L.A. Tourism at Work - April 2018

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ITB Berlin
L.A. Tourism’s Europe office exhibited with Visit California at ITB Berlin, the world's largest tourism fair attracting 109,000 visitors and 10,000 exhibitors, from March 6-9, 2018. Staff conducted 22 pre-scheduled appointments with key tour operators and airlines from Germany throughout the tradeshow, sharing the latest destination updates and newest developments. Members and partners joining L.A. Tourism included Santa Monica Travel & Tourism, Warner Bros. Studio Tour Hollywood, Loews Hollywood Hotel, Universal Studios Hollywood and the City of Burbank.

Travel Trade Trainings - Germany
L.A. Tourism’s Germany representative Ines Niehues conducted destination trainings with 40 German travel trade professionals from March 21-22, 2018, sharing the latest and greatest L.A. products and offerings.

Club California Breakfast Seminar (Japan)
L.A. Tourism participated in a Club California breakfast seminar, organized by Visit California-Japan, for retail agency counter staff at GARB Central restaurant in Tokyo on March 6, 2018. Staff shared the latest and greatest destination updates with 29 travel trade professionals as they enjoyed a healthy California-inspired breakfast.

TravelBrands Inc. Campaign (Canada)
L.A. Tourism, in partnership with San Diego Tourism Authority and Greater Palm Springs Convention & Visitors Bureau, launched a spring marketing co-op campaign with TravelBrands Inc. to showcase the Southern California destination. TravelBrands Inc. is the largest privately owned F.I.T. wholesaler in Canada and recently launched a B2C site (www.sunquest.ca) with reservation/sales centers in Toronto, Montreal and Vancouver. The month-long campaign encouraged Canadians to book travel to Southern California via digital marketing opportunities, out-of-home ads and social media contests.

California Club Training (France)
As part of the California Club, L.A. Tourism’s France representative conducted a destination training session on March 20, 2018 alongside Visit California, Air Tahiti Nui and Santa Monica Travel & Tourism. Travel agents from TUI France, Visiteurs, Voyages E. Leclerc, Veltra/Citry Discovery, Euram, Jetset Voyages, and other independent brands received updates on the latest L.A. attractions, hotels, new products such as L.A. Insiders, as well as direct air service to LAX.

L.A. Tourism in Australia & New Zealand

Excite Holidays VIP Agent Training Seminars
As part of a nationwide trade marketing campaign, L.A. Tourism’s Australia office partnered with leading B2B wholesaler Excite Holidays to host two VIP travel agent training seminars from March 5-8, 2018. The trainings took place at “The Laneway,” a hip bar in Brisbane and at “Shangri-La Sky Bar” in Sydney. Australia Regional Director Craig Gibbons presented a destination training for 50 top travel agents, sharing the latest updates on L.A.’s hotels, restaurants and nightlife as well as LAX Airport’s modernization. Following the trainings, the agents experienced a cocktail masterclass from expert mixologists where they learned to create their own L.A.-themed cocktail inspired by iconic L.A. neighborhoods. Craig also conducted joint sales calls with the Excite Holidays sales team to travel agencies throughout Brisbane and Sydney, providing agents with information on the L.A. sales campaign as well as specially-created Discover LA gifts and fresh juices.

American Airlines - All American Dream Challenge
L.A. Tourism & LAX Airport were headline sponsors at the All-American Dream Challenge by American Airlines in Sydney on March 21, 2018. The month-long LAX B2B sales incentive program, targeting travel agents in Australia & New Zealand, promoted sales of direct air service from both cities to LAX via American Airlines. The program’s top five sales agents were then flown to Sydney for an event where they competed in an L.A. trivia contest to win a holiday trip to Los Angeles. A travel agent from Phil Hoffman Travel in Adelaide won the ‘instant-trip,” and flew out to L.A. the following day where he enjoyed a stay at NoMad Los Angeles, a visit to Universal Studios Hollywood, and a shopping experience at Westfield Century City.

L.A. Tourism in China
L.A. Mini Products Launches in China
To promote the launch of L.A. Mini Products, four events were organized in Chengdu, Guangzhou, Shanghai and Beijing from March 12-16, 2018. L.A. Mini Products combines L.A.’s resources into 22 various destination itineraries categorized in four themes: family, outdoor, luxury and culture. L.A. Mini Products specifically promotes direct air service from LAX Airport, L.A.’s TMD hotels, attractions and how to experience L.A. like a local. It encourages travel trade to develop more in-depth L.A. tour products with the goal of generating longer visitor stays and increased visitor spend for the destination.

L.A. Tourism staff introduced L.A. Mini Products with attendees of each launch event which included representatives from the U.S. Embassy and U.S. Consulate General; BrandUSA; Visit California; partner airlines; L.A. Tourism members; and 240-plus travel trade representatives including leading wholesalers, travel agents, MICE planners, high-end & tailor-made tour planners and OTAs. L.A. Mini Products proved to be popular among travel trade as it allows them to better design diversified L.A. itineraries to meet their clients’ various needs.

