Los Angeles has reported a “robust recovery” in visitor numbers, with 46.2 million visitors in 2022 representing 91% of 2019 levels.
The UK & Ireland was the third-largest international market behind Mexico and Canada and the largest overseas market, with 300,000 visitors. This is expected to increase to 330,000 in 2023, with tourism bosses previously targeting a record year of more than 380,000 in 2024.
The city is due to host the IPW travel trade conference in 2024 and showcased its current marketing activity during this year’s event in San Antonio on Wednesday.
Speaking at the conference, Los Angeles Tourism senior vice-president of global communications Chris Heywood hailed the importance of international markets, adding: “The recovery is well underway, and our goal is to accelerate that process.”
Focuses for the city’s marketing body include the centenaries of landmarks including the Hollywood sign and Warner Bros. Studios, as well as the build-up to the Fifa World Cup in 2026 and the Olympic and Paralympic Games in 2028.
Adam Burke, Los Angeles Tourism chief executive, said: “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 $15bn (£12bn) modernisation of Los Angeles International Airport, we’ve seen incredible investment in the market.”
Over the past three years, 6,700 hotel rooms have been added across the city, while new attraction openings have included Super Nintendo World at Universal Studios Hollywood and the Academy Museum of Motion Pictures.