Weaving themes from wildfire recovery and tourism news
When the wildfires struck in early 2025, the damage was both physical and emotional. But as the smoke cleared, a narrative of recovery began unfolding one tethered to travel, community, and reinvention.
The Fallout
Foot traffic at local businesses plunged as much as 80% in some spots. Even unaffected areas saw cancellations. The Last Bookstore, iconic for downtown L.A., saw visitor numbers dive sharply post-fire.
For a city that depends heavily on tourism, the timing was brutal. Hotels, restaurants, tours all felt the heat.
The Response
Local officials and business coalitions launched campaigns encouraging safe visitation. The message: 98% of L.A. remained untouched. National media joined in, reinforcing that many zones were open for travel.
Several local events from culinary festivals to arts walks were extended or retooled to invite locals and visitors alike to support neighborhoods and keep energy humming.
Looking Ahead
Major upcoming draws from the 2028 Summer Olympics to the FIFA World Cup are viewed as beacons for renewal. L.A. hopes to pivot, from recovery mode into a bold resurgence phase.
Strategy in motion includes:
Promoting off-the-beaten-path neighborhoods
Supporting sustainable tourism that engages communities
Creating packages for local residents to re-explore their city
Investing in infrastructure (transit, pedestrian-friendly zones, historic restoration)
Tourism in L.A. is more than revenue it’s invitation, conversation, shared pride. The path forward is steep, but rooted in possibility.
