TORONTO — For Todd Rappaport, Senior Director of Marketing and Communications at The Shubert Organization, Broadway is more than just entertainment – it’s the beating heart of New York City.

As part of The Shubert Organization, the oldest professional theatre company in the United States with a 120-year legacy, Rappaport works to ensure travellers and travel agents alike make the most of the city’s iconic theatre scene.

“Broadway Inbound is our company that works with tour operators and travel agents to help them book Broadway for their clients,” says Rappaport. “We provide an API that connects directly to the theatres’ inventory, offering net rates that agents can mark up. For those who prefer not to use the API, we have an easy-to-use booking system that provides live inventory and instant confirmation.”

Rappaport underscores the importance of booking Broadway shows in advance. “A visit to New York isn’t complete without seeing a Broadway show,” he says. “Many people think they have to wait until they’re in the city to buy tickets, but that’s not true. Booking ahead ensures clients get the best seats at the best prices.”

BROADWAY SHOWS: A MUST-HAVE ON NYC ITINERARIES

From long-running classics like The Lion King, Chicago and Aladdin to buzzy new productions such as The Outsiders, The Great Gatsby, and Hell’s Kitchen, Broadway has something for every type of traveller. “We also have exciting upcoming shows like Buena Vista Social Club, based on the Cuban musicians from the famous documentary, Operation Mincemeat from London, and Boop for Betty Boop fans,” says Rappaport.

While Broadway’s Friday and Saturday nights are popular and often booked up, Rappaport advises travel agents to guide clients toward midweek performances. “Tuesday, Wednesday and Thursday shows usually have more availability, so clients are more likely to secure great seats,” he notes. For newer or highly anticipated productions, advance booking is especially critical.

One top Broadway production, Moulin Rouge! The Musical, is currently on its North America tour. The travel trade got to experience the show in all its glory last night at Toronto’s CAA Ed Mirvish Theatre, with Broadway Inbound (represented in Canada by VoX International).

HOW TRAVEL AGENTS CAN SHINE

Broadway Inbound helps agents demystify the ticket-buying process and provides resources to help their clients make the most of the theatre district experience. “Broadway is the heart of New York City,” Rappaport explains. “It’s not just about the shows – it’s the energy of Times Square, the neighbourhood restaurants and even seeing performers before and after the shows. It’s an irreplaceable experience.”

Rappaport also encourages agents to position Broadway as a key part of the full New York experience. “Make sure every NYC itinerary includes a Broadway show. There’s truly something for everyone – from grand musicals to intimate off-Broadway performances, opera and ballet. Clients will feel like they’ve missed out if they don’t experience it.”

FINAL ADVICE FOR TRAVEL AGENTS

Rappaport’s parting words of wisdom for agents? “Don’t be afraid to recommend shows, even if they seem outside a client’s usual tastes. Broadway is about stepping out of comfort zones and immersing oneself in culture. New York is full of vibrant arts, and Broadway is at the centre of it all.”

For travel agents, Broadway Inbound makes adding the magic of Broadway to client itineraries seamless – ensuring unforgettable memories for every traveller stepping into the theatre district.

For more details see BroadwayInbound.com. Travel advisors can book through Viator, Get Your Guide, Travel Brands, Expedia TAAP and/or SimplyiTickets and earn commission. Broadway Inbound is represented in Canada by VoX International.