The Los Angeles Tourism & Convention Board has appointed Deanna Varga as the destination’s first ever dedicated MICE representative for the Australian and New Zealand markets.

Varga, who has more than 20 years of experience in the MICE industry, which includes roles with Business Events Sydney, Business Events Australia, and the China National Convention Centre, will be responsible for driving meetings, incentive, conventions and exhibition business to LA from the board’s Sydney base.

Bryan Churchill, vice president of hotel sales for L.A. Tourism, said: “Deanna brings a tremendous wealth of sales experience to the L.A. Tourism team as we look to strengthen our commitment to the Australian market with a dedicated MICE representative for the first time ever.”

Varga added: “I am excited to engage with meeting professionals across Australia and New Zealand to showcase Los Angeles as a leading MICE destination and further develop L.A. Tourism’s sales strategy in 2018 and beyond.”

In 2017, LA welcomed 411,000 visitors from Australia, making it the destination’s second largest overseas market, behind China.