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L.A. Cultural Tourism, Inc.

Designing Meaningful, Measurable, and Manageable Plans and Tools for Cultural Organizations of All Sizes to Secure Their Share of Headcount and Revenue from L.A.'s 50 Million Annual Visitors and $18 Billion+ in Annual Visitor-Spending in the Local Economy.

Why Market to Visitors?
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  • More than 24 million of L.A.’s annual visitors live in California, western Arizona or western Nevada. They have been visiting L.A. for years and most likely already have experienced the area’s most popular first-time-visitor attractions.

  • These knowledgeable L.A. visitors tend to be more adventurous than first-time visitors, and they are seeking to experience something new to them, whether it’s an exhibition, landmark, neighborhood or performance.

  • Of U.S. personal wealth, 80 percent is concentrated in four metro areas -- Chicago, Los Angeles, New York City and Washington, D.C.  This should help to focus geo-targeted messaging to affluent households and cultural tourists.

  • On average, Los Angeles cultural tourists tend to engage in 7 primary activities per visit vs. 3.9 for other leisure visitors. 


Why Market to Visitors?

  • On average, at any given time, there are four visitors in Los Angeles for every one person who lives here.

  • Of L.A.’s 50 million annual visitors, more than
    26 million  participate in some kind of  cultural experience
    while they are visiting.


  • Of those, nearly 10 million visitors to L.A. choose to come to the area specifically to engage in one or more cultural events.

  • If you're not marketing to visitors to L.A., you are ignoring  more than 50 percent of your potential headcount and revenue.

  • Local residents tend to cluster their cultural activities on crowded weekends. For visitors in L.A., every day is Saturday, providing excellent opportunities to grow weekday attendance and revenue.

  • On average, an individual cultural visitor to L.A. spends a minimum of four times more on retail purchases and concessions while visiting a cultural institution than local residents do (>$100 per cultural site vs. <$25).

  • About four-fifths  of L.A.’s 50 million annual visitors hail from the U.S., making marketing more affordable and eliminating language challenges.


​​Rank of activities by popularity:

        Activity - Annual Out-of-Town Visitor Headcount

          in Millions

  1. Museums/Galleries - 4.0

  2. Historic  Sites - 3.8

  3. Family/Friend Event - 3.8

  4. Beach - 3.1

  5. Shopping - 2.8

  6. Live Theatre - 2.2

  7. Fine Dining - 2.1

  8. Musicals - 2.1

  9. Theme Parks - 2.1

  10.  Gardens - 1.6

  11. Jazz Concerts  -  1.2

  12. Hike/Backpack  - 1.2

  13.  Zoos - 1.0

  14. Festivals  - 0.8

  15. Symphony/Opera - 0.7

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L.A. Cultural Tourism Services  

  • Assessment,  Analysis and Reporting on  Visitor Readiness.

  • Domestic and/or International Visitor Marketing Plan(s).

  • Economic Impact Reports

  • Editorial and Visual Content & Creative Assets Development, Management & Distribution.

  • Journalists/Social-Media Influencers Familiarization Tours.

  • Social Media Marketing Plans.

  • Social Media Monitoring Reports.

  • Travel-Industry Outreach to Concierges, Tour Operators & Travel Agents.

  • Leveraging Engagement With Your Destination Marketing Organization.

  • Representation  & Promotion at Industry-Trade Shows and/or Consumer Travel Fairs.

  • Making Presentations to Organizational Leadership on the Value of  Visitor Marketing in Achieving Headcount and Revenue Goals.

  • Bespoke Marketing Efforts Upon Request.


Michael McDowell

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Michael McDowell is an award-winning, nationally recognized leader in cultural-tourism marketing strategies and programs. 

He created the first dedicated cultural-tourism marketing program at

the Los Angeles Tourism & Convention Board in 2004. 

In that capacity, he designed and executed cultural-tourism marketing efforts for more than 50 leading museums and  performing arts organizations for more than 12 years.  As the first Vice President for Cultural Tourism Marketing at L.A. Tourism, he also created and staged major consumer and travel-industry cultural-tourism marketing events in 14 countries on four continents.

McDowell is Chairman of the Board of Directors of the International Visitors Council of Los Angeles, a Member of the Board of Directors of the U.S. Cultural & Heritage Tourism Alliance, former President and longtime Board Member of the Travel & Tourism Marketing Association of Southern California, former Chairman of the Board of Governors of the L.A Stage Alliance and a Founding Board Member of Arts for L.A .

Past Partners

Current and Past Cultural Tourism Marketing Initiatives Have Benefited Such Partners as:

Autry National Center

Annenberg Space for Photography

Aquarium of the Pacific

The Broad

California African American Museum

California Institute of the Arts (CalArts)

Center Theatre Group

California Science Center

Craft & Folk Art Museum

Fowler Museum at UCLA

Geffen Playhouse

GRAMMY Museum® at L.A. LIVE

Hammer Museum at UCLA

Hollywood Bowl

Hollywood Museum

Huntington Library, Art Collections and
      Botanical Gardens

Kidspace Children's Museum

L.A. Art Show

Los Angeles County Museum of Art (LACMA)

Los Angeles Museum of the Holocaust

Los Angeles Opera

Los Angeles Philharmonic

Los Angeles Stage Alliance

Los Angeles  Zoo & Botanical Gardens

Loyola Marymount University


Museum of Contemporary Art, Los Angeles

Museum of Latin American Art

Museum of Tolerance

Natural History Museum of Los Angeles County

Norton Simon Museum

ONE National Gay & Lesbian Archives at the USC Libraries

Page Museum at the La Brea Tar Pits

Paley Center for Media

Pasadena Museum of California Art

Pasadena Playhouse

Petersen Automotive Museum


Ronald Reagan Presidential Library

Santa Monica Museum of Art

Shakespeare Center of Los Angeles

Skirball Cultural Center


University of Southern California

USC Pacific Asia Museum 

USS Battleship Iowa

Wende Museum of the Cold War


For more information or to schedule
a complimentary introductory consultation, contact Michael McDowell:

+1 323-533-1641

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