All rise for LA's leading lady in the UK for 25 years
Katherine MastersLos Angeles Tourism’s London office is celebrating a very special anniversary in 2024, and no one could be more proud than Francine Sheridan who has been leading the team since the very start
How has Los Angeles evolved in the last 25 years?
Los Angeles is a bucket list destination for people looking to catch a glimpse of the Hollywood Sign, spot celebrities in the hottest restaurants, and soak up the Venice Beach vibe. But there is even more to experience now compared to when I started working for Los Angeles Tourism. Families have Super Nintendo World and the Wizarding World of Harry Potter at Universal Studios Hollywood; groups of friends will love exploring trending neighbourhoods like the Arts District in Downtown LA; and film buffs can experience varied studio tours, including the recently renovated Warner Bros. Studio Tour, and the newly opened Academy Museum of Motion Pictures.
What’s new in the destination?
LA has seen so much innovation in recent years we’re calling it “LA 2.0”. With lots of development, from multiple new hotel openings to suit every budget, to a flourishing culinary scene with 25 Michelin-starred restaurants, if you haven’t been to LA for some time, it’s almost like you haven’t been there at all. Sports has really evolved in LA – we now have 11 professional sports teams, and there are many major events on the horizon, including the 2026 Fifa World Cup and the 2028 Olympics, which is so exciting.
How does the current flight capacity compare with years gone by?
There is a clear correlation between direct air service and visitor numbers to LA, and I work closely with LAX airport and the airlines to support route development. This is an area I find really gratifying. We are fortunate to have benefitted from incredible direct service from the UK & Ireland to LAX, which has increased well over the last 25 years. Last summer, the route broke pre-pandemic records with 98 weekly flights offering 28,119 seats thanks to new services from Delta and Norse and continuous growth from Virgin Atlantic, British Airways, American Airlines, United Airlines and Aer Lingus.
LAX is in the middle of a $15 billion (£12bn) improvement programme to revolutionise the guest experience, including the new 2.25-mile Automated People Mover that will shuttle passengers between six stations and provide easy access to LAX’s terminals, opening this year.
How critical is the travel trade to the success of Los Angeles?
The role of the travel agent has never been so important. Some first-time visitors to LA could be overwhelmed by its size and variety of experiences to choose from. To make it easier to understand, and for agents to sell, we promote LA by “neighbourhoods”; there is an LA neighbourhood for every demographic with attractions to suit every interest. In the early days of the UK office, I remember working with agencies and operators, many of which have now been consolidated into larger conglomerates, but those relationships have evolved and strengthened over the years and, of course, new ones have formed. I am so thankful to all our partners for their enduring support.
What memories can you share from the early days of the London office?
The London regional office was a new initiative and a huge investment for Los Angeles Tourism. It was so exciting to be the first person to shape the office and make a mark. I hired a small, great team and, with a well-thought-out strategy, we set out to expand the product offering and help agents better understand, and therefore sell, the destination.
I enjoy a challenge, and there have been many along the way! I’ll never forget the Icelandic ash cloud closing air service between the UK & Ireland and the US. We had a fam trip to LA and couldn’t get the agents home for 12 days. We created new itineraries daily and those agents certainly knew LA well when they returned, turning the situation into a beneficial one!
What has been your personal highlight leading the tourism office for the last quarter century?
The expansion of my remit. I’ve constantly been learning and growing, and it has been incredibly rewarding to have the LA head office put so much faith in me. My responsibility has grown from managing the UK and Irish markets to expanding throughout Europe and the Middle East. Pre-Covid, I appointed and oversaw agencies representing us in Germany and France, followed by ME, Scandinavia, Italy and Spain. Seeing visitor numbers, length of stay and direct airlift all increase to LA is a joy and something I’m very proud to have played a part in. The support I have received from the trade, and in fact the whole industry, has been phenomenal and I’m so grateful.
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Katherine Masters
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