Destination promotion also takes on a new dimension, featuring digital campaigns, influencer collaborations, and presence at top-tier international trade shows such as ILTM Cannes, Virtuoso Travel Week, and Connections Luxury America. Additionally, New York is strengthening its position in renowned luxury tourism networks like Serandipians and Virtuoso, reinforcing its B2B connections and expanding its global footprint.
Beyond digital tools and strategic partnerships, the city's luxury infrastructure is growing. The revival of iconic hotels began with the reopening of the Four Seasons Hotel New York in November 2024 on Billionaires' Row. In October 2024, the historic Surrey returned under the operation of Corinthia Hotels. Other notable openings include The Manner, Warren Street Hotel, and the Marriott Luxury Collection Manhattan Midtown, the latter unveiling 562 suites in June 2024. The much-anticipated reopening of the Waldorf Astoria is scheduled for September 2025, featuring 375 rooms, a 2,800 m² Guerlain spa, and refined dining venues like Lex Yard and Peacock Alley. Looking ahead, the Faena New York is set to open in August 2025, introducing 120 avant-garde rooms amidst the thriving art scene of the Meatpacking District.
Accommodation, however, is only part of the plan. New York is also curating a suite of exclusive and culturally rich experiences. Aman New York, for instance, offers private dinner cruises from June through October. On the cultural front, the iconic Frick Collection reopened in April 2025 after a $220 million renovation, now offering private access to the neoclassical mansion’s second floor. Another standout is Summit Events, a boutique event space perched on the 72nd floor of One Vanderbilt, boasting sweeping views of the city.
New York’s culinary landscape remains unmatched, leading the U.S. in Michelin-starred restaurants. Notable new openings include La Tête d’Or by Daniel Boulud, Locanda Verde by Andrew Carmellini, and Maison Passerelle by Gregory Gourdet. Meanwhile, Fifth Avenue marked its bicentennial with luxurious flagships from Tiffany & Co., Prada, and Louis Vuitton. Madison Avenue welcomed new boutiques from Boucheron, Armani, Jimmy Choo, and Van Cleef & Arpels. Adding to the retail scene, Parisian department store Printemps opened its first U.S. flagship in March 2025.
The sports and entertainment sector also plays a key role in the luxury strategy. Venues like the Barclays Center now feature VIP areas such as the Crown Club, and JetBlue has introduced exclusive experiences through The Key. Looking ahead to the FIFA World Cup 2026, elite hospitality packages have already been launched in partnership with specialized DMC operators.
In summary, New York is boldly designing a fully integrated luxury tourism ecosystem. From digital innovation and strategic partnerships to high-end infrastructure and curated experiences, the city is firmly positioning itself as a premier global destination for discerning travelers in 2025 and beyond.
