Curious George will put aside his bananas to explore The Big Apple. New York City’s official tourism organization, NYC & Company, tapped the inquisitive monkey as the city’s sixth official family ambassador as part of a joint agreement with NBCUniversal, Mifflin Harcourt publishing and PBS Kids.

The deal will see Curious George on bus shelters, taxi cab commercials and social media posts promoting New York City’s five boroughs. He will also be found on city travel materials, activity sheets at select museums, as well as NYC kid-friendly guides to beaches, zoos, aquariums and parks.

Previous NYC family ambassadors include the likes of Sesame Street, Dora the Explorer, The Smurfs, The Muppets and Where’s Waldo. Since the introduction of the tourist program in 2009, family visitation to New York City has grown 26.5%, with an estimated 16.7 million family visitors last year.