Discover Los Angeles
Los Angeles welcomed 48.3 million visitors in 2017, setting a new tourism milestone for the seventh consecutive year. The record figure is 1.0 million visitors higher than 2016’s total, an increase of 2.2%, driven by an all-time high 41.2 million domestic visitors. International visitation overall grew 0.9% to a record 7.1 million visitors, outperforming both its projected forecast and inbound travel to the United States as a whole in 2017. International markets recording significant gains for Los Angeles in 2017 include: China with 1.1 million visitors (6.0% YOY increase); Canada with its highest visitor total ever at 747,000 (5.5% YOY increase); South Korea with 315,000 visitors (6.3% YOY increase, the largest gain among all markets); and India with 121,000 visitors (4.0% YOY increase).
A contributing factor to L.A.’s year-over-year increase in international visitation is the resonance of a message of welcome. In April 2017, L.A. Tourism launched an initiative called “Everyone is Welcome” which reinforced the city’s cultural diversity and inclusivity. A recent sentiment study conducted in Australia, the U.K., China and Mexico confirmed the campaign’s effectiveness with positive favorability from each market including a resounding impact on visitation likelihood from China (82%) and Mexico (69%).
You wake up in one of the hotel’s lavishly appointed 241 rooms—yours happens to be the ultra-luxurious RWB Suite, a spacious 1,250 square-foot pied-a-terre with its own library, dining room, pantry and freestanding pedestal bathtub (a feature of many rooms). Its sweeping views of Downtown L.A. beckon you outside, so you put on your Warby Parkers, some Gucci loafers and take yourself downstairs.
Discover Los Angeles
Luxury Travel Market (ILTM) – Cannes
L.A. Tourism’s Europe office exhibited with Visit California at International Luxury Travel Market (ILTM) in Cannes from Dec. 4-7, 2017. Staff held more than 35 pre-scheduled appointments to promote the destination’s luxury product with the latest updates on LAX Airport such as The Private Suite. L.A. Tourism also participated in a Visit California dinner event for top clients. Additional partners who exhibited at the stand include Santa Monica Travel & Tourism, Fairmont Miramar Hotel and Luxury Auto Line Rental. Europe’s leading annual luxury travel marketplace, ILTM provides a platform for the world's most desirable destinations, luxury accommodations and high-end travel experience providers to 3,000 of the most influential luxury travel specialists, buyers, agents and travel media.
2017 Signature Network Travel Conference
L.A. Tourism exhibited at Signature Travel Network's Annual Travel Conference in Las Vegas as a preferred destination supplier from Dec. 7-10, 2017. Staff conducted more than 60 one-on-one pre-scheduled appointments with agency owners, managers and travel consultants to provide the latest updates for the destination and Los Angeles International Airport. The three-day event was their largest conference yet with 1400 travel consultants and 550 suppliers. Signature Travel Network continues to expand and consist of more than 587 agency locations and 6,000 travel professionals in the U.S., Canada, Australia, New Zealand, Mexico, Brazil and Dominican Republic.
Air China Event – Shenzhen to LAX
Air China hosted an event for the airline’s inaugural flight from Shenzhen to LAX Airport for more than 300 travel industry partners and local city officials at Taglyan Center in Hollywood on Dec. 8, 2017. LAX Chief Operating Officer Samson Mengistu expressed a warm welcome and congratulations to Air China’s VIPs to LAX as L.A. Tourism’s Kathy Smits and Stephanie Nakasone networked with the industry partners. Air China operates Shenzhen-LAX route 3x weekly via B787 aircraft.
Jinan City Commission of Tourism Development Promotional Conference
L.A. Tourism welcomed a delegation from Jinan City (Shandong Province, China) Commission of Tourism Development, led by Director Ms. Zhi, Liang, at Pacific Palms Resort on Dec. 4, 2017. China Services Manager Rachel Che shared the latest destination news and efforts for growing tourism from the Chinese visitor market with the group. Staff and the delegation exchanged experiences and lessons about destination marketing strategy including travel trade engagement, social media marketing, brand marketing and membership benefit.
New Qingdao-LAX Route via Xiamen Airlines
L.A. Tourism’s Senior Vice President of Business Affairs Patti MacJennet and China Services Manager Rachel Che attended a Xiamen Airlines event to congratulate the airline on its newly announced LAX-Qingdao route at Millennium Biltmore Hotel on Dec. 12, 2017. LAWA Deputy Executive Director Keith Wilschetz also delivered congratulatory remarks. The new route launched on Dec. 11, 2017 operating 3x weekly aboard a Boeing 787-9 Dreamliner.
Luxury Sales Calls & Trainings
L.A. Tourism conducted several holiday sales calls and product trainings throughout December, visiting nine trade offices in the Los Angeles and Orange County areas. Tiffany Deang and Tamy Martelli organized product trainings at Coastline Travel, Worldview Travel/Travel Edge and Frosch Studio City. The latest destination updates were shared including developments at LAX, L.A. Insider – a new online travel trade training program, upcoming events, and L.A. Tourism’s premier services.