VIP Salon with Wowoyoo and Korean Air
L.A. Tourism’s Guangzhou office co-hosted a VIP salon with Wowoyoo, a leading travel agency based in Guangxi Province, and Korean Air, which operates air service from Nanning-Seoul-LAX, for 80 VIP clients from SPD Bank on March 17, 2018. Staff delivered a destination presentation highlighting LAX's modernization with the Private Suites, the latest only-in-L.A. experiences and attractions such as Step Beyond the Red Carpet at Dolby Theatre, Warner Bros. Studio Tour Hollywood, Universal Studios Hollywood, Westfield Century City, Petersen Automotive Museum, and Grand Central Market.

Guangzhou International Travel Fair 2018
L.A. Tourism’s Guangzhou Office participated in the Guangzhou International Travel Fair 2018 from March 1-2, 2018 where they also co-hosted a presentation with Universal Studios Hollywood. Staff conducted 45 appointments, sharing the latest destination updates including newly launched direct air service from China to LAX, LAX developments like the Private Suite, as well as the newest L.A. hotels, attractions and restaurants. Tools such as L.A. Mini Products and L.A. Angels Academy were also presented to the trade audience. A total 80 travel agents from Shenzhen and Guangzhou attended the event.

DTA U-best Holiday Training
L.A. Tourism’s Chengdu office conducted an in-house training for DTA U-best Holiday on March 2, 2018 for 17 staff members. Staff delivered a destination presentation highlighting direct flights from China to LAX (such as CTU/CKG-LAX via Hainan Airlines); LAX's modernization; as well as L.A.'s newest attractions, shopping centers, hotels and events. Additionally, L.A. Mini Products and L.A. Angels Academy were shared with attendees.

Club California in Shenzhen
As organized by Visit California, L.A. Tourism’s Guangzhou office joined Club California in Shenzhen to meet with 12 top travel agents from the region on March 3, 2018. Club California is a series of training seminars that provide networking and product updates for key tour operators across China. Staff conducted 12 one-on-one appointments, sharing the newest direct air service from Shenzhen, Guangzhou and Hong Kong to LAX; L.A. Mini Products with four themes and 22 itineraries; as well as the newest destination products.

CAISSA Travel Shanghai Training
L.A. Tourism’s Shanghai office conducted an in-house training at CAISSA Travel Shanghai for two key product managers on March 21, 2018. CAISSA Travel Shanghai owns 16 retail shops in Shanghai and 16 shops in Eastern China, outside of Shanghai. Staff delivered a destination presentation highlighting direct flights from China to LAX; LAX's modernization including the Private Suite; as well as L.A.'s newest attractions, shopping centers, hotels and events. Additionally, L.A. Mini Products and L.A. Angels Academy were highlighted with attendees to assist them in development of in-depth or themed products.

BrandUSA China Mission 2018
L.A. Tourism’s China offices participated in BrandUSA’s China Mission which took place from March 19-23, 2018 in Beijing, Guangzhou, Hong Kong, Chengdu and Shanghai. Staff conducted 103 appointments with leading tour operators, travel agents and MICE agents, sharing the latest and greatest destination updates including the newly launched L.A. Mini Products, direct air service to LAX and LAX Airport’s modernization.

Swanson’s Travel USA Day
L.A. Tourism’s Nordic representative Johnny Gardsater participated in the 16th annual Swanson’s Travel USA Day at Fort Swanson in Osby, Sweden. He exhibited the destination with visitor materials and collateral and shared several presentations with more than 100 visitors. The event attracted nearly 900 visitors, making it the largest forum for U.S. travellers in Sweden. Before the event, staff presented a 40th anniversary gift to CEO Tommy Swanson, a handmade L.A.-skateboard.

FDM Travel USA Day
L.A. Tourism’s Nordic representative Johnny Gardsater participated in FDM Travel USA Day on March 4, 2018. Johnny shared a destination presentation highlighting the latest and greatest L.A. happenings to more than 200 consumers. More than 4,000 consumers attended this year’s FDM Travel USA Day.  

Discover America USA Travel Show
L.A. Tourism’s Nordic representative Johnny Gardsater exhibited at 7th annual USA Travel Show, the largest B2B workshop in Scandinavia focusing on USA destinations and products, on March 5, 2018. Johnny met with several key travel agents and media during the event, sharing the latest information on direct air service to LAX via SAS and Norwegian. This year's workshop attracted 57 U.S. exhibitors and 250+ travel trade professionals and media from Scandinavia.

Travel Bulletin North America Showcase
L.A. Tourism’s U.K. office attended the Travel Bulletin North America Showcase event in Brighton, U.K. More than 60 North American-focused travel agents attended the event, where they received the latest L.A. product offerings as well as an overview of the destination.

Unite Workshop
L.A. Tourism’s U.K. office participated in the annual Unite workshop, where they met with 14 product managers from key U.K. tour operators. Staff shared the latest destination updates highlighting the new L.A. products available to their clients. Additionally, L.A. Tourism hosted a networking session after Unite, hosting L.A.-related suppliers to further network with clients.

