Could Los Angeles wildfires leave a lasting dent on city’s tourism? Some are ‘very nervous’

Los Angeles hosted the Grammys on Sunday but the fires that displaced thousands have tainted the city’s Hollywood image. Tourism is down

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Buildings destroyed by fire in the Pacific Palisades neighbourhood of Los Angeles. Officials are trying to convince people visiting the city is still safe. Photo: Zuma Press Wire/dpa

Published: 4:15am, 5 Feb 2025

Travellers flying into Los Angeles in January were greeted by an apocalyptic sight: billowing clouds of smoke and the red-orange glow of flames against the glittering expanse of city lights.

The stark panorama, and shocking, ubiquitous videos of the wildfires, were at sharp odds with images of sun-kissed beaches and glamorous Hollywood that Los Angeles relies on to draw the flocks of tourists who pump billions of dollars into the local economy each year.

As firefighters began to bring under control the blazes that laid ruin to Los Angeles’ Pacific Palisades neighbourhood, parts of Malibu and the hillside town of Altadena, tourism officials looked for signs of what short- and long-term toll the disaster might take on LA’s prowess as a tourism destination.

“We’re very nervous,” says Jackie Filla, president and chief executive of the Hotel Association of Los Angeles.

Homes destroyed by the wildfire in Malibu. Photo: Getty Images/TNS

“The first-blush look is obviously there’s a precipitous drop off in shorter-term reservations – people who were supposed to be here this week and next week. We’re seeing some long-term drop-off as well – not as much, but it’s certainly a trend we’re concerned about.”