Bustling New Years, Allstate Sugar Bowl weekend sets the stage for a strong 2024 tourism forecast

December 27, 2023 - New Orleans, LA - New Orleans & Company is stepping up to keep our local tradition of the Fleur De Lis (FDL) drop going on New Year’s Eve this year. The FDL drop atop Jax Brewery will be coordinated with the fireworks over the river displaying the colors of visiting Sugar Bowl teams. In addition, there will be an LED board that will have the countdown and New Years message.   

 Several partners came together to ensure this important event for the community and visitors continues, including Corporate Lighting & Audio who is handling production and the New Jax Condominium Association for use of the rooftop. 

While this won’t be a full-scale production as in past years, it was important for New Orleans & Company to keep this tradition alive for our community as well as visitors. New Year’s Eve celebrations are one of many examples of what makes New Orleans a great place to live, work and visit.

“New Orleans & Company is honored to keep this tradition going with our partners, as we join other iconic global cities in welcoming the new year in our unique way, the fleur de lis, which has become synonymous with New Orleans, continuing to represent the strength of those who live and work here in keeping our culture and economy thriving,” said Walt Leger III, President and CEO of New Orleans & Company. “New Orleans will be bustling New Year’s Eve weekend, setting the stage for a strong 2024 for the tourism industry. We are excited to play a role in the celebration.” 

Also this weekend, the city plays host to the Allstate Sugar Bowl on Monday, January 1. It kicks off with a parade rolling on December 31 at 2:30 p.m. through the French Quarter. This year's Sugar Bowl is one of two semifinal games for the 2024 College Football Playoff featuring the #2 ranked Washington Huskies and the #3 ranked Texas Longhorns. The game at the Caesars Superdome is sold out and hotel occupancy is projected to be in the high 90s, which is higher than 2022 levels. New Orleans & Company is also happy to partner with the Sugar Bowl organization in sponsoring the NewOrleans.com Allstate Sugar Bowl Tailgate Town, kicking off game day festivities New Years Day in Champions Square. Open to all ticket holders, Tailgate Town will take place from 4:00-7:00 pm, prior to the 7:45 pm kickoff. 

The Sugar Bowl starts off what will be a busy 2024 for New Orleans as the first city in the United States to host Bocuse d’Or and the Pastry World Cup in June, Taylor Swift’s Eras Tour at the Caesars Superdome and Prospect 6 - a citywide contemporary art triennial and the first exhibition of its kind in the U.S. with a decade-long history. For a full list of what’s new in the hospitality industry, visit here.

For more information on the New Years Eve fireworks produced by the Crescent City Countdown Club in partnership with the Mayor’s Office of Cultural Economy and the New Orleans Tourism and Cultural Fund and other partners, visit www.crescentcitycountdown.com.


New Orleans & Company is the official destination sales and marketing organization for New Orleans’ tourism industry. Founded in 1960, our mission is to inspire, promote and encourage travel to our city for the economic, social and community benefit of New Orleans and its people. Our vision is to ensure New Orleans remains the most remarkable, unique and welcoming city in the world. For more information, visit us at neworleans.com or on social media @VisitNewOrleans or @Neworleansandco.