Los Angeles is rolling out the red carpet again with the launch of its dynamic new tourism initiative, “We Love LA”, a high-energy campaign to rekindle the city’s status as a global travel powerhouse. Led by the Los Angeles Tourism & Convention Board (Los Angeles Tourism) and featuring basketball icon Earvin “Magic” Johnson, this compelling campaign is more than a promotional effort—it’s a heartfelt declaration that LA is open for business and ready to welcome the world.
A Love Letter to the City of Angels
Set to Randy Newman’s timeless anthem “I Love L.A.”, the campaign’s cinematic commercial celebrates Los Angeles’s vibrancy, diversity, and resilience. The ad, masterfully directed by award-winning filmmaker Matt Baron, showcases LA’s legendary attractions, bustling neighbourhoods, and local ambassadors who embody the city’s indomitable spirit.
“This campaign isn’t just about tourism—it’s about recovery, community, and the enduring love Angelenos have for their city,” said Adam Burke, President & CEO of Los Angeles Tourism. “With over 543,000 Angelenos and 1,000+ businesses relying on tourism, the best way to support LA’s economic rebound is to book a trip, plan a meeting, or experience the City of Angels firsthand.”
Star-Powered Community Ambassadors
Los Angeles Tourism has enlisted a cast of local luminaries to serve as brand ambassadors, highlighting LA’s cultural richness and artistic legacy:
- Magic Johnson – Basketball legend & Los Angeles Dodgers Co-Owner
- Lil Buck – Renowned dancer
- Mister Cartoon & Leftye – Acclaimed tattoo and graffiti artists
- Tonantzin Carmelo – Actress & Indigenous advocate
- Javier Cabral – Food journalist & LA Taco editor
- Robert Vargas – Muralist representing LA’s street art scene
- Raul Ortega – Founder of the iconic Mariscos Jalisco food truck
Through their stories, the We Love LA campaign brings to life the authentic experiences that make LA an unforgettable destination.
Global Reach and Strategic Expansion
This ambitious campaign is designed to capture travellers from key domestic and international markets, including:
- United States: New York, Chicago, Houston, Dallas, Atlanta, Philadelphia, Washington D.C., Boston, and Seattle
- International Markets: Australia, France, Mexico, South Korea, Japan, and the United Kingdom
As part of the Australian activation, Sydney’s Hollywood Quarter will host a unique “Taste of LA” event from May 1-11, 2025. The event will feature LA-inspired cuisine, immersive experiences, and cultural showcases, allowing Sydneysiders to experience the magic of Los Angeles firsthand.
Los Angeles: A Global Stage for Iconic Events
With major infrastructure projects and world-class events on the horizon, Los Angeles is poised for a tourism renaissance. The city is preparing to host an array of marquee global events, including:
- NBA All-Star Game (2026)
- U.S. Women’s Open Championship (2026)
- FIFA World Cup (2026)
- Super Bowl LXI (2027)
- Olympic & Paralympic Games (2028)
Furthermore, the ongoing revitalization of Los Angeles International Airport (LAX) and the upcoming Lucas Museum of Narrative Art signal unprecedented investment in the city’s future as a world-class destination.
A Call to Action: Rediscover LA
“The We Love LA campaign is our open invitation to the world,” said Bill Karz, Senior Vice President of Brand & Digital Marketing at Los Angeles Tourism. “Los Angeles is one of the most welcoming and inclusive cities on the planet, where visitors instantly feel at home. This campaign is a heartfelt tribute to LA’s energy, culture, and passion.”
With its unmatched blend of entertainment, culinary excellence, outdoor adventures, and cultural depth, Los Angeles is ready to reclaim its position as a top-tier travel destination.
For more information and to plan your visit, explore DiscoverLosAngeles.com.
Written by: Michelle Warner
