As Los Angeles emerges from a period of devastation and uncertainty caused by wildfires, the city’s tourism leaders are actively encouraging travel advisors to help restore confidence and encourage visitors to return. Adam Burke, the CEO of the Los Angeles Tourism & Convention Board, has made a powerful call to action: “L.A. is open for business,” urging the travel trade to actively spread the word.
Los Angeles faced significant challenges in recent weeks, grappling with wildfires that threatened both its landscape and its community. “For two weeks, we were fighting wildfires. Now we’re fighting misperceptions,” Burke remarked, acknowledging the heavy toll the fires took on public perception. He emphasized the importance of quelling any negative rumors or misunderstandings, especially since this is the time when people are planning their summer vacations. “There is some urgency to that, because right now is when visitors are planning their summer travel. So we don’t want to miss that booking window for the year,” he said.
Expressing deep gratitude for the tireless efforts of first responders, Burke highlighted that the wildfires are now 95% contained, with 98% of Los Angeles unaffected by the fires. Despite the challenges, he reassured the public and travel advisors that the city’s main attractions, hotels, restaurants, and infrastructure remain fully intact. “The best way to support L.A.’s recovery is to continue bringing business to L.A.,” he asserted.
However, despite the positive news, Los Angeles is still fighting the spread of misinformation, which has led to confusion among potential visitors. One particularly damaging example was an AI-generated image of the Hollywood sign in flames that went viral. “I’ve gotten calls from people who thought that was true,” Burke said. He stressed the importance of communicating the truth about the city’s resilience and readiness to welcome visitors.
Burke also noted the lessons learned from the tragic aftermath of last year’s fires in Maui, advising that potential tourists should be aware of the city’s ample accommodations. With 44,000 hotel rooms available, there are no concerns about tourists displacing evacuees. At the same time, he emphasized the importance of being sensitive to communities that are still recovering from the devastation in areas such as Altadena and the Palisades. “We absolutely ask that travelers are very respectful of those communities,” he said, acknowledging that these neighborhoods are grieving a significant loss.
As for the immediate impact on tourism, it’s still too early to gauge long-term effects. However, Burke noted that many events have continued as scheduled, including large conferences like the Americas Lodging Investment Summit and the Grammy Awards, both of which were not impacted by the fires. The city’s resilience is on full display, and the message from both Burke and Visit California CEO Caroline Beteta is clear: “Don’t cancel your plans – now is the time to host your event, support our communities, and help show the world our resilience.”
Together, the leaders urged the tourism industry to continue supporting the vibrant destination that Los Angeles is known to be. “Your support helps this vibrant destination continue to thrive as a beacon of culture, innovation, and opportunity,” their joint letter read, calling on planners and visitors alike to embrace Los Angeles’s recovery and join in its revival. The city is more determined than ever to prove that it remains a top-tier destination, ready to offer unforgettable experiences to all who come.
