Membership

Member Updates and News You Can Use

by Discover Los Angeles

Feb 6, 2026

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Member News & Updates: February 2026

With FIFA World Cup 2026™ momentum building, this issue is all about what’s next for Members, from upcoming mixers and webinars to new tools and visibility opportunities. We’re sharing how Los Angeles Tourism is elevating LA on the global stage, plus practical ways Members can show up, stand out, and benefit. You’ll also find new perks, sponsorship opportunities, and resources designed to help you maximize your Membership. Dive in to see what’s happening, what’s next, and how you can be part of it.

We love seeing you!

Thank you to all Members who joined us November 19 at Enchant LA! We hope it was a magical kickoff to your holiday season and a chance to connect with fellow Members and LA Tourism staff. Special thanks to Enchant LA and Social House Entertainment.

Having FOMO yet? Don’t worry – multiple opportunities await to connect, learn, and engage!

FIFA World Cup 2026™ Webinar – January 30

If you missed the live session, rewatch the FIFA World Cup 2026™ Webinar in the Member Portal for recordings, toolkits, and slides from the Los Angeles Sports & Entertainment Commission (LASEC), LA Metro, and LA Tourism. World Cup Member promotional décor is available to Members using the email address associated with their portal account; for assistance, contact Membercommunications@latourism.org. Please note all décor must be ordered by February 28, with delivery expected by the end of March. Ordering instructions are available in the Member Portal.

Member Mixer – February 24

Get ready for an unforgettable night above the city. Join fellow Los Angeles Tourism Members for The Skyline Experience, an exclusive networking mixer hosted at the stunning City Club Los Angeles—one of LA’s best kept secrets. Sign up here.

Member Orientation – March 18

Open to current and new Members! Refresh your knowledge about LA Tourism, explore the Member Portal, and get a sneak peek at what’s new. Reserve your spot here.

AI as the New Digital Front Door: How LA businesses Show Up in Travel Planning Webinar – April 7

Allied Global Marketing’s Chief Strategy Officer, Adam Cunningham, will deliver a briefing exclusively for LA Tourism Members on how AI is reshaping travel discovery and decision-making. The session unpacks the shift from search to chat-based recommendations, the collapse of the traditional funnel into one-shot itinerary planning, and what that means for visibility across languages and social platforms. Expect practical starting points and quick wins LA businesses can implement immediately to stay findable, relevant and bookable. Register here.

Get Involved

The 2026 LA Perks Pass places Members at the center of the visitor journey during one of Los Angeles’ most visible moments on the global stage. Featuring exclusive Member offers across key visitor categories, the Pass connects fans and travelers with the businesses shaping LA’s identity. With FIFA driving unprecedented attention to the city, participation means visibility when it matters most – and it ensures your business is part of the experience visitors remember! Members can email membercommunications@latourism.org to add an offer.

Calling all NBA fans! Members get an exclusive perk. Use code LASEC to unlock 25% off tickets to Rising Stars and the Celebrity Game on February 13.

Let’s kick it—together. As FIFA World Cup 2026™ approaches, DiscoverLA is counting down to the world’s biggest sporting event by launching a Neighborhood Spotlight Series: “Let’s Kick it.” LA Tourism Members can partner in this exclusive weekly email series launching early May and secure one of a limited number of sponsorship spots per neighborhood for prime visibility during peak anticipation. View the rate card here, and for more information reach out to Nikki at njoseph@latourism.org.

Make a meaningful impact in our community. Roll up your sleeves and help us at the Los Angeles Regional Food Bank on Saturday, March 28, 9 AM – 1 PM. Help sort, inspect, and repackage donated food before it reaches families in need. Sign up here and make a real impact. Questions or concerns? Reach out to cherryl@anchor-collection.com for more information.

What's New in the Member Portal? Think of the Member Portal as your go-to resource for maximizing your benefits. From exclusive events and market insights to FAM tours, planning tools, and participation calendars, everything you need is in one place. The more you use it, the more your Membership works for you.

