Los Angeles Tourism & Convention Board (L.A. Tourism) shared new visitation forecasts and tourism data with local hospitality partners and business leaders at the organisation’s fourth annual Market Outlook Forum. Among the highlights, visitation to Los Angeles is expected to set a new record in 2016 with more than 46.5 million total visitors, an increase of 2.4 per cent from the previous record-setting year.
International visitation to Los Angeles is estimated to grow 3.9 per cent to more than seven million, with Australian visitor numbers forecast to increase by 5.4 per cent in 2016. Total visitor spend in 2016 is projected to eclipse USD$21.5 billion, an increase of 4.4 per cent from last year.
“With global interest and desire for the Los Angeles experience propelling the City of Angels towards another banner year in 2016, we have our goal of 50 million visitors by 2020 locked in our sights,” said Ernest Wooden Jr., president & CEO of L.A. Tourism. “From exploring our hidden gem neighbourhoods like the Arts District to becoming fully immersed in our thriving art and culinary scenes, there’s never been a better time to get lost in L.A.”
Special guest speakers included Kevin Demoff, EVP and COO of the Los Angeles Rams, who shared details on L.A.’s new NFL team and world-class sports and entertainment venue as well as Gene Sykes, CEO of LA2024, who presented the bid committee’s mission to bring the 2024 Olympic and Paralympic Games to Los Angeles.
L.A. Tourism also highlighted its global sales and marketing plans at the conference, highlighted by plans to extend a new version of its successful “Get Lost In L.A.” campaign to Australia, China and the U.K, L.A.’s top international markets.
Hotel occupancy for the first half of 2016 reached 81.9 per cent and is projected to total 81.1 per cent for the entire year. RevPAR for 2016’s first half totalled USD$170.51, an increase of 10.4 per cent from last year’s first half of USD$154.50. RevPAR for 2016 is forecasted to reach USD$137.87, an increase of 9.4 per cent over last year.
L.A.’s citywide convention business is also thriving with 29 conventions booked for 2017, delivering a combined estimated economic impact of USD$433 million.