LA Inc. Changes Name to Los Angeles Tourism Board

Los Angeles has unveiled a new identity for visitors and convention attendees, with LA Inc., the Los Angeles Convention and Visitors Bureau, changing its name to the Los Angeles Tourism & Convention Board.

The LA Inc. name did not reference the industry that it served, nor did it clearly delineate its Los Angeles geography to the growing number of international visitors. In 2011, the number of international visitors to Los Angeles jumped 6.7 percent over the previous year, to 5.9 million.

In 2011, Los Angeles led the country in the growth of in-bound overseas arrivals, reinforcing the City’s growing popularity among overseas tourists.

Tourism is a leading industry in Los Angeles, providing one out of every 10 jobs throughout the destination.The new name is coupled with a new logo, which Los Angeles Tourism’s marketing team created in partnership with advertising agency Campbell-Ewald in repositioning and rebranding Los Angeles.