Case Study: L.A. Tourism & Convention Board achieves international market growth and 21% more unique room nights with Cvent

L.A. Tourism & Convention Board - Customer Case Study

The Los Angeles Tourism & Convention Board (LATCB) set out to attract more international meeting and event business but faced hurdles including the city’s size and traffic, strong competition from traditional convention destinations, and the challenge of reaching nontraditional, tech-savvy planners. LATCB needed to broaden awareness of the “L.A. story” and connect with new buyer segments that don’t typically attend legacy industry events.

By combining a stronger online presence via the Cvent platform with targeted face-to-face engagement at events like Cvent CONNECT—booth outreach, educational sessions, and staff certification—LATCB expanded its reach and built new industry relationships. The effort uncovered a new global, tech-oriented customer base and drove measurable gains: unique room nights +21%, unique RFP value +27%, and unique planner organization clients +26% year over year.

L.A. Tourism & Convention Board

Darren Green

Senior Vice President, Sales