Move over Rockefeller Center: The city says El Barrio is the place to visit this holiday season.

NYC & Company, the city's tourism wing, is touting East Harlem as part of its Neighborhood x Neighborhood campaign to spotlight less-visited communities in the five boroughs.

Cultural Affairs Commissioner Kate Levin said there will be several major events in the area this season for visitors from all over the world, including the annual Three Kings Parade on Jan. 6.

"Through cultivating local talent and presenting work by artists from around the world, East Harlem's cultural organizations provide an exciting range of programming for visitors," Levin said in a statement.

The program is touting the neighborhood's popular sites, including La Casa Azul Bookstore, El Museo del Barrio and the Aromas Boutique Bakery & Café.