“我们坚信不同文化、不同民族之间的联系与纽带，并感到有责任不断向公众传递‘洛杉矶欢迎每个人’这一信息。”

"As an organization that believes strongly in the bonds between different cultures and people, we feel an obligation to continue to convey that Everyone is Welcome in Los Angeles."

May 21, 2020

聊点什么 | Subject of the Day

#特殊时期，旅游局在忙什么？

#TouristOfficesHaveBeenBusy

随着疫情在全球扩散蔓延，包括中国在内的很多国家都对旅行和出入境采取了一些限制措施，国际旅游活动随之停摆，游客出游信心遭受重创。我们注意到，各旅游局并没有坐以待毙，而是在特殊时期发挥创意，持续做好目的地的宣传和推广。在全球抗疫的关键时期，我们跟旅游目的地推广部门和相关派出机构的负责人展开“闲聊”。他们的一些实践和思考或许能为当前全球行业的复产复工提供有益的参考。

With the spread of COVID-19, many countries, including China, have taken restrictions on travel and entry & exit. In consequence, the international tourism activities have been suspended, and travel confidence is severely held back. In the time of difficulty, instead of waiting around, the tourism boards have been creative so as to keep on doing a good job in destinations marketing and promotion. At this critical moment, we reached out to “chitchat” with the heads of DMOs and some overseas tourist offices, hoping that their practice and thoughts may be of reference for our global industry to resume work and operation.

来者何人 | Meet our Ace

洛杉矶会议及旅游局代理首席执行官

ADAM BURKE

Interim Chief Executive Officer | Los Angeles Tourism & Convention Board

他怎么说 | What the Ace says...

世旅联：是否因为疫情原因调整了本年度的目的地宣传推广计划？是否针对疫情推出了新的宣传推广计划或措施？

WTA: Is there any adjustment made to the marketing/promotional plan of the year due to the COVID-19 situation? Is there any new plan/initiative created specifically for the situation?

博：由于疫情原因，洛杉矶旅游局暂停了营销活动。待情形好转，我们的工作重心将首先放在美国国内旅游市场。尽管如此，我们对全球重点市场，特别是中国市场的信心从未改变。很高兴地告诉大家，我们在北京、上海、广州和成都这四个主要口岸城市的办事处一直在正常运转。我们和相关政府机构以及中国旅游业界的联系依然紧密，做好了充分的准备，一旦时机成熟即可重启洛杉矶旅游推广工作。

Adam: Los Angeles Tourism has paused our marketing efforts for the time being due to COVID-19. As the situation improves, initial efforts will be focused on domestic markets within the U.S. However, we remain committed to key international markets such as China, and I’m proud to share that our offices in all four major gateway cities, namely Beijing, Shanghai, Guangzhou and Chengdu, remain operational. Our ties to the relevant government bodies and the Chinese travel industry remain strong, and we are well positioned for when the time is right to promote travel to Los Angeles.

从方式方法来看，我们在中国市场将许多原本计划在线下进行的活动转到了线上，重点做好洛杉矶"天使汇成长计划"在线培训课程、“洛杉矶旅游小产品”和“洛杉矶同业知识库”等项目。我们的中国团队也充分利用这段时间接受培训，以确保掌握最新的当地资讯和产品信息来更好地为中国业界提供服务。

From a tactical perspective, we have replaced many of our offline activities with online programs for China, with a focus on our Angels Academy online training, LA Mini Products and Trade Knowledge Bank. Our China team has also spent time training to ensure they are equipped with the latest local updates and product knowledge to serve the Chinese travel trade.

世旅联：在疫情期间都开展了那些工作？效果如何？

WTA: Has your office/destination carried out any campaign/initiative during the COVID-19 situation? How do you see the effect?

博：洛杉矶旅游局是全美第一家，也是全球首批目的地推广机构，在第一时间向武汉和中国人传递了饱含真情的信息以示团结和同情。通过在两国团队的共同努力，我们组织中美两地的艺术家和音乐人联袂呈现了一场“云端”演出，在业界和普通民众间反响强烈。当洛杉矶遭受疫情侵袭时，我们同样也收到了来自中国伙伴们的良好祝愿。旅游的核心价值是推动人与人之间的交往，这既是我们一直以来前行的方向，也是我们当下取得的成功。

Adam: Los Angeles Tourism was the first U.S. DMO and among the first worldwide to deliver a heartfelt and personal message to Wuhan and China in a show of solidarity and compassion. Through the efforts of our teams in both countries, we were able to connect artists and musicians in China and the U.S. to collaborate on a performance. This was very well received by our trade partners and the general public. When Los Angeles was hit by the Pandemic, we also received well wishes from our partners in China. Tourism at the core is about people to people exchange, which is what we strive to do and what we achieved on this occasion.

