How New York Views the Japanese Market: An Interview with Makiko Matsuda Healy, SVP of NYC & Company

A delegation from NYC & Company and eleven partnering companies visited Japan, conducting sales missions in Tokyo and Osaka from October 28th to 30th.

In collaboration with their global partner, United Airlines, they held seminars and one-on-one business meetings during the sales mission, sharing the latest information with travel industry professionals.

We spoke with Makiko Matsuda Healy, Senior Vice President based in New York, who led the delegation, about her insights on the Japanese market.

— What are your current views on the Japanese market?
“Globally, travelers to New York are steadily recovering, expected to surpass pre-COVID numbers by 2025. The Asian market, however, is not fully recovered yet, currently at a 30% increase year-over-year, so expectations are high. For the Japanese market, challenges like currency strength and high prices are felt, although inflation is a global issue, not specific to New York. As for attracting visitors, every area has its own challenges, so we are not particularly concerned about the Japanese market. However, New York is often cited as a benchmark for high prices. Given its status as a global metropolis, there are plenty of choices, allowing travelers to select options that fit their budget. For instance, while Michelin-starred restaurants often get highlighted, there are numerous food trucks offering meals at lower prices. We want to share these diverse options with everyone.”

— How do you plan to communicate these diverse options to potential travelers?
“We will use SNS, media, guidebooks, and travel agency websites to broadcast information according to their specialty. Especially with social media, it’s easy to segment according to specialty, so we’ll work on introducing trending content by local influencers and also for locals to enjoy introductions by locals. The NYC & Company website will also play a part as a receptacle.”

“New York embodies diversity, hence the wide variety of content and means available, making it a destination that can meet a broad range of needs. In the future, there will be a focus on history as well, with the 400th anniversary of New York City’s establishment and the 250th anniversary of America’s founding. Already, attractions like reenactments of ‘Lunch atop a Skyscraper’ at Rockefeller Center and exhibitions reflecting on New York’s landscape since the 1920s at the Empire State Building are in place.”

NYC & Company is the official destination marketing organization for the City of New York, promoting tourism, economic development, and image enhancement throughout the city’s five boroughs. Four airlines currently operate 49 round trips per week between Japan and New York.

From 2025 to 2026, New York will host events like the 400th anniversary of the city’s establishment, the 250th anniversary of the United States, the Ryder Cup, US Open Golf, and the FIFA World Cup, launching a new global tourism campaign ‘With Love + Liberty, New York City’ in six countries including Japan.

In 2023, the city welcomed 50.6 million domestic and 11.6 million international visitors, totaling 62.2 million. In 2024, it’s expected to attract 64.8 million visitors, including an estimated 245,000 Japanese.