The news images were shocking: large swathes of LA were left reduced to rubble, following 14 separate wildfires that tore through neighbourhoods across from Pacific Palisades to Malibu. A devastating 50,000 acres of land were destroyed, 10,000 people were displaced, and 30 lost their lives as a result of the fires.
Months on, the clean-up programme progresses apace off the back of the speedy early actions of Gavin Newson, governor of California, who moved quickly to launch groundbreaking recovery and rebuilding efforts to help the city get back on its feet. Today, the state is delivering what will become known as the fastest major disaster clean-up in American history.
Now, more than anything, what LA needs is a return to normality. And a return of international visitors in both the business and leisure sectors. Recognising the wildfires’ widespread impact on traveller perceptions and local businesses, Visit California convened an emergency board meeting, resulting in a $4.3-million crisis recovery fund.
Sending a message
The allocation is fuelling a data-driven marketing campaign aimed at countering misinformation and reigniting visitor confidence nationwide. And on 20 April, the California tourism industry gathered more than 900 tourism executives, travel marketing professionals and other industry stakeholders during its annual Outlook Forum conference. Collectively, they charted a path forward, emphasising the vital role tourism plays in supporting the state’s economy and workforce.
“Much like the entertainment industry’s critical role in LA’s economy, tourism is one of the most significant drivers of employment, local business sales, and tax dollars that provide essential services for all Angelenos, including public safety,” emphasises Francine Sheridan, regional vice president, Europe & ME, for Los Angeles Tourism.
“We want anyone thinking of travelling to LA soon to known that the overwhelming majority of our world-class attractions and tourism-related businesses remain fully operational, and we continue to welcome visitors with the warmth and creativity that make LA so unique.”
With this in mind, Los Angeles Tourism recently launched the We Love LA campaign, aimed at showcasing the authentic City of Angels experience and inviting visitors to immerse themselves in LA’s breadth of attractions, vibrant culinary scene, outdoor adventures, and world-class sports and entertainment offerings.
The campaign takes viewers through ‘a perfect day in the city’, drawing inspiration from Randy Newman’s classic song ‘I Love L.A.’, which has become synonymous with home team post-game celebrations in the City of Angels.
In the UK, ‘We Love LA’ creatives have been appearing in busy commuter stations around London, including one of the UK’s biggest digital billboards at Waterloo station, and at high-profile locations in Manchester such as the Axis Tower and Arndale Shopping Centre. In addition, there are digital ads on Google and social media, and spots on ITV, including during England’s World Cup qualifiers to promote LA as a host city for the FIFA World Cup 2026.
Explains Sheridan: “The campaign is designed to generate inquiries for the trade and ultimately increase bookings to LA. We Love LA isn’t just a tagline – it highlights the authentic, passionate spirit that visitors will find in Los Angeles. As one of the primary gateways to the US, LA is always ready to roll out the red carpet for visitors from across the UK and Ireland. Through travel, we can continue to share our city’s vibrancy with visitors, while supporting local business and rebuilding efforts.”
The industry is ever-grateful to those who continue to choose to come here, she says, but also adds “we urge visitors to travel respectfully and avoid residential areas of the Pacific Palisades and Altadena”.
Out and about
Sheridan says she hopes visitors will increasingly explore and support the local businesses and hotels across LA’s many unaffected areas including Downtown LA, the Arts District, Culver City, Mid-City, Silver Lake, Echo Park, Koreatown, Thai Town, The Valley, and more.
Despite the challenges, however, Los Angeles’ tourism future appears strong. Last year, visitor spending reached a record $156 billion, while international travel rebounded to 94% of pre-pandemic levels.
Further ahead on the horizon, the state is set to host two Super Bowls, another NBA All-Star Weekend, FIFA World Cup matches and the 2028 Olympics, reinforcing its position as a global hub for world class events and experiences. The message is clear: LA is back open for business.
