Los Angeles Tourism & Convention Board

What Los Angeles Tourism & Convention Board does

The Los Angeles Tourism & Convention Board is a private nonprofit destination marketing organization (DMO), founded in 1977 and headquartered in Los Angeles, California. It serves as the city's official tourism promotion body, operating the Discover Los Angeles brand (discoverlosangeles.com) and managing a membership network of more than 1,000 hospitality and tourism businesses spanning accommodations, dining, attractions, arts & culture, convention services, shopping, and visitor services. Its core products include the multilingual Discover LA consumer website (supporting English, Chinese, Japanese, Korean, Spanish, French, German, and Portuguese), the LA Trade Hub B2B platform (launched February 2026 for India's travel trade sector with WhatsApp for Business integration), the LA Perks Pass mobile discount program, the bi-annual Dine LA Restaurant Week, and the official FIFA World Cup 2026 fan zones program across eight Los Angeles locations.

The organization generates revenue primarily through recurring membership subscriptions from its 1,000+ member businesses, supplemented by partnership and co-marketing arrangements with airlines, studios, rail operators, and government tourism partners (Visit California, Brand USA, Virgin Atlantic Holidays, Amtrak Pacific Surfliner, Universal Studios Hollywood, Warner Bros, MLB Tourism). Its go-to-market operates on three parallel motions: B2B travel trade enablement (Trade Hub, roadshows, IPW participation), direct-to-consumer destination marketing (website, email newsletters, social), and event-driven promotion tied to FIFA World Cup 2026, the 2028 Olympics, Dine LA, and LA Pride. Notable technology components are limited to standard web platform features and WhatsApp for Business messaging; no AI/ML capability, proprietary models, or data flywheel mechanics are evidenced. The organization also plays a convening role for major city infrastructure, including advocacy for the $2.6 billion Los Angeles Convention Center Expansion and Modernization Project (groundbreaking October 1, 2025; 2029 targeted completion), projected to double annual citywide conventions and generate $300M+ in annual economic impact.

Name

Los Angeles Tourism & Convention Board

Legal name

Los Angeles Tourism & Convention Board

Website

https://discoverlosangeles.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

101–250 employees

Short description

The Los Angeles Tourism & Convention Board is the official nonprofit destination marketing organization for the City of Los Angeles, operating the Discover Los Angeles brand, a 1,000+ member hospitality and tourism business network, the LA Trade Hub B2B platform, and major event programs including FIFA World Cup 2026 fan zones and Dine LA Restaurant Week.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591), Convention and Trade Show Organizers (56192)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

akta.pro secondary industry

Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

Keywords

• Destination marketing
• Tourism promotion
• Convention services
• Travel trade marketing
• Visitor information

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Membership Programs: LA Tourism works on behalf of more than 1,000 businesses from the area's hospitality and tourism community through membership programs. The membership directory includes categories for accommodations, arts & culture, convention services, dining, nightlife, ports and transportation, travel trade, shopping, visitor activities, and visitor resources. Members gain access to business spotlight features, networking, and promotional opportunities.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Los Angeles Tourism & Convention Board is the official destination marketing organization for the City of Los Angeles. It operates the Discover Los Angeles consumer website, the LA Trade Hub B2B platform for travel advisors and tour operators, the LA Perks Pass mobile discount program, Dine LA Restaurant Week, and coordinates major event promotions including FIFA World Cup 2026 fan zones. The organization works on behalf of more than 1,000 member businesses across the area's hospitality and tourism community.

Product overview

Los Angeles Tourism & Convention Board operates the Discover Los Angeles platform as its primary consumer-facing tourism marketing website, complemented by the Trade Hub B2B platform for travel trade professionals. The organization also manages the LA Perks Pass discount program, Dine LA Restaurant Week dining events, and coordinates FIFA World Cup 2026 fan zones across Los Angeles. Major infrastructure initiatives include the $2.6 billion Los Angeles Convention Center expansion project.

Differentiator

Problem solved

Functional benefit

Brands

• Dine LA: Bi-annual 15-day dining event featuring Los Angeles restaurants
• LA Perks Pass
• Trade Hub

