Visit Lake Charles Launches "Always Here" Campaign to Spotlight Visitor Impact

Ahead of National Travel and Tourism Week, Visit Lake Charles has launched the “Always Here” campaign, an initiative designed to showcase the vital presence of visitors who support and enrich the Southwest Louisiana economy.

Whether traveling for leisure, attending conferences or events, participating in sports tournaments, or conducting business, visitors are always here checking into hotels, dining in local restaurants, shopping in boutiques, and experiencing all that Lake Charles and Southwest Louisiana have to offer. The destination welcomed more than 7 million visitors and generated $800 million in total spending in 2023, reinforcing the region’s role as a premier travel destination.

“Visitors are a constant presence in coffee shops, restaurants, and stores, but they often go unnoticed,” said Timothy Bush, the chief marketing officer for Visit Lake Charles. “This campaign brings attention to that invisible but incredibly meaningful presence.”

At the center of the campaign is a powerful video titled “Always Here,” which shares the stories and motivations behind why visitors choose Lake Charles. From the area’s celebrated culinary scene and rich cultural festivals to its championship golf, outdoor adventures, and Southern hospitality. The video helps residents and business owners see the region through the eyes of a visitor and recognize how tourism enhances the quality of life for locals.

The campaign includes digital out-of-home (DOOH) activations across the destination, with billboards and digital displays to increase awareness. These visuals show how visitors seamlessly intersect with local life through tipping servers, appreciating Southern hospitality, or sharing how the experience of being here makes them feel.

Local business participation is a key element of the campaign. Visit Lake Charles is working with over 40 businesses, ranging from retail and dining to wellness and services, to showcase the campaign through:  

“We want to show that visitors are more than just statistics. Tourism impacts every part of our community,” Bush said. “By partnering with local businesses, we can build pride in the industry, connect the dots for residents, and emphasize that tourism is everyone’s business.”