QANTAS Dreamliner Launch - Melbourne to LAX
L.A. Tourism’s Australia office, in partnership with Visit California, participated in several events and campaigns to promote QANTAS’ new 787-9 Dreamliner service from Melbourne to LAX, which launched Dec. 15, 2017. Australia’s leading morning TV show, “Weekend Sunrise,” broadcasted live from Mama Shelter LA’s rooftop, showcasing the revitalization of Hollywood and promoting it as a premier destination for Australian tourists. In partnership with QANTAS, a promotion was launched for consumers to win-a-trip to Los Angeles with participating members Sofitel Los Angeles at Beverly Hills, Mama Shelter Los Angeles and Universal Studios Hollywood.
In Melbourne, staff attended the official media and trade pre-launch event at NOTEL, where guests enjoyed an L.A.-style menu and cocktails along with a performance by L.A.-based Australian actor Hugh Sheridan and his band, the California Dreamers. Passengers on the inaugural service were welcomed at check in with L.A. & California dressed events staff who also passed out L.A.-inspired gifts like Dodgers caps and inflight sleepwear.
QANTAS Airways is the largest non-U.S. long-haul carrier operating into LAX with daily service from Sydney, Brisbane and Melbourne. The new Qantas 787-9 Dreamliner service operates 6x weekly, arriving into Los Angeles in the afternoon.
Club California - VIP Star Wars Screening
In partnership with Visit California, L.A. Tourism participated in a “Club California” training seminar for travel agents that featured a VIP screening of the new Star Wars film “The Last Jedi” in Melbourne, Australia on December 15, 2017. A total 100 retail travel agents were treated to a red carpet affair with “paparazzi” snapping their photos as they arrived, creating a Hollywood movie premiere atmosphere. Staff presented a destination training update highlighting LAX Airport’s renovation program, new air service, L.A.’s newest hotel developments as well as the newly announced Lucas Museum of Narrative Art, debuting in 2021.
Flight Centre FAM - Australia
L.A. Tourism hosted a group of 10 travel trade reps from various Flight Centre locations in Australia Dec. 2-6, 2017. Travel Trade Manager Carolyn Nightingale accompanied the group’s educational visit, which highlighted La Brea Tar Pits, Original Farmers Market, Westfield Century City, The Broad, OUE SkyspaceLA, Grand Central Market, Arts District, Universal Studios Hollywood, Warner Bros. Studio Tour Hollywood, STAPLES Center and Griffith Observatory. Hotel sites included the Normandie, The Garland, Freehand, Hotel Indigo, Kimpton Everly, Mama Shelter, and Hotel MDR. Accommodations were provided by The Normandie Hotel and The Garland in North Hollywood.
Discover LA Training Seminar – Korea
L.A. Tourism staff conducted a destination training seminar in Korea for 17 agents from 15 different agencies on Dec. 14, 2017, providing the latest L.A. and LAX news so the agents can sell the destination more effectively. This training seminar is held once a quarter.
Miss France 2018
The 88th edition of Miss France aired December 16, 2017 and featured Los Angeles with several contestants showcasing the destination as part of their storytelling packages. The features were coordinated in concert by Visit California, Los Angeles Tourism and LAX Airport last November. Miss France 2018 recorded its best audience ever with 8.8 million viewers.
Club California – Air Tahiti Nui Training
L.A. Tourism’s France representative Jean-Benoît held a second training session for 10 travel agents highlighting the latest developments for LAX Airport, Los Angeles and more.
L.A. Tourism in China
L.A. Angels Salon
L.A. Tourism’s Guangzhou, Shanghai and Chengdu offices, in partnership with Universal Studios Hollywood, co-hosted L.A. Angels Salon events in the three cities from Dec. 1-22, 2017. A total 33 key MICE companies, wholesalers and travel agencies from the three markets received destination presentations about new air service between China and LAX, the latest LAX developments and what’s new in L.A.
L.A. Tourism’s Beijing office conducted an in-house destination training at Ctour Holiday on Dec. 5, 2017 for 15 sales and operations representatives. Staff highlighted the latest direct air service to LAX, the newest L.A. and LAX developments as well as L.A.’s attractions and hotels such as Universal Studios Hollywood, Angels Flight, OUE SkyspaceLA and more. Ctour Holiday is a large-scale receptive tour operator that offers travel services and related products, group hospitality and bus leasing services with its headquarters in Los Angeles.
Air China Launch Ceremony: Shenzhen to Los Angeles
In celebration of Air China’s inaugural nonstop air service from Shenzhen to LAX, L.A. Tourism’s China office co-hosted a ceremony at T3 of Shenzhen Bao'an International Airport on Dec. 7, 2017. Officials and VIP guests from the Shenzhen Municipal People's Government, U.S. Consulate General Guangzhou, Shenzhen Bao'an International Airport and Air China and 50 trade reps and media attended the event. Guangzhou Director Selin Lin delivered welcome remarks and spoke to the latest L.A. tourism resources as well as LAX’s modernization.