世旅联：下一步还有那些工作正在策划之中？

WTA: Is there any other campaign/initiative that is under planning for the next step?

博：到访游客的健康和安全对洛杉矶来说至关重要。目前我们正与洛杉矶市、郡政府以及洛杉矶国际机场通力合作，密切监测新型冠状病毒疫情的最新进展及其对洛杉矶旅游的影响。我们会不遗余力地向各界合作伙伴们提供最及时有效的信息。

Adam: As the health and safety of visitors to Los Angeles is paramount, Los Angeles Tourism is working closely with the City of Los Angeles and County of Los Angeles, along with LAX Airport, while monitoring the latest developments regarding the evolving novel coronavirus (COVID-19) situation and its impact on travel to L.A. We are committed to providing our partners the most up-to-date information.

与此同时，我们也邀请大家在这段时间与我们云上共享“洛杉矶魔幻光影时刻”，通过虚拟手段体验天使之城的迷人魅力：每日日落视频直播、洛杉矶影视场景虚拟考察、健体课堂、洛杉矶拼图游戏以及精选影视音乐播放列表等。暮色时分的好莱坞，夕阳将万物笼罩在一片温暖迷人的金色光晕之中，这样的“”让洛杉矶显得愈加与众不同。

At the same time, we are inviting everyone to join us for “Magic Hour” to virtually experience all that the City of Angels has to offer: live-streaming sunsets, “set jetting” and health and wellness, and LA puzzles and playlists. Known in Hollywood for the captivating period just around sunset when the sun casts golden hues of warm light, “Magic Hour” has always been a little more special in LA.

世旅联：待疫情平息后，贵办是否将推出一些刺激入境旅游、惠及客源地业界的针对性措施？

WTA: When the situation stabilizes, will your office/destination take any preferential measures that stimulate overseas visits and/or benefit the businesses in the source market?

博：我们时刻秉持合作精神，期待在合适的时机紧密协同市场上的伙伴们来推广洛杉矶旅游。下一步，我们将重点关注旅游产品设计和公共卫生安全的注意事项。我们将和航空业界伙伴密切合作，为洛杉矶国际机场的航空服务提供支持，同时与线上内容和技术伙伴合作传播最新信息。我们期待市场的复苏，和旅游批发商、零售商伙伴们一起促进未来赴洛杉矶的旅游。

Adam: We pride ourselves on our collaborative spirit and look forward to working closely with our partners in market to promote travel to Los Angeles when the time is right. Going forward, we will focus on product knowledge and providing health and safety protocol updates. We will work closely with our airline partners to support air service to LAX as well as collaborating with our digital content and technology partners to disseminate the latest information. Last but certainly not least, we look forward to working with our tour operator and travel agency partners to stimulate travel to LA.

世旅联：为什么在出行全面停摆的疫情期间持续做好目的地宣传推广是重要的？

WTA: Why is it important to continue doing a good job in destination marketing and promotion during the COVID-19 situation when tourism has virtually stopped?

博：我们的生活都很忙碌，当前的危机某种意义上为我们提供了重新审视职业规划和个人生活的时间和空间，使我们有机会去做一些一直想做、又被繁杂事务耽误的事情。比如来了解一下远方看似陌生的大陆。在很多事物都停下了脚步的时候，我们的梦想不能放缓。

Adam: We all lead busy lives, and the current crisis has in many ways provided a moment to reset professional and personal priorities, and to consider doing things we love but were always too busy to do, such as getting to know a distant land. Many things have stopped, but dreaming has not.

我们坚信不同文化、不同民族之间的联系与纽带，并感到有责任不断向公众传递“洛杉矶欢迎每个人”这一信息。

As an organization that believes strongly in the bonds between different cultures and people, we feel an obligation to continue to convey that Everyone is Welcome in Los Angeles.

世旅联：现在最想对世界旅游联盟会员和我们栏目读者说的一句话是什么？

WTA: In ONE sentence, what is the most important message you’d like to share with the WTA members and the readers of our column?

博：洛杉矶旅游局的上任局长恩武德先生经常提及世界旅游联盟的重要工作，言语中透露赞赏和敬佩。我们对能与联盟保持的长期伙伴关系表示感谢。我们完全认同世界旅游联盟“旅游让世界和生活更美好”的核心理念，并对联盟在联结中国和世界方面持续发挥引领作用充满信心。

Adam: Ernest Wooden Jr., my predecessor at Los Angeles Tourism, has always spoken with such great appreciation and respect for the important work of the World Tourism Alliance, and we are grateful for your continued partnership. We fully embrace WTA’s core vision of creating Better Tourism, Better Life and Better World, and we are confident that WTA will continue to play a leading role in connecting China and the world.

