“I look forward to serving as the chief tourism officer and collaborating with the Tourism Cabinet to enhance the visitor experience while also improving the quality of life for Angelenos,” Liu said. “The Tourism Master Plan is a destination management plan that helps Los Angeles prepare for long-term growth in the number of visitors to the city, and I’m excited that the Tourism Cabinet will work with public, private and community stakeholders to advance the 22 recommendations in the Plan.
— monitoring progress and performance against the Tourism Master Plan and adjusting the way it is implemented accordingly;— collaborating with the executive director of the City Tourism Department on the plan’s implementation; — proactively considering city departments’ initiatives, strategic plans, projects and proposals, and examining respective opportunities for and impacts on tourism and the visitor experience.
In 2019, Los Angeles’ tourism and hospitality industry received about 50 million visitors, following 11 consecutive years of growth. In 2020, due to the COVID-19 pandemic, the number of visitors dropped to 26.9 million before increasing to 40 million in 2021. Garcetti’s order to create the Tourism Cabinet is his 33rd executive directive since taking office in 2013.