Visit California Club – Shanghai
Organized by Visit California, L.A. Tourism’s Shanghai office participated in a VC Club event on Dec. 8, 2017. VC Club is a series of events of combining networking, team building with training for China’s trade professionals. A total 16 travel agents from 13 agencies joined the event, which was themed ‘Self-driving in California.’ Staff delivered presentations highlighting L.A. Tourism’s resources for self-driving, LAX's modernization, the Private Suite at LAX, L.A.'s cultural attractions, shopping, and dineL.A.
BrandUSA Roadshow & Training
L.A. Tourism’s Chengdu office joined a BUSA roadshow and training in Chengdu, Chongqing and Kunming from Dec. 11 - 15, 2017. A total 470 trade professionals and media learned about the latest L.A. updates including direct air service to LAX, LAX's modernization, the Private Suite at LAX as well as L.A.'s newest attractions. The L.A. Academy training program was also shared with the attendees.
Hong Kong Airlines Event
To celebrate the new inaugural air service from Hong Kong to LAX via Hong Kong Airlines, L.A. Tourism co-hosted a gate ceremony at Hong Kong International Airport on Dec. 18, 2017. Officials and VIP guests from Hong Kong Transport and Housing Bureau and Hong Kong Airlines attended the event. China Regional Director Kate Chang, welcomed the new air service at the ceremony which hosted 330 inaugural passengers aboard the HX068 flight to LAX.
U.S. Commercial Service Luncheon
L.A. Tourism co-hosted a promotional luncheon and visa seminar with the U.S. Commercial Service and U.S. Consulate General Guangzhou on Dec. 19, 2017 at Conrad Guangzhou for 11 corporate buyers. The event recognized the importance of MICE business travel to L.A. as staff share the latest destination highlights ideal for incentive travel.
Sichuan Airlines Training
As invited by Sichuan Airlines, L.A. Tourism’s Beijing office participated in Sichuan Airlines’ first anniversary celebration its Jinan-LAX route on Dec. 20, 2017. Representatives from 30 travel agencies in Jinan attended the training and received the latest L.A. updates and tour products for their itineraries.
Chengdu Champion Holiday's L.A. Product Promotion
L.A. Tourism’s Chengdu office joined Chengdu Champion Holiday's L.A. Product Promotion in Chengdu on Dec. 20, 2017. A total 200 trade professionals, from different travel agencies attended the promotion event and received the latest L.A. news and updates regarding direct air service, LAX’s modernization, Private Suite as well as the newest attractions and key events. One of the earliest wholesalers operating North American group packages in Chengdu, Chengdu Champion Holiday now is in the rankings of top 3 of the wholesalers for operating North America group packages in Chengdu market.
Shandong Brilliant International Travel Service Training
L.A. Tourism’s Beijing office conducted an in-house training at Shandong Brilliant International Travel Service, one of the leading wholesalers in Shandong province, on Dec. 22, 2017. A total 50 sales and ops reps received the latest updates on L.A.’s tourism products and hotels including updates on LAX’s modernization, Private Suite as well as attractions such as Angles Flight, OUE Skyspace LA, Universal Studios Hollywood and more. Previously only selling European and Australian products, the company is now focusing on the U.S. market with the recent rise is direct air routes from Northern China to LAX.
L.A. Tourism’s China office, in co-op with leading OTA Tuniu Travel, hosted an LAX roadshow in Qingdao on Dec. 23, 217 and Shenyang on Dec. 30, 2017 to promote Xiamen Airlines' new service from Qingdao to LAX as well as the latest LAX updates and city attractions to Tuniu's 150 most valuable clients, trade reps and media partners.
China US Innovation Travel
L.A. Tourism’s Chengdu office attended the China US Innovation Travel’s L.A. product promotion with 14 clients from BMW in Chengdu on Dec. 27, 2017. Staff shared the latest destination product updates as well info on direct flights from China to LAX and also shared the “Everyone is Welcome” video.
Chengdu More Trip Int’l Service Training
L.A. Tourism’s Chengdu office conducted an in-house training at Chengdu More Trip International Service on Dec. 28, 2017 for 17 sales and ops reps. The group received information on direct flights from China to LAX, the latest LAX modernization updates, L.A.’s newest attractions and dineL.A. information.
Discover Los Angeles
This article was a result of hosting the writer in Los Angeles and showcasing the renaissance of Downtown L.A. This coverage also features an interview that the team arranged with Tom Gilmore, L.A. real estate developer and L.A. Tourism Board Member.
Members Highlighted: L.A. Live, The Standard, Downtown L.A., The Broad, InterContinental Los Angeles Downtown, Hotel Figueroa, The NoMad Hotel Los Angeles, Pershing Square, Freehand Los Angeles
Unique Monthly Visitors: 30,000,000
Estimated Ad Value: $277,500