Los Angeles is a vibrant and constantly evolving destination, embracing diversity and welcoming everyone with open arms. The City of Angels is not just a destination; it is an immersive experience, an evolving masterpiece that invites you to be a part of its ever-unfolding story. Seema Kadam, Regional Director, India, Los Angeles Tourism and Convention Board, shares insights into the exciting new developments and challenges in 2024.
– Prashant Nayak
In 2024, the city of Los Angeles is undergoing transformative changes that will be evident in every aspect, offering a fresh and exciting experience for visitors and locals alike. Whether you are a local, first-time traveller, or haven’t visited the city in recent years, Los Angeles promises a dynamic journey with significant developments in world-renowned dining, sports, entertainment, arts, and beyond. Also, the next generation is bound to leave an indelible mark on neighbourhoods throughout the city, as a wave of emerging talent is infusing every corner of Los Angeles with fresh energy, propelling the city into the era of LA 2.0.
“Los Angeles is a dynamic city that never stops redefining itself. There is something new every time you visit. The city is on the cusp of a thrilling transformation, and we eagerly anticipate unfurling the metaphorical red carpet for visitors, inviting them to explore the exciting developments set to unfold across Los Angeles this year,” says Seema.
Optimistic Outlook for India
With India’s emergence as one of the world’s fastest-growing economies in the inbound and outbound travel markets, the Los Angeles Tourism and Convention Board sees boundless potential in the coming years. Seema enthusiastically shares, “In 2023, India had already become a top-ten overseas market for LAX, with over 50 per cent of Indian travellers identifying the United States as their top travel destination. As a result, we’re proud to be the only U.S. destination with our own full-time office and team members in India, with our Mumbai office opening in 2019. We continue to increase our investment in the market and are projecting a full recovery in India by late 2024 and early 2025.”
Tapping Untapped Potential
In October 2023, the LA team conducted consumer focus groups in five secondary Indian cities—Ahmedabad, Chandigarh, Bengaluru, Hyderabad, and Chennai—for strategic insights. LA Tourism also organised trade engagements in key cities, including Ahmedabad, Chennai, and Chandigarh, to provide LA tourism updates and gather market feedback. Seema highlights the proactive efforts, stating, “We found interesting insights and realised that these markets have a huge potential for our destination, and we need to focus more on education and awareness. While there has been a great deal of focus on major metropolitan areas like Mumbai and Delhi, it is clear that there is incredible potential in secondary and tertiary markets, and we are working closely with our partners in the Indian travel trade to develop suitable product offerings for this emerging audience collaboratively. The future is incredibly bright for bilateral travel between India and our City of Angels. We will continue collaborating with RTO and trade and airline partners in this endeavour in secondary and Tier II cities. In 2024, Los Angeles is also gearing up to host the IPW Expo in May, which will reunite the global travel industry again.”
Navigating Visa Wait Times
Discussing the anticipated obstacles and challenges, the visa wait time emerges as the most significant impediment to achieving exponential growth in travel between the U.S. and India. Addressing the potential hurdles, Seema says, “Our CEO, Adam Burke, is a member of the U.S. Department of Commerce’s Travel and Tourism Advisory Board. Hence, he is continuously driving communication with the federal authorities of the State Department to address this critical issue with a continued sense of urgency. While there is still work to do, we are encouraged by the significant progress thus far as U.S. Travel reports that recent data shows visa wait times have dropped by 50 per cent in India.”
Evolution in Travel
Emerging trends have a significant impact on tourism, shaping the preferences and behaviours of travellers. Seema reflects on the dynamic nature of the tourism landscape, sharing, “We have continued focusing on family travel, university students, the luxury segment, and the MICE business. However, exciting new categories are emerging in India, with Millennial and Gen-Z travellers leading the way. This adventurous travel segment is passionate about experiencing LA like a local, seeking out our community’s hidden gems, including eclectic culinary offerings, adrenaline-pumping outdoor activities, thriving nightlife, intimate live music venues, and one-of-a-kind boutiques.”
