New York City (September 14, 2017) — This morning, NYC & Company, the City’s official destination marketing organization, and the Empire State Building (ESB), for the first time, held a sunrise yoga class for media on the world-famous 86th floor open-air Observation Deck during ESB’s “Sunrise Experience.” Taking place on the heels of NY Fashion Week, arguably New York City’s busiest event week, a group of key media and influencers were invited to regain their center and experience a wellness activity that could only take place in New York City. Combining physical fitness and a meditative experience from the top of the World’s Most Famous Building at sunrise, the event aimed to establish New York City as a leading destination for fitness and wellness tourism. Following the event, media enjoyed the “Empire State Building Sunrise Breakfast” at STATE Grill and Bar, located in the ESB lobby.

“Fitness and wellness tourism is a sector of potential growth for New York City visitation which reached an all-time high of 60.7 million visitors in 2016,” said Christopher Heywood, senior vice president of NYC & Company. “We are pleased to kick-off a new communications initiative promoting New York City as a fitness destination, and could not have worked with a more fitting attraction to host this media event than our long-time partner, the Empire State Building.”

Per the Global Wellness Institute, the global wellness tourism segment is expected to grow by over 37 percent over the next three years*, with the wellness tourism economy defined by tourists who seek to improve or maintain their well-being during or as a result of their trip**.

New York City is a prime destination for visitors to engage in the latest fitness and wellness trends. From bike rides in City parks across all five boroughs or running tours of Central Park, to top studios offering a variety of activities from yoga, meditation, rowing to HIIT, there is a wide breadth of options for visitors across the entire City.

While the Empire State Building sunrise yoga was a special event, their “Sunrise Experience” for consumers can offer visitors an unprecedented opportunity for personal meditation and reflection while watching the city awaken before their eyes from the 86th floor Observatory. As an addition to the package, STATE Grill and Bar, located in the lobby of the Empire State Building, offers a “Empire State Building Sunrise Breakfast,” available exclusively to ticket holders. Limited tickets to the Sunrise Experience are available, and reservations are required. Information and tickets are available exclusively at

Alongside fitness and wellness, NYC & Company showcases a variety of experiences visitors can enjoy year-round across all five boroughs of New York City and is not limited to culinary, retail shopping, sports, arts, and more.

*Shapiro, Kenneth. “Sabre Releases Report on Luxury Travel.” Travel Age West, July 30, 2017

**”Statistics & Facts.” Global Wellness Institute

About NYC & Company:
NYC & Company is the official destination marketing organization for the City of New York, dedicated to maximizing travel and tourism opportunities throughout the five boroughs, building economic prosperity and spreading the positive image of New York City worldwide. For all there is to do and see in New York City, visit


NYC & Company/Kim Klein 212-484-1270