While international tourists account for roughly 20% of visitors to the largest US cities like New York, they are a powerhouse segment for the tourism economy. Why? They stay longer and spend significantly more than their domestic counterparts.

In 2023, domestic U.S. tourists made up 80% of NYC’s visitor base, leaving international tourists as the smaller share at 20%. Despite their smaller numbers, international tourists have a disproportionate economic impact. With visitors from Europe, Asia, and South America traveling great distances to reach NYC, they tend to make the most of their trips by staying longer and engaging in more activities.

Longer Stays, Bigger Impact

Length of stay is a key driver of economic value. A remarkable 34% of international tourists stay in NYC for 10 days or more, compared to only 7% of U.S. tourists. In contrast, 69% of domestic tourists limit their trips to 1-5 days. The extended stays of international tourists translate to more shopping, dining, museum visits, and cultural experiences, creating countless touchpoints for businesses to engage with and benefit from this lucrative audience.

Higher Spending, Greater Returns

International tourists are also big spenders. An impressive 38% of them plan to spend $2,001 or more during their NYC trip, excluding airfare and hotels. In comparison, only 26% of domestic visitors hit this spending threshold. For those planning to spend over $3,001, international tourists lead the way at 21%, outpacing domestic tourists by 8 percentage points. This spending power makes them an invaluable segment for museums, retailers, and other tourism-dependent businesses.

Actionable Insights for Businesses

To tap into this high-value audience, museums and businesses must fine-tune their strategies:

1. Conduct Exit Surveys: Understand your audience demographics and compare them to NYC-wide trends to see if you’re capturing your fair share of international visitors.
2. Leverage Tourism Passes and Resellers: Ensure your attraction is included in major tourism passes and explore partnerships with international resellers to reach underrepresented markets.
3. Optimize Media Plans: Allocate budget to search engine marketing (SEM), prominent tourism websites like TripAdvisor, and key print publications such as City Guide—the platforms international tourists rely on most to plan their activities.

International tourists may be the smaller piece of the pie, but their longer stays and higher spending make them an essential focus for any NYC tourism marketing strategy. By investing in tailored outreach and ensuring your business meets their needs, you can capture the attention of this valuable audience and maximize your economic impact.

All highlighted data was collected via an online survey to domestic and US tourists in September 2024.