Tourism Ready

Harness the power of tourism by working with the travel trade.

Tourism is one of the City’s top five industries. In 2024, more than 63 million visitors to NYC generated more than $75 billion in economic impact.  These visitors seek authentic experiences throughout the city.   Tourism Ready is a free educational program for NYC businesses to help you capture this business. 

Join us for an informational webinar on September 9, 3-4pm  
For more information or to ensure you receive a webinar invitation, contact Reagan Stulbaum at rstulbaum@nyctourism.com.

Tourism Ready Programs

These programs are specifically designed for organizations/businesses that offer a visitor experience including tours, attractions, dining, lodging, cultural, transportation, retail or other interactive activities.  You have the option to apply for one or both programs. 

Basics of Tourism Seminar – NEW

Tuesday, September 30, 2025 
9:30am-2:00pm  

This introductory session will look at marketing, social media and public relations strategies for attracting visitors.  It will also include an introduction to the travel trade – tour operators and meeting planners that look for new and unique experiences, venues, dining and lodging options as they put together NYC travel packages and events.   Travel trade brings repeat business with B2B partners that is booked in advance and can lead to growth in new markets you likely would not be reaching on your own. 

Tourism Ready 101

This 4-part program takes a more in-depth look at how to work with the travel trade – third parties that package and sell travel. These domestic and international tour operators and meeting planners look for new and unique experiences, venues, dining and lodging options as they put together NYC travel packages and events. 

Tourism Ready 101 is designed to teach you how to engage with this lucrative sector.

Working with the travel trade leads to:  

• The ability to fill your need periods 

• Long-term partnerships  

• Repeat business  

• Advance bookings  

• Increased global exposure 

NYC Tourism + Conventions’ Tourism Ready is produced in partnership with Alon Tourism Solutions. Content includes: 

• An introduction to the travel trade - what they are and how they work 

• Creating marketing documents and pricing structures for the travel trade  

• Partnering, selling, and operating for new business streams 

• Panels and networking with the travel trade   

Fall 2025 Program

Four in-person classes, 9:30am-1:30pm at 3 West Club in midtown Manhattan.  

• Tuesday, October 21 

• Wednesday, October 22 

Two-week break to work on materials with group call consultations   

• Monday, November 10 

• Wednesday, November 12 

Following the class work, schedule one-on-one consultation  

Contact Reagan Stulbaum at rstulbaum@nyctourism.com with any questions. 

Testimonials

This program is worth one million dollars. It is absolutely worth your time and effort. - Carolyn Johnson, Welcome to Harlem

Tourism partnerships weren't on our radar for many years. After participating in the NYC Tourism + Conventions Tourism Ready Program we have generated six figure sales from gift cards to group meals. Without the guidance of the program, we would not have the results and connections we have today. - Michael Stansfield, Le Pain Quotidien

This is an amazing program that has provided me and those I work with incredible learning opportunities that we would not otherwise know how to receive nor, most likely, be able to afford. Thank you! - Kristine Pottinger, Cathedral Church of St. John the Divine

Tourism Ready has been the single most important learning tool in preparing my business for success in the travel trade world. Mike Riordan, City Fit Tours-NYC

Enrolling in New York City Tourism + Conventions Tourism Ready 101 has been a game-changer for my business this year. As a new tour provider, I was hungry to grow but unsure of the right steps to take. This course provided me with a deep understanding of the travel trade and equipped me with the knowledge and strategies needed to effectively sell to the industry. - Sam Silverman, NYC Bagel Tours

The New York City Tourism + Conventions Tourism Ready program has given us the necessary tools to work professionally with the travel market. It has provided us opportunities to enter the marketplace with confidence, offering unique local visitor experiences while bringing visibility and economic benefits to my community. - Yuien Chin, Harlem One Stop

I learned so much from this program! The biggest takeaway was "learning the trade," including the language and jargon of the tourism industry. I also feel like I walked away with a significant connection to NYC Tourism (I became a member after the program). I also really appreciated the practical tasks we needed to complete, like the one-pager, which has already proved to be so instrumental to connecting and building partnerships. – Michael Venturiello, Christopher Street Tours