Los Angeles, the City of Angels, has achieved remarkable success in the tourism industry, as revealed by the recently announced year-end results by Los Angeles Tourism. With an astonishing USD$34.5 billion in total business sales and over 528,200 tourism-related careers impacted in 2022, the city solidifies its position as a global tourist hotspot. The groundbreaking figures, reaching 91 per cent of the record-setting levels from 2019, demonstrate Los Angeles’ resilience and its enduring appeal to travellers worldwide.

To celebrate its achievements and set the stage for future accomplishments, Los Angeles Tourism has embarked on “The Road to IPW 2024.” The exciting journey was officially launched during a press conference at IPW 2023 in San Antonio, Texas, where more than 400 media representatives gathered to witness the unveiling of Los Angeles’ ambitious plans. This significant milestone coincides with the forthcoming International Inbound Travel Show, IPW, scheduled for May 3-7, 2024. Los Angeles will showcase its unparalleled offerings and position itself as an ideal destination for leisure, business, and everything.

Los Angeles Tourism 2022 Community Benefits Fact Sheet

Adam Burke, the President and CEO of Los Angeles Tourism, expressed his enthusiasm for welcoming the world to the City of Angels, emphasizing the city’s commitment to diversity and inclusivity. “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,” Burke said. Highlighting the USD$15 billion modernization of the renowned Los Angeles International Airport, he emphasized the substantial investments to enhance the visitor experience and provide attendees unprecedented opportunities to explore the city.

The recovery of Los Angeles’ tourism sector has been extraordinary, with visitation levels reaching an impressive 91 per cent of those recorded in 2019. In 2022, the city welcomed a staggering 46.2 million visitors, firmly establishing tourism as a primary driver of the local economy. This visitor surge has contributed to creating new attractions, amenities, and employment opportunities, enriching the lives of both residents and visitors.

Undoubtedly, international visitation remains a crucial focus for Los Angeles Tourism. The organization has maintained a steadfast commitment to cultivating global connections, operating full-time offices in seven locations worldwide, even throughout the challenging times brought about by the pandemic. This strategic approach has enabled Los Angeles to remain adaptable, diversify its reach, and gain a competitive advantage. In 2022 alone, international visitation surged by nearly 2 million visitors, reflecting a remarkable 81.7 per cent year-over-year increase. In 2023, Los Angeles anticipates its top five international source markets: Mexico, Canada, China, Australia/New Zealand, and the UK/Ireland.

Kathryn Smits, SVP of Global Tourism Development at Los Angeles Tourism, emphasized the city’s deep-rooted pride in its cultural diversity and international influences. “Los Angeles is proud of its cultural diversity and international influences, and Los Angeles Tourism’s operations and strategies reflect this,” Smits stated. With offices strategically positioned worldwide, the organization gains invaluable market insights and establishes direct connections with key markets, creating an unparalleled opportunity to showcase the city’s offerings to potential visitors. IPW 2024 presents an exciting prospect for industry partners, buyers, and media from these markets and beyond to experience the City of Angels firsthand.

Renowned for its iconic landmarks and cultural offerings, Los Angeles has undergone a transformative process named “LA 2.0.” Boasting a USD$15 billion modernization of Los Angeles International Airport, the addition of 6,700 hotel rooms over the past three years, and the distinction of having the highest number of museums and performing arts venues in the U.S., the city has elevated its allure to new heights. During the press conference, several key experiences were spotlighted, including the much-anticipated SUPER NINTENDO WORLD at Universal Studios Hollywood, the city’s impressive collection of 26 MICHELIN-starred restaurants, and the 15th anniversary of the renowned Dine LA Restaurant Week. Moreover, the Automated People Mover at LAX promises to revolutionize transportation for travellers.

Los Angeles Tourism also unveiled its captivating global advertising campaign, “Now Playing,” during the press conference. Launched in September 2022 and February 2023, the campaign showcases the city’s iconic locations, top talent, and captivating animation through a combination of live-action film and digital artistry. Since its debut, the campaign has made a resounding impact, generating over 1.6 billion impressions and 430 million completed video views. The campaign’s success has translated into a return on investment of more than USD$1.2 billion in direct tourism spending, solidifying Los Angeles’ position as a premier destination.

Chris Heywood, SVP of Global Communications at Los Angeles Tourism, echoed the city’s commitment to providing visitors with unparalleled experiences. “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,” said Heywood. With its diverse neighbourhoods, iconic landmarks, and hidden gems, “LA 2.0” promises a unique experience with every visit, ensuring that Los Angeles remains at the forefront of global tourism.

The press conference also celebrated several centennials in Los Angeles throughout 2023, including the Hollywood Sign, Warner Bros. Studios, the Los Angeles Memorial Coliseum, and the Biltmore Hotel. As a tribute to these iconic institutions, an impressive replica of the Hollywood Sign, enhanced by visually stunning projection lighting technology, captivated attendees, culminating in a triumphant confetti send-off.

As Los Angeles prepares to host IPW 2024, the city eagerly awaits the arrival of travel exhibitors, buyers, and media worldwide. With an exceptional array of new experiences, state-of-the-art meeting spaces, and an exciting programming lineup, Los Angeles is poised to deliver an unforgettable experience to all attendees. Having served as an IPW host city on five occasions, the city’s sixth hosting endeavour promises to be the most remarkable yet, offering attendees the opportunity to witness the extraordinary developments firsthand.

In a world of enticing travel destinations, Los Angeles stands out as a shining example of what a city can achieve through innovation, resilience, and a commitment to providing visitors with an unparalleled experience. As the journey towards IPW 2024 begins, all eyes are on the City of Angels, eagerly anticipating unveiling its latest offerings and reimagining “LA 2.0.”

Written by: Stephen Morton

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