Los Angeles Welcomes Back the U.S. Travel’s IPW Convention

Caribbean News…
03 May 2024 6:37pm
IPW 2024

After a hiatus of 12 years, the Los Angeles Tourism & Convention Board proudly welcomes the U.S. Travel Association's IPW—the largest inbound travel trade show—to Los Angeles from May 3-7.

The bustling city of Los Angeles will serve as the main stage for IPW, with key events spread across iconic venues such as the Getty Center, the Los Angeles Memorial Coliseum in Exposition Park, and Universal Studios Hollywood. 

This announcement coincides with Los Angeles Tourism's 2023 year-end tourism report, revealing significant recovery strides with 49.1 million total visitors, representing 97 percent of 2019 levels. This impressive figure includes 43.3 million domestic visitors (fully rebounded to 2019 levels) and 5.8 million international visitors (nearly 79 percent recovered to 2019). 

The economic impact is substantial, with $40.4 billion in total business sales and over 530,000 tourism-related jobs for Angelenos. Hotel metrics also soared, with 30.2 million room-nights sold, a 71.7 percent occupancy rate, and an average daily rate of $198. Moreover, tourism significantly alleviated the tax burden, contributing $3.2 billion in state and local taxes, translating to a $965 saving per Los Angeles County household annually.

"Tourism remains a cornerstone of Los Angeles' economy, supporting over 530,000 jobs and driving economic vitality," remarked Adam Burke, President & CEO of Los Angeles Tourism. "Hosting IPW marks a pivotal moment for our city's tourism sector. With LA's global appeal and diverse offerings, coupled with a surge in demand, we anticipate reaping the benefits of this event for years to come."

IPW serves as a vital platform for boosting international inbound travel to the United States. This year's event anticipates surpassing 2019 attendance levels for the first time post-pandemic, projecting over $5.5 billion in future travel revenue to the U.S. Over the course of the event, nearly 100,000 prescheduled business appointments will facilitate connections between 1,700+ global travel buyers, press representatives, and 5,700 travel professionals from almost 70 countries.

Los Angeles draws visitors from both domestic and international markets, including top contributors such as Mexico, Canada, China, the United Kingdom, South Korea, Australia, France, Japan, Germany, and India.

Geoff Freeman, President and CEO of the U.S. Travel Association, commented, "Los Angeles, with its diversity and accessibility, is an ideal host for U.S. Travel's IPW. This long-awaited event will not only catalyze new visitation but also yield long-term benefits for the city, California, and the nation as a whole."

While domestic visitation spearheaded Los Angeles' tourism revival, international recovery is expected to take another 24 months to reach pre-pandemic levels. To bolster international tourism, Los Angeles Tourism maintains a presence in 15 global markets, including seven overseas offices.

During IPW, Los Angeles will host several marquee events, including a Media Brunch at The Getty, Opening Night at the Los Angeles Memorial Coliseum, and the Closing Event at Universal Studios Hollywood. Additionally, the Los Angeles Convention Center will be the epicenter of the trade show, with Visit California offering programming at California Plaza.

As air service gradually rebounds, Los Angeles Tourism continues its global promotion efforts through its 'Now Playing' campaign. Launched in February 2024, this campaign targets key markets such as the U.S., Australia/New Zealand, Canada, France, Mexico, South Korea, and the United Kingdom. Since its inception, the campaign has generated over $2 billion in direct spending in Los Angeles. Expansion plans include targeting drive and short-haul markets to drive hotel demand, leveraging major events across Los Angeles County.

"Los Angeles and California are poised to captivate the global tourism community, showcasing our state's diverse offerings and the resilience of our hospitality sector," remarked Caroline Beteta, President and CEO of Visit California. "California remains the ultimate playground for travelers worldwide, offering experiences tailored to every visitor."

In 2023, Los Angeles hosted 21 citywide conventions at the Los Angeles Convention Center, drawing over 390,000 attendees and generating nearly 182,000 room nights, resulting in nearly $422 million in total spending.

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