Los Angeles Tourism At Work - May 2022

Group Image from Canada Mission

Visit California's “Meet What’s Possible” Campaign Supports California Meeting and Event Travel 

Los Angeles Tourism’s efforts to secure key group business are being bolstered by Visit California’s “Meet What’s Possible” campaign. With a $4.5 million investment, the campaign was launched as Visit California’s first platform focused solely on the professional meetings and events industry and is a vital initiative to aid in the overall recovery of the state’s tourism industry. With a focus on sustainability, innovation and COVID-19 safety, California welcomes groups of all kinds to take advantage of the Golden State's world-class meetings and events accommodations. 

Guided by a task force that includes our very own Darren Green, Visit California’s President & CEO Caroline Beteta and a delegation of co-branded destinations launched “Meet What’s Possible” for thousands of planners at 2021 IMEX America. Throughout this year, the campaign will maintain a large presence at major domestic events for meeting planners and includes a series of Taste of California domestic events to host event and meeting planners in California’s largest U.S. business markets. 

International Team Members and PR Representatives Visit Los Angeles

To gather destination knowledge and engage in strategic planning, several of our international team members and PR agency representatives visited Los Angeles last month. For many, this was the first opportunity to visit L.A. in the past two years and experience many of our new offerings, while for several of our new PR representatives it marked their first official visit with Los Angeles Tourism. With the countless new additions and improvements our city has seen in the past two years, this provided the perfect opportunity to showcase new or renovated hotels, attractions, restaurants and more. We look forward to seeing how our team members will use these experiences to continue sharing and selling Los Angeles to their markets. 

Global Tourism Team Puts the Spotlight on Canada

Los Angeles Tourism recently traveled North for an integrated Canada mission, the first international mission for our organization since before the pandemic. In addition to members of our Global Tourism Development, Global Communications and Sales & Services teams, a member of the City Tourism Department and  seven hotel & attraction partners, also joined for a full week of activities in Toronto and Vancouver.  

Canada has long been one of the top international markets for our city. The mission is part of our reentry strategy, with the goals of providing firsthand insights into the  travel trade and media landscape while making valuable connections with travel trade partners, media and important leisure and group clients. 

The team spent three days in Toronto and two days in Vancouver, where they conducted a market overview, hosted meetings with media, travel trade and MICE buyers and produced two signature events, including a “Start Your Comeback” reception and a client suite event at Rogers Stadium during the Los Angeles Kings vs. Vancouver Kanucks hockey game.   

The Los Angeles Tourism mission came on the heels of Visit California’s Canada Day. On April 4th, Los Angeles Tourism participated in the Toronto event, a condensed one-day format that included 1-on-1 meetings with key tour operators, luncheon presentations that included developments happening across California, a networking reception with both trade and media attendees as well as a dinner with Air Canada and Air Canada Vacations. Our team was also able to conduct 10 one-on-one meetings during the Canada Day event. 

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