LA Tourism's Latest Updates
A Note from Adam
Dear Valued Tourism Partners,
Spring has arrived, bringing with it the return of our beloved Dodgers and the much-anticipated debut of generational talent Shohei Ohtani. Last month, I was lucky enough to see his first regular season game with the club as I traveled to Korea—now one of our top five overseas markets—to kick off the next phase of our “Now Playing” global ad campaign to coincide with MLB’s Seoul Series featuring a doubleheader between the Dodgers and Padres.
Given how critical overseas visitation is to LA’s recovery – with average spending equivalent to three domestic guests – we are focusing on high-yield markets that are part of the Visa Waiver Program where air service has fully recovered. This is particularly important since long visa wait times and lack of direct air service continue to be challenges in other markets.
Thanks to a generous $7.5 million EDA pandemic recovery sub-grant from Visit California, the current “Now Playing” campaign represents our largest investment in the international market to date. In Seoul, this included eye-popping 3-D advertising by LA-based artist Steven Harrington, highlighting our emergence as one of the world’s premier arts & culture capitals. This fully integrated marketing initiative also featured LA’s incredible sports and entertainment offerings to leverage MLB’s significant promotional efforts.
In other news from the Asia-Pacific region, we continue to see encouraging signs of recovery from China, as the United States Department of Transportation recently announced that Chinese airlines would be allowed to boost weekly flights to the U.S. from 35 to 50 beginning March 31st. Next month, I’ll also be joining a delegation led by the United States Department of Commerce to participate in the China-U.S. Tourism Leadership Summit in Xi’an – a pivotal step forward in fostering important people-to-people exchanges and increased bilateral tourism between the United States and China.
Our global team has been preparing for U.S. Travel Association’s IPW 2024 – the industry’s largest international inbound travel trade show taking place May 3-7. This represents a watershed moment for our City of Angels as we welcome IPW back for the first time in 12 years, with many international travel buyers and media seeing all our new developments and attractions for the very first time! This year’s attendance is expected to be record-setting – a powerful testament to the resilience of our industry.
Whether you are participating with a booth on the showroom floor or wish to volunteer your valuable time, we encourage you to experience this incredible event and help showcase Los Angeles to more than 5,000 international travel planners and media from over 60 countries.
Professional meetings and events like IPW represent a critical driver of our local economy, contributing more than $24 billion in local business sales annually. Later this month, on Thursday, April 11th, we will join the broader tourism and hospitality industry to celebrate Global Meetings Industry Day to showcase why meetings matter, and we’d love for you to join us in amplifying this message. You can access the U.S. Travel Association’s Global Meetings Industry toolkit here.
Thank you for your ongoing partnership and support. Together, let’s embrace the spirit of renewal and growth that spring ushers in to continue reinvigorating our community.
With heartfelt thanks,
Don't Forget to Claim Free LA Kings Tickets
Go Kings Go! Don’t forget about our program in partnership with the LA Kings. All LA Tourism Members can request complimentary, 300-level tickets to the Los Angeles Kings home games now through the end of April. Please note the last game of the season is April 18th.
- If interested, please complete this form.
- When completing the form, select “Membership” as the DepartmentPlease also include Membership as the Purpose
After completing the form, the Membership team will send you a code and booking link. Please allow up to five days for this code to arrive.
Note: You will be responsible for a $7.50 service charge per ticket.
Register to Volunteer for IPW 2024
We are actively recruiting volunteers to welcome important international guests to LA. A registration portal is set up for you to review options and sign up for activities and shifts. It’s easy to register, just click on IPW 2024 Volunteers and select “Tourism Industry Professionals” to review volunteer descriptions, times, and locations where your valuable service is needed. Volunteers have many locations and times to choose from. On the registration portal, you’ll see the Volunteer options, which include, greeters at LAX, downtown host hotels, Convention Center, at special events, and buyer & media tours.
Seeing Eye-to-Eye at Meet LA Exchange
The LA Tourism Sales team hosted hotel and venue partners at the newly renovated Westin Los Angeles Airport for the company’s annual Meet LA Exchange (MLX) on February 28, 2024. This year’s event gave attendees the unique opportunity to schedule 1-on-1 appointments with our sales directors, international team, membership, and others. The team enjoyed the time to reconnect in person, hear property updates, and discuss market initiatives.
LA Tourism at Work
Australia + New Zealand
LA Tourism recently hosted ten travel consultants from Australia and New Zealand for a 5-day trade FAM trip in partnership with Universal Studios Hollywood, BedsOnline and Delta Air Lines. The FAM was comprised of the winners of the recent BedsOnline Incentive Campaign, which rewarded the top 10 sellers of eligible LA hotels and Universal Studios Hollywood tickets.
South Korea
Several of our team members were busy on the ground in Korea for the LA Dodgers vs. SD Padres regular-season opener. The team partnered with the San Diego Tourism Authority and Visit California for an MLB viewing party that hosted over 80 key travel partners from airlines, travel agencies, land agencies, media, and more.
While in Korea, LA Tourism met with the Seoul Metropolitan Government to deepen the partnership and collaboration between Los Angeles and Seoul. In addition, LA Tourism and IMAGINUS signed a Memorandum of Understanding to produce a Korean drama set in LA, aiming to promote the City of Angels as the ultimate travel destination. This marks the first collaboration between a U.S. city tourism board and a Korean drama production company.
Business Spotlight
Featured Business: Grand Central Market
Grand Central Market, located in downtown Los Angeles, is a vibrant and bustling culinary and cultural hub that has been a landmark since its opening in 1917. Spanning a full city block between Broadway and Hill, this historic market spans approximately 30,000 square feet and serves as a melting pot of diverse cuisines, cultures, and traditions, embodying the rich mosaic of Los Angeles itself. With over 38 vendors offering a wide array of foods and goods, Grand Central Market caters to a variety of tastes and preferences, ranging from traditional dishes from all corners of the globe to contemporary culinary creations. The market not only serves as a foodie's paradise but also as a lively social space where locals and tourists alike gather to dine, shop, and partake in community events. Grand Central Market has evolved over the years, reflecting the changing demographics and culinary trends of Los Angeles, yet it remains a beloved institution that honors its historical roots.
New Members
Holiday Inn & Suites Monterey Park - Los Angeles
Featured Press Coverage
Recent media coverage secured by our Global Communications team includes:
Los Angeles Business Journal (U.S.) – Hospitality is Back + LA is 'Now Playing'
New York Times (U.S.) - In Los Angeles, Even an Art Fair Is Really About the Parties
Houston CityBook (U.S.) - A Dreamy L.A. Escape Entails Opulence, Intrigue — and Even Some Walking
Re:Porter (Porter In-Flight) - Merchants of Venice
Travel Week (Canada) - Porter Airlines adds new seasonal routes from Montreal to Los Angeles & San Francisco
Help spread the news! Here are some recent press releases:
Discover LA, Your Way: Downtown Los Angeles & The Arts District
SOME GOOD NEWS
The Los Angeles Convention Center recently announced its latest achievement in sustainability: certification as a Certified Green Business under the esteemed California Green Business Network. Read the press release here.
Have good news to share? Send it our way at membercommunications@latourism.org.
