Issue link: https://digital.copcomm.com/i/799467
B M & T ••• November/December 2016 ••• www.blackmeetingsandtourism.com 23 initiatives extended our efforts far across the globe. From ensur- ing L.A. Tourism is able to carve out space at an important inter- national travel trade show to delivering large familiarization trips for key decision-makers, Brand USA has been a tremendous partner. As Los Angeles is one of the major gateways to the U.S., we work very closely with their marketing team on an international basis. For example, every time we are looking to amplify the L.A. brand through an ad or marketing initiative in Europe, China or Australia, Brand USA is right there to guide us along the way. The advertising, outreach and trade education that happens through Brand USA and their DMO partnership is very valu- able. They also work alongside L.A. Tourism staff whenever they're in China, a market where we now operate three full-time offices. As we expect our overall international visitation to Los Angeles to grow in the near future, Brand USA can be enhanced by expanding its reach to newer international markets. There are several markets that provide ample opportunities for us – India, the Gulf region, Scandinavia – and it's with Brand USA's access and key existing relationships that will allow L.A. Tourism to establish ourselves in-market and promote the L.A. experience to millions of new, emerging travelers. There couldn't be a better time to discover Los Angeles. Los Angeles is one of the world's most dynamic cities, one that is c on- stantly evolving and offering new, exciting experiences to our vis- itors. We continue to receive unprecedented media attention around the globe while being showcased as a must-experience, hot destination. In the last year, Los Angeles has debuted The Broad, the transformed Petersen Automotive Museum, the "Wizarding World of Harry Potter" at Universal Studios Hollywood, OUE Skyspace LA and Metro's Expo line extension to Santa Monica. We are a "city of cities." Our distinct neighborhoods and neighboring cities are destinations within themselves, filled with uniquely L.A. experiences. From hip Venice and vibrant Hollywood to thriving Downtown and the culturally rich Westside, Los Angeles truly offers something for every taste and interest. Our near-perfect weather delivers nearly 300 days of warm sunshine with gentle ocean breezes. We are the entertainment capital of the world, offering myriad attrac- tions and activities: movie studios, the Sunset Strip, world- f a m o u s theme parks, wineries, breweries, exciting nightlife and much more. As one of the world's premier creative capitals, Los Angeles boasts more museums than any other U.S. city - 106 museums including The Broad, Getty Center, Los Angeles Contemporary Museum of Arts (LACMA). We have 52 major performing arts venues including the Walt Disney Concert Hall and the Hollywood Bowl. Visitors can discover 35 major libraries and archives including the Huntington Library and more, totaling more than 2,700 culture options. Foodies worldwide have taken notice of our trend-setting restaurants and newsworthy Chefs. As one of the most culturally diverse cities in the entire world, the benefits are reflected in our global food renaissance. And to top it off, L.A. offers miles of stunning coastlines and beaches including Hermosa Beach, Manhattan, Marina Del Rey and Venice Beach - all offering a classic Southern California beach city vibe. At L.A. Tourism , we value the African-American market enor- mously and are working diligently to grow this segment, along with all other ethnically diverse and inclusive markets. We want to ensure Los Angeles is the first destination of choice on any traveler's U.S. itinerary. With its rich cultural heritage and attractions, Los Angeles draws nearly 3 million African-American domestic visitors every year. Among major U.S. urban visitor destinations, L.A. is cur- rently ranked #6 for African-Americans. For the African-American market in particular, our robust marketing program engages multiple business and consumer platforms. We offer a dedicated African American microsite discover- losangeles.com/africanamericanla featuring up-to-date, fresh content highlighting history, events and significant landmarks. The site also boasts a Black History Month itinerary, events cal- endar, original photography and culture guides. The culturally rich and diverse neighborhoods that comprise Los Angeles are key visitor attractions—particularly for repeat visitors. Los Angeles Tourism has created individual promotion- al videos and continuously generates new editorial content to encourage visitor exploration and appreciation of L.A.'s unique neighborhoods such as Leimert Park and Exposition Park. Throughout the year, Los Angeles Tourism specifically seeks and secures coverage for develop- ments, events and activi- ties of interest to d e d i c a t e d m e d i a o u t -