A Plan to Prepare the City of Los Angeles for the 2028 Olympic Games and Grow from Welcoming 50 Million to More than 70 Million Visitors a Year
In 2018, the Los Angeles travel and tourism industry generated a record $36.6 billion in total economic impact. With an upcoming Super Bowl, World Cup and Olympic Games, L.A. planned to host 70 million visitors a year by 2030, which would create more than 400,000 additional jobs and create as much as a billion dollars a year more in tax revenue for the city. The City of Los Angeles engaged Resonance to develop a Tourism Master Plan to prepare for this growth in a way that would deliver a positive experience for visitors while also enhancing quality of life for local residents.
Our team engaged hundreds of tourism stakeholders in L.A., including convention planners, hotel owners, more than 1,000 residents and 1,500+ past visitors. With the input from stakeholders, the public, boards and steering committees, Resonance created a final report that orders and contextualizes the findings and lays out a path of action for the CTD and the City of Los Angeles.
While the Tourism Master Plan addresses critical hardware—such as transportation or the Los Angeles Convention Center—required to achieve the City of Los Angeles’ goals, it also addresses the software of relationships and programming required to foster the quality of life, culture and experiences necessary to create a unique and compelling sense of place for visitors and residents. As a result of Resonance recommendations, Mayor Eric Garcetti signed his 33rd Executive Directive, which creates the City of Los Angeles Tourism Cabinet, a group of department general managers to support growth in the tourism and hospitality sectors in Los Angeles. The Executive Directive also calls for the creation of a Chief Tourism Officer and the implementation of the recommendations laid out in the City’s Tourism Master Plan.