Products and services

• Discover Los Angeles Website

Quantifiable outcome

• 8 FIFA World Cup matches hosted at SoFi Stadium with 39 days of related activities
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Visit CaliforniaflagshipGTM or Marketing Partner · 26 May 2026Joint marketing partnership for 'California Games' activation at Outernet London from June 12-13, 2026, showcasing the Golden State as a premier destination for sports, entertainment and road trips. The activation coincides with the opening FIFA World Cup 2026 fixture in Los Angeles and includes out-of-home advertising, travel agent training, and partnerships with Los Angeles Tourism, Universal Studios Hollywood, and The London Standard.
• Virgin Atlantic HolidayscoreGTM or Marketing Partner · 26 May 2026Partnership with Visit California and LA Tourism for the 'California Games' activation at Outernet London, promoting California and Los Angeles travel to UK market alongside the FIFA World Cup 2026 opening fixture.
• Universal Studios HollywoodcoreGTM or Marketing Partner · 26 May 2026Partner in the 'California Games' activation showcasing LA as a premier entertainment destination. Part of wider integrated marketing campaign including out-of-home advertising and travel agent training.
• Amtrak Pacific SurflinercoreGTM or Marketing Partner · 30 March 2026Partnership to promote 2026 summer soccer matches at SoFi Stadium. Travelers receive 20% discount on Pacific Surfliner fares between May 1 and July 15, 2026, with additional daily roundtrip added between San Diego and Los Angeles. Collaboration includes a specially wrapped train car traveling the 351-mile coastal corridor and fan events at Union Station. Service runs June 11 through July 19, 2026 to accommodate World Cup fans.
• Kind TravelercoreStrategic or Co-development Partner · 22 October 2025Launched 'Every Stay Gives Back' program to raise funds for wildfire relief efforts in Los Angeles. The program generated over $173,000 for wildfire survivors with a goal of reaching half a million dollars by January 2026. LA Tourism provides platform and promotional support while Kind Traveler manages the donation mechanism through hotel bookings.
• Chicago CubsminorGTM or Marketing Partner · 20 March 2025Partnership for 2025 MLB World Tour: Tokyo Series to promote American destinations including Los Angeles and California to Japanese travel trade professionals and media.
• Los Angeles DodgersminorGTM or Marketing Partner · 20 March 2025Partnership for 2025 MLB World Tour: Tokyo Series to promote Los Angeles as a travel destination to Japanese market alongside Chicago Cubs and MLB Tourism.
• MLB TourismminorGTM or Marketing Partner · 20 March 2025Collaborative tourism marketing partnership for MLB World Tour: Tokyo Series promoting Los Angeles and California destinations to Japanese travel trade and media.
• Brand USAminorGTM or Marketing PartnerOfficial partner of Discover Los Angeles, listed in the partners section of the website footer alongside Warner Bros and Visit California.
• Warner BrosminorGTM or Marketing PartnerStudio tour partner featured on Discover Los Angeles website, providing promotional support for Warner Bros Studio Tour Hollywood.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Visit California: California's state-level destination marketing organization. LA Tourism partners with Visit California on flagship activations like the 'California Games' Outernet London launch, and both operate the same destination-marketing playbook across B2B trade programs, consumer content, and event-driven campaigns.
• Experience Columbus: The official DMO for Columbus, Ohio, and a comparable mid-tier US city destination marketing organization with B2B trade, MICE convention sales, and consumer content programs modeled on the same playbook as LA Tourism.
• NYC & Company: The official DMO for New York City, structurally and operationally analogous to LA Tourism. Both run large multilingual consumer websites, B2B travel trade programs, MICE convention sales, and citywide event promotion for one of the world's largest inbound tourism markets.
• Las Vegas Convention and Visitors Authority (LVCVA): The DMO and operator of the Las Vegas Convention Center, comparable to LA Tourism's convention promotion function for a major US destination. Both compete head-to-head for citywide convention bookings and run consumer-facing event marketing tied to sporting and entertainment calendars.
• SF Travel (Visit San Francisco): The official DMO for San Francisco, directly comparable as a California-based city DMO with overlapping international source markets, B2B trade programs, and convention sales focus. Both compete for the same Asia-Pacific and European inbound traveler segments.
• Visit Orlando: The official DMO for Orlando, competing with LA Tourism for international leisure travelers and MICE convention share. Both run trade engagement programs, multilingual consumer sites, and partner with major theme park operators (Universal Studios Hollywood for LA; Walt Disney World/Universal Orlando for Visit Orlando).
• Choose Chicago: The official DMO for Chicago, comparable in scale and operating model to LA Tourism. Both promote major US metro destinations to international trade and consumer audiences, drive convention sales, and run event-driven marketing campaigns tied to major sports and cultural calendars.

Others

• Brand USA: The United States' national destination marketing organization, listed as an official partner of Discover Los Angeles. Brand USA runs the country's inbound tourism marketing program, of which LA Tourism is a participating regional DMO; comparable as an ecosystem-level counterpart rather than direct competitor.

Regional players

• VisitBritain: The UK's national tourism agency, operating a comparable DMO playbook (consumer website, B2B trade programs, partner co-marketing) and competing for US outbound traveler share. Featured alongside LA Tourism in transatlantic marketing contexts but operating outside LA's inbound geography.
• Tourism Australia: Australia's national tourism marketing organization, comparable as a peer destination marketing organization operating across international source markets including the US. While it competes with LA for share of US outbound travel, it does not directly compete for LA's inbound market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/discoverLA
• Facebookfacebook.com/DiscoverLosAngeles

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Los Angeles Tourism & Convention Board