Discover Iconic LA Attractions and Beaches Through the Eyes of Son Heung-min in the City’s Star-Studded Travel Campaign

Published on February 23, 2026

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Los Angeles is rolling out a new tourism campaign designed to attract travelers from around the world. Leading this initiative is LAFC star Son Heung-min, whose global popularity makes him the perfect ambassador. His involvement is expected to inspire sports fans and travel enthusiasts alike to experience Los Angeles firsthand.

The campaign emphasizes the city’s dynamic blend of entertainment, culture, and natural beauty. Through this initiative, visitors are encouraged to explore iconic landmarks, scenic beaches, and vibrant neighborhoods, turning their trip into an unforgettable adventure.

Son Heung-min: The Face of LA Tourism

Son Heung-min’s selection as the city’s tourism ambassador highlights Los Angeles’ effort to appeal to international audiences, especially from Korea. Officials anticipate that his presence will boost interest among Korean travelers, much like previous campaigns featuring globally recognized sports stars.

The campaign creatively integrates Son into Los Angeles landmarks. Visuals depict him at famous locations such as the Hollywood Sign, symbolically inviting fans to explore the city. The focus on sports, culture, and local attractions makes the campaign relatable to a wide range of travelers.

Hollywood Adventures Await

Hollywood remains a top draw for global tourists. From the Walk of Fame to historic theaters and studios, the city is brimming with iconic experiences. Travelers can explore TCL Chinese Theatre, Dolby Theatre, and the Hollywood Museum while capturing memorable moments for social media.

Los Angeles’ official tourism guides also recommend visiting Griffith Observatory for stunning city views and the Getty Center for art and architecture. These sites combine sightseeing with learning, providing enriching experiences for families, solo travelers, and groups.

Beaches and Coastal Escapes

For travelers seeking relaxation, Los Angeles’ coastline offers endless opportunities. Santa Monica, Venice Beach, and Malibu are perfect for sunbathing, cycling, or playing beach volleyball. The tourism campaign encourages visitors to enjoy these beaches while also taking in local culture, from street performances to beachfront dining.

The city’s official tourism portal provides practical tips for planning beach outings, including transport options, safety guidance, and seasonal highlights. This ensures that travelers can enjoy the coast safely and efficiently.

A Special Connection for Korean Travelers

The campaign has a strong appeal to Korean visitors. Advertisements in key districts of Seoul, including Gangnam, showcase Son Heung-min and introduce Los Angeles’ lifestyle and attractions. Officials hope this approach will encourage Korean fans to explore the city’s diverse offerings, from sports to cultural landmarks.

Tourism professionals suggest combining visits to LA’s famous sites with unique experiences such as attending LAFC matches, sampling local cuisine, or exploring cultural hubs. This combination creates a well-rounded, memorable trip for international tourists.

Planning Your Los Angeles Experience

Travelers can make the most of Los Angeles by planning around its rich variety of attractions. Combining iconic Hollywood tours with beach activities and sports-related experiences creates a full, engaging itinerary.

The city’s official resources offer maps, event calendars, and detailed guides, ensuring visitors can explore efficiently. Public transport options and guided tours make it easy for travelers to navigate neighborhoods and major sights.

Whether it’s a first-time visit or a return trip, Los Angeles offers diverse experiences for all types of travelers. From glitzy Hollywood to serene coastal landscapes, the city provides countless opportunities for exploration, relaxation, and inspiration.

A Star-Driven Travel Invitation

By leveraging Son Heung-min’s global recognition, Los Angeles has created a tourism campaign that resonates with international audiences. The campaign not only showcases famous landmarks but also encourages travelers to explore the city in an authentic, engaging way.

With official guidance, visitors can enjoy a safe, well-planned trip that blends culture, entertainment, and leisure. This campaign represents a new era of tourism in Los Angeles, where celebrity influence meets practical travel advice for a truly unforgettable experience.