Member Updates and News You Can Use

Member News & Updates: April 2025

Spring is in full swing, and so is LA! From the debut of our global ‘We Love LA’ campaign to meaningful community connections and exciting upcoming activations, there’s no shortage of reasons to celebrate the city we all call home. Whether you joined us at the March Member Mixer or our EmpowerLA event or are gearing up for Service Day LA and National Travel & Tourism Week, your support helps power the momentum behind LA’s tourism story. Read on for highlights, updates, and opportunities to stay connected and help us share the LA love—near and far.

Now Playing: We Love LA

In March, we debuted our brand-new global advertising campaign, ‘We Love LA,’ an invitation to visitors to experience one of the world’s most diverse, dynamic and inclusive destinations, all set to Randy Newman’s beloved classic, “I Love L.A.” From now until June, the campaign will run across paid media platforms in domestic markets, including New York, Chicago, Houston, Dallas, Atlanta, Philadelphia, DC, Boston, and Seattle, as well as international markets, such as Australia, France, Mexico, South Korea, Japan, and the United Kingdom.

Help spread the LA love with #WeLoveLA on social media! And don’t forget to tag us @discoverla.

WATCH THE CAMPAIGN

LOS ANGELES TOURISM TRAVELS TO JAPAN FOR 2025 MLB TOKYO SERIES

The 2025 MLB World Tour: Tokyo Series featuring the Chicago Cubs and the Los Angeles Dodgers represented a significant opportunity to drive travel to Los Angeles and the United States. In collaboration with Brand USA, Visit California, Choose Chicago and the Illinois Office of Tourism, the team executed tailored hospitality events, media and influencer activations, informational sessions, and welcomed key travel trade and media clients to the MLB Tokyo Series games at the Tokyo Dome.

We are delighted to be part of the MLB Tokyo Series and bring two of the world’s most vibrant baseball cultures together and celebrate our partnership with our vital destination counterparts,” said Adam Burke, CEO, Los Angeles Tourism & Convention Board. “Los Angeles is proud to have 10 Japanese professional athletes across LA sports teams, and we are eager to continue fostering this strong connection with the Japanese market in this iconic series and welcoming travelers in 2025 and beyond.”

As a key inbound market for the United States, Japan saw a 21% increase in arrivals in 2024, reaching 1.8 million and climbing to the seventh-largest inbound market from No. 9 in 2023. The growth continues in 2025, with January arrivals rising 5% year-over-year to 134,000.

In addition to leveraging the MLB season opener, the LA Tourism team gathered real-time market insights and strengthened relationships with airlines, media, travel trade, influencers and group producers through sales calls, training sessions, interviews and client events. In partnership with 7 member delegates, the team showcased all that LA offers with a focus on extending length of stay.

We’re especially proud of the official signing of a Memorandum Of Understanding with H.I.S. Through this partnership, H.I.S. and LA Tourism will work together to enhance the value and awareness of travel to Los Angeles, promote travel demand among Japanese tourists, and strive for the realization of sustainable tourism.

LA Tourism Brings Together Small and Diverse-Owned Businesses Through Empower LA

In February, LA Tourism welcomed EmpowerLA Members for a coffee gathering with Chief Industry Relations Officer Patti MacJennett and team members at Harold & Belle’s. During the last EmpowerLA networking event, our Brand & Digital team connected with Laurent Correa, baker and owner of Lou The French On The Block, who was recently featured in LA Tourism’s owned video series, These Lovely Streets.

Thank You for Joining Us at Our March Member Mixer

A sincere thank you to our Members who joined us for the March Member Mixer at the GRAMMY Museum in Downtown Los Angeles. The night was an opportunity to celebrate LA’s new ‘We Love LA’ campaign as a tourism community.

A special thank you to our partners, the GRAMMY Museum and Wolfgang Puck Catering.

Looking for Member Mixer event photos? Check them out HERE.

Stay Connected: Key Tools & Save the Dates

ACTION NEEDED: Keep Your Business Information Up to Date

To help us enhance and expand our Membership community, we want to ensure your business is accurately represented and promoted. Please take a moment to update your Member Business Ownership Information in your company profile.

If you have any questions, feel free to contact us at membercommunications@latourism.org.

SAVE THE DATES

Service Day LA: Together, LA Shines (April 26) – Join the City of Los Angeles in a citywide day of service to clean and green our community in honor of Earth Day. Register here.
National Travel & Tourism Week (May 4-10) – According to the U.S. Travel Association, National Travel and Tourism Week (#NTTW) is an annual celebration that underscores travel’s essential role in driving our nation's economy, cultivating vibrant communities and forging connections. Learn more here.
Join LA Tourism at the LA Pride Parade (June 8) – Show your pride and walk with LA Tourism staff and fellow Member businesses in the annual LA Pride Parade on Saturday, June 8. Want to be part of the celebration? Submit your interest here.

JUST LAUNCHED

LA Perks Pass – Thank you to our Members who provided offers for our newly launched LA Perks Pass. While this pass was created to offer meeting attendees exclusive offers from experiences across our City, anyone can sign up here. If you’d like to add an offer, there is still time. Please reach out to our team at membercommunications@latourism.org.

LA Tourism Insights

Monthly Hotel Performance

February 2025 Monthly STR Performance - LA County & Submarket Reports

In February 2025, LA County properties experienced Year-Over-Year (YOY) increases in overall occupancy rate, room nights, and revenue. Specifically, the occupancy rate was 73.2%, a 6.0% increase from February 2024. Revenue was up 5.6% from last year to $457.8 million, driven by a 5.4% increase in room demand (2.4 million) from February 2024. Year-to-date (YTD) hotel performance shows a similar trend, with a 6.0% increase in room demand (4.7 million) contributing to a 6.5% increase in occupancy (69.5%) and a 6.7% increase in room revenue ($898.5 million) over the same period in 2024.

Upcoming Opportunities

The Partner Participation Calendar of Opportunities can be accessed HERE or anytime in the Member Portal.

LA Tourism at Work

Our team has been hard at work ensuring that Los Angeles remains a top global destination for both leisure and business travel. From high-profile industry events to international sales missions, we are actively engaging with key trade, media, and business partners around the world. By showcasing LA’s dynamic offerings, we continue to drive tourism, attract major events, and secure new business opportunities for the city.

March and April 2025 Highlights

Visit California Outlook Forum (March 3-5, 2025) - Networking with industry leaders and professionals to discuss the latest industry trends.
Dodgers Week + VIP Trade & Stakeholder Sales Calls (March 16-21, 2025) - Interactive week in Japan with members, key stakeholders, media and travel trade executives.
Visit California 2025 Go Out Camp Event (March 28-30, 2025) - Participate in Visit California’s 2025 Go Out Camp (Korea’s largest outdoor lifestyle festival) and engage in the Club California Star Seminar to enhance industry connections.
Visit CA Pan European Mission (March 28 - April 2, 2025) - Hosting European Trade Sales Mission with trade partners in the UK, France and Germany.
Flight Centre Video Blog Pre-Promote Global Gathering (March 30 - April 3, 2025) - Hosted FAM in Los Angeles to pre-promote Global Gathering to FC worldwide on what to expect, see, and do.
Club California in Beijing (April 20-11, 2024) - An interactive educational platform designed to engage and motivate Chinese agents and tour operators.
The Best of NAO Travel Collection (April 27-30, 2025) - Networking with 200+ key travel agents in Mexico

Welcome New LA Tourism Members!

Recent Releases & Press Coverage

We’re pleased to share a combination of recent press releases and news articles secured by LA Tourism’s Global Communications team.

Recent Press Releases