Los Angeles Tourism Becomes First U.S. Destination to Open an Office in India

Destination expects to see a 4.4% increase in visitors from India in 2019

AS A sign of further commitment to the India market, Los Angeles Tourism & Convention Board today became the first U.S. destination to open a tourism office in India, located in Mumbai. The newly opened office will focuses on driving travel aspiration and motivate Indian visitors to increase the length of stay and spend in Los Angeles. Seema Kadam serves as Los Angeles Tourism’s first Regional Director for India, which was previously announced this past summer. 

Los Angeles Tourism President & CEO Ernest Wooden Jr. officially opened the new office alongside international delegates while in the presence of India’s tourism industry. The office will work with the travel trade to develop customized and tailored product itineraries in line with consumer and travel trade interests. 

As the 4th highest international growth market for Los Angeles, the office will develop a cohesive strategy with the travel trade to sustain growth in 2020 and beyond. The office will also develop and support existing and any new air service to Los Angeles International Airport (LAX). 

Encouraged by growth indicators in India – especially the market’s vast, growing outbound travel segment – Los Angeles Tourism’s latest visitation forecast projects year-over-year growth of 4.4% in 2019 with 135,000 Indian visitors. Indian visitation to Los Angeles is expected to grow by a year-over-year average of 5% over the next five years with nearly 165,000 Indian travellers estimated to visit by 2023. 

Commenting on plans for the India market, Ernest Wooden Jr. said, “Los Angeles Tourism’s journey towards this milestone that we celebrate today began nearly three years ago when we set off on a high-octane, strategic and long-term marketing programme. Targeted trade and consumer efforts have helped establish a distinct and relatable identity for Los Angeles amongst Indian travellers and this new office will strengthen our presence and interaction with the local travel community. We are optimistic that the strong foundation we have laid in the country will help us achieve our targets in the years ahead.” 

In terms of spends by foreign tourists, the Indian outbound travel market offers immense potential with India being the fifth-largest foreign exchange generator for the US at USD15.8bn, after China (USD36.4bn), Canada (USD22.1bn), Mexico (USD21.1bn) and Japan (USD16bn). 

Los Angeles Tourism is working to ensure that the destination is an integral part of all U.S. itineraries. The organization has successfully created a distinct and relatable identity for Los Angeles in the minds of the Indian traveller through targeted media and brand partnerships, strategic content curation and influencer advocacy programmes. Following the success of two integrated campaigns involving influencers Malaika Arora, Sonam Kapoor and husband Anand Ahuja, Los Angeles Tourism is looking at launching yet another influencer advocacy campaign in the immediate future.



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