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A Note from Adam | LA Tourism at Work | Featured & New Members | Featured Press Coverage

A Note from Adam

Dear Valued Tourism Partners,

Following the excitement of hosting the U.S. Travel Association’s IPW in Los Angeles, I had the privilege of participating in the 14th China-U.S. Tourism Leadership Summit in Xi’an. This significant event was a platform to discuss and strategize the acceleration of bilateral tourism recovery.

Co-hosted by Brand USA, this represents a major step forward in restoring inbound travel from China to pre-pandemic levels, which is vital to the full recovery of our nation’s tourism sector and the broader economy overall. In 2019, Los Angeles welcomed a record 1.17 million Chinese visitors and – while we only saw 34% recovery from the market last year – LA still welcomed over 400,000 guests from China last year.

I was deeply honored to join the U.S. delegation of more than 100 public and private sector leaders for this critically important dialogue. The event culminated with the signing of multiple MOUs between the Chinese and U.S. travel trade to ensure that we build on the foundation of last week’s Summit with meaningful action and collaboration.

Our City of Angels continues to be known as one of the world’s most welcoming and inclusive destinations, and June is no exception as Angelenos celebrate Caribbean American Heritage Month, Pride Month, Loving Day, Hajj, Eid al-Adha, International Day for Countering Hate Speech, and Juneteenth. We also welcomed PROUD Experiences to the Fairmont Century Plaza from June 3-5.

As you mark your calendars for these celebrations, don’t forget also to note that Dine LA – our signature culinary program – will return to a summer and winter rotation this July, with the summer program running July 12-26. Restaurant registration is open now, and more information is available on the Dine LA website here.

Thank you, as always, for your continued support and partnership.

All my best,

NOW PLAYING: NEW DRIVE CAMPAIGN

LA Tourism is running a new campaign in our drive markets through the end of June, promoting major events happening throughout LA County. Multiple tourism reports indicate that event-based marketing is a leading travel trend for 2024. Enthusiasts are traveling more frequently to various sports events and performances away from home. There are hundreds of games, concerts and festivals happening in LA throughout the year. Most of these events/venues are located in close proximity to major LA hotel regions. Leveraging the abundance of events, we’re looking to drive room demand, offering potential visitors a “why now” message as our unique selling proposition.

Look out for our advertising in major drive markets and within LA. The campaign is bookended by LA Pride in June and Dine LA Restaurant Week in July. A new creative concept and suite of assets has been developed specifically for the campaign.

LEARN MORE

Get Ready For Dine LA!

Dine LA Restaurant Week is almost back, showcasing the best of LA's culinary scene from July 12-26. From dining on a budget to Michelin-starred experiences, you can now see the participating restaurants on Dine LA's website, just in time for the Dine LA Takeover of Smorgasburg on June 23.

LA Tourism at Work

Celebrating IPW 2024

After hosting a successful IPW in our city, we're delighted to celebrate the events and wins that took place throughout the week.

The Global Tourism Development Team hosted several IPW delegation events from May 3rd to 5th to extend a warm welcome to some of our top international markets. Each event was attended by buyers, media, and members of Visit USA committees from the respective countries, as well as key LA sponsors and Visit California. This was a wonderful chance to show our appreciation to our delegates while showcasing some of LA’s top venues to an international audience!

The German-Speaking Delegation Breakfast, held at DoubleTree by Hilton in Downtown LA on May 4th was attended by 220 guests from Germany, Switzerland, and Austria.
The Japanese and Korean delegations enjoyed a stadium tour and reception at Dodger Stadium. In addition to the 67 Japanese delegates and 40 Korean delegates in attendance, we also welcomed the Commissioner of the Japan Tourism Agency, Ichiro Takashi.
A record-breaking 220 UK & Irish delegates attended the IPW welcome reception held at The GRAMMY Museum.
The French Delegation took in rooftop views at Golden Hour in Downtown LA with 180 buyers, media, and suppliers in attendance.
On May 5th, the Chinese-speaking delegation kicked off the first day of IPW appointments with an exclusive breakfast at California Plaza for 110 attendees.
On the evening of May 5th, the Indian Delegation gathered for dinner at Cara Cara, the rooftop at The Proper Hotel in DTLA in partnership with Brand USA.
Los Angeles Tourism was also a sponsor for VUSA Australia & UVSA New Zealand's joint event at Golden Hour on May 5th with a large turnout of 200 guests.
The team also conducted over 320 appointments on the tradeshow floor.

The Global Communications Team hosted an impressive media brunch with over 600 attendees at The Getty Center, followed by the seamless arrangement of 16 press tours around Los Angeles from Hollywood to Venice and Downtown LA. The team also represented Los Angeles at the media marketplace, holding over 40 meetings with journalists.

Congratulations to everyone on a wonderful IPW!

LA Tourism's Sales Team Attends Key Industry Events at Home and Abroad

Los Angeles Tourism's Sales team attended CalSAE Elevate, IMEX Frankfurt, and MPI WEC this month. This was the first time CalSAE Elevate was hosted in Los Angeles and welcomed over 170 association meeting partners. The team also hosted a Party with the Partners in partnership with Universal Studios Hollywood and Sheraton Universal. Over in Germany, the sales team hosted an intimate client dinner with UK Media and MICE meeting planners and held over 50 appointments with international buyers. To round out the month, the team visited Louisville, KY for MPI WEC where they hosted buyer appointments at the conference, sponsored a hosted buyer reception at the Louisville Slugger Museum and hosted a California Gateway Cities DMO Brunch.

LA Tourism at Big Cities DMO 2024

Los Angeles Tourism Membership and Product Marketing Teams participated in the 2024 Big Cities DMO Meeting in Washington, D.C. It was a week full of learning, collaborating, and fun bonding time with other destination marketing professionals to discuss the future of Membership and Partnership programs.

RIIZE Day Declared in the City of Los Angeles

LA Tourism's partnership with SM Entertainment began in 2023 when the team met in Seoul to discuss potential marketing opportunities. Since then, LA Tourism has collaborated with RIIZE, a K-pop boy group under SM Entertainment, on the 'Now Playing' Spring Campaign in South Korea with using their song 'Get a Guitar' in the advertisements. In May, the team partnered with the LA City Council on a commendation presentation to RIIZE, and secured a pre-game performance at Dodger Stadium for the LA Dodgers Korean Heritage Night. RIIZE has a deep connection with LA and is supporting the recovery of Korean visitation to the city.

Business Spotlight

Featured Member

Six Taste Food Tours

Founded in 2009, Six Taste is considered the #1 rated walking food tour and team building company in Los Angeles and the only AAPI female and family-owned food tour company in California with over 1900 reviews and an overall 5-star rating on Yelp, TripAdvisor, and Google. Six Taste recently earned USA Today's Top 3 Food Tour in America! As a family business and passionate team of LA native tour guides, Six Taste’s mission is to support local businesses and enrich the L.A. community through food and education with one of the most unique and authentic tour experiences in Los Angeles. CEO Sally Tiongco is a proud LA native and a former devoted public middle school educator who resides in Downtown LA and the San Fernando Valley with her husband and two children. “LA is our home, and we want to inspire others to feel the same way one bite at a time.”

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Amour Weho

Curtin Convention & Exposition Services

El Cholo Downtown

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Los Angeles Union Station

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