Los Angeles, a city famed for its vibrant culture, entertainment, and breathtaking landscapes, has faced a challenging year. Wildfires ravaged parts of California, and like many places across the globe, the tourism sector took a hit. However, as the city recovers, tourism leaders are looking to the future with confidence, emphasizing that Los Angeles remains a prime destination for travelers.
Adam Burke, CEO of the Los Angeles Tourism and Convention Board, voiced optimism during the Americas Lodging Investment Summit (ALIS) held in late January. Speaking to a crowd of industry professionals, Burke reminded them that, especially in times of crisis, it’s crucial to keep the doors open to visitors. “When communities are in crisis, the most important thing that can happen is that we continue to welcome visitors to our destination,” Burke said. His words reflected the resilience of the city’s tourism industry, which, despite setbacks, has not lost its allure.
Los Angeles’ tourism numbers, though not yet reaching the heights of pre-pandemic 2019 levels, are still a vital component of the city’s economy. Leisure travel alone contributed around $30 billion in economic impact back then, with group business adding another $25 billion. The hotel industry, in particular, plays a significant role, generating over $300 million in transient occupancy tax revenue that goes directly into the city’s general fund this year. Burke underscored that while the road to recovery continues, the city’s tourism sector is far from losing its momentum.
The tourism community’s role in disaster recovery was another focal point during the summit. Rosanna Maietta, CEO of the American Hotel & Lodging Association, acknowledged the heartbreaking devastation the fires brought, but also highlighted the commendable actions of Los Angeles’ hotels. “These fires, the stolen lives, treasured family homes and small businesses went up in smoke, but the world also saw the City of Angels,” said Maietta. “It stood tall together.”
Hotels in the region were quick to provide relief, donating millions of dollars and offering thousands of hotel rooms to evacuees and first responders. Many also helped prepare meals and care packages for those affected by the fires. As the recovery process continues, Maietta emphasized that L.A.’s hospitality sector will remain a key partner in rebuilding efforts.
Encouraging attendees to get involved in the recovery, Jeff Higley, president of BHN Group, which organizes ALIS, led a volunteer initiative at the conference. Participants packed care kits for first responders, a symbolic gesture of solidarity and community support. The kits included practical items like protein bars and antiperspirants, as well as heartfelt notes of gratitude.
Tourism leaders also took the opportunity to address challenges that California faces when it comes to its reputation. Carolyn Beteta, CEO of Visit California, acknowledged that the state’s image has been shaped by a combination of natural disasters and polarized political discourse, amplified by social media. Despite these obstacles, Beteta remains confident in California’s ability to overcome these challenges, citing the state’s unmatched natural beauty and variety of experiences.
Looking ahead, Geoff Freeman, CEO of the U.S. Travel Association, pointed to the upcoming decade as a period of massive opportunity for California’s tourism industry. With major events on the horizon, including the 2026 FIFA World Cup, the 2028 Summer Olympics in Los Angeles, and other global spectacles such as the 2027 Super Bowl, Freeman believes the state is poised for a tourism boom. Yet, as Burke pointed out, Los Angeles will need more hotels to meet the demand. “We simply don’t have the capacity to support everything that’s going to be happening in L.A. over the next decade,” Burke said.
For now, Los Angeles remains determined to rebuild, recover, and continue welcoming visitors. The city’s resilience, combined with its major upcoming events, ensures that the next decade holds great promise for the tourism industry. With its iconic attractions, unparalleled events, and indomitable spirit, Los Angeles is undoubtedly ready for what’s next.
