We’re proud to announce the successful renewal of the Los Angeles Tourism Marketing District (LATMD) for an additional ten years, ensuring the sustained momentum of Los Angeles as a world-class destination.
With an assessment rate of 2% on room rental revenue from lodging businesses with 50 rooms or more, the renewed LATMD is expected to generate an estimated $34 million annually. These critical funds will continue driving targeted marketing, strategic promotions, and group sales efforts that directly benefit assessed hotels.
Continued LATMD funding supports vital initiatives for the assessed businesses, including:
- National and regional advertising campaigns
- Targeted promotions to leisure travelers and the meetings market
- Advanced consumer research and market intelligence
- Group support services before and after major events
The timing is important, as Los Angeles looks to host world-class events such as the already secured U.S. Open Championship (men’s and women’s), NBA All-Star 2026, the FIFA World Cup 2026™, Super Bowl LXI in 2027, and the 2028 Olympics. Notably, the city will proudly host the U.S. Men’s National Team Home Opener at SoFi Stadium as part of the World Cup, an important spotlight on LA’s global hospitality.
Javier Cano, LATMD Chair and Area General Manager of The Ritz-Carlton and JW Marriott LA LIVE Los Angeles, said, “We are pleased with the renewal of the Los Angeles Tourism Marketing District (LATMD) for another 10 years. This milestone reflects the strength of our partnership with stakeholders across the city and reaffirms our shared commitment to promoting Los Angeles as a premier travel destination. The renewed district ensures a stable and reliable funding source dedicated to tourism marketing efforts, supporting continued growth and visibility for our industry. This long-term investment is vital in driving visitation, enhancing the visitor experience, and sustaining the economic benefits tourism brings to our communities. This renewal guarantees that our hotel community remains competitive and positioned to attract high-impact visitation while maintaining funding for marketing initiatives that have proven essential to Los Angeles’ tourism success.”
Congratulations to all stakeholders and partners who made this renewal possible. We were honored to contribute to this renewal effort and are excited to see what the next decade holds for the LATMD and the city it supports.
