The Los Angeles Tourism and Convention Board (LATCB) has set its sights on attracting more Australian MICE buyers this year to the West Coast by appointing a dedicated in-market MICE representative, SpiceNews can reveal.

“Los Angeles Tourism is absolutely committed to the Australian MICE market – one of our top markets – and in 2018, we’re raising our level of investment and commitment with the hiring of a full-time, in-market MICE representative who will hit the ground running for us in February,” said Bryan Churchill, VP of Hotel Sales/MICE, LATCB.

“They’ll be laser-focused on delivering exponential MICE business to Los Angeles through a variety of programs including destination FAMs, sales missions and trade shows all year long.”

“We know Aussies are spirited adventurers who thoroughly love all parts of Los Angeles and everything it has to offer, and so our dynamic destination serves as a natural fit for incentive travellers and groups looking to lengthen their visit pre- or post,” he said.

In 2017, Los Angeles welcomed 411,000 Australian visitors, making it the city’s second largest overseas tourism market, behind China.

LAX remains the most popular gateway city for Australians visiting North America, attributing to over 60% of arrivals, followed by San Francisco (10%) and Dallas Fort Worth (9%).

The city of stars remains a popular business events destination, with its recent figures showing 1.33m MICE-specific travellers made their way to LA last year (400k convention and 930k transient).