Discover L.A. launches new marketing initiative #everyoneiswelcome
In a new video, Discover L.A. president and CEO Ernest Wooden Jr. has recorded a personal message for the tourism industry, dispelling any “anti-welcome” sentiment and discussing the value of travel to the world, despite the potential barriers of governments, religion, politics and beliefs.
“Diversity and inclusivity have always been cornerstones of Los Angeles culture, but there has never been a more crucial time to reinforce these points,” said Wooden.
“As one of the planet’s most diverse metro areas with residents hailing from 140 countries who speak more than 224 different languages, Los Angeles is uniquely poised to launch such a campaign.”
The campaign comes at a poignant time for L.A. as a recent re-evaluation of the forecasted visitation projected Los Angeles County could potentially suffer a three-year loss of 800,000 international visitors due to the perception around “anti-welcome” sentiment. This could result in a loss of US$736 million in direct tourism spending.
Watch the campaign video below: