In the wake of devastating wildfires in Los Angeles and amid ongoing weather warnings for winds that could whip up further blazes, Visit California has called for support from tourists around the world to help communities there rebuild.
“We are all still processing the devastation wrought by the Los Angeles wildfires and the impact they had on the people and communities of LA, and those that love them,” Visit California President & CEO Caroline Beteta said in a statement, that went on to thank “the first responders that have been working tirelessly.”
The tourism agency said it was “truly moved by the outpouring of support seen throughout this tragedy. From Angelenos volunteering their time and local restaurants opening their doors with free meals to the state’s tourism industry organizing donations and hotel discounts for evacuees. When the going gets tough, Californians rally together. Now we’re counting on you.”
The winter edition of @DineLA Restaurant Week is back and will directly benefit ongoing wildfire relief efforts. This year’s two-week event will run from Jan. 24 to Feb. 7 with prix fixe options from more than 400 participating restaurants across Los Angeles.
— Visit California (@VisitCA) January 21, 2025
More details ⬇️ pic.twitter.com/3wxKLlx3Gk
Support the city’s comeback with a tourist trip
Despite two dozen deaths, mass evacuations and the loss over 30 important landmarks in what Ken Bernstein, principal city planner at Los Angeles City Planning’s Office of Historic Resources, has described as ”widespread destruction of significant architecture and places that are cherished in our communities”, Visit California is calling for would-be tourists to go ahead and make their holiday arrangements.
“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. 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,” it said.
98% of city remains intact
Following the 2023 Hawaii wildfires, conflicts arose between those who wanted to push on with the tourist economy and locals who felt their trauma and marginalisation were ignored. While some in California might also argue the community needs time to recover, the marketing body noted that “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.” Although air quality across the city has suffered, the agency highlights that “Fortunately, more than 98% of Los Angeles County was not in a burn area.”
“Los Angeles is the beating heart of California tourism. The city, along with its iconic sites and experiences – the Hollywood Sign, Universal Studios Hollywood, the Santa Monica Pier, Getty and Getty Villa, Griffith Observatory and many more – remain intact and accessible to visitors from around the world,” Beteta said. “Los Angeles depends on its normally thriving tourism economy. Plan a trip and help the local businesses and residents that need tourism now more than ever.”
