Julie Coker, president and chief executive officer of New York City Tourism, says she wants to highlight the destination’s more affordable options ahead of hosting the 2026 FIFA World Cup next summer.

A recent survey by Cheaphotels.org found that New York City ranks as the second most expensive city in the world for accommodation after Boston, with visitors paying an average of $338 per night. 

“New York will never be the most inexpensive city,” Coker told TTG. “But we tend to focus a lot on the hotel side of things, when there are so many free things to do every single day.”

She urged visitors to take advantage of its online budget guide, which details the destination’s wide range of deals, discounts and free activities.

One unique initiative is Big Apple Greeter, which sees locals take tourists on casual, unscripted walks around various neighbourhoods. Completely free, the service aims to help visitors get more of their stay in New York City and to showcase its lesser-known areas. Governors Island, home to 43 acres of parkland as well as New York City’s longest slide, also offers visitors a free one-hour bike rental before noon on weekdays.

The guide also includes information on free seasonal events, such as the Rock Center Tree Lighting and the Hanukkah Menorahs Lighting, as well as all-year-round services and attractions like the Staten Island Ferry and Brooklyn Bridge.

Coker went on to emphasise the opportunity to save money by taking advantage of its sales programmes like NYC Broadway Week and NYC Restaurants Week, which offer deals like two-for-one specials on theatre tickets and fixed price meals in select restaurants across all five boroughs. There’s also NYC Hotel Week, which gives 25% off standard room rates at participating properties.

This push to showcase New York City’s budget-friendly options comes as the US prepares to host the 2026 FIFA World Cup next June. Officials estimate that more than 1.2 million visitors will descend on the New York–New Jersey region for the global tournament, which will be staged across 16 cities throughout North America.

“Even if you’re not going to the matches, you can be part of the atmosphere,” Coker said. “It doesn’t matter if you don’t have a ticket. There’s something for everyone.”