Senior Vice President, Research & Analysis
NYC & Company
Donna Keren, PhD, is the Senior Vice President, Research & Analytics at NYC & Company. Donna joined NYC & Company, New York City’s official tourism, marketing and partnership organization in 2002 and she directs one of the travel industry’s most comprehensive and forward-looking research programs. She has over 30 years experience in strategic and market research. Previously, she was VP, Social Trends & New Markets for Strategic Surveys International, a provider of custom research and market intelligence to clients in financial services, communications, the arts and culture, and major not-for-profit organizations.
In addition to annual reports on visitors and the economic impact of tourism, her department at NYC & Company produces regular forecasts, economic and strategic reports, special projects, scenario planning and forecasting, market research studies, and proprietary research on industry segments. At NYC & Company she has developed the annual cultural audience survey. Designed to identify key drivers and challenges across all cultural and arts activities, the study has supported member organization marketing initiatives and programming insights since 2009. Other innovative projects include a focus on borough and neighborhood tourism insights and creating proprietary econometric models for visitor volume and tracking.