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%).