Everyone is Welcome in Los Angeles! - Adam Burke says

"As an organization that believes strongly in the bonds between different cultures and people, we feel an obligation to continue to convey that Everyone is Welcome in Los Angeles."

#TouristOfficesHaveBeenBusy

With the spread of COVID-19, many countries, including China, have taken restrictions on travel and entry & exit. In consequence, the international tourism activities have been suspended, and travel confidence is severely held back. In the time of difficulty, instead of waiting around, the tourism boards have been creative so as to keep on doing a good job in destinations marketing and promotion. At this critical moment, we reached out to “chitchat” with the heads of DMOs and some overseas tourist offices, hoping that their practice and thoughts may be of reference for our global industry to resume work and operation.

ADAM BURKE

Interim Chief Executive Officer | Los Angeles Tourism & Convention Board

WTA: Is there any adjustment made to the marketing/promotional plan of the year due to the COVID-19 situation? Is there any new plan/initiative created specifically for the situation?

Adam: Los Angeles Tourism has paused our marketing efforts for the time being due to COVID-19. As the situation improves, initial efforts will be focused on domestic markets within the U.S. However, we remain committed to key international markets such as China, and I’m proud to share that our offices in all four major gateway cities, namely Beijing, Shanghai, Guangzhou and Chengdu, remain operational.

Our ties to the relevant government bodies and the Chinese travel industry remain strong, and we are well positioned for when the time is right to promote travel to Los Angeles.

From a tactical perspective, we have replaced many of our offline activities with online programs for China, with a focus on our Angels Academy online training, LA Mini Products and Trade Knowledge Bank. Our China team has also spent time training to ensure they are equipped with the latest local updates and product knowledge to serve the Chinese travel trade.

WTA: Has your office/destination carried out any campaign/initiative during the COVID-19 situation? How do you see the effect?

Adam: Los Angeles Tourism was the first U.S. DMO and among the first worldwide to deliver a heartfelt and personal message to Wuhan and China in a show of solidarity and compassion. Through the efforts of our teams in both countries, we were able to connect artists and musicians in China and the U.S. to collaborate on a performance. This was very well received by our trade partners and the general public. When Los Angeles was hit by the Pandemic, we also received well wishes from our partners in China. Tourism at the core is about people to people exchange, which is what we strive to do and what we achieved on this occasion.

WTA: Is there any other campaign/initiative that is under planning for the next step?

Adam: As the health and safety of visitors to Los Angeles is paramount, Los Angeles Tourism is working closely with the City of Los Angeles and County of Los Angeles, along with LAX Airport, while monitoring the latest developments regarding the evolving novel coronavirus (COVID-19) situation and its impact on travel to L.A. We are committed to providing our partners the most up-to-date information.

At the same time, we are inviting everyone to join us for “Magic Hour” to virtually experience all that the City of Angels has to offer: live-streaming sunsets, “set jetting” and health and wellness, and LA puzzles and playlists. Known in Hollywood for the captivating period just around sunset when the sun casts golden hues of warm light, “Magic Hour” has always been a little more special in LA.

WTA: When the situation stabilizes, will your office/destination take any preferential measures that stimulate overseas visits and/or benefit the businesses in the source market?

Adam: We pride ourselves on our collaborative spirit and look forward to working closely with our partners in market to promote travel to Los Angeles when the time is right. Going forward, we will focus on product knowledge and providing health and safety protocol updates. We will work closely with our airline partners to support air service to LAX as well as collaborating with our digital content and technology partners to disseminate the latest information. Last but certainly not least, we look forward to working with our tour operator and travel agency partners to stimulate travel to LA.

WTA: Why is it important to continue doing a good job in destination marketing and promotion during the COVID-19 situation when tourism has virtually stopped?

Adam: We all lead busy lives, and the current crisis has in many ways provided a moment to reset professional and personal priorities, and to consider doing things we love but were always too busy to do, such as getting to know a distant land. Many things have stopped, but dreaming has not.

As an organization that believes strongly in the bonds between different cultures and people, we feel an obligation to continue to convey that Everyone is Welcome in Los Angeles.

WTA: In ONE sentence, what is the most important message you’d like to share with the WTA members and the readers of our column?

Adam: Ernest Wooden Jr., my predecessor at Los Angeles Tourism, has always spoken with such great appreciation and respect for the important work of the World Tourism Alliance, and we are grateful for your continued partnership. We fully embrace WTA’s core vision of creating Better Tourism, Better Life and Better World, and we are confident that WTA will continue to play a leading role in connecting China and the world.