New York City is at the top of many clients’ wish lists — and at the top of the list for long lines, sold-out time slots and expensive attraction tickets. For travel advisors building efficient, high-value itineraries, New York CityPASS can be a practical solution that helps clients see the highlights without wasting precious vacation time.
During a January visit to the city, I used CityPASS to experience several major attractions firsthand. Even in winter — traditionally a slower season — the benefits were clear: simplified entry, meaningful savings and a more streamlined way to organize sightseeing days. For advisors, it’s a tool worth understanding and recommending strategically.
What Is CityPASS and How Does It Work?
CityPASS is a bundled sightseeing pass that provides prepaid admission to a curated list of New York City’s most in-demand attractions. Instead of purchasing separate tickets at each location, travelers use one mobile pass which simplifies planning and reduces friction on the ground.
CityPASS NYC includes admission to:
- Empire State Building Observatory
- American Museum of Natural History
- Top of the Rock Observation Deck
- 9/11 Memorial & Museum
- Ferry access to the Statue of Liberty and Ellis Island
- Circle Line Sightseeing Cruises
- Intrepid Sea, Air & Space Museum
- Guggenheim Museum
Travelers choose a set number of attractions from this list, allowing flexibility while still focusing on iconic, high-interest experiences. The curated approach is intentional: CityPASS is designed so visitors can enjoy major sights at a comfortable pace rather than rushing through an overwhelming checklist.
For travel advisors, that balance makes itinerary building easier and helps prevent client burnout.
The Real Value: Saving Both Money and Time
The financial savings are straightforward. When clients plan to visit several of these marquee attractions, the bundled price is typically lower than buying individual tickets. For families or couples, that can translate into substantial per-person savings.
But the time savings may be even more valuable.
At multiple attractions, I was able to bypass long ticket-purchase lines and proceed directly to entry checkpoints. Even in January, popular observation decks and museums had steady crowds. During peak travel seasons — spring break, summer and the holidays — this expedited entry can significantly improve the client experience.
Advisors know that waiting in lines is one of the fastest ways to drain the joy out of a trip. CityPASS helps reduce that “travel time-suck,” giving clients more time to explore neighborhoods, enjoy meals and experience the city beyond the ticketed highlights.
Which Clients Are the Best Fit?
CityPASS is not one-size-fits-all, but for the right traveler it’s an excellent value-add.
Ideal candidates include:
- First-time visitors who want a curated introduction to NYC’s biggest icons
- Clients with 2–5 days in the city who want to maximize sightseeing
- International travelers seeking a simple, pre-organized structure
- Families, where bundled pricing can create significant savings
It may be less suitable for:
- Repeat visitors focused on niche museums or neighborhood exploration
- Clients planning to visit only one or two major attractions
As always, advisors should compare the pass price to a client's actual wish list before making a recommendation.
Building a Smart NYC Itinerary with CityPASS
CityPASS works best when advisors use included attractions as anchors for each day, building neighborhood exploration around them.
Here’s a sample three-day framework:
Day 1: Midtown Views & Icons
- Morning: Empire State Building Observatory
- Late morning: Walk through Bryant Park and Fifth Avenue
- Afternoon: Top of the Rock Observation Deck
- Evening: Broadway show or Times Square stroll (non-CityPASS)
Day 2: Harbor History & Lower Manhattan
- Morning: Statue of Liberty & Ellis Island Ferry
- Lunch: Battery Park or Financial District
- Afternoon: 9/11 Memorial & Museum
- Evening: Dinner in Tribeca or along the Hudson River
Day 3: Museums, Ships or Art
Advisors can tailor this day to client interests:
Option A – Science & Adventure
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- Morning: American Museum of Natural History
- Afternoon: Central Park walk
- Late afternoon: Intrepid Sea, Air & Space Museum
Option B – Art & Architecture
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- Morning: Guggenheim Museum
- Afternoon: Upper East Side café and Central Park
- Evening: Circle Line Sightseeing Cruise (best in milder weather)
During my winter visit, I chose to save the Circle Line cruise for a future trip when temperatures are warmer and visibility is better — a good reminder for advisors to match outdoor experiences to seasonal conditions.
Advisor Tips for Recommending CityPASS
- Check current inclusions before booking, as options can evolve
- Run the numbers based on the client’s must-see list
- Group attractions geographically to minimize transit time
- Consider Seasonality, especially activities like harbor cruises
CityPASS isn’t just a discount product — it’s a planning tool. It helps advisors package together the city’s biggest draws in a way that saves clients money, reduces time spent in lines and creates a smoother overall experience.
For first-time visitors and short-stay travelers especially, CityPASS can turn a potentially overwhelming city into a well-organized, high-value adventure — exactly the kind of trip clients rely on travel advisors to create.
Sharon Kurtz
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