Where is the sun always shining, diversity habitually multiplying and ‘fame’ regularly bustling? Where can you fight alongside heroes, while exploring different boroughs?

You guessed it, Los Angeles (L.A.)!

The City of Angels is unlike any destination in the world because it’s one everyone knows well enough to want to visit but not enough to be an expert.

That’s because it’s so big and diverse that you either need to travel there multiple times or as the great rapper and once L.A. enthusiast Tupac Shakur suggested “you’ve gotta be there to know it” – which Travel Agents have the chance to do through Los Angeles Tourism & Convention Board.

The bureau today launched a new online training tool, which is not only a first-of-its-kind for the tourism board but it comes with a range of freebies for consultants who take part.

The first reward consultants take away from completing the mobile and tablet-friendly programme is the skill and knowledge to make money by better selling the city. This is achieved through regularly updated information, easily accessible marketing assets, fact sheets, maps, videos and virtual reality neighbourhood tours.

Second, a certificate will be issued to those who successfully finish the program AND they’ll be given access to discounts and specials from L.A. members.

Third, there’ll be opportunities to participate in FAMs throughout the year AND automatic entry to WIN a trip to one of L.A.’s award shows (last year, a group of Aussie consultants went to the AMAs with L.A. Tourism and saw Christina Aguilera sing live #wejealous).

AND finally, the first 20 Travel Agents (in Australia only) to complete the program by 7 May will receive season passes to Palace Cinemas that can be used to attend the American Essentials Film Festival in Sydney, Melbourne, Brisbane and Canberra sponsored by Discover Los Angeles.

OH WAIT, one more thing, the first 100 TRAVEL AGENTS to finish the L.A. Insider program by 31 May (in Australia and New Zealand) will receive a $25 gift card from Westfield or EFTPOS.

So, knowledge equals more money, access to discounts, opportunities to travel, free movie tickets AND gift vouchers.


L.A. Tourism’s Regional Director-Australia & New Zealand, Craig Gibbons, described L.A. Insider as an “advanced training programme” that comes with many benefits including the chance to “help out clients discover L.A. like an insider and sell L.A. like an expert”.

“New restaurants, attractions and hotels are opening up quickly to meet demand and it can be difficult to stay on top of all the new developments,” he said.


“L.A. Insider aims to provide the travel trade with a one-stop-shop platform for everything they need.”

Craig Gibbons, L.A. Tourism Regional Director-Australia & New Zealand

L.A. Insider will be rolled out in Spanish, French, German, Korean and Japanese over the coming months with more languages to follow. The market specific modules will feature videos of expats describing what it is they love about Los Angeles and tips to make the most of a visit. L.A. Tourism successfully launched a China-specific online training program, L.A. Angels Academy, in October 2015, with over 5,600 registered users and 1.45 million page views.

Click here for more information.


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Which part of L.A. are you keen to see?