Update from the President & CEO

Valued LTA members,

I am happy to report things are good with your association – really good! We were so glad to have more than 250 of you join us in Charenton last month for our Annual Meeting. It is always a pleasure to hear about the great ways you are each impacting the industry, while also sharing life updates and having some fun together!

Congrats to all of our Louey Award winners and LTLA graduates! Our industry is rich with talented individuals and LTA is honored for the chance to recognize each of you.

In follow-up to our Annual Meeting, I wanted to take the opportunity to share just a few of the many successes from your association’s activities in 2019:


  • We reached 54,000 people during National Travel & Tourism Week through our #TravelMatters social media campaign
  • During the 2019 session, we worked closely with legislators on a bill to clarify the definition of a hotel. While the bill was ultimately compromised by an unfriendly amendment, we gained significant traction at the Capitol and elevated our relationships with key legislative leadership.


  • Since the program’s inception in 2015, the five classes of the Louisiana Tourism Leadership Academy have completed $500,000 worth of pro-bono tourism product enhancement and marketing projects on behalf of LTA members across the state.
  • 612 professionals attended the Lt. Governor’s Travel Summit, setting a new record.


  • Our members spent $100,000 more on digital programs in the LTA Marketing Plan in 2019 vs. 2018, totaling $464,370.
  • Our Louisiana Culinary Trails events in Atlanta garnered more than 15 million total impressions from articles, social media posts, digital ads and broadcast news reports.

As you can see, 2019 was a good year for LTA – but we are currently working to move from good to GREAT!

Your association has embarked on a long-range planning process. As we have discussed the future of LTA with an outside consultant and our Strategic Planning Committee, the two words that keep surfacing are: Relevant and Sustainable.

We are proud of our many accomplishments and grateful for the part each and every one of you has played in these successes. We expect to see change ahead for LTA, but be confident that we are focused on remaining relevant to you, our members. We evaluate ourselves and our programs to ensure that we are meeting the evolving needs of our industry.

Your input is valuable, and I hope you will take the time to share through email or by calling me at the number below anytime.

Of course, your continued involvement is vital to the success of our industry. And this is never more important than during the legislative session.

With 40 percent of our legislators new to their seats this session, continuously educating these elected leaders about the travel industry’s economic impact is vital. I encourage you to take advantage of our Travel Impact Toolkit, a free resource on our website that provides you with talking points, social media graphics, sample editorial letters and more that highlight the economic value of tourism in Louisiana.

I’d also like to urge you to engage with us in the legislative process – don’t just sit on the sideline. Mark your calendars for our March 18 bill review to participate in an open discussion on the issues that our industry is facing during the session ahead.

If you have not already done so, be sure to also sign up for our Legislative Alerts to receive frequent updates during the session (March 9-June 1) about tourism-related bills and issues.

Thank you for allowing us to serve you each and every day!


Jill Kidder
President & CEO