Julie Coker, the current president and CEO of the San Diego Tourism Authority, has been announced as the new president and CEO of NYC Tourism + Conventions. She will take over the role from Fred Dixon, who recently left to join Brand USA. Coker will start her new position on December 9 and is excited to bring her passion for the tourism industry to New York City. She has experience in marketing from her time in San Diego, as well as from her previous role as president and CEO of the Philadelphia Convention and Visitors Bureau.
Coker serves on various tourism boards, including the U.S. Department of Commerce’s U.S. Travel and Tourism Advisory Board, the executive boards of the U.S. Travel Association, and Visit California. She is looking forward to building upon the work of the current NYC Tourism team and enhancing the city’s global appeal. Coker will be taking over from Nancy Mammana, who has been serving as interim CEO since Fred Dixon’s departure. The transition comes at a time when New York City is preparing to host major events, including eight FIFA World Cup matches in 2026.
One of the challenges that Coker will face in her new role is the more restricted funding model of NYC Tourism. Unlike many destination marketing organizations, NYC Tourism does not primarily rely on lodging taxes for funding. Instead, the city directly pays for marketing services. In contrast, the San Diego Tourism Authority is primarily funded through a tourism improvement district, where guests pay an assessment fee per room night to fund marketing efforts. Despite this difference in funding models, Coker’s experience in marketing and tourism promotion will be valuable in her new role.
New York City has seen significant growth in tourism in recent years, with over 62 million visitors welcomed in 2021. The city is on track to attract nearly 65 million visitors this year and forecasts welcoming over 68 million travelers in 2025. With major events on the horizon, including hosting FIFA World Cup matches and commemorating the 250th anniversary of the United States’ founding, Coker will play a key role in promoting the city as a top global destination. Her experience in leading tourism promotion for major events in Philadelphia will be beneficial in this new role.
Coker’s appointment as the new president and CEO of NYC Tourism comes at a crucial time for the city’s tourism industry. With her experience in marketing and tourism promotion, as well as her background in leading tourism agencies in other major cities, Coker is well-positioned to build upon the success of NYC Tourism and further enhance the city’s global appeal. As she takes the reins from Fred Dixon, who has left to join Brand USA, Coker will have the opportunity to lead NYC Tourism through major events and attract even more visitors to New York City in the coming years. Her leadership will be instrumental in driving continued growth in the city’s tourism sector and showcasing all that NYC has to offer as a top travel destination.
