2024-11-04
October 30, at the WTA · Xianghu Dialogue 2024 in Sanya, Hainan, Mr. Adam BURKE, WTA Vice Chair, President and CEO of LosAngeles Tourism & Convention Board, delivered a keynote speech on "Elevating Urban Communities through Cultural & Heritage Tourism". Below is a summary of the key points discussed.
It is my first time in Sanya, and I must say that I have now visited more cities in China than in any other country outside of the United States. Everywhere I go in China, I am deeply touched by the warmth and hospitality of the people. I truly hope more people will come to China to experience its rich and diverse culture for themselves.
The importance of China to the U.S. economy cannot be overstated. In the first two decades of the 21st century, the influx of Chinese tourists to the United States had a significant impact on our economy. Statistics show that in 2019, 2.83 million Chinese tourists visited the U.S. However, by 2023, this number had dropped to 1.1 million. Clearly, we still face many challenges that need to be addressed.
It is worth noting that 60% of these Chinese tourists visit the Los Angeles area, bringing tremendous opportunities for the development of our local communities. Currently, tourism and conventions contribute $40 billion to the Los Angeles economy. As a nonprofit organization, the Los Angeles Tourism & Convention Board reinvests all revenue into community development. To date, we’ve successfully helped thousands of local tourism businesses thrive, ensuring that every resident benefits from the growth of the tourism industry. Yet, during recent difficult times, small businesses suffered significant impacts, and the recovery of tourism in key U.S. destinations like Los Angeles is taking longer than anticipated. We must continue advancing urban tourism to help these destinations fully recover.
As Vice Chair of the World Tourism Alliance (WTA), I am keenly aware of our shared mission, "Better Tourism, Better Life, Better World". Guided by this vision, the WTA has engaged in remarkable initiatives, fostering balanced regional development. For cities like Los Angeles, we aim to stimulate the vitality of the tourism sector, support small and micro-enterprises, and establish fair market access. Our efforts are focused on empowering local businesses to grow within the tourism industry, unlocking the immense potential of cultural and heritage tourism, while addressing poverty alleviation and promoting social equity. Urban tourism should ultimately aim to improve residents’ quality of life, and as tourism continues to grow, more businesses and individuals will benefit.
In Los Angeles, a series of major sports events is just around the corner, including the 2026 FIFA World Cup, the 2027 Super Bowl, and the 2028 Olympics. These events ignite excitement among visitors from all over the world and serve as ideal platforms to showcase our community’s unique charm, as well as host arts and cultural activities. For decades to come, sports will continue to be an essential gateway for attracting tourists. We will support more new sports projects while mitigating any potential negative impacts.
These events will also offer visitors more opportunities to experience local cultural heritage. One example is the largest public art project in the United States, which extends 1.3 miles through the southern part of Los Angeles. By collaborating closely with local communities, we emphasize the preservation and promotion of cultural heritage as a cornerstone of tourism development and urban revitalization. This project ensures the visibility of historic districts and highlights the diversity and inclusivity that make Los Angeles a destination of choice for visitors worldwide. Clearly, cultural tourism is central to urban recovery, and the success of heritage tourism will further boost the Los Angeles tourism industry. We are committed to promoting the cultural revival of our city through the preservation of community heritage.
Taking advantage of this opportunity at the Xianghu Dialogue, I also want to discuss the role of travel advisors. In recent years, the travel advisor profession has seen significant workforce losses, possibly due to the rise of generative AI, which has partly replaced human functions in this field. However, travel advisors play a crucial role in providing rich and immersive experiences for tourists, helping them connect more deeply with local culture and lifestyles within limited timeframes. Therefore, travel agencies should create better career development opportunities for advisors, which in turn helps businesses provide higher-quality services.
I have been serving in the tourism industry for thirty-five years, and I have always believed in the vast potential of tourism. Tourism fosters connections between people, seeking consensus while embracing differences, making it one of the most influential forms of diplomacy. Unfortunately, tourism and travel are often influenced by political factors. But travel is a fundamental human need—a universally shared value that should not be subordinated to politics. Since the fifth century, the concept of travel has existed. As Saint Augustine once said, “The world is a book, and those who do not travel read only one page”. Today, those of us in the tourism industry still bear a significant responsibility. Looking ahead, I look forward to turning more pages of this great book of travel together with all of you.