Los Angeles Tourism leadership team presents only-in-LA offerings part of “LA 2.0,” 2023 milestones, partner testimonials and why the Korean market is vital to LA’s tourism industry

LA Tourism South Korea Mission Team

SEOUL (March 2023) – Los Angeles Tourism & Convention Board President & CEO Adam Burke visited Seoul this week to lead meetings with Korean travel trade partners, airlines, media, the US Embassy, Visit CA & Brand USA representatives, and travel content creators. Adam was joined by Don Skeoch (CMO), William Karz (VP, Brand & Digital Marketing), Kathryn Smits (SVP, Global Tourism Development), Gina Triglia (Director, Tourism Insights), Craig Gibbons (Managing Director, Asia Pacific) and Los Angeles Tourism’s in-market representative Nahye Kim hosting a client event at the Four Seasons Hotel Seoul on March 17, 2023 for the travel trade industry and local media.

This was the leadership team’s first visit to South Korea post-pandemic, reengaging with the market to discuss new partnerships and share the importance of the Korean market to LA’s visitor economy. The LA Tourism team provided partners and media with updates on travel trade activities in South Korea, as well as shared the many new experiences across the city making up “LA 2.0”, including new discoveries to explore even for repeat visitors from the Korean market. This included updates on Los Angeles World Airports (LAX), updates on Korea to LAX market performance, and profiles on Korean travelers to Los Angeles. The event programming also covered the unique ties LA has with Seoul including a shared passion between Angelenos and Koreans for film, music, and art as fellow global entertainment capitals.

“As one of the world's most diverse and welcoming destinations, we're proud that our City of Angels is home to the largest Korean community in the United States. The special bond between Angelenos and Koreans is also reflected in LA's long-standing Sister City relationship with Busan, which spans over 50 years. As a result, Los Angeles has long been a top destination for Korean travelers," said Adam Burke, LA Tourism's President & CEO.

Korean visitation to LA is on the road to recovery with about 160,000 Korean travelers and a 48% recovery rate to pre-pandemic levels estimated in 2022. "With weekly flights from South Korea to LAX now exceeding pre-pandemic levels," Burke continued, "including Korean Air and new non-stop carriers like Air Premia, South Korea will be one of LA's top five overseas source markets in 2023. We look forward to meeting with our partners and friends in Seoul to expand our collaboration, and to share all of the exciting, new developments in LA that offer Korean travelers more reasons to visit than ever before."

For both first-time visitors and returning travelers, Los Angeles is introducing many exciting new experiences including SUPER NINTENDO WORLD at Universal Studios Hollywood, emerging neighborhoods like the Vinyl District and Arts District, arts & culture updates including the transformed Hammer Museum and Destination Crenshaw, the 15th anniversary of LA Tourism’s signature culinary event Dine LA, and this year’s milestone 100th anniversaries of the Hollywood Sign, Warner Bros. Studios, Los Angeles Memorial Coliseum, and Millennium Biltmore Los Angeles.

The client event also featured remarks from key Korean social media influencers @kim.asha.1 and @pilter on their recent travels to Los Angeles, as well as a special arrival experience bringing Hollywood to the heart of Seoul including a red carpet entrance, Hollywood photo booth activation in celebration of the Hollywood Sign’s centennial year and movie popcorn alongside an LA-inspired lunch menu. Guests in attendance were also eligible to win LA travel prizes in a “lucky draw.”





Chris Heywood

SVP, Global Communications


(213) 236-2366


Emily Ohara

Manager, Global Communications


(213) 236-2304


Nahye Kim

Representative, South Korea




Los Angeles Tourism & Convention Board (Los Angeles Tourism) is the non-profit destination marketing and sales organization for the Los Angeles tourism industry and the ultimate resource for where to stay and play in the LA area.

Los Angeles is a dynamic, ever-evolving destination – where diversity thrives, and everyone is welcome. Discover the true LA by exploring its more than 30 culturally rich neighborhoods, each one offering a distinct vibe. LA is home to more than 300 days of warm sunshine, 75 miles of idyllic shoreline, more museums and performing arts venues than any other US city, and an innovative culinary scene led by influential tastemakers. A global creative capital and the epicenter of the sports universe, LA presents limitless possibilities for visitors from around the world. For more information, visit discoverlosangeles.com/KR, follow at facebook.com/DiscoverLosAngelesKorea, or @discoverLA_KR on Twitter, Instagram and TikTok. For travel trade follow our dedicated Kakao.