Mayor Eric Adams proudly announced the unanimous appointment of Julie Coker as the new president and CEO of NYC Tourism + Conventions, following a decisive vote from the organization’s board of directors. Coker, who will officially assume her role on December 9, 2024, brings a wealth of experience in tourism, hospitality, and marketing, having most recently served as the president and CEO of the San Diego Tourism Authority (SDTA).

“New York City remains the tourism destination for the globe because of the New Yorkers who work every day to show the very best our city has to offer,” Mayor Adams stated during the announcement.

“However, our best days still remain in front of us, and with Julie Coker at the helm, I know our city will soar to new heights and break tourism records once again.” He further emphasized Coker’s proven track record, saying, “Julie understands that when our tourist economy thrives, our whole city thrives — generating billions of dollars and thousands of jobs.”

First Deputy Mayor Maria Torres Springer echoed the mayor’s sentiments, stating, “Julie Coker understands what makes our city special: our unmatched culture and arts, tremendous hotels and hospitality sector, and the New York City spirit that influences everything we do.”

She expressed excitement about Coker’s ability to showcase the city’s offerings, leveraging her extensive experience to steward NYC’s $74 billion tourism sector.

In her own words, Julie Coker expressed her enthusiasm for the new role: “Leading the San Diego Tourism Authority has been an incredible journey, and I’m immensely proud of what our team has accomplished… I’m eager to bring my passion for the tourism industry to New York City and look forward to building upon the remarkable work of the talented team in place.”

Coker’s tenure at SDTA was marked by significant achievements, including a fourth-place ranking nationally in hotel occupancy at 72.6 percent in 2022, as well as restoring tourism jobs to pre-pandemic levels with over 200,000 employed in San Diego. Additionally, under her leadership, SDTA’s sales and marketing efforts yielded an impressive $30 to $1 return on investment, while maintaining a membership retention rate of 93 percent.

As Coker steps into her new role, she joins NYC during a pivotal time for tourism. The city is projected to welcome 64.5 million visitors this year and aims for a full recovery to pre-pandemic tourism levels by 2025, which would set new records for the city. Last year, the tourism sector contributed $74 billion to the local economy, supporting over 380,000 leisure and hospitality jobs and bolstering small and minority-owned businesses.

Looking ahead, Mayor Adams highlighted the opportunity presented by the upcoming FIFA World Cup 26™, where New York City and New Jersey will host significant matches, projected to generate over $2 billion in economic impact. “I’m excited to welcome Julie to the team and watch her continue to bring every corner of the world to the world’s capital: New York City,” he concluded.

Coker, who will report to First Deputy Mayor Maria Torres Springer, is well-prepared for her new role, having previously served as president and CEO of the Philadelphia Convention and Visitors Bureau, where she oversaw major events like the 2017 NFL Draft and the 2016 Democratic National Convention.

With her extensive background and a focus on enhancing New York City’s global appeal, Julie Coker is poised to lead NYC Tourism + Conventions into an exciting future, showcasing the vibrant spirit and diverse offerings of this iconic city.