Much has been written recently about tourists coming back to Broadway. Last year 30% of domestic and 40% of international tourists made their purchase decision after they arrived in NYC (source: BL demographic study), which generated approximately $300M or 20% of all tickets sold. These visitors (a larger population than the suburban market) represent a show’s best opportunity to incrementally grow their market share. The good news is these buyers are easy to identify and influence—most stay in hotels. City Guide and City Map, the only information resources in almost 400 hotels, educates 7M readers a year about Broadway shows.
Most readers are not Broadway regulars, they seek guidance on show selection—either confirmation of their pre-arrival research or a trusted recommendation (source: 2024 Concierge Survey). City Guide’s articles, photography, theater directory, theater map and ads guide visitors on show selection. Here is the upcoming theater section:
Read our theater section online
This theater content influences more ticket sales than posters on Metro North, billboards on the NJ turnpike or digital ads served to infrequent Long Island theatergoers (more cost-effectively). The 150,000 weekly hotel readers are a proven market, they buy tickets THIS WEEK. Tourists fill a show’s last open seats at good prices, generating incremental cash flow.
Convince these buyers to select your show.
We inform tourists about Broadway.
