Los Angeles’ tourism leaders are on a mission to dispel misconceptions that there isn’t anything in the City of Angels beyond celebrities, shopping and a Hollywood sign.
Although the main attractions have worked wonders in delivering record tourist numbers to the destination (4.5 million in 2015, up 2.8 percent on 2014), Los Angeles Tourism & Convention Board CEO, Ernest Wooden, says LA is a lot deeper than most people expect.
Some might even say it’s a little like an onion, it has layers.
Speaking at an LA event in Sydney this week, Wooden said the city “is very different these days” with millions of dollars invested over the last few years in transforming it into a mixing pot of culture, food and sports.
He continued, explaining that a recent marketing campaign targeting millennials focused on breaking shallow misconceptions about the destination by promoting its depth.
“We’re stressing how deep LA is.”
Ernest Wooden, Los Angeles Tourism & Convention Board CEO
“It’s not just the Hollywood sign. We have different neighborhoods and we have the more museums in LA than any other city in the USA.”
Among the biggest changes in the city, according to Wooden, is the $9 billion investment in new hotels and properties in downtown LA. He said the area is “the place to be”.
There’s also the introduction of the transport system opening on 20 May, which will connect downtown to all of the city’s subway systems.
Plus there’s the $14 billion, which has been put into the complete redevelopment of LAX. Wooden said it’s had a complete transformation with a wide range of new shops, eateries and experiences.
According to recent figures, Australian remains the second largest market to LA with 424,000 visitors in 2015, an increase of 5.7 percent on the prior year.
The tourism bureau recommends all Aussies set aside a few days to really get to know the city, but highly recommends these five spots and activities:
1. Go hiking in Griffith Park
With at least 292 days of sunshine per year, L.A. is the perfect city to enjoy the outdoors. Griffith Park is jampacked full of hiking trails for all fitness levels and provides a stunning view of the city.
2. A visit to Grand Central Market in Downtown L.A.
Image: GrandCentralMarket.com
A Downtown L.A. landmark since 1917, Grand Central Market is a must visit. The market brings together all the cultures and cuisines of L.A. in the one place. Key standouts include Eggslut, Bombo and G&B Coffee.
3. Visit the Broad
L.A. has more museums than any other US city! Be sure to check out the brand new contemporary art museum The Broad, as well as other city favourites: Los Angeles County Museum of Art (LACMA); J. Paul Getty Museum; and Petersons Automotive Museum.
4. Bike riding along Venice Beach
Explore L.A’s beautiful beach cities by bike! The journey will take you all the way from Santa Monica Pier down to Venice Beach and the beach cities beyond.
5. Visit a movie studio
L.A. has numerous working movie studios, including the likes of Universal Studios and Warner Bros, where Aussies can go to experience the Hollywood movie magic and get a behind the scenes glimpse at some of the biggest blockbusters.
