Los Angeles Tourism & Convention Board (Los Angeles Tourism) has expanded its Asia Pacific leadership with the appointment of Myfanwy McGregor as Director of Global Communications, Asia Pacific.
Los Angeles Tourism has created the role to consolidate communications strategy, execution and agency oversight across Australia, New Zealand, Japan, Korea and emerging Southeast Asian markets. McGregor will manage regional positioning and stakeholder engagement from the Sydney office. She will report to Gibbons, who now leads all APAC market development following his elevation to Regional Vice President.
The expansion signals a long-term commitment to the region’s recovery and growth pathways.
According to Los Angeles Tourism, Australia remains a strong-performing long-haul source market into Los Angeles, with 2024 Sydney–Los Angeles traffic lifting 5.2 per cent year-on-year. The organisation aims to leverage this momentum by tightening coordination between media, trade and aviation partners across APAC.
What McGregor brings to Los Angeles Tourism
McGregor takes on her first in-house role after building two award-winning PR agencies in Australia and the UK. Her career spans entertainment, media, consumer technology and FMCG, with recent work across tourism clients in Singapore, Australia and the United States. She founded and led Adhesive and Frank PR, with both agencies delivering ideas-led campaigns for major global brands.
Her client experience includes Singapore Tourism Board, Stayz, Changi Airport Group, Los Angeles World Airports and previous agency-side work for Los Angeles Tourism. She said the city’s pace and cultural range continue to drive strong storytelling potential across APAC markets, adding that global events such as the FIFA World Cup 2026 and the 2028 Olympic and Paralympic Games will create new waves of media interest.
“There is nothing quite like the spirit and energy of Los Angeles,” McGregor said.
“I first visited in my early 20s on a business trip and I instantly fell in love — the diverse neighbourhoods, picture-perfect vistas, cutting-edge arts and culture, thriving nightlife, and that unmistakable Hollywood magic.
“I’ve returned more times than I can count, and I always discover something new.”
She frames the next three years as a period defined by major openings, including the Lucas Museum of Narrative Art, and accelerated global visibility ahead of milestone events.
How the expanded team will work with trade partners
The Sydney team now includes three senior roles: McGregor leading communications, Gibbons overseeing the regional remit, and Kathleen Brown continuing as Director of Travel Trade, Asia Pacific. Brown joined in 2018 and manages trade education, product development support and cooperation with wholesalers and retail partners across the region.
The combined structure is designed to streamline APAC initiatives ranging from media strategy to aviation partnerships. The organisation expects the strengthened team to drive more consistent messaging and tighter integration across media, trade and airline channels.
Los Angeles Tourism anticipates that upcoming global events will require significant APAC communication, including narrative positioning for the FIFA World Cup 2026 and the 2028 Olympic and Paralympic Games. These events are projected to lift global attention, widen distribution opportunities and create new storytelling angles across both traditional and digital media.
KARRYON UNPACKS: Strengthening the Sydney hub signals a sustained APAC push as Los Angeles prepares for its next global visibility cycle.
