Los Angeles offers many reasons to visit whether you're a Hollywood fan, theme park enthusiast, beachgoer, art lover or foodie.

The best place to view a beautiful sunset with the backdrop of downtown and the iconic Hollywood sign on a steep hillside is at Griffith Observatory. There, you can also explore the universe via exhibits and observe the sky through free telescopes.

Indeed, commonly known as LA, the city draws tourists for its rich history, cultural diversity, modern dynamism and year-round sunny skies.

"The city offers something for everyone, making it a diverse and accessible destination," says Adam Burke, president and CEO of the Los Angeles Tourism and Convention Board. He attended the World Tourism Alliance's Xianghu Dialogue in Sanya, Hainan province, last month.

Burke recommends food lovers explore the city's Michelin-starred and Michelin-recognized restaurants, enjoy culinary artistry up close and savor its vibrant street food. Art and culture enthusiasts can enjoy a variety of museums, such as the Getty Center, and street art.

By the end of this year, LA is expected to welcome 720,000 Chinese visitors, marking a 60 percent recovery from 2019 figures. Despite the shortfall, China remains the city's top overseas market.

To return to the pre-pandemic levels of Chinese tourists, Burke believes it's important to reinstate the number of direct air services and enhance US visa processing times.

The US recently announced the addition of 1 million visa appointments in fiscal year 2025, and visa wait times have decreased nearly 60 percent since the acute phase of the pandemic. "It's a good move," he says.

Chinese visitors, he says, now include a wider age range in the 18 to 54 age bracket, compared to the previous 35 to 54 group. They encompass millennial travelers, some with children, female travelers and business visitors, each with unique needs and preferences.

"We've dedicated nearly 20 years to establishing our offices in China to work closely with the tourism industry, ensuring they have the product knowledge to meet the diverse needs of Chinese customers," he says.

Since 2015, the tourism bureau has offered online training courses for Chinese tourism operators to understand the city's products and resources, attracting over 30,000 participants.

He notices that during the pandemic, LA continued to invest in new attractions, opting to accelerate development instead of halting projects. "There are more activities available than before the pandemic."

One example is Destination Crenshaw, a transformative project set to open soon. It will convert a 1.3-mile (2.1-kilometer) stretch of Crenshaw Boulevard into a vibrant public space celebrating the community's Black culture and creativity, with trees, parks and art installations.

"Younger travelers seek to explore both popular attractions and unique aspects of a destination," he says. "LA is renowned for its diverse cultural influences including Latino, Hispanic, Black, African American and Indigenous."

According to China's major travel operator CTG Travel, Chinese tourists favor small group tours with in-depth experiences, personalized services and high-quality itineraries.

They prioritize health, safety and privacy in the post-pandemic era. Customized tour clients seek unique experiences, high-quality accommodations, dining, guide services and flexible itineraries.

"There is great potential in developing tourism products for LA," says Sun Tingting, who's in charge of online travel platform Fliggy's overseas business in the Americas.

In May, Fliggy partnered with the tourism bureau to offer more personalized travel services, including museum tours, sports events and beach experiences.

It's Burke's sixth visit to China since 2001 and he's amazed about the investment in infrastructure. "To boost tourism, you need solid supporting facilities," he says. "China's national rail system makes it easy to travel. China has put great effort into conveying that it's a multifaceted destination with diverse experiences. I've been to nine cities in China and each offers something different in cultural attractions, heritage and cuisine."

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