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President and CEO of New York City Tourism + Conventions, Julie Coker, iterated that the board is "focused on fostering strong trade relationships" and unveiled a Luxury Hub exclusively for agents to help bolster the city's affluent traveller figures—which surpassed 10.7 million in 2024

The collaboration allows travellers access to a large variety of experience-led tours that have been curated by G Adventures with the aim of immersing holidaymakers into local communities to leave a lasting impression