The spirit of Pride comes in many forms and expressions. Beginning in 2019, when for the first time New York City hosted WorldPride—a biennial global commemoration of the fight for LGBTQ+ rights—we at NYC Tourism commissioned local photographers from the community to portray what Pride meant to them. The series was intentionally inclusive, engaging with a diverse group of local LGBTQ+ practitioners who represent a broad spectrum of gender identities to ensure a cross-section of representation was reflected in the project. In the years since, we have continued this project on an ongoing basis—supporting our mission to promote the voices and authentic perspectives of New Yorkers to speak to our goal of making the five boroughs the world’s most welcoming destination.
This work aims to highlight and celebrate LGBTQ+ experiences in New York City, showcasing the City’s vibrant queer culture, history and community. The objective of this series is to serve as a guide for LGBTQ+ travelers and allies, offering insights into how members of the community choose to celebrate Pride—a deeply personal expression of individual values. In creating this platform for photographers to share their stories, we seek to promote NYC as a premier LGBTQ+ destination by featuring firsthand experiences, highlighting safe and affirming spaces, and encouraging exploration of the City’s rich queer heritage.
NYC Pride Diaries was brought to life through a collaborative effort between NYC Tourism and local LGBTQ+ voices, businesses and organizations. This initiative involved extensive research, community engagement and partnerships with queer photographers and writers to authentically capture and represent the diversity of LGBTQ+ life in New York City.
Content creation played a key role, with firsthand narratives from LGBTQ+ individuals sharing their experiences, favorite spots and cultural insights. These stories were curated to highlight various aspects of queer life, including historic landmarks, nightlife, inclusive events and safe spaces. Additionally, the initiative relied on professional photography and web design to create an engaging and visually appealing platform.
The development of this series included outreach to local LGBTQ+ organizations, advocacy groups and Pride event organizers to ensure accurate and up-to-date information. By incorporating community input, the project ensures representation across different identities and experiences within the LGBTQ+ spectrum.
Marketing and promotion were also critical, with social media campaigns, email newsletters and out-of-home promotions helping to drive engagement and visibility. This series was designed to be user-friendly, making it easy and welcoming for visitors to explore different aspects of LGBTQ+ NYC by giving insight into the intimate moments, activist gatherings, exuberant performances and impromptu connections.
Ultimately, NYC Pride Diaries was brought to life as a dynamic and evolving resource, providing both locals and visitors with an inclusive, authentic and celebratory experience of LGBTQ+ culture in one of the world’s most vibrant cities.
The NYC Pride Diaries was successful in driving strong engagement, particularly among international audiences, with 3,231 total page views and 2,756 visits. The high percentage of international traffic (1,211 visits), especially from Germany, Switzerland, and Canada, indicates global interest in NYC’s LGBTQ+ culture and events.
The standout performer was Robert Andy Coombs’ diary, accounting for 84% of total page views (2,723) and 90% of visits (2,481), proving that authentic, personal storytelling resonated deeply with readers. The average time on site (2m51s) suggests sustained engagement, with visitors actively reading and exploring content.
The series successfully expanded global reach and positioned NYC as an LGBTQ+ travel destination, aligning with NYC Tourism’s goal of making the five boroughs the world’s most welcoming destination.
