LOS ANGELES -- With wildfires nearing 100% containment, Los Angeles tourism leaders took the stage at the Americas Lodging Investment Summit to send a message that the city remains open for business.
"You all know better than most, when communities are in crisis, the most important thing that can happen is that we continue to welcome visitors to our destination," Los Angeles Tourism and Convention Board CEO Adam Burke said during the conference's opening remarks on Jan. 28.
According to Burke, the city still has yet to get back to its 2019 peak for visitation, when leisure travel generated about $30 billion in economic impact and group business contributed roughly $25 billion. He further emphasized the hotel industry's economic importance, noting that transient occupancy tax will contribute over $300 million to the city's general fund this year.
American Hotel & Lodging Association CEO Rosanna Maietta acknowledged the devastating impact of the disaster while highlighting the key role L.A.'s hospitality community played in supporting the local community and first responders.
"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. L.A. hotels wasted no time leaping into action."
Maietta cited industrywide efforts to donate not only millions of dollars but donate tens of thousands of hotel rooms to evacuees and first responders and prepare meals and care packages for those in need.
"We're going to be a key partner in helping this area surge back," said Maietta
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Jeff Higley, president of ALIS organizer BHN Group by Northstar, encouraged audience members to participate in an on-site volunteer opportunity at the JW Marriott at LA Live, inviting attendees to create care kits with items like protein bars and antiperspirant as well as write personal notes of thanks to first responders.
The effort, spearheaded by local nonprofit partner LA Works, set a goal of assembling 500 first-responder support kits.
Fighting the California bashers
Tourism leaders at ALIS painted an optimistic picture of California's future.
Visit California CEO Carolyn Beteta touted the fact that California maintains its position as the nation's top travel destination, thanks in part to the state being "one and a half times the size of Florida and five times the size of Hawaii."
Still, she acknowledged challenges around brand perception stemming not just from natural disasters but also from what she described as "the political polarization of people given social media and where they get their news."
"It's a spectacular place, an embarrassment of riches," said Beteta. "And so, it's about fighting a media narrative, but we're able to do it successfully."
Geoff Freeman, CEO of the U.S. Travel Association, said the next 10 years are poised to be a "mega decade of opportunity" for California tourism, anchored by major global events like the 2026 FIFA World Cup and 2028 Summer Olympics in Los Angeles.
Additionally, the greater L.A. area is slated to host the NBA All-Star weekend next year as well as the Super Bowl in 2027. Burke stressed that Los Angeles remains in dire need of additional hotel supply ahead of these upcoming events.
"If you look at all the demand drivers, we simply don't have the capacity to support everything that's going to be happening in L.A. over the next decade," said Burke. "We need product in every region of Los Angeles, and we need it in every segment of the hospitality industry."
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