LA Hotel and Tourism Industry Encourages Support Amid Wildfire Aftermath

In the wake of recent devastating wildfires, Los Angeles hospitality and tourism industry leaders are urging travelers, tourists, and trade show attendees to keep the city in their plans. The industry has shown solidarity, supporting families and first responders affected by the disaster. This includes offering tens of thousands of free rooms, preparing meals and care packages, and donating funds to aid in emergency response.

Maintaining visitor numbers is crucial for the survival of the more than 540,000 individuals employed in tourism-related roles in Los Angeles. The industry significantly contributes to the city’s economy, generating over $40 billion in business sales annually. In 2023, the Transient Occupancy Tax from hotel stays alone brought in $312 million, a source of revenue that will be critical for the city’s rebuilding efforts.

The city is now facing the challenge of recovery. Cancellations of business travel, large-scale events, and vacation plans will add to the economic hardship already caused by the wildfires. Such cancellations could result in millions of dollars in lost revenue, slowing recovery efforts and threatening the livelihoods of thousands of hospitality workers.

Rosanna Maietta, CEO of the American Hotel & Lodging Association, emphasized the importance of reminding people that LA is open for business. She stated that visiting the city is not just about supporting tourism, but it also aids recovery, supports service sector working families, and contributes to the city’s healing.

Adam Burke, CEO of the Los Angeles Tourism & Convention Board, expressed gratitude for the industry-wide support. He highlighted the Hotel Association of Los Angeles and the local hotel community’s efforts in helping those in need.

Jackie Fila, CEO of The Hotel Association of Los Angeles, said the city relies heavily on tourism economic contributions to provide jobs and tax revenue for essential city services. Visiting Los Angeles in the coming months is one of the best ways to aid the region’s recovery.

CEO of the California Hotel & Lodging Association, Lynn S. Mohrfeld, echoed these sentiments, urging the public to join the hotel industry in supporting Los Angeles during this challenging time.

Several other industry leaders, including Laura Lee Blake, CEO of the Asian American Hotel Owners Association, and Lynette Montoya, CEO of the Latino Hotel Association, highlighted the importance of continued travel to LA for the city’s economic recovery and to protect jobs in the hospitality industry.

The city’s recovery relies heavily on the continued support of the tourism industry. Canceling travel plans not only impacts local businesses but also reduces the revenue that helps keep the city functioning during crises. The message is clear: Keep your plans and stay with LA.