IPW kicked off on the weekend with Los Angeles welcoming 5,700 delegates at the California city’s latest incarnation of US Travel’s largest inbound travel show, though first in 12 years. A delegation of over 100 Canadian trade and media (including Travel Industry Today) began trickling in late last week for weekend events and Saturday’s opening night gala at the Los Angeles Memorial Coliseum.
Continuing through May 7 at the Los Angeles Convention Centre, and with key events being hosted throughout the city, including Getty Center and Universal Studios Hollywood, the IPW international travel marketplace bring trades delegates from around the world to the US under one roof with the goal of increasing international inbound travel.
This year’s show attendance will exceed 2019 levels for the first time since the pandemic and is expected to generate more than $5.5 billion in future travel to the United States. Throughout the show nearly 100,000 prescheduled business appointments will take place, connecting 1,700-plus global travel buyers and press with 5,700 travel professionals representing nearly 70 countries.
Delegates are also treated to the best of the host city’s offerings, and gala luncheons at the show, including a performance this year by Ziggy Marley, and the annual Broadway Inbound luncheon, which samples some of NYC’s hottest shows performed by original cast members.
“Tourism continues to be an indispensable economic engine for Los Angeles, impacting the livelihoods of more than 530,000 tourism-related careers for Angelenos,” says Adam Burke, President & CEO, Los Angeles Tourism. “LA is one of the world’s most exciting, inclusive, and ever-evolving destinations, and we are privileged to host IPW this year, a watershed moment for Los Angeles’ tourism industry. With sustained global interest in the City of Angels, and with more demand generators now than ever before, we are confident that LA will see the benefits of IPW for years to come.”
Los Angeles
Los Angeles Tourism continues to focus on international tourism recovery. While domestic visitation has led the destination’s tourism comeback, overseas visitation continues to see a more staggered recovery, with another 24 months expected until every source market reaches full pre-pandemic levels.
Visitors to LA hail from the United States (43.3 million visitors) as well as from key international markets including the following Top 10 in 2023: Mexico (1.71 million visitors); Canada (780,000); China (400,000); the United Kingdom (310,000); South Korea (269,000) and Australia (266,000); France (264,000); Japan (230,000); Germany (190,000); and India (110,000).
Los Angeles Tourism continues to elevate the city’s new product and developments, promoting all of What’s New under the banner of LA 2.0. There is no shortage of demand generators including:
- The ongoing $30 billion modernization of Los Angeles International Airport (LAX);
- New stadiums such as the Intuit Dome opening this Fall
- A vibrant culinary scene including more Michelin-rated restaurants than ever before
- exceptional arts and cultural enhancements and openings, including the debut of South LA’s Destination Crenshaw, the opening of NHM Commons – the new wing of The Natural History Museum of Los Angeles County, and, nearing completion, the David Geffen Galleries at LACMA
- Additionally, Los Angeles will host PST ART: Art & Science Collide, a landmark regional event that is an initiative of Getty with arts institutions across Southern California that explores the intersection of art and science, both past and present, coming September 2024 to February 2025, with 818-plus artists and 60 exhibitions
- Universal Studios Hollywood Studio Tour’s 60th milestone anniversary, with a dedicated experiential program from April 26 to Aug. 11.
“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.