With 70% of Broadway ticket buyers hailing from out of town, understanding tourism first-hand is more important than ever.


Our staff got to do a little acting, traveling all over NYC playing the role of “tourist.” Thanks to this research experience, we’ve developed new insights into how tourists make decisions, where they go to buy tickets, why certain shows are more often recommended by concierges, and how the evolving media landscape continues to change the ways visitors experience the Big Apple.


Check out a quick video recap of our day! WATCH HERE


We look forward to sharing all of the insights we learned, going more depth about the findings, and utilizing them to achieve the most impactful tourist outreach campaigns yet.