Los Angeles wildfires: Tourism chiefs hail 'outpouring of support' from travel trade

Between the two active wildfires and the others extinguished earlier, more than 40,000 acres have been burned, destroying 14,000 homes, businesses and other structures, and tragically leaving at least 27 people dead and more homeless.

Thousands more are still under evacuation orders, and while the Santa Ana winds that fuelled the flames with hurricane-force gusts have died down in recent days, they are expected to pick up again – albeit briefly – early this week.

Los Angeles Zoo, Griffith Park and the Autrey Museum of the American West remained closed on Monday and Tuesday (20-21 January) owing to a red flag fire warning and the forecast high winds. The Getty Centre, meanwhile, is due to reopen to the public next Tuesday (28 January), although the Getty Villa will stay closed until further notice.

Trade outlook

January is a quiet time of year for the destination when UK visitors do not usually visit. Operators and agents say they have not had requests from clients to change planned holiday itineraries, but trade-only operator USAirtours founder and chief executive Guy Novik nonetheless revealed the hotels and ground operators it works with were being “extremely flexible” should clients want to vary their itineraries.

Los Angeles is typically booked as part of a West Coast fly-drive itinerary, he said, not as a single-centre destination. No USAirtours clients are due to travel there imminently, although he added: “Around 20 bookings are due to go out in the next eight weeks, which is about 50 passengers.”

As for public perception, he said: “Because of the wall-to-wall media coverage of the fires, I think it’s unavoidable there will be a short-term negative effect. But providing the situation is contained, it will improve. It’s been a disaster for residents, but not for tourism infrastructure. The fires have had very limited impact on that.

“From that point of view, agents should be confident their clients will continue to have the same good time as they would have done before.”

Jayne White, Premier Holidays’ US product manager, said: “It’s too early to say what the potential impact will be for Los Angeles and California for future travel, but most tourist areas have not been affected.

"Premier Holidays will continue to support and promote LA and California, and reassure our clients about their travel plans. We have not received any calls from clients worried about the impact of the fires or wishing to cancel, switch or amend bookings.”

Agents report similar. Travel Counsellor Marie Rowe told TTG: “I haven’t heard about anyone deciding against booking LA because of the fires.

"I have departures in the spring for Californian fly-drives, which include parts of LA but not the areas that have been affected by the fires. If this changes, I will work with my clients to amend their itineraries to feature alternative locations.”

’Outpouring of support’

Visit California president and chief executive Caroline Beteta is calling on the UK travel industry to help the region recover from the fires. “The Los Angeles wildfires have made the past two weeks incredibly difficult for California, but we’ve all rallied together to support Angelenos," she told TTG, adding UK operators and agents could help by continuing to bring business in future.

"All the icons you and your clients have come to love, including the Hollywood Sign, Universal Studios Hollywood, the Santa Monica Pier and many more, remain intact and open to visitors. Your patronage will make a huge difference, especially as businesses face the daunting task of healing, continuing business and keeping their staff on board, whose lives and livelihoods have been severely affected. 

“Now is the time to plan a trip to Los Angeles and support the iconic restaurants, hotels, museums and parks that need you to keep their doors open."

Beteta added operators, agents and travellers can find accurate, up-to-date information from local authorities via visitcalifornia.com’s travel alerts, which feature links to updates on relief accommodations, road closures and the charitable organisations on the ground.

Francine Sheridan, Los Angeles Tourism’s Europe and Middle East regional vice-president, said she welcomed the support from the UK travel industry, stressing UK trade initiatives including a pre-planned spring promotional campaign would go ahead, although she added: “We’re still adapting to the fires in real-time and looking at the right timing/nuance for our campaigns.”

She continued: "It has been heartbreaking to watch what unfolded in our City of Angels. The outpouring of support from our travel trade peers and partners has been incredible, and we are truly grateful."

Sheridan said the city was continuing to adjust to the "myriad challenges" caused by the fires, and advised operators and agents to stay up-to-date via discoverlosangeles.com – adding tourism would undoubtedly play an "essential role" in the city’s recovery. "It sustains jobs, supports local businesses, and helps communities rebuild," said Sheridan.

“We are continuing to approach this with deep sensitivity and respect for those directly impacted by the wildfires, many of whom rely on the economic engine of the LA tourism industry for their livelihood."

Among many charitable initiatives in LA supporting those affected by the wildfires, Los Angeles Tourism has established a dedicated landing page for the American Red Cross and will be matching all donations dollar-for-dollar up to $50,000.