There are few experiences that encapsulate the magic of New York City quite like seeing a Broadway show. For both visitors and locals, Broadway represents more than just entertainment—it’s a cultural institution, a rite of passage, and an unforgettable part of the city’s identity.
Located in the vibrant heart of Manhattan, the Broadway Theater District is a dazzling stretch of lights, history, and talent. For tourists, a trip to New York often isn’t complete without seeing at least one Broadway show. Whether it’s a hit musical like Hamilton, or a poignant play starring new talent, Broadway has plenty to offer. It’s an opportunity to dress up, dine out, and experience world-class storytelling on an iconic stage. For international visitors, Broadway represents the pinnacle of American theater, often delivered with a level of production quality that’s hard to match elsewhere.
But Broadway isn’t just for out-of-towners. Locals hold it close to their hearts, too. Many New Yorkers remember their first Broadway show as a childhood milestone or a school field trip that sparked a lifelong love of the arts. For theater lovers, the ever-changing lineup of new productions, revivals, and experimental pieces offers endless reasons to keep coming back.
Broadway also serves as a creative engine for the city. It supports thousands of jobs and attracts millions of visitors each year, helping fuel nearby restaurants, hotels, and shops. In a city that’s always moving, always evolving, Broadway remains a steadfast symbol of New York’s soul.
As Broadway continues to thrive post-pandemic, audiences are returning in record numbers. Bob Hofmann, Vice President of Broadway Inbound, discussed emerging trends, marketing strategies, and what theatergoers can expect from the upcoming season.
Broadway’s Current Trends
According to Hofmann, one of the most promising trends is the continued increase in Broadway attendance. “Gross sales are up 18.5% over last season, and attendance has increased by nearly 17%,” he notes, citing the latest figures from The Broadway League. A significant portion of Broadway’s audience comes from tourism, with international visitors making up 21.3% of attendees— the highest percentage since the 2012-2013 season.
Hofmann emphasizes that “big titles and big stars remain major draws,” but ticket-buying habits have shifted. While audiences used to book shows well in advance, they now tend to purchase closer to performance dates. Domestic tourists, however, continue to plan ahead to secure tickets for must-see productions. Weekends remain the most popular, but Hofmann suggests booking weeknight performances for better availability.
Looking forward, the 2024-2025 season is set to be a spectacular one, with at least 19 new productions slated to open. Among the most anticipated are Real Women Have Curves, Buena Vista Social Club, SMASH, BOOP, Just in Time, Operation Mincemeat, and Stranger Things: The First Shadow.
Marketing Strategies to Attract New Audiences
At The Broadway Collection, which helps visitors find the right show and best seats, the marketing focus is on content marketing and PR. “There’s a surprising lack of accurate, up-to-date Broadway information on global travel sites,” Hofmann explains. “So we’ve stepped in to fill that gap.”
Investments in written content, video, and social media have been key to this strategy. By offering reliable information and storytelling, Broadway Collection helps travelers plan their trips effectively. As Hofmann puts it, “No trip to NYC is complete without seeing a show. Two is even better.”
Most Anticipated Productions
The Broadway Collection features a diverse range of productions, spanning Broadway, Off-Broadway, New York City Ballet, and The Metropolitan Opera. Some of the season’s most anticipated new shows include Buena Vista Social Club, SMASH, and Stranger Things: The First Shadow. For those looking to experience Broadway’s iconic long-running hits, classics like The Book of Mormon, Hamilton, Moulin Rouge! The Musical, The Lion King, SIX, and Chicago remain very popular.
Challenges in Curating and Promoting Shows
One of the biggest hurdles in promoting Broadway productions is educating audiences about lesser-known titles. “Everyone knows Aladdin, and they should—it’s spectacular. But how many people know about Maybe Happy Ending or & Juliet?” Hofmann asks. Additionally, Off-Broadway gems like Little Shop of Horrors offer incredible, intimate productions with rotating celebrity casts, yet they require more audience awareness.
The Success of Revivals and Adaptations
Revivals and adaptations continue to be a staple of Broadway. “Shakespeare’s plays are proof that great stories endure,” Hofmann states, citing an upcoming production of Othello starring Denzel Washington and Jake Gyllenhaal.
He also points to Death Becomes Her, which recently opened to strong reviews, and Audra McDonald’s revival of Gypsy, which is selling out nightly. “Every year, we find classic shows that deserve a fresh take—whether it’s a revival, a reimagining, or an adaptation. That ability to evolve is what makes them timeless.”
Future Goals for The Broadway Collection
Looking ahead, Hofmann’s goal is simple: to introduce more visitors to Broadway. “We want to help travelers explore shows they might not have considered by providing the tools to connect with productions that suit their tastes.”
A key part of this mission is breaking down barriers for those who may feel that Broadway, ballet, or opera “isn’t for them.” Hofmann and his team aim to continue creating high-quality, engaging shows for diverse audiences.