The Los Angeles Tourism & Convention Board has just launched its new “We Love LA” campaign—a vibrant love letter to the city, showcasing the best of LA’s cultural, culinary, and entertainment offerings while reinforcing its position as one of the world’s most inclusive and dynamic destinations.
“The beginning of the year was incredibly challenging for the Los Angeles community, and as we look ahead to recovery, we remain committed to the 543,000 Angelenos and more than 1,000 local businesses who depend on tourism for their livelihoods,” said Adam Burke, President and CEO, Los Angeles Tourism. “The best way that individuals can help our community recover, keep businesses open, and sustain our community in this time of need is by booking a trip to our City of Angels for leisure, business, or meetings & events.”
Only a tiny percentage of the Los. Angeles area of California was burned in the January fires, and almost all tourism-related businesses are open, including some of L.A.’s best hotels, restaurants and attractions.
The campaign features basketball legend and LA Dodgers co-owner Earvin “Magic” Johnson, among other notable Angelenos, and is set to air globally, inviting visitors to experience the city’s energy firsthand. Against the backdrop of major upcoming events—including FIFA World Cup 2026, the 2028 Olympic and Paralympic Games, and the ongoing modernization of LAX—this campaign comes at a pivotal time as LA continues to solidify itself as a global tourism and cultural hub.
Tapping into a familiar tune to Angelenos, the “We Love LA” campaign takes viewers through a perfect day in LA, drawing inspiration from Newman’s song, which has become synonymous with home team post-game celebrations.
The campaign will run across paid media platforms in domestic markets, including New York, Chicago, Houston, Dallas, Atlanta, Philadelphia, DC, Boston, and Seattle, as well as international markets, such as Australia, France, Mexico, South Korea, Japan, and the United Kingdom.
“‘We Love LA’ isn’t just a tagline – it highlights the passion, optimism, and commitment we have for our community,” Burke said. “As one of the primary gateways to the United States, our City of Angels is ready to roll out the red carpet for visitors from around the globe and help our community to heal.”
“Los Angeles is one of the world’s most inclusive and welcoming communities, where visitors instantly feel at home,” said Bill Karz, Senior Vice President, Brand & Digital Marketing, Los Angeles Tourism. “The ‘We Love LA’ campaign celebrates the authentic experiences and everlasting civic pride that define our city. From its unique culture to unforgettable moments, LA’s essence is woven into every local and visitor experience. This campaign is truly a heartfelt love letter to the City of Angels, and we’re so proud to share it with the world.”
TIPS FROM A FORMER L.A. RESIDENT AND FREQUENT VISITOR: GREAT THINGS TO SEE AND DO
Homes along a canal in the Venice area of Los Angeles, California. JIM BYERS PHOTO
Take a hike to the Hollywood sign and enjoy the tremendous views
Tour the marvellous Getty Museum in the West Los Angeles hills
Catch a sporting event at the super-cool SoFi Stadium near LAX, or at the Staples Center downtown
Head to East L.A. and sample the tantalizing taco trucks and other local fare
Rent a bike and tour the Venice area, where you can admire lovely canals and fabulous boutiques
Check out the wild street art and fabulous food options in The Arts District
Take a tour at Warner Bros. Studios Hollywood and pose on the famous couch from “Friends”
Catch a wave on the beach in Santa Monica, or ride the Ferris Wheel at the famous Santa Monica Pier
Take a spin on Mulholland Drive and down Laurel Canyon
Sample wonderful Asian cuisine in Koreatown
Visit the Academy Museum of Motion Pictures and do a mock Oscars acceptance speech on video
Check out old-time architecture and charming shops in and around Olvera Street, where L.A. was born
Catch a live theatre production or a concert in one of the world’s top cities for entertainment
Visit the California African American Museum near downtown and learn about the city’s rich black history and culture
Ride the “Angel’s Flight” funicular, and grab a bite across the street at bustling, colorful Grand Central Market
NEW RESORTS OF ONTARIO MAGAZINE
An aerial view of Elmhirst’s Resort on Rice Lake, south of Peterborough.
Resorts of Ontario, a group that includes 100 top resorts in the province, has a new digital magazine called Great Escapes.
I can’t say for sure without counting them all, but I’ve either stayed at or visited at least a dozen of their resorts, including the family-friendly Elmhirst’s Resort on Rice Lake, the JW Marriott The Rousseau Resort and Spa, Long Point Eco Adventures, Deerhurst Resort, Cedar Grove Lodge, Ste. Anne’s Spa, and Sherwood Inn. I highly recommend them all.
