Los Angeles Gears Up to Host Influential IPW Travel Conference in 2024

Los Angeles is set to take center stage in the global tourism industry as it prepares to host the U.S. Travel Association's IPW (International Pow Wow) from May 3-7, 2024, at the Los Angeles Convention Center. This premier international travel trade show, last held in Los Angeles 12 years ago, is expected to attract over 1,700 global travel buyers and press from nearly 70 countries, generating an estimated $5.5 billion in future travel to the United States.

The Los Angeles Convention Center will serve being the main backdrop for IPW, with key events held throughout the city, including at iconic locations such Universal Studios Hollywood, the Getty Center, and the Los Angeles Memorial Coliseum in Exposition Park. The event provides a platform for travel professionals to connect, network, and conduct business, thereby driving tourism growth and economic development in the United States.

Why this matters: The success of IPW has significant implications for the US economy, as international tourism is a major contributor to the country's GDP. A strong showing at IPW could also have a positive impact on job creation and economic recovery in Los Angeles and beyond.

Los Angeles' tourism industry, a vital economic engine for the city, is still in the process of recovering from the impact of the COVID-19 pandemic. While domestic tourism has rebounded to pre-pandemic levels, international visitation remains below 2019 figures. In 2022, Los Angeles welcomed 5.8 million international visitors, compared to 7.5 million in 2019. "It's impossible to overstate how critically important international visitation is to L.A.," emphasized Adam Burke, President and CEO of the Los Angeles Tourism & Convention Board, highlighting the spending power of international travelers, which is equivalent to that of three domestic visitors.

The Los Angeles Tourism & Convention Board recently announced its 2023 year-end tourism performance, revealing that the city attracted 49.1 million total visitors, reaching 97% of 2019 levels. Domestic visitation fully recovered to pre-pandemic numbers, with 43.3 million visitors, while international visitation reached 5.8 million, nearly 79% of 2019 levels. The tourism industry generated $40.4 billion in total business sales, surpassing 2019 levels by 6.9%, and supported over 530,000 tourism-related careers for Angelenos.

"Tourism continues to be an indispensable economic engine for Los Angeles, impacting the livelihoods of more than 530,000 tourism-related careers for Angelenos," stated Adam Burke, emphasizing the industry's role in the city's economic recovery. The upcoming IPW conference marks the starting point of a broader campaign by the Los Angeles Tourism & Convention Board to regain foreign visitors, utilizing a federal grant to bolster marketing and branding efforts targeting international travelers.

Despite the optimism surrounding the IPW conference and the potential for growth in international tourism, Los Angeles faces several challenges in attracting foreign visitors. These include a decline in visitors from China and other Asian countries, strained relations between the U.S. These include a decline in visitors from China and other Asian countries, strained relations between the U.S. and China affecting flight routes, the slow pace of processing visa applications, and the need for rental cars to cope with the city's traffic congestion.

However, the city remains ready to capitalize on upcoming opportunities, such as the 2026 World Cup and the 2028 Summer Olympics, which are expected to draw significant international attention and visitation. Efforts to ease travel restrictions, boost flight volumes, and showcase the city's diverse attractions and experiences through events like IPW are essential in positioning Los Angeles as a premier global destination.

"With its incredible diversity and global accessibility, Los Angeles is a perfect city to host U.S. Travel's IPW and the thousands of travel professionals who are building back international travel to the United States," said Geoff Freeman, President and CEO of the U.S. Travel Association. Caroline Beteta, President and CEO of Visit California, added, "Los Angeles and all of California will be the center of attention for the global tourism community in the coming days, showcasing the abundance of experiences in the Golden State and the unparalleled resilience of the travel and hospitality community."

As Los Angeles prepares to welcome the world's travel industry leaders, the city stands ready to showcase its thriving culture, diverse attractions, and resilient spirit. The IPW conference serves as a demonstration of the enduring appeal and importance of international tourism, as well as Los Angeles' efforts to attract tourists who have yet to return since the pandemic.

Key Takeaways

• Los Angeles to host U.S. Travel Association's IPW 2024, attracting 1,700 global travel buyers and press.
• IPW expected to generate $5.5 billion in future travel to the United States.
• International tourism crucial for LA's economy, with international visitors spending 3x more than domestic visitors.
• LA's tourism industry still recovering from pandemic, with international visitation 21% below 2019 levels.
• IPW marks start of campaign to regain foreign visitors, with LA poised to capitalize on 2026 World Cup and 2028 Olympics.