring that every traveler’s first impression of the U.S. is welcoming and memorable. She’s also committed to showcasing all five boroughs—not just Manhattan—as vibrant cultural hubs.
Visitors should experience the full scope of what makes this city incredible, she says. The Bronx, Brooklyn, Queens, and Staten Island each have their own unique culture and history. To truly know New York, you need to explore beyond Midtown and Times Square.
One of the biggest challenges Coker sees in the industry is the need to reinforce the essential role of tourism. According to Coker, during COVID, the world recognized how vital travel is—for economies, mental well-being, and human connection. But now, we’re seeing policies that don’t always support travel as an essential industry. We need to change that narrative, Coker added.
She wishes more people would ask about the intrinsic benefits of travel. It’s not just about economic impact; it’s about the way travel shapes people’s lives. The NYC Tourism leader said her first Broadway show as a child was life-changing. These experiences stay with you forever, Coker said.
Reflecting on her move to New York, Coker believes it happened at the perfect time in her career. " New York City is in constant motion and really working in those other cities working and living in those other cities prepared me,” she said.
As Coker continues to shape the future of NYC tourism, one thing is clear: for her, and for millions of travelers, New York is more than just a destination. It’s a place of connection, inspiration, and unforgettable experiences—exactly what makes the business of travel so powerful.
Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.