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LOS ANGELES (February 14, 2024) – Los Angeles Tourism & Convention Board (Los Angeles Tourism) is pleased to appoint Rofia Larsson as Vice President, Global Tourism Development. In the new role for the organization, Larsson will oversee markets including the United States, Canada, Mexico, China, and India, and will work closely with the entire Global Tourism Development team. Larsson will report to Kathy Smits, Senior Vice President, Global Tourism Development.

“It’s a pleasure to welcome Rofia to Los Angeles Tourism. Between her impressive experience in the travel and tourism industry and esteemed leadership, we know she’s the perfect addition to our organization,” shares Kathy Smits, Senior Vice President, Global Tourism Development. “We’re thrilled to see her further our trade connections and tourism initiatives into 2024 and beyond.”

Ahead of joining Los Angeles Tourism, Larsson was the Project Manager and chief liaison for the Chair of the World Trade & Tourism Council (WTTC). During her time with WTTC, she expertly managed all communications linked to the Chair's responsibilities, including event coordination and development of strong stakeholder relationships. Prior to WTTC, Rofia was the Vice President at Metro Events, where she was pivotal in establishing and leading a high-performing team in managing the subsidiary. Her tenure at Metro was marked by the successful implementation of MS CRM and enhancing the company’s presence through an optimized website and social media strategy. Earlier in her career, Larsson made significant contributions at tour operator Cox & Kings, USA, initially as the Marketing Director, and was promoted to the Vice President of Marketing where she led strategic initiatives for increasing B2C sales and launched a B2B portal.

“The addition of Vice President to the Global Tourism Development team will strengthen our in-market strategies as we continue to bolster international tourism recovery. Rofia brings a wealth of experience that will empower us to elevate LA’s brand awareness to key industry partners and drive impressive results,” said Don Skeoch, Chief Marketing Officer, Los Angeles Tourism.

“I’m excited to join the Los Angeles Tourism team and to represent the City of Angels in this new role. International tourism recovery is a top focus of the organization, and the markets that I will be leading are vital for the long-term economic recovery of our industry and the businesses that depend on it,” says Larsson.

Larsson holds a Bachelor of Arts degree in Political Science with a focus on International Relations and Comparative Government from California State University, Northridge.