Issue link: https://digital.copcomm.com/i/799467
B M & T ••• November/December 2016 ••• www.blackmeetingsandtourism.com 24 lets serving affinity markets, such as annual observances, new attractions, awards, exhibitions, performances and other visitor activities of special interest to these markets. Understanding the influence leading professionals wield within these communities, Los Angeles Tourism successfully has secured important meetings and conventions for organiza- tions serving all affinity markets including the African-American segment, such as the BET Experience & Awards. Los Angeles serves as the host city for The BET Experience & Awards, the four-day festival filled with music, celebrity basketball games, meet & greets, comedy concerts taking place at The Novo at L.A. LIVE and STAPLES Center. It's all capped off with the "BET Awards" at the Microsoft Theater. The festival drew its highest attendance this past year, attracting 165,000 guests – a 10% increase from 2015 and announced its partnership with the city has been extended throug h 2018. Los Angeles Tourism ensures that affinity markets are visual- ly represented across all communication platforms by commis- sioning and incorporating positive images of African-Americans – as well as Asian/Pacific Islanders, Gays & Lesbians, and Latinos - enjoying the exciting activities and rewarding experi- ences that Los Angeles offers. L.A. Tourism recognizes the importance of visitors who self- identify with its affinity markets, defined as African Am erican, Asian/Pacific Islander, Latino and LGBT. Together, these groups represent 42 percent of L.A.'s annual visitor population and nearly $9 billion in annual visitor spending. We have robust marketing initiatives dedicated to each affinity group, similar to what is mentioned above. DAN LINCOLN, PRESIDENT/CEO, CINCINNATI USA CVB T ravel and tourism is an incredibly important economic driver for our country. Brand USA strategically posi- tions the US for travelers in a way that shows us to be more open and hospitable to foreign visitors. The net result is a gain of two million more visitors and hundreds of millions of dollars in direct spending. That is the true impact the Travel Promotion Act of 2010. Brand USA helps destinations like Cincinnati USA when it presents for- eign travelers with the idea of an "authentic American experi- ence" that might not be the most obvious to them. M a n y ga hu dir im 20 Ci eig "au en t cities in the Midwest are hot right now and have a lot to offer foreign travelers. Cincinnati is on an incredible run and is an easy place for visitors to experience. Our city has a compact and walkable downtown, which makes it convenient for convention and meeting attendees to easily move from the Duke Energy Convention Center to their hotels and throughout the city center. Cincinnati is a city of diverse and unique neighborhoods. The Banks Entertainment District on the Ohio Riverfront and Cincinnati's historic Over-the-Rhine neighborhood are both within a short walk or quick ride on the new Cincinnati Bell Connector streetcar. Cultural experiences, like the National Underground Railroad Freedom Center and the Contemporary Arts Center, are plentiful. The explosion of new hotel properties and high-end restaurants, paired with Cincinnati's accessible location, help make it a burgeoning destination. The Cincinnati USA Convention and Visitors Bureau has launched an initiative we call "Vibe Cincinnati." Vibe is how we amplify the voice of our region's culture and to showcase our robust collection of multicultural experiences. Through art, entertainment, and immersive experiences, Vibe Cincinnati aims to create a welcoming and inclusive environ- ment to diverse audiences, engaging our city's core and our region's visitors. We work closely with local multicultural groups to build deep and trusting relationships. We then work with those local groups to attract conventions and meetings of their national organizations. That partnership enriches our city's culture and drives economic growth. Further, we just announced the creation of the Cincinnati USA Institute for Hospitality Leadership, which will work with businesses in our industry and educators from middle school through college to create a curriculum to create a deeper and more diverse talent pool.