After most natural disasters, there comes a time when the travel industry in that region is ready to come together and officially welcome back visitors. For Los Angeles, that time is now.
Adam Burke, the president and CEO of Los Angeles Tourism & Convention Board, and Caroline Beteta, the president and CEO of Visit California, recently issued a joint letter to the travel industry — as well as press releases from their respective agencies — sharing that the second largest city in the U.S. is relying on the return of leisure and business travelers.
In the most recent letter, Burke and Beteta explain that more than 98% of Los Angeles County was not directly impacted by the Palisades and Eaton fires and that most of the region’s iconic destinations and landmarks are untouched, while restaurants, venues and hotels remain fully operational. At this point, the fires have been nearly fully contained and the acute phase of the disaster has passed.
In moments like these, tourism does more than drive our economy — it becomes a lifeline in supporting our community’s recovery.
Some visitors might be concerned about the air quality in Los Angeles. Beteta is encouraging visitors to use AirNow.Gov for guidance about current air quality and air quality forecasts; the site is easily searchable by ZIP code.
Our Analysis: Visiting Los Angeles Fuels Recovery and Averts a Secondary Crisis
Following a natural disaster, travel advisors often fill the important role of destigmatizing a return to travel by visiting firsthand and spreading the message that all is well. This is important work because livelihoods are on the line, particularly in destinations such as Los Angeles that have a strong tourism industry.
One in five tourism-related jobs in California is based in Los Angeles County, and more than half a million Angelenos depend on the city’s conferences, meetings and events as their source of income. By continuing to travel to Los Angeles as usual, the city will avoid an economic crisis — and travelers can feel good about knowing their visit will directly fuel the city’s recovery.
And it’s not just Los Angeles that stands to be affected. The city is the gateway to numerous other locations in Southern California — all of which were not directly impacted by the fires and are open for business and tourism.
What They Are Saying: Visiting Los Angeles Has Never Been More Critical
“With over 540,000 Angelenos working in the tourism sector and more than 1,000 local businesses relying on our industry for their livelihoods, travelers continuing to visit our City of Angels for leisure, business, and meetings and conventions has never been more critical,” Burke said. “In moments like these, tourism does more than drive our economy — it becomes a lifeline in supporting our community’s recovery.”
“Los Angeles has always been a beacon to the world — a place where dreams are born and stories unfold from the silver screen to iconic landmarks,” Beteta said. “Now this resilient city needs your help in its recovery story. One of the best ways to support the comeback of Los Angeles is to plan a trip. Impacted communities and businesses need the tourism economy to keep doors open and to support the many residents whose lives and livelihoods have been affected.”
