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L.A. Tourism Goes Massive Whereas Orlando Shrinks



Skift Take

At the moment’s podcast seems at L.A. tourism’s large spend, Qantas’ in-flight dud, and Orlando’s small advertising and marketing retreat.


Good morning from Skift. It’s Thursday, January 25. Right here’s what it is advisable to know concerning the enterprise of journey immediately.

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Episode Notes

Los Angeles is launching its largest-ever world promoting marketing campaign to assist stay aggressive within the battle to draw vacationers, writes World Tourism Reporter Dawit Habtemariam.

Habtemariam experiences the town will unveil subsequent week the most recent iteration of its “Now Enjoying” marketing campaign, which has showcased Los Angeles’ arts, meals and way of life. The multi-million greenback marketing campaign will goal the UK, France and South Korea, amongst different markets. LA Tourism CEO Adam Burke stated the town is growing its worldwide advertising and marketing efforts in response to the emergence of different competing locations, together with Saudi Arabia.


Subsequent, Qantas’ new 10-minute lengthy security video has been largely panned by viewers who discovered it tedious amongst different complaints, writes Airways Editor Gordon Smith.

The brand new video options Qantas crew and passengers sharing a few of their favourite locations. However with renewed give attention to pre-flight briefings in latest weeks, some commenters on social media have argued Qantas’ movie lacks important data relating to security. Smith notes the Qantas video doesn’t have any in-cabin visuals of the particular airplane. 

Nevertheless, Qantas executives stated the video vacationers see pre-flight will likely be shorter than the net model. 


Lastly, Go to Orlando, one of many U.S.’ largest tourism boards, is about to see its advertising and marketing price range decreased by $15 million, writes World Tourism Reporter Habtemariam. 

The Orange County Board of Commissioners permitted a proposal to maneuver that quantity of tax funds from vacation spot advertising and marketing to different initiatives. Go to Orlando CEO Casandra Matej stated she was relieved the group didn’t see a bigger discount in funding. Its leaders had warned the county commissioner board that cuts might lead to fewer promoting initiatives.

Go to Orlando may have an $85 million advertising and marketing price range for the 2025 fiscal 12 months. 

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