In 2019 alone, 135,000 Indians visited Los Angeles, injecting USD 305 million in visitor spend to their local economy. By the end of this year, the US county expects 82,000 Indian travellers and full recovery to pre-pandemic levels is anticipated in 2025. We find out how LA Tourism is positioning itself in the Indian market and what plans are afoot…
Seema Kadam has been in the travel and tourism industry for over 25 years now and has experience in various facets of the travel industry. Earlier in her career, she focused on the business travel segment and leisure products with TCI and Kuoni before a short stint at Finnair. Since then, she also spent several years with Switzerland Tourism before joining Los Angeles Tourism.
In a freewheeling chat with her, we discussed Kadam’s own journey with Los Angeles Tourism, the evolution of their presence in India, and future plans to expand in the Indian market. Excerpts from the interview…
How did you get into the tourism sector and what is it about representing Los Angeles Tourism in particular that appealed to the professional in you?
I have always been an explorer at heart and love traveling to new places. My time marketing dream destinations with well-known tourism boards only increased my passion for promoting travel. When I received the opportunity to join Los Angeles Tourism, what appealed to me was that Los Angeles is the entertainment capital of the world. LA offers myriad attractions and activities including movie studios, the Sunset Strip, Venice Beach, landmark museums, world-famous attractions, wineries, breweries, outdoor activities, exciting nightlife and much more. Curating holidays came naturally, and I found satisfaction when travellers came back happy after a holiday; that’s where the passion began and grew over the years.
Please share a brief background of LA Tourism’s trajectory down the decades? Why a need for such an entity was felt, and how it has grown.
The Indian outbound travel market offers exponential growth potential for Los Angeles. 1.8 million Indian tourists visited the United States in 2018 (Source: Tourism Economics) and opening an India office brings us closer to ensuring that Los Angeles forms an integral part of all US itineraries.
Given that we foresaw consistent growth from India over the coming years, opening an office was a natural evolution of our commitment to the market and a necessity to deepen our engagement. The office allows us to formalise our efforts in India to gain presence while striving for efficiency.
How important is the Indian market for Los Angeles Tourism? What is the demographic of the Indian traveller being targeted?
As travel restrictions lift and flights resume, we believe India is well-poised to retain its pre-pandemic position as one of the fastest growing international markets to Los Angeles in the coming months. The demand for travel to Los Angeles is supported by excellent air connectivity, high tech infrastructure and immersive experiences for the evolved Indian traveller. As part of our growth and marketing efforts in India, we are now looking at reaching out to source markets beyond the key metros of Mumbai, Delhi and Bengaluru and creating awareness of the destination via roadshows and other initiatives. Our first focus is on the luxury leisure traveller, with business and MICE travellers at a close second.
What are the offerings for FITs? Are there attractions that would be of special interest to the Indian traveller, be it solo, couple, or family travel?
We are feeling very optimistic about the future of travel in Los Angeles. Our city has continued to push the envelope on creativity throughout the pandemic, bringing new experiences to travellers visiting independently.
A decade of unforgettable sports events is underway ahead of the 2028 Summer Olympic & Paralympic Games with our state-of-the-art venues including Sofi Stadium, which has been selected to host the FIFA world cup in 2026 and played host to Super Bowl LVI earlier this year. Sports fans can enjoy a tour of the stadium featuring opportunities to run through the tunnel, throw a football on the field and maybe even take a look inside the Los Angeles Rams or Chargers locker rooms.
The arts and culture scene is also back with new offerings, including The Academy Museum of Motion Pictures which opened its doors in September 2021, telling the stories of moviemaking through immersive and dynamic exhibits fit for all types of visitors. From iconic costumes and original scripts to authentic Oscar awards and special insights into beloved films, the Academy Museum is a must-visit for arts and culture enthusiasts.
Universal Studios Hollywood will welcome the new, immersive Super Nintendo World themed land in early 2023 featuring the Mario Kart™: Bowser’s Challenge thrill ride as well as vibrant shopping and dining experiences perfect for the whole family. Film fans will also enjoy Warner Bros.’ Revamped Studio Tour offering behind-the-scenes experiences at a working movie backlot where guests can visit real film sets, learn about the moviemaking process, and maybe even spot a star.
There are also more accommodations options than ever for travellers looking for a unique place to stay with the openings of many new hotels including the newly renovated Fairmont Century Plaza, the Downtown Los Angeles Proper and the Conrad Los Angeles as well as a crop of boutique properties in Downtown LA and Hollywood.
Los Angeles’s ever-evolving dining scene also invites visitors to experience a wide range of cuisines and culinary experiences. From food trucks and unexpected hidden gems to sophisticated Michelin star restaurants like n/naka and Osteria Mozza, there are so many unique dining destinations to discover across the region.
Is Los Angeles Tourism promoting MICE travel in the Indian market? Do elaborate on convention centres, locales for Indian weddings, etc that fall in this category.
Prior to the pandemic, India represented one of the fastest growing markets to Los Angeles. In 2019 alone, 135,000 Indians visited injecting USD 305 million in visitor spending to our local economy (Source: Tourism Economics). Though our primary focus in this market is the leisure traveller segment, we have seen substantial interest and numbers from the MICE segment.
With an impressive number of large venues and hotel inventory that allow for creative events in unique indoor and outdoor spaces, there’s plenty about Los Angeles that is attractive for groups. This includes a diverse hotel landscape featuring 991 hotels and 98,000 hotel rooms ranging from value to trendy to luxury, highlighting endless meeting options from unique only-in-LA venues such as the Academy Museum of Motion Pictures and the Music Center to the 720,000 sq ft Los Angeles Convention Center and the LA Live entertainment complex.
In your experience, which are the most exciting attractions in LA for Indians?
Apart from those I’ve already mentioned, I believe that with so many diverse neighborhoods and exciting new attractions, there’s something for everyone in Los Angeles.
With over 300 days of sunshine, LA is the perfect place for a beach day along the West Coast for surfing, swimming, biking and more in neighborhoods such as Malibu, Venice, and the South Bay. Experiences for foodies also abound with exciting new spots to eat including the vibrant LA Cha Cha Chá in the Arts District, Mother Wolf in Hollywood and San Laurel at the Conrad Los Angeles in Downtown LA.
Please share numbers of Indian visitors before and after the pandemic and any concrete plans for making the US visa more accessible to Indians in future.
With 82,000 Indian travellers forecasted to visit LA County in 2022 and full recovery to pre-pandemic levels anticipated in 2025, we are optimistic that recovery is well underway (Source: Tourism Economics). The federal offices and the Embassy are also working to address visa matters, enabling travellers to visit the US safely and efficiently.
What is the current perception of Los Angeles among Indians and how would you like to enhance/change this to attract more visitors?
Post-pandemic, Indian travellers have become more eager to discover niche destinations and experiences. Indians who have not been able to travel in the past couple of years are choosing to use their savings and their valid US visa for a trip to Los Angeles to visit family and friends and explore the destination’s hidden gems. The demand for travel to the US and full flight capacities are also strong indicators of the popularity of Los Angeles as a travel destination amongst Indians.
Good to know
For travellers planning a visit to Los Angeles, their website — Discover Los Angeles — offers many helpful resources on the latest attractions, places to stay, dining experiences and more to plan a curated Los Angeles itinerary for all types of travellers.
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