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Discover L.A. launches multi-million dollar #everyoneiswelcome initiative

April 20, 2017 Destination North America No Comments Email Email

Discover L.A. has today launched #everyoneiswelcome, a multi-million dollar initiative, to demonstrate these values and the city’s dedication to diversity amongst its culture.

Diversity and inclusivity have always been cornerstones of Los Angeles culture – people from 140 countries who speak over 224 different languages currently call L.A. home, and it is one of only two U.S. cities without a majority population – and this community has consistently rolled out the red carpet for visitors from across the globe.

Discover Los Angeles President and CEO, Ernest Wooden Jr. has recorded a personal message for the tourism industry, dispelling any “anti-welcome” sentiment and discussing the value of travel to the world, despite the potential barriers of governments, religion, politics and beliefs. Please view the full video here.

“Diversity and inclusivity have always been cornerstones of Los Angeles culture, but there has never been a more crucial time to reinforce these points,” said Ernest Wooden Jr., President and CEO for Discover Los Angeles. “As one of the planet’s most diverse metro areas with residents hailing from 140 countries who speak more than 224 different languages, Los Angeles is uniquely poised to launch such a campaign.”

Tourism Economics, an independent research partner, re-evaluated the forecasted visitation taking into account perception around “anti-welcome” sentiment and projected that L.A. County could suffer a potential three-year loss of 800,000 international visitors. These visitors typically spend USD$920 each while in L.A., totalling a potential loss of USD$736 million in direct tourism spending.

Last year, Los Angeles welcomed 47.3 million visitors in a sixth consecutive year of record-breaking tourism. Los Angeles welcomed 430,000 Aussies in 2016, becoming the second overseas market following China.

In addition, Discover L.A. has released an inspiring new video on its social channels, which provides a visual metaphor of paper planes, embodying countries around the world, “flying” into Los Angeles.

Set to the soundtrack of Los Angeles-local Father John Misty’s song, “Real Love Baby,” the film takes viewers on a journey through the streets and shores of Los Angeles including 16 locations

The video features cameos of:

  • Layla Shaikely, creator of the #mipsterz (Muslim hipsters) trend is seen on the skateboard at – 45 seconds
  • Famed street art by Shepard Fairey (artist who created the iconic Obama ‘Change’ poster)
  • Madonna’s choreographer Megan Lawson and her partner dancer, Jo’Artis Ratti (Big Mijo co-founder of Krump dance) – 59 seconds
  • Embed code:

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