NYC & Company has announced a new annual visitation goal of 55 million visitors by 2015 and will focus on attracting the youth market (ages 18–29) with plans to draw an additional one million youth visitors from around the world in the next five years.

New York City’s youth travel market continues to grow, with 15.1 million visitors estimated in 2011—almost 30 per cent of the city’s total visitor volume.

To reach this new target, NYC & Company announced plans to launch NYC<30, along with an upcoming partnership with MasterCard to create “priceless” NYC experiences exclusive to MasterCard cardholders.

At the announcement, NYC & Company chief executive George Fertitta was joined by MasterCard Vice president of marketing for Germany Dagmar Nedbal; a delegation of youth travellers; and Espen Falkenhaug, World Youth Student Educational (WYSE) Travel Confederation director general.

“We believe that the continued success and momentum of global visitation to New York City will be enhanced by opening our arms and welcoming the world’s youth to experience all of what our City has to offer,” said Fertitta.

“With the City’s commitment to the youth visitor experience and MasterCard’s access and global programming, we are confident that together we can achieve great success.”

NYC<30 encourages youth to travel to New York City with special value offers and by highlighting what makes the five boroughs a hub for young travellers.

NYC<30 will be promoted through a micro-site on nycgo.com, social media and a commitment to working with the WYSE Travel Confederation, the world’s largest network of youth and student travel operators.

Details regarding NYC<30 will be revealed at International Pow Wow in Los Angeles, April 21–25, and World Travel Market in London, November 7th–10th.

For more information in the meantime, visit the website.

Priceless New York is part of a global program that provides MasterCard cardholders extraordinary experiences, exclusive offers and privileged access to the things they are most passionate about, including travel, sports, shopping, culinary experiences, and arts and entertainment.

New York City welcomed nearly 14.5 million young visitors (11.9 million domestic and 2.6 million international) ages 18–29 in 2010.

These numbers are forecast to have grown to 15.1 million visitors (12.4 national and 2.7 international) in 2011.

In addition, more than 50 per cent of international travellers who visit the United States also visit New York City during their trip.

An estimated one out of every three visitors to New York City is under the age of 30 and is expected to make up a large percentage of New York City’s repeat visitors in the years to come, as more than 25 percent of youth and students are forecasted to return.