Tourism Ready
This free educational program will help you harness the power of tourism to grow your business.
Harness the power of tourism by working with the travel trade.
Tourism is one of the City’s top industries. In 2024, over 64 million visitors generated $81 billion in economic impact. These visitors seek authentic experiences throughout the city. Tourism Ready is a free educational program for NYC businesses and cultural organizations to help you capture this market segment.
Tourism Ready Programs
Join us for an informational webinar on Wednesday, February 11, 10-11am
For more information or to ensure you receive a webinar invitation, contact Reagan Stulbaum at rstulbaum@nyctourism.com.
Basics of Tourism Seminar
Wednesday, February 25
10-11am
This introductory session will provide an overview of the tourism industry with a B2C focus. Join specialists from the NYC Tourism + Conventions marketing, social media and public relations departments as we explore these initiatives through a tourism lens.
Tourism Ready 101: An Introduction to the Travel Trade
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 activities 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
Content includes:
An introduction to the travel trade - what they are and how they work
Creating marketing documents and pricing structures specifically for the travel trade
Partnering, selling, and operating for new business streams
Panels and networking with the travel trade
Tourism Ready 101 is specifically designed for organizations/businesses that offer visitor activities including tours, attractions, dining, cultural, transportation, retail or other interactive experiences.
Eligibility Requirements:
Participants must work directly for their organization (third-party consultants are not eligible).
Must offer a direct-to-consumer tourism product. This program is designed for organizations that provide a visitor experience, such as tours, attractions, shopping, dining, or other interactive activities.
Companies that provide aggregated tourism resources, guidebooks, or publications are not eligible.
Hotel representatives are not currently eligible.
Spring 2026 Dates
Four in-person classes, 9:30am-1:00pm at NYC Tourism + Conventions in midtown Manhattan.
Tuesday, March 10
Thursday, March 12
Three-week break to work on materials with group call consultations
Tuesday, April 7
Thursday, April 9
Following the class work, participants schedule one-on-one consultations.
Fall 2026 Dates
This program will run again in the Fall with Tourism Ready 101 classes taking place Oct. 20 and 22 and November 17 and 19. More information will follow after the Spring session.
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
Get in Touch
Reach out to a membership representative to ask questions, share feedback or just say hello. We’d love to hear from you.