Hollywood Sign Turns 100; Win an Alaska Cruise With Holland America

The iconic letters for the Hollywood Sign have stood as an American landmark for 100 years, perched atop the Santa Monica Mountains overlooking the City of Los Angeles. The sign is synonymous with the glitz and glamour of Tinseltown and emblematic of a century’s worth of Hollywood history, from the notable to the notorious. Today, the sign is an enduring symbol of Los Angeles, beckoning travelers to come experience a place where magic is possible and dreams come true.

“From the Golden Age of Hollywood to the beating heart of today’s entertainment industry, The Hollywood Sign has presided over a century of Los Angeles history and allure,” said Adam Burke, President & CEO of the Los Angeles Tourism & Convention Board. “We are eager to welcome visitors from around the globe to come celebrate The Hollywood Sign in its 100^th year and revel in all the exceptional experiences that can only be found in Los Angeles.”

The world-famous Hollywood sign in Los Angeles turns 100 years old in 2023. Photo Courtesy Los Angeles Tourism.

This year marks the formal 100^th anniversary of The Hollywood Sign. And on December 8 in 1923, 4,000 light bulbs first illuminated the 45-foot-high white letters atop Mount Lee, which originally read “Hollywoodland” as an advertisement for an upscale real estate subdivision. Through the years, the sign remained a treasured landmark and demonstrated its staying power by capturing the imagination of Angelenos and the world at large. In late 2022, the Hollywood Sign Trust, the nonprofit trust formed to protect and preserve the cultural and historic landmark, partnered with Sherwin-Williams on an extensive refurbishment of the monument in preparation for the centennial celebrations. 

 In honour of The Hollywood Sign’s centennial anniversary, Los Angeles Tourism invites guests to experience the entertainment and excitement that has defined Hollywood since the monument’s advent in 1923. Several other Los Angeles icons are celebrating 100 years in 2023, including Warner Bros. and The Walt Disney Company. From classic films to the latest blockbusters to icons of the small screen, Los Angeles is home to countless studios and production stages that are at the heart of where the Hollywood magic happens. Go behind-the-scenes with iconic studio tours or on set for a live TV taping at these not-to-be-missed Los Angeles experiences.

HOLLAND AMERICA LINE TURNING 150: YOU COULD WIN A SEVEN-DAY ALASKA CRUISE

Holland America Line — the cruise line synonymous with having iconic advertorial posters back in the golden age of cruising — is asking fans to get creative and design a unique brand poster commemorating its 150th Anniversary. The premium cruise line is celebrating its sesquicentennial birthday April 18, 2023, and the prize for designing the winning poster is a seven-day Alaska cruise for two in a balcony stateroom.

Artists of all abilities are welcome to enter the poster design contest through Holland America Line’s Facebook page and Instagram account. The poster can be hand-drawn or digitally created, and the post must include the hashtag “#HollandAmericaLine150Contest” to enter. All other elements are up to the imagination of the creator. A panel of Holland America Line executives and leaders will select the winner.

Roman ruins in Rome, Italy. JIM BYERS PHOTO

EUROPE TOURISM REBOUNDS, BUT CANADIAN TRAFFIC IS LAGGING

A new report from the European Travel Commission suggests a recovery of 75% of 2019 travel volumes to Europe in 2022. This strong tourism rebound is expected to continue well into 2023, though at a slower pace. Looking forward, international travel to Europe is forecast to reach pre-pandemic levels in 2025, while domestic travel will fully recover in 2024. 

The report says southern Mediterranean destinations posted the fastest recovery as the year ended. High prices spurred the attractiveness of more affordable destinations, with holidaymakers flocking to Türkiye (-2%) to benefit from a weaker lira. Luxembourg (-4%), Serbia (-6%), Greece (-6%), and Portugal (-7%) are also approaching 2019 levels.

The slowest destinations to recover were in Eastern Europe due to the war in Ukraine and lack of Russian visitors to destinations heavily reliant on this market. Sharpest declines are observed in Finland (-38%), Lithuania, Latvia, and Romania (all -42%).

Transatlantic travel is expected to continue making significant contributions to European destinations. The US leads the recovery of long-haul travel to Europe, thanks to short-lived and fewer travel restrictions, and the strength of the dollar against the Euro. Based on year-to-date data, almost one in four of reporting destinations saw US arrivals exceed 2019 levels. Arrivals from the U.S. overall, however, were 25% below 2019 levels in 2022 and are expected to recover 82% of 2019 volumes in 2023.

Canada is performing similarly to the US, if a little weaker. The report says arrivals from Canada to Europe look to be 28% below 2019 levels in 2023.