Los Angeles Tourism, the official non-profit destination marketing and sales organisation for Los Angeles, says that the city registered total tourism receipts exceeding USD 34.5 billion in 2022 and that it has some big plans for the year ahead to keep the momentum going.
At a heavily attended press conference, the tourism board also said that it would be hosting the next edition of IPW, the leading inbound travel trade fair of the United States organised by the US Travel Association, IPW2024 and also kicked off “The Road to IPW 2024” at the press conference at IPW 2023 in San Antonio, Texas.
LA Tourism says that the city reached 91 pc of 2019’s record-setting tourism spending level and that over 528,200 tourism-related careers were generated last year along with USD 3 billion in state and local taxes supporting essential services for all Angelenos.
The announcement comes as Los Angeles continues to spotlight the new experiences and product that make up “LA 2.0” and prepares to welcome US Travel Association’s international inbound travel show, IPW, May 3-7, 2024.
“With so many exciting new reasons to visit our City of Angels, we’re thrilled to roll out the red carpet for IPW in 2024 and showcase why LA is the ideal place to stay, play, and do business,” says Los Angeles Tourism President and CEO, Adam Burke.
“As one of the world’s most diverse and inclusive communities – and one of the primary gateways to the United States – we pride ourselves on being a destination where everyone is welcome. And starting with the $15 billion modernization of Los Angeles International Airport, we’ve seen incredible investment in the market, offering IPW attendees the opportunity to experience our destination like never before, ” adds Burke.
The city also reported a robust recovery reaching 91 pc of 2019 visitation levels with 46.2 million visitors to Los Angeles. Tourism is a leading driver of the local economy, enhancing the quality of life of all Angelenos while creating attractions and amenities that residents and visitors experience year-round, says the tourism board.
It adds that international visitation continues to be a key focus of Los Angeles Tourism. For over two decades, Los Angeles has been the only US destination to maintain full-time offices and team members overseas, with seven offices that remained open and operational throughout the pandemic. The strategy provides Los Angeles Tourism the ability to remain agile to diversify its reach and creates a first-mover advantage to increase market share. In 2022, international visitation increased by nearly 2 million visitors, representing an 81.7 pc year-over-year increase from 2021.
In 2023, Los Angeles’ top five international source markets are expected to be Mexico (1,790,000), Canada (740,000), China (460,000), Australia/NZ (390,000), and UK/Ireland (330,000).
“Los Angeles is proud of its cultural diversity and international influences, and Los Angeles Tourism’s operations and strategies reflect this. With offices in several corners of the world, our international teams provide valuable in-market insights and direct touchpoints with key markets across the globe. We are thrilled to host industry partners, buyers, and media from these markets and beyond in the City of Angels next year for IPW 2024,” says LA Tourism SVP, Global Tourism Development, Kathryn Smits.
Across the city, new places to stay, award-winning dining experiences, vibrant attractions, advanced infrastructure, and more make up “LA 2.0” ready to welcome both first-time visitors and returning friends to Los Angeles with countless exciting new offerings. There are more reasons than ever to visit the City of Angels since the last time Los Angeles hosted IPW in 2012, including a USD 15 billion modernization of Los Angeles International Airport, 6,700 hotel rooms added in the past three years, and the largest number of museums and performing arts venues in the U.S. A few key experiences spotlighted during the press conference include Super Nintendo World at Universal Studios Hollywood, 26 Michelin starred Angeleno restaurants, the 15th anniversary of Dine LA Restaurant Week, new places to stay across the city, and the Automated People Mover at LAX.
With 11 professional sports teams, the most of any US destination, Los Angeles is also looking forward to hosting a spectacular lineup of major sporting events including the U.S. Open Championship in June 2023, the FIFA World Cup in 2026, and the 2028 Olympic and Paralympic Games.
To showcase Los Angeles’ incomparable breadth of attractions, entertainment, and accommodations, Los Angeles Tourism shared its star-studded global advertising campaign, “Now Playing,” at the press conference. The campaign’s ads, launched in September 2022 and February 2023, feature iconic locations in the city, top talent, live-action film, and animation. Since its debut, the campaign has appeared in traditional and digital marketing channels in five markets, including the US, Australia, Canada, Mexico, and the United Kingdom.
As of April 2023, the ads have generated 1.6 billion impressions and more than 430 million completed video views, generating a return on investment of more than USD 1.2 billion in direct tourism spending.
“As we continue to welcome back international travelers, Los Angeles presents a host of all-new attractions, properties, and experiences making up what we’re calling ‘LA 2.0. Whether it’s your first time to the City of Angels or you’re a frequent visitor, there are countless new sights to explore and fresh favorites to discover. With iconic landmarks and hidden gems throughout the City’s many diverse neighborhoods, ‘LA 2.0’ offers a unique experience with every visit,’” says LA Tourism SVP, Global Communications, Chris Heywood.