Visit California spotlights the City of Angels and
the transformative power of travel at annual Outlook
Forum
LOS
ANGELES, March 4, 2025 /PRNewswire/ -- In a
powerful demonstration of resilience and unity, the California tourism industry gathered in
Los Angeles for the first time
since January's wildfires — reaffirming the state's commitment to
recovery and economic revitalization. More than 900 tourism
executives, travel marketing professionals and other industry
stakeholders convened at Visit California's annual Outlook Forum conference
this week to chart a path forward, emphasizing the vital role
tourism plays in supporting the state's economy and workforce.
Led by Visit California, the industry's response to the recent
crisis was both swift and strategic. Recognizing the wildfires'
widespread impact on traveler perceptions and local businesses,
Visit California convened its first emergency board meeting in five
years, resulting in a $4.3-million
crisis recovery fund. The allocation is fueling a data-driven
marketing campaign aimed at countering misinformation and
reigniting visitor confidence nationwide. Early in the crisis,
misleading reports led to consumers believing half of Los Angeles County had burned — when in
reality, less than 2% of the region was affected directly by fires.
Addressing misconceptions is critical in reassuring both domestic
and international travelers that Los
Angeles remains open as a premier global destination, and
that visitors can still have an exceptional experience here.
Beyond economic recovery, the industry has rallied to support
hospitality workers, who are the heart of Los Angeles' tourism experience. Restaurants
Care, which provides grants to impacted restaurant employees, and
the California Community Foundation Wildfire Recovery Fund, which
has already raised nearly $6 million,
have received overwhelming industry support.
Despite the challenges, Los
Angeles' tourism future is stronger than ever. In 2024,
visitor spending reached a record $156
billion, while international travel rebounded to 94% of
pre-pandemic levels. Further 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. These milestones
highlight the industry's resilience and the collective effort to
ensure California remains the
world's most sought-after travel destination.
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SOURCE Visit California
