Los Angeles Experiences Significant Rebound in Tourism for 2010
Both Domestic and International Visitors Contribute to an Increase in Hotel Room Stays, Air Passenger Volume, and Billion-Dollar Spending
Tourism to Los Angeles is rebounding with the city experiencing a significant increase in tourism in 2010 as it welcomed nearly 8% more overnight visitors than in 2009. A total of approximately 25.7 million people visited LA in 2010 and tourist spending rose as well with visitors accounting for $13.1 billion in expenditures – a 10.4% increase from the previous year.
“We are bullish about our business and tourism in general as we prepare for the one-two punch of the 2012 launch of our new, groundbreaking ‘Transformers 3D’ ride, building on ‘King Kong’s outstanding debut.”
“Tourism is the city’s largest and most lucrative industry – generating billions each year and employing countless Angelenos,” said Mayor Antonio Villaraigosa. “This year’s impressive growth in tourism will directly affect our local businesses that rely on tourist spending to make their companies successful and profitable.”
International visitors made one of the largest impacts on LA’s tourism with 5.5 million visitors to the city, a 20.7% increase over last year. International travelers also had a visible increase in spending—23.1% more in 2010—totaling nearly $4.6 billion in revenue.
For the first time in LA’s history, Australia rose to first place for overseas visitors to LA. This can be largely attributed to new and expanded airline service from Australia to Los Angeles. In 2009, V Australia began service to LA from Sydney, Melbourne and Brisbane and Delta added service from Sydney. Also, Qantas Airlines began using new equipment from LAX to Australia significantly increasing its airline seat capacity. Los Angeles also benefited from growth from Asia, specifically travelers from China, which saw an increase of nearly 80%. South Korean residents made their way to Los Angeles resulting in a 54% increase of visitors, while Japan also reported a strong rebound in 2010 with a 25% increase in visitors from that country.
“LA is the gateway to the Pacific Rim and we have been focusing on that region as a significant growth opportunity for visitors,” said Mark Liberman, President and CEO of LA INC. The Los Angeles Convention and Visitors Bureau. “Seeing such a positive surge in tourism from both Asia and Australia, we feel confident that tourism to LA will continue to grow.”
LAX has more than 1,000 weekly nonstop flights to 66 international destinations on more than 75 carriers and accounts for $10.7 billion annually in economic benefits to the Southern California region, according to airport officials.
In addition to an increase in international visitors, domestic travelers increased 5%. These visitors spent more than $8.5 billion that went into the coffers of hotels, restaurants, shops and attractions – a 4.6% increase over last year.
“On the strength of our theme park’s new ‘King Kong 360-3D’ attraction and breakthrough marketing program, Universal Studios Hollywood experienced its largest annual attendance since the landmark 1996 introduction of ‘Jurassic Park--the Ride,’” said Larry Kurzweil, President, Universal Studios Hollywood. “We are bullish about our business and tourism in general as we prepare for the one-two punch of the 2012 launch of our new, groundbreaking ‘Transformers 3D’ ride, building on ‘King Kong’s outstanding debut.”
LA’s leading cultural institution also saw an increase in attendance during the year. "In 2010, we experienced a 5% increase in visitors at the Getty Center --including the bump in attendance we received over the holidays from out-of-towners coming to the Rose Bowl game," said Ron Hartwig, Vice President of Communications for the Getty. "It was a strong year, and with the region-wide Pacific Standard Time: Art in LA 1945-1980 exhibitions opening in the fall of 2011, we expect an even bigger year to come."
LA INC. The Los Angeles Convention and Visitors Bureau is a private, nonprofit business association whose primary mission is to market and promote Los Angeles as the premier site for meetings, conventions and leisure travel. Though not part of city government, LA INC. is recognized as the city’s official tourism marketing organization.
