As recent wildfires approached full containment, leaders in the tourism industry gathered at the Americas Lodging Investment Summit (ALIS) in Los Angeles to convey a powerful message: the city remains open and welcoming to visitors. Adam Burke, CEO of the Los Angeles Tourism and Convention Board, took the opportunity to remind attendees that during times of crisis, the essential task for any community is to continue welcoming guests. Burke’s assertiveness reflected a commitment to restoring the tourism sector, which previously enjoyed significant economic contributions, generating around $30 billion from leisure travel and approximately $25 billion from group business in 2019 alone.
Burke also highlighted the pivotal role of the hotel sector, emphasizing that the transient occupancy tax is projected to add over $300 million to the city’s general fund in the current year. This financial boost underscores just how vital tourism is to Los Angeles and its recovery. The impressions left on newer visitors from areas affected by disaster will resonate well beyond the event and may serve to bolster city pride and loyalty.
Rosanna Maietta, the CEO of the American Hotel & Lodging Association, acknowledged the devastation brought on by the recent fires but also praised the hospitality community’s spontaneous aid to both local residents and first responders. In her passionate address, she noted the tragic toll of the fires: loss of lives, homes, and businesses, all of which form the core of the community’s identity. However, she also emphasized the resilience of Los Angeles by stating, “It stood tall together,” highlighting how hotels quickly mobilized to provide shelter, meals, and support services.
The collaborative spirit did not go unnoticed, as Maietta shared powerful statistics regarding industry-wide efforts that included donating millions and providing accommodations for those affected by the disaster. She spoke of the urgent need for the hospitality sector to be an active partner in the area’s recovery, setting a hopeful tone for the future.
Another important aspect of the summit was highlighted by Jeff Higley, President of the BHN Group by Northstar, who urged summit attendees to engage in hands-on philanthropy. Participants were invited to create care kits for first responders, illustrating the commitment of the tourism community to serve those who serve us. With local non-profit LA Works leading the initiative, the goal to assemble 500 kits marked a proactive approach to community aid—shifting the focus to collective contribution rather than mere recovery.
This kind of engagement does more than support first responders; it engages the tourism sector as a driving force of communal strength. Such efforts underscore the role of hospitality not merely as a business, but as a cornerstone of community solidarity.
Despite obstacles in the form of natural disasters and a polarized media landscape, Carolyn Beteta, CEO of Visit California, reiterated that California remains the top travel destination in the United States. She intelligently pointed out that the state’s size provides an advantage, yet acknowledged the struggle against negative perceptions. Beteta’s assertion sheds light on the necessity of not just marketing authenticity but actively countering misleading narratives about the state.
Echoing this sentiment, Geoff Freeman, CEO of the U.S. Travel Association, offered an optimistic outlook, predicting a “mega decade of opportunity” for California tourism, underscored by high-profile global events like the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles. These forthcoming events not only promise to elevate the region’s profile but also exponentially increase the demand for hospitality services.
Yet, Burke issued a cautionary note regarding the city’s capacity to handle this anticipated influx. The pressing need for additional hotel structures is imperative to ensure that Los Angeles can cater to a growing number of visitors. He emphasized that without enhancing the hotel supply, fulfilling the demands of major forthcoming events would be an uphill challenge.
Overall, the conference served as a rallying cry, signaling to stakeholders that Los Angeles is not merely surviving but is set on a path of renewal and growth. Through community engagement, strategic leadership, and an unwavering commitment to hospitality, Los Angeles is well-positioned to reclaim and even exceed its past tourism successes, forging ahead into a brighter, more united future.