Looking to put greater emphasis on its efforts to draw visitors—particularly from the sides of group and international business—the Los Angeles CVB changed its name from LA Inc. to the Los Angeles Tourism & Convention Bureau.
“Our former name, LA INC., did not reference the industry that we serve, nor did it clearly delineate our Los Angeles geography to our growing number of international visitors,” said Mark Liberman, president and CEO of the organization.
And the city has much to boast about in that area, according to Don Skeoch, chief marketing officer for Los Angeles Tourism.
“With an estimated 43 million total visitors, Los Angeles presently ranks third behind Orlando and New York City as one of the country’s leading tourist destinations,” he said. “In 2012, we anticipate establishing a new record for tourism in the city, with nearly 45 million visitors. Moreover, tourism is a leading industry in Los Angeles, providing one out of every 10 jobs throughout the destination.”