洛杉矶旅游局于2018年成为世界旅游联盟会员。

Los Angeles Tourism & Convention Board (Los Angeles Tourism) is the official non-profit destination marketing and sales organization for the City of Los Angeles. Through its brand marketing and sales efforts in 12 countries, Los Angeles Tourism works to inspire travelers to choose Los Angeles for a vacation, meeting or convention and, in turn, advance the city’s economic prosperity. Los Angeles Tourism is the ultimate resource for where to stay, play, shop and meet throughout the L.A. area, from Hollywood and Downtown to the Valley, Westside and Beach Cities. For more information,

visit discoverlosangeles.com/business.

L. A. Tourism is a member of WTA since 2018.

关于博亚当 | About Adam Burke

博亚当 | ADAM BURKE

代理首席执行官 | Interim Chief Executive Officer

洛杉矶会议及旅游局 | Los Angeles Tourism & Convention Board

此前，博亚当先生曾担任希尔顿酒店集团全球客户忠诚度高级副总裁，负责屡获殊荣的“常旅客客户忠诚度”计划（Honors）的全球管理。他还负责监督运营90多个与旅游、金融服务和零售领域相关的战略合作项目。在希尔顿酒店集团17年间，他先后担任不同职能和领域的管理职位，包括战略规划、国际营销、休闲和多品牌营销、销售整合、客户收购、合作伙伴发展、客户关系系统/商业智能和信息技术等，积累了丰富、全面的经验。

他目前在许多行业协会兼任要职，其中包括美国旅行与旅游业顾问委员会、洛杉矶体育与娱乐委员会顾问委员会和Simpleview目的地推广技术服务董事会咨询委员会等。他还担任“L.A. Works-洛杉矶在行动”的董事会成员，该机构主旨通过运营非营利性志愿者行动中心，创建并实施服务于整个洛杉矶地区的社区服务项目。

博亚当先生丰富的职业生涯始于德勤的管理咨询服务，他毕业于科罗拉多大学，获得政治学学位，也是著名的芝加哥大学布斯商学院工商管理硕士项目校友。

Adam Burke is a seasoned travel & tourism executive with over 25 years of industry experience in both the for-profit and non-profit sectors. Mr. Burke currently serves as Interim Chief Executive Officer for Los Angeles Tourism & Convention Board, the official Destination Marketing Organization for the city of Los Angeles. In 2019, more than 51 million visitors – including over one million Chinese guests – generated a record $24.7 billion in direct spending and over $37.5 billion in total economic impact to Los Angeles County. As the region’s third largest employment sector, travel & tourism supported over 545,000 jobs in 2019 – representing one out of every 8.4 workers countywide – and driving $3 billion in state and local tax revenues.

Mr. Burke previously served as Senior Vice President, Customer Loyalty for Hilton Worldwide with global management responsibility for the award-winning Honors guest loyalty program. He also oversaw a network of more than 90 strategic partnerships in the travel, financial services and retail sectors. During his 17 years with Hilton, he held management positions in a variety of functional areas including strategic planning, international marketing, leisure & multi-brand marketing, sales integration, customer acquisition, partnership development, CRM/business intelligence and information technology.

His current industry affiliations include the U.S. Travel & Tourism Advisory Board, Destinations International’s Global Leadership Committee, the Los Angeles Sports & Entertainment Commission Advisory Board and the Simpleview Advisory Board. He also serves as a Board Member for L.A. Works – a 501(c)3 nonprofit, volunteer action center that creates and implements hands-on community service projects throughout the greater Los Angeles area.

Mr. Burke began his professional career with Deloitte in their management consulting practice and is a graduate of Colorado College with a degree in Political Science, as well as an alumnus of the Chicago Business Fellowship program from the University of Chicago’s Booth School of Business.

关于见面闲聊 | About "Chitchat with an Ace"

世界旅游联盟的热情之一就是通过我们的平台源源不断向行业传递真诚、立体和有趣的声音。作为这方面的一个尝试，我们推出了一个名为《见面闲聊》的迷你访谈栏目。每期访谈，我们会就一个有意思的话题提出5-6个问题，并从每位受访嘉宾的反馈中精选最精彩的回答，制作成系列双语访谈专栏。期待各位会员积极参与这个有趣的活动。

One of the passions of ours is to unremittingly provide our community with candid, multi-dimensional and fun voices through our international platform. As a new attempt at this, we have launched a mini interview column named "Chitchat with an Ace". In each interview, we will put forward 5-6 simple questions on an interesting subject matter of our choice. From the feedback of each interviewee, we will select answers that best demonstrate their brilliant insights to present in the bilingual interview column. We look forward to having all of our dear members actively involved in this fun project.

原标题：《洛杉矶欢迎每个人！——博亚当说》