Visit California is encouraging visitors to enjoy the Los Angeles area and help the local economy.
Visit California today (Jan. 31, 2025) issued an update to clear up any misconceptions around tourism and travel to the Greater Los Angeles Area following the recent wildfires in the state.
“Thankfully, 98% of LA County was not in a burn area, and the city, along with its iconic sites and experiences, remain intact and accessible to visitors,” officials said. “For any tour operators, travel agents, or travelers in general unsure about whether now is a good time to visit LA, this message from Visit California CEO Caroline Beteta issued earlier this week provides clarity.”
“Our message to travelers is simple: Now is the time to visit Los Angeles,” Beteta said. “As households across the country – and world – are planning their 2025 vacations, we want everyone to know that Los Angeles remains open and ready to welcome you. Ninety-eight percent of Los Angeles, including its iconic landmarks and attractions, remains untouched and fully prepared to welcome visitors.
“The economic impacts of these wildfires are already becoming increasingly evident. One out of five California tourism-related jobs are in Los Angeles County, highlighting just how vital the tourism industry is to the region’s economy and recovery efforts. LA’s local businesses and residents depend on tourism, and there’s no better way to help the region recover than to plan a trip now.”
In addition to the above, here’s a variety of resources that may also be useful:
Visit California homepage – Refreshed content to help travelers plan confidently
Travel Alert – Current facts and conditions from local authorities
Real-time FAQ for traveling to LA – Active travel and planning updates
Support relief efforts – Opportunities to financially support recovery
LA Hero stories – Inspiring tourism industry contributions to the community
Geoff Freeman, CEO of the U.S. Travel Association, said this week that 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.
Above the Hollywood sign in Los Angeles, California.
Los Angeles Tourism & Convention Board President & CEO Adam Burke earlier this week issued the following statement on discoverlosangeles.com:
“Our hearts are with all Angelenos who have suffered loss during this incredibly difficult time, and we are grateful beyond words to the first responders and all who have provided aid to our community from across the country and around the world. In addition to our own direct support for relief efforts, we are inspired by the way all Angelenos have come together with extraordinary generosity, resilience, and compassion, demonstrating the unshakable spirit of our community.
With over 540,000 Angelenos working in the tourism sector and more than 1,000 local businesses relying on our industry for their livelihoods, travelers continuing to visit our City of Angels for leisure, business, and meetings & conventions has never been more critical. In moments like these, tourism does more than drive our economy – it becomes a lifeline in supporting our community’s recovery.
As the second-largest city in the U.S., the vast majority of our world-class attractions and tourism-related businesses remain fully operational, and we continue to welcome visitors with the warmth, creativity, and vibrancy that make LA so unique.
In our City of Angels, the possibilities are limitless. From spectacular sports & entertainment offerings to the nation’s largest collection of museums and performance venues, one of the world’s most dynamic culinary scenes, ever-evolving theme parks and attractions, stunning beaches and outdoor recreation options, and outstanding hotels to fit every budget, Los Angeles is a destination like no other.
Last week, we proudly launched Dine LA – one of the most highly anticipated culinary programs in the nation – inviting locals and visitors alike to explore over 420 innovative, eclectic restaurants across the region. It is a true showcase of how our vibrant local businesses stand ready to welcome guests with open arms and this season’s event will directly benefit ongoing wildfire relief efforts. For each Dine LA reservation made, LA Tourism will donate $5 to the American Red Cross up to $50,000 and – thanks to a generous $5 matching contribution from Bank of California, the largest independent bank based in Los Angeles – the total possible donation will double to $100,000.
We’re immeasurably grateful to all those who continue to choose LA as one of the world’s premier travel destinations. Our tourism partners are dedicated to providing a safe and welcoming experience for all, whether you’re a local enjoying a staycation or a guest from anywhere around the globe.
Los Angeles Tourism & Convention Board will continue to provide meaningful ways for travelers to engage with and support our recovery efforts. We are profoundly grateful for the strength of our community and the extraordinary outpouring of love for our City of Angels, and know that brighter days are ahead.
We love you, Los Angeles.”
