Los Angeles – January 21, 2025 – As the greater Los Angeles community confronts the devastation caused by the recent wildfires, the city’s hospitality and tourism leaders have united to urge tourists, travelers and trade shows to keep Los Angeles in their plans.

The hotel and travel community has come together to support families and first responders who have been impacted by providing tens of thousands of free rooms, preparing meals and care packages, and donating significant funds to aid in emergency response.

Ensuring that visitors know Los Angeles is open for business is vital to the more than 540,000 Angelinos who work in tourism-related careers. Those with upcoming plans for conventions, large meetings and vacations are urged to keep those as scheduled. Tourism is one of the key pillars of the state and city economies with Los Angeles visitors generating more than $40 billion in business sales annually, and $312 million in Transient Occupancy Tax revenue from hotel stays in 2023, which will be vital in Los Angeles’ rebuilding efforts.

While first responders and local organizations work tirelessly to contain the remaining fires and support those directly affected, the city faces another growing challenge: recovery efforts. Cancellation of business travel, vacation plans and large-scale events planned for the coming months will only compound growing economic devastation. Unnecessary cancellations will lead to millions of dollars in lost revenue, slow recovery efforts, and ultimately place the economic livelihoods of thousands of hospitality workers at risk.

Rosanna Maietta, president & CEO of the American Hotel & Lodging Association said,

“The widespread devastation that has displaced thousands of individuals and families across such a vibrant city is heartbreaking. We can all do our part to help rebuild - and reminding people that LA is open for business. Visiting the city in the weeks and months ahead is more than just supporting tourism–it’s a direct way to aid recovery, help working families in the service sector, and contribute to the city’s healing. Tourism has been an essential economic driver for the city of Los Angeles, and, we are encouraging visitors to stay with LA”

Adam Burke, president & CEO of Los Angeles Tourism & Convention Board added,

“While this past week has been heartbreaking for all Angelenos, we’re deeply grateful for the incredible outpouring of support from across the industry. It’s been uplifting and inspiring to see how the Hotel Association of Los Angeles and our local hotel community have come together to meet the moment, providing vital support to those in need. We’ve rallied together so many times over the years and, as always, our collective efforts will continue long after the immediate crisis ends. AHLA’s ongoing commitment to ALIS has never been more important, and your investment in our City of Angels will play a vital role in our community’s recovery.”

Jackie Fila, president & CEO of The Hotel Association of Los Angeles, added,

“The Hotel Association of Los Angeles is proud to have come together to support Angelenos and first responders during this devastating time for our City. Our doors will remain open to evacuees, those providing aid, and visitors as we recover and rebuild in the weeks and months ahead. Los Angeles relies heavily on contributions from our tourism economy 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. Supporting Los Angeles tourism supports Angelenos’ path to recovery.”

Lynn S. Mohrfeld, President & CEO, California Hotel & Lodging Association, said,

“Hospitality employees and all Angelinos need your support to help Los Angeles recover from the devastating wildfires. Please join the hotel industry in supporting those who have experienced losses and hardship in this incredible time of need. Los Angeles is built on the dreams of strong, creative and caring people - let’s help them recover, rebuild and recapture their dreams. Come stay with LA and make it strong again.”

Laura Lee Blake, president & CEO of Asian American Hotel Owners Association (AAHOA) explained,

"As we face the aftermath of the devastating wildfires, AAHOA stands in solidarity with Los Angeles and its residents. The hospitality and tourism sectors are central to the city's economic recovery, and by continuing to travel to LA, visitors play a key role in rebuilding. Tourism supports over 540,000 jobs in Los Angeles, and maintaining travel plans is crucial to the city's resurgence. We encourage travelers to stay with Los Angeles, support the local workforce, and help restore this dynamic city to its full strength and spirit."

Lynette Montoya, President & CEO of the Latino Hotel Association, added,

“As wildfires have created profound challenges, we urge travelers to keep Los Angeles in their plans. With many hard-working latino individuals and families with deep ties to the hospitality industry, your visit helps to protect their jobs and the city’s recovery. The hotel industry is a primary driver for the local economy; its resilience will help the latino and the city’s greater community bounceback.”

Fueling our economy is essential at a time when the city needs every resource available to rebuild. Canceling travel not only impacts local businesses but also undermines the revenue stream that helps keep the city functioning during times of crisis.

This city has faced challenges before and emerged stronger each time. Keep your plans, and STAY WITH L.A.