NYC & Company, the official marketing, tourism and partnership organisation for New York City, has appointed Tryphavana Cross to spearhead its sales, marketing and public relations efforts across the Republic of Ireland and Northern Ireland.

Cross is a well-known figure within the Irish travel industry, joining from Celebrity Cruises and having spent five years between 2008 and 2013 representing North American destinations at Aereps.

Makiko Matsuda Healy, senior vice president, global tourism development for NYC & Company, explained: “New York City’s tourism industry has never been more dynamic and we’re delighted to welcome Tryphavana to the team at this exciting time.

“Ireland is one of New York City’s most established markets and Tryphavana’s contacts and experience place her in an excellent position to keep the Irish travel trade and consumers across everything that’s new and inviting across the five boroughs.”

New York City is on track to achieve 55.8 million annual visitors by the end of 2014, a full year ahead of the 2015 target set to achieve that milestone.

The city is the USA’s number one port of entry and has the highest share of overseas travel to the US, growing its share from 28 to 33 per cent since 2007.

“We look forward to expanding travel from Ireland to New York City by publicising the iconic sights and hidden gems in all five boroughs that will inspire Irish travellers to book NYC for their next holiday,” added Christopher Heywood, NYC & Company senior vice president, global communications.

Cross will report into Reginald Charlot, vice president, tourism development, Europe and Heywood.

UK-based Hills Balfour will provide PR support for Tryphavana in conjunction with their consumer, trade and MICE PR remit within Great Britain.