Issue link: https://digital.copcomm.com/i/1544721
TOURISM SPENDING INCREASES YEAR OVER YEAR GENERATING $55.6 BILLION IN DIRECT SPENDING B M & T ••• May/June 2026 ••• www.blackmeetingsandtourism.com 28 story, and we craft our social media content around Black-owned businesses." Ethnic leisure travelers and meeting groups also care about whether people in local ethnic communities have real opportunities to work in the industry and advance their careers. Industry organizations that demonstrate a commitment to providing those opportunities can boost their destinations' appeal to ethnic markets. Destination DC conducts its workforce devel- opment initiative through a partnership with the nonprofit organization NEXTDC. Structured around four core program areas—Network, Educate, Experience and Travel—NEXTDC provides scholarships, internships, field trips and mentorship opportunities to area high school students. "NEXTDC enriches students' lives through inspirational experiences and educational opportunities, cultivating the next generation of leaders in Washington, DC," Ferguson says. Getting Ahead of the Curve For meetings and tourism industry profes- sionals looking to raise awareness of the value of ethnic markets, our experts say active par- ticipation in professional and trade organiza- tions is vital. This summer Thigpen will become board chair-elect of Destinations International. "That's a great platform for me to talk about these kinds of issues to that broader community, because you've gotta be in the room to make a change and to create awareness," Thigpen says. Networking and building relationships in African-American industry associations is also important. For example, Miller is a member of the National Coalition of Black Meeting Professionals. "You know, we do business with who we know, so we stay very active in that organization," she says. Another advantage of industry networking, according to Thigpen, is the opportunity to learn from others' experiences with targeting the ethnic travel market. ""One thing I love about the tourism industry and being in this space is that it is a safe space when you talk to your coun- terparts across the state and across the nation," he says. "So lean on those that have done it. Learn from their successes, but also learn from their mistakes." Thigpen adds that it's also essential to discuss the topic within your own tourism bureau or business. "Start having the conversations about those identified challenges and those identified needs [for] improvement and uplift," he says. "Create a strategy and just start moving forward." In Ferguson's view, while the industry has made progress in reaching out to the ethnic mar- ket in a way that appreciates its value, there is still work to do. Among the positive signs, he says: "There is a better understanding now that multi- cultural audiences are essential for growth, not just a niche." He believes the formula for success includes focusing not only on representation in market- ing but also on building genuine relationships, developing inclusive visitor experiences and making sustained investments. "It comes down to trust and consistency," Ferguson says. "You have to show up, listen and build real relationships over time. Represen- tation matters, not just in marketing but in lead- ership, partnerships and the experiences you offer. Economic inclusion is also critical. When people see that their presence benefits local communities and businesses, it strengthens their connection to the destination." N ew York City Tourism + Conventions, the official destination marketing organization and convention and visitors bureau for the five boroughs of New York City, released its 2025 Annual Report. Tourism generated $84.7 billion in total economic impact for New York City in 2025, including $55.6 billion in direct spending. This eco- nomic activity supported 397,000 jobs, benefiting thousands of small and minority-owned businesses across the five boroughs. Tourism also generated $7.5 billion in tax revenue, supporting the City's overall eco- nomic health. The 2025 tourism data was announced at New York City Tourism + Conventions' Annual Meeting for member businesses on March 18 at the Manhattan Center. "In 2025, New York City's tourism economy proved resilient despite global challenges, underscoring the enduring appeal of the five boroughs," said Julie Coker, President and CEO of New York City Tourism + Conventions. "The international visitor market is cru- cial to our economy, accounting for 50% of tourism spending. Despite international declines, we saw growth across all our economic impact metrics: total direct visitor spending was more than $55 billion, which generated nearly $85 billion in economic impact for our city, flowing into hotels, restaurants, cultural institutions, retail and small businesses across all five boroughs. The impact of the tourism industry remains critical to the entire city." "New York City's domestic visitor market saw accel- erated growth in 2025, as domestic travel remains the backbone of the tourism industry nationwide," said Charles Flateman, Board Chair of New York City Tourism + Conventions and Executive Vice President of The Shubert Organization. "Next year, we expect domestic travel to surpass record 2019 levels, signaling a major milestone and emphasizing the strength of our regional drive markets. The domestic market accounts for 80% of our visitation and overnight trips now account for 51% of this segment, contributing to New York City's position as first in hotel occupancy in the US market." DOMESTIC AND LUXURY MARKETS REMAIN RESILIENT, LEADING TOURISM GROWTH