Los Angeles Tourism invites Canadian travellers to #StartYourComeback
With the news that entry restrictions into the US are easing for international travellers, Los Angeles Tourism is inviting Canadian travellers to start planning their comeback experience. The #StartYourComeback campaign showcases a renewed City of Angels across new hotels, restaurants and museum exhibitions.
“After a long period without travel, L.A. is the place to star as the main character in your own movie – whatever the genre may be,” said Don Skeoch, Chief Marketing Officer for Los Angeles Tourism. “Over the past 19 months, L.A. has continued to evolve and our returning visitors will find a significant amount of new restaurants, hotels, attractions and experiences that are the perfect backdrop for that movie.”
To find out more about what’s new in the destination, Travel Courier caught up with Kathy Smits, Senior Vice President, Global Tourism Development at the Los Angeles Tourism and Convention Board, to talk about the campaign, what awaits travellers and the significance of the Canadian market.
How did Los Angeles Tourism pivot its marketing strategies while no one was able to visit? Are those efforts paying off now?
During this time of unprecedented uncertainty our dedicated team has continued to serve as a resource for both travel planners and visitors who have questions about travel to Los Angeles. We also took time to update our tool chest, especially L.A. Insider, our line training program.
Los Angeles Tourism exists to inspire visitors to immerse themselves in the kinds of unscripted moments and meaningful experiences that can only happen in L.A. Rising from tourism’s “lost year,” we sought a new look that would help Los Angeles start its comeback story and recently unveiled a fresh logo that captures all the elements that make Los Angeles the unique and compelling destination it has been and will continue to be as we all re-emerge post-pandemic. Sentiment from travel advisors and consumers has been really positive.
What inspired the #StartYourComeback campaign?
Playing off of L.A.’s reputation as the entertainment capital of the world, this innovative, emotive spot introduces the concept that L.A. is like a movie, with a multitude of genres to choose from including, most importantly, a comeback story. It captures the Angeleno spirit that, while we’ve faced unprecedented challenges over the past year, we remain optimistic and undaunted, and passionately believe that the future is bright for our City of Angels. We know from research that visitors view a trip to L.A. as a transformative experience, so the campaign inspires visitors to begin their own personal comeback here in Los Angeles.
Can you give us an update on the state of tourism in L.A. right now?
L.A. is continuing to abide by all safety protocols to ensure residents and visitors are safe. California has the lowest rate of COVID-19 transmission of any state in the United States. In Los Angeles, the health and safety of our residents and visitors has always been our top priority. To help slow the spread of COVID-19, public health orders are in place that include masking requirements for indoor public locations as well as outdoor mega events and vaccination verification requirements for indoor bars, breweries, nightclubs and more.
Los Angeles’ comeback story is well underway. Hotel occupancy for Los Angeles County surpassed 70 percent for the summer months, with 7.2 million room nights sold over June, July and August.
Perhaps you can share a bit about the importance or significance of the Canadian market and what’s being done to grow it?
Prior to the disruption to our industry, Canada was amongst the top international markets to Los Angeles. In 2019 alone, 773,000 Canadians visited injecting $404 million in visitor spending to our local economy.
L.A. has traditionally been a favourite destination for Canadians as many airlines offer direct flights from most major cities directly to L.A. We hope our ongoing efforts to keep Canadians informed and inspired will result in the organic growth of the Canadian market.
Many of our readers are travel advisors. What role do you see travel advisors playing in the recovery of the industry/tourism?
Travel advisors are an integral part of the tourism industry and a key stakeholder audience. We want to ensure travel advisors are confident in L.A. as a safe destination, and in turn provide more peace-of-mind for travellers. It’s important for us to ensure travel advisors have access to up-to-date information that they can pass along to their clients as they plan a safe and successful trip to L.A.
Is there anything new and exciting to share that the Canadian market may not be aware of that you want to share? Any updates on lift to the destination?
Los Angeles is a destination that is constantly innovating and finding a way to reinvent itself. This fall, the brand-new SoFi Stadium welcomed fans for the first time at games for the two NFL teams that call it home – the Rams and the Chargers. The state-of-the-art facility also holds concerts and will host the 2022 Super Bowl in February.
Cinephiles are flocking to the newly opened Academy Museum of Motion Pictures, the largest museum in the country dedicated to the art, science and artisans of the movie industry.
We look forward to welcoming Canadian travellers back when they feel comfortable to visit! Los Angeles is currently accessible for Canadians by plane and many major airlines offer direct flights from cities across Canada.
In your personal opinion, what should a traveller not leave L.A. without seeing, doing or eating?
L.A. offers a variety of experiences for any type of traveller, so there’s truly something for everyone in our City of Angels. Of course, the Academy Museum of Motion Pictures and SoFi Stadium are not to be missed!
The reimagined Fairmont Century Plaza builds upon architect Minoru Yamasaki’s mid-century modern icon to usher in a new era of glamour in Los Angeles, infusing cutting-edge amenities with pioneering guest experiences.
We have an abundance of new culinary offerings in our various neighbourhoods. I’m especially fond of Girl & The Goat in Downtown Los Angeles by Chef Stephanie Izard. The menu draws from a global flavour filtered through a market-driven California prism. The balanced menu also draws from the ocean and soil for bold veggie dishes and salads and incorporates a multicultural bread program.
Is there anything else you want to get across?
L.A. Tourism wants Canadians to know that we are ready to welcome you when you decide to travel. Los Angeles is a destination that takes health and safety extremely seriously. As the weather north of the border gets colder, we look forward to welcoming Canadians back to the sun and warm weather of L.A. to begin their comeback experience.
