Many U.S. destinations' tourism and convention boards have had their work cut out for them in wake of President Donald Trump's proposed travel bans, which many experts project will result in a decline in both international visitors and spending.
In its latest effort to combat any doubt international travelers may have about the U.S. as a friendly destination, Discover Los Angeles has launched a global campaign to showcase L.A.'s inclusivity.
The multi-million dollar initiative, which emphasizes that everyone is welcome in L.A., includes paid advertising in places like Mexico, Canada, China, Australia and the U.K., as well as the social media hashtag #EveryoneIsWelcome.
"Diversity and inclusivity have always been cornerstones of Los Angeles culture, but there has never been a more crucial time to reinforce these points," said Discover Los Angeles' president and CEO Ernest Wooden Jr. in a statement.
"As one of the planet’s most diverse metro areas with residents hailing from 140 countries who speak more than 224 different languages, Los Angeles is uniquely poised to launch such a campaign."
The campaign features a 90-second video revealing a diverse mix of people experiencing various parts of L.A. in different ways, whether it's relaxing on the beach, skateboarding through the streets, painting or dancing.
According to USA Today, Pennsylvania-based company Tourism Economics projected L.A. to lose as many as 800,000 international visitors and $736 million in direct spending as a result of Trump's policies on travel based on Discover Los Angeles' survey of travelers' sentiment.
Wooden Jr. told USA Today that "the word ban resonates around the world."
"It's not the specifics of the ban itself and the people that it's impacting, but it’s the signal that it sends to world travelers who are contemplating visiting the U.S.," he added. "It accumulates."
A number of reports have either shown a dip in interest, bookings and/or spending or projected a drop in the months and years to come. However, tourism marketing organizations like Discover Los Angeles and the federally-funded Brand USA have been hard at work developing campaigns to promote the U.S. as a premier and welcoming destination.