Words from Wooden – March 2014

President and CEO Ernest Wooden Jr., LATCB

The City of Angels continues to soar to new heights as a leading global tourist destination in 2014, as we see continuing high hotel occupancy rates, major new developments on the horizon and a never-ending stream of positive media coverage about the destination. 

This month, we are proud to announce our new integrated marketing campaign, “What's Your L.A. Story,” bringing the L.A brand to our most important domestic feeder markets such as New York City, Chicago, San Francisco, San Diego and Phoenix, as well as our key international markets including the U.K., Australia, Canada and China. The campaign features brand new TV, digital and print ads with a fresh new look, featuring stories about the amazing experiences that you can only find in Los Angeles.

A companion meetings and conventions ad campaign is up and running in top meetings trade publications highlighting L.A. as a leading meetings destination, as we work to keep the good news coming about L.A.’s growing conventions business.

On Feb. 26, I announced the launch of “NiHao China,” our exciting new multi-pronged portfolio of international marketing, training and promotional initiatives to enhance the L.A. experience for Chinese travelers and grow Chinese visitation to L.A. As you know, China is our No. 1 overseas tourism market, and we are working hard to keep visitation from China growing.

We announced the new initiatives at the kick-off of the first installment of the NiHao China training seminars, which we have custom designed to help Los Angeles hotels, attractions and other tourism partners get “China ready.” We were expecting about 50 participants, and nearly 110 businesses registered, indicating high demand for this educational seminar.

LATCB will be offering NiHao China seminars and workshops nearly every month, and I encourage all of our members to take advantage of this valuable resource that is exclusively available to LATCB members. Be sure to check the “What’s Coming” section of the newsletter for details on how to sign up, so your business can become “China ready.”

Continuing our focus on growing international visitation, I just returned from a trade mission with Mayor Eric Garcetti to Mexico, one of America’s strongest trade partners and our largest non-overseas market for international visitation. Together with the Mayor, port and airport officials and a delegation from the Chamber of Commerce, we met with Mexico's Minister of Tourism, and multiple airlines and cruise ship companies to find ways to increase flights and cruises to L.A. and promote the destination.

As always, LATCB will be here, working on behalf of all of our members and partners to keep the world coming to Los Angeles.
Best wishes,


Ernest Wooden, Jr.
President and CEO
Los Angeles Tourism & Convention Board