At IPW 2026, the leading inbound tourism event in the United States held in Greater Fort Lauderdale, Broadway once again positioned itself as one of New York City’s strongest cultural and tourism drivers. Among the standout productions was Wicked, the acclaimed musical that has continued captivating audiences from around the world for more than two decades.

ABC Mundial spoke with Cathy Murphy, media representative for Wicked, who highlighted the extraordinary momentum the production is experiencing and the strong international impact it is generating in both tourism and new audiences.

“This spectacular show performs live eight times a week on Broadway and has been running for 23 years. The story follows two women who develop a beautiful friendship and a great love story. It’s a show for everyone, from ages 8 to 88,” Murphy said during the interview.

The executive emphasized that Wicked remains one of the strongest productions on the Broadway theater circuit, representing a must-see experience for visitors traveling to New York City.

The production, staged at the iconic Gershwin Theatre, has maintained its popularity thanks to its emotional storytelling, impressive visual effects, and music that has become part of contemporary pop culture.

During IPW 2026, Wicked was also presented as one of the major cultural products tied to international tourism, particularly for Latin American and European markets seeking authentic American experiences.

One of the most notable points highlighted by Murphy was the audience renewal phenomenon driven by the recent film adaptations of the franchise. According to her, the movies have sparked renewed global interest in experiencing the original live Broadway production.

“Families, young people, and international travelers now want to see the live show after discovering the story through the films,” she explained.

Murphy also stressed that the musical transcends language barriers thanks to its universal story and the strong emotional connection between its protagonists, Elphaba and Glinda.

“Bring the whole family, because everyone will love seeing Wicked live on Broadway,” she added.

Wicked’s presence at IPW 2026 was also aligned with the international promotional strategies of Brand USA, which continues to promote iconic cultural experiences as a central part of the United States’ tourism appeal.

For travel agencies, tour operators, and international visitors, Broadway remains an essential component of any trip to New York City, and Wicked currently stands as one of the most in-demand options for travelers looking to combine entertainment, culture, and emotion in an unforgettable experience.

With performances eight times a week and a run spanning more than 23 years, Wicked reaffirmed at IPW 2026 that Broadway continues to be one of the most powerful stages in global tourism.