Words from Wooden - October 2016

President and CEO Ernest Wooden Jr., LATCB

With October comes fall, and this month L.A. Tourism officials and partners are traveling to the region of Scandinavia and United Kingdom for an important tourism and sales mission. As our goal of 50 million annual visitors by 2020 is locked in our sights, we remain laser-focused on increasing our overall international visitation. And expanding our overseas marketing footprint will be key to L.A.’s success.

Scandinavia is an emerging market we’ve kept an eye on for quite some time now as Los Angeles has recorded a steady increase in visitation from there since 2010. Direct airlift from Scandinavia to LAX has increased to 12 weekly flights to meet the growing traveler demands of the region. And we’re working diligently to further deliver direct airlift and make it even easier for Scandinavian travelers to discover the City of Angels. The region’s strong economies and very long, cold winters are very likely to produce a lucrative traveler. As such, it’s imperative we position Los Angeles, and our near perfect weather, as the premier travel destination for Scandinavians.

The United Kingdom has grown steadily in the last few years and is currently L.A.’s largest European market. However it’s critical to protect, and grow, our share of this market as competition from other destinations begins to intensify. We will be meeting face-to-face with key decision makers including airline partners, travel trade and media in the U.K. to ensure our destination is top-of-mind while strengthening existing relationships and developing new ones.

These are just a few of the many updates on L.A. Tourism and our industry that we’re sharing with you in this month’s newsletter. As always, LATCB will be here, working on behalf of all of our members and partners to keep the world coming to Los Angeles.

Best wishes,


Ernest Wooden Jr.
President and CEO
Los Angeles Tourism & Convention Board