The largest inbound travel trade show, IPW, is back in Los Angeles for the first time in twelve years, hosted by the Los Angeles Tourism & Convention Board until May 7. The event is taking place at the Los Angeles Convention Center, with key events spread throughout the city at iconic locations such as the Getty Center, the Los Angeles Memorial Coliseum, and Universal Studios Hollywood.
Los Angeles Tourism recently announced impressive 2023 year-end tourism performance, with 49.1 million total visitors and $40.4 billion in total business sales, showcasing the city’s resilience and recovery post-pandemic. The hosting of IPW is seen as a significant milestone for the tourism industry in Los Angeles, with expectations of generating over $5.5 billion in future travel to the United States.
The event is set to exceed 2019 attendance levels for the first time since the pandemic, with nearly 100,000 business appointments scheduled to connect global travel buyers and press with travel professionals from around 70 countries. Geoff Freeman, President and CEO of the U.S. Travel Association, highlighted the importance of Los Angeles as a host city for IPW, emphasizing the long-term benefits for the city, state, and country.
While domestic visitation has led the tourism comeback in LA, overseas visitation is expected to see a more gradual recovery over the next 24 months. LA Tourism continues to promote the city globally with its ‘Now Playing’ campaign, targeting key markets to drive tourism and economic growth. The event is set to culminate with a Closing Event at Universal Studios Hollywood on May 7, showcasing the city’s vibrant tourism industry and global appeal.