Delta APAC Conference
Delta Air Lines’ APAC conference was held at the InterContinental DTLA for more than 200 staff members from the airline’s offices in Asia including Japan, Korea, China, Australia, Hong Kong, Singapore, Indonesia and Malaysia as well as staff from Atlanta HQ. LAWA and L.A. Tourism hosted their afternoon coffee break, during which staff shared Los Angeles collateral. Ernest Wooden Jr. provided a warm L.A. welcome and provided thanks for all their efforts in selling the destination.  

North American Journeys RTO Summit West
L.A. Tourism attended NAJ RTO Summit West at the Ritz-Carlton, Marina del Rey from Feb. 21-22, 2018. Tourism Manager Rachel Che met with 26 receptive tour operators during the pre-scheduled one-on-one appointments, sharing L.A. updates including new hotel developments, future events, top attractions and more. Rachel also featured “L.A. Insider,” the new online training tool for travel trade professionals and the new King Tut Exhibit at California Science Center during the appointments.

China Henan CITS Agent FAM
In partnership with Air China and Beijing Fancy Tours International Travel Service, L.A. Tourism hosted 17 agents from Henan China International Travel Service Co., Ltd.(CITS) for a Los Angeles experience highlighting additional in-depth tourism resources. On March 8, International Tourism Senior Director Stephanie Nakasone and China Tourism Manager Rachel Che organized an in-house training presentation for the group, showcasing LAWA direct air service updates, new L.A. hotels and attractions and more. The group experienced Walt Disney Concert Hall, OUE SkyspaceLA, Universal Studios Hollywood, The Getty Center, Griffith Observatory and Battleship IOWA. Accommodations were hosted by Millennium Biltmore Hotel.

China Zhejiang Province Tourism Promotion Event
L.A. Tourism’s China Tourism Director Jordan Baronfeld and China Tourism Manager Rachel Che attended a tourism promotion event hosted by Tourism Bureau of Zhejiang Province on March 23, 2018. They shared LAWA air service updates from China to LAX, L.A. Tourism's marketing strategy for LAWA and the destination as well as 2017 tourism figures with the delegation, which was led by Mr. Peng Xu, Deputy Director of Tourism Bureau of Zhejiang Province.

2018 Active America China Trade Show
L.A. Tourism’s China Tourism Director Jordan Baronfeld and China Tourism Manager Rachel Che attended the 2018 Active America China tradeshow in Atlanta, GA from March 25-27, 2018. During 32 pre-scheduled one-on-one appointments, they shared the latest destination updates including information on new direct air service to LAX, new L.A. hotel development, future events, top attractions with a spotlight on the King Tut Exhibit at California Science Center. Produced by NAJ Group, Active America China is the only show in North America completely dedicated to building inbound tourism from China.


In March 2018, L.A. Tourism’s Communications team hosted four press trips, beginning with a group of five Mexican lifestyle media. The group’s educational itinerary showcased the destination with dining at Rose Café & Restaurant and Rossoblu; shopping at Westfield Century City; a tour of Warner Bros. Studio Tour Hollywood; a visit to Angel City Brewery and OUE Skyspace LA; as well as Westfield LAX, prior to their departure. Accommodations were hosted by Hotel Erwin, Ace Hotel Downtown Los Angeles and Loews Hollywood Hotel.

The team hosted a group of five media from China for a Hollywood and Downtown L.A. experience. The group’s itinerary showcased only-in L.A. activities including a VIP Tour of Universal Studios Hollywood; horseback riding at Sunset Ranch Hollywood; ifly Hollywood Indoor Skydiving; a tour of The Fashion Institute of Design & Merchandising Museum; and visits to Griffith Observatory and Dolby Theatre. Accommodations were hosted by Dream Hollywood Hotel.

In partnership with Visit California, the team hosted a group of seven media from France for a Los Angeles experience. The group’s itinerary highlighted a lunch and tour of The Original Farmers Market and dinner at Waldorf Astoria Beverly Hills. Accommodations were hosted by Sofitel Los Angeles at Beverly Hills.

In an effort to keep Los Angeles top of mind for lifestyle media based in Chicago, the team hosted a “Greater L.A.” event where regional DMOs including Visit Pasadena and Visit West Hollywood brought their unique and ownable experiences to life via interactive displays. More than 30 media and social influencers enjoyed L.A. tacos from Guisados; rooftop bar vibes and West Hollywood-inspired cocktails; as well as Rose Bowl Flea Market-inspired shopping with Visit Pasadena. 

At the end of March, the team hosted a global group of media hailing from Australia & New Zealand, China, India, Mexico and the U.S. highlighting the destination’s unique arts and culture offerings. The group’s itinerary showcased Los Angeles County Museum of Art (LACMA); cocktails at Clifton’s Republic; the new King Tut exhibit at California Science Center; The Getty Villa; Craft and Folk Art Museum; The Wende Museum and Archive of The Cold War; and dinner at Redbird. Accommodations were hosted by the newly reopened Hotel Figueroa in Downtown L.A.