New York City Seeks International Travelers
To help get Pow Wow delegates excited about selling Broadway and New York City, yesterday’s luncheon provided a lively upbeat sample of five of Broadway’s most popular shows: Sister Act, Memphis, Spider-Man: Turn Off The Dark, Jersey Boys and The Lion King.
The April 24, lunch event was just a taste of the live excitement that has made Broadway famous. For many visitors, a vacation in New York is not complete without a Broadway show. “Over the years, the international market has been responsible for between 15 and 20 percent of the total Broadway audience,” said Bob Hofmann, senior director of the Shubert Organization, Inc., Broadway Inbound and the Broadway Collection, which were started in 2009 to increase Broadway’s visibility in the international market.
With New York’s diversity and multi-cultural essence, it’s no surprise that the international market plays such an important role in the travel industry. According to NYC & Company, New York’s official marketing and tourism organization, international visitation grew by an estimated five percent in 2011, setting a new record and breaking the 10 million visitor mark for the first time in New York’s history.
“The exact percentages vary each year and each season, but with numbers that high, it becomes obvious how important the international traveler is to Broadway” said Hofmann.
And if Hofmann has his way, even more international visitors will be enjoying live performances in New York. “The Broadway Collection’s goal is to engage the market as widely as possible” Hofmann explained, “to encourage more travel related companies to offer advanced purchase opportunities for Broadway tickets to their travelers.”
When it comes to selling Broadway successfully to clients, Hofmann’s recommendation is to “buy in advance, it’s really that simple. There are so many great shows to choose from and most travelers want to see a show when they are here, but if they don’t plan and buy tickets in advance, they too often lose out on the possibility.”
Hofmann’s organization is attempting to make it as easy as possible for suppliers and travel agents to sell Broadway. Their website: www.broadwaycollection.com, provides information on shows, access to art, descriptions and all a supplier would need to educate themselves about Broadway. It also provides a registration link to sign up with The Broadway Collection and Broadway Inbound as a seller.
For information in New York City, visit www.nycgo.com.
Written By : Matt Thomas