LA Tourism Insights

What’s really happening in LA’s hotel market? Dive into our latest Hotel Insights to find out.

MEMBER PORTAL > DESTINATION INSIGHTS REPORTS

LA Tourism in Action: Our Impact

Since October 2025, Los Angeles Tourism has elevated LA’s global profile through key events, trade missions, and media initiatives. From Europe to Asia and Mexico, the city connected with travel leaders, showcased its role as a 2026 World Cup Host City, and conducted travel agent trainings and press trips to highlight LA’s appeal. These efforts strengthened partnerships, increased awareness, and reinforced Los Angeles as a premier destination worldwide.

Brand USA Travel Week, Europe (October): Travel leaders from the U.S., U.K., and Europe gathered to share insights on industry trends and opportunities for future travel to the United States. Hand-picked buyers met with U.S. exhibitors in 33 one-on-one sessions, creating valuable connections and partnership opportunities.

Aspire Luxury Travel Awards (November): LA Tourism was the Destination Headline Sponsor at the Aspire Travel Luxury Travel Awards in Manchester, U.K., featuring a hosted table for 8 clients and exclusive networking opportunities with luxury-focused travel agents.

World Tourism Alliance (WTA) Xianghu Dialogue 2025: Invited by the World Tourism Alliance, Adam attended the Xianghu Dialogue and delivered a keynote speech on Elevating Urban Communities Through Cultural & Heritage Tourism to a trade audience of 500.

Brand USA “The Biggest Soccer Tournament Kickoff” Event (November): Los Angeles joined other U.S. destinations at a high-profile trade event in Mexico City to showcase its role as a 2026 World Cup Host City. The city highlighted the eight matches at SoFi Stadium, its convenient location near key neighborhoods, and LAX as the main gateway to California.

Brand USA Mexico Sales Mission (January): Los Angeles Tourism engaged with key travel trade and media partners across multiple cities in Mexico to strengthen relationships, share destination updates, and highlight why Los Angeles remains a must-visit destination for Mexican travelers.

Travel Agent Trainings: From the end of October 2025 through January 2026, Los Angeles Tourism’s Global Tourism Development Team conducted in-market travel agent trainings to further educate the global travel trade on why Los Angeles remains the top choice for their clients. Trainings were conducted in:

Australia – MTA Travel Training (December)
China – United Airlines Training (November), AmCham Training (December)
France - Visiteurs Training (January)
Germany – CANUSA (October) Euro Lloyd (October), Reisesommer (October)
India – Red Carpet Travels (November)
Japan – HIS Branch Seminar (January)
Korea – LA Sports Webinar (October)
Mexico/Latin America – Infocenter, GTM + Geo Travel Training (December)
Oceania – Destinations Webinar Program (October)
U.K. - Barrhead Travel Training (November), Hay’s Travel (November)

Media Familiarization Trips (Individual & Group) – From the end of October 2025 through January 2026, Los Angeles Tourism’s Global Communications team hosted several group and individual press trips, including:

Australia - Daily Mail AUS
France – Edgar Magazine, ELLE, TourHebdo
Germany - Tages-Anzeiger, SonntagsZeitung, Touristbook, NDR, Weser-Kurier, Augsburger Allgemeine
Korea - 1% Club (Luxury Digital Magazine)
India - Peacock Magazine
Mexico/Latin America - GQ Magazine, Travel & Life, Reforma
U.S. - Travel Noire, AFAR, Santa Barbara Independent, Men’s Journal, Blavity, Essence, The Manual, Lonely Planet
U.K. - City AM, FourFourTwo, Daily Mail, Reach Plc, The Independent, Sky Sports

LA Tourism partnered with L.A. Works for our annual Community Service Day on February 4, supporting HOPICS (Homeless Outreach Program Integrated Care System), a comprehensive homeless services provider in South Los Angeles. Team members assembled Stay Warm Kits for community members experiencing homelessness and created Literacy Kits and Reading Nooks to help foster welcoming spaces for children to read and learn. Grateful to our partners and team members for making the day impactful.