UPDATED 2/1/2025:

In an emergency meeting, the board of Visit California voted to unanimously approve an additional $3,268,900 in funding — beyond the previously allocated $1 million crisis budget — to support a marketing campaign that will aid the region’s revival.

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Visit California continues to witness the wildfire impacts in Los Angeles and the incredible resilience of its communities and tourism industry. With over 224,000 tourism-related jobs — one out of five in California — located in Los Angeles County, tourism is vital to the region’s economy and recovery efforts.

Los Angeles is open for business. From world-class hotels and theme parks to iconic landmarks and clear blue skies over its beaches, the region is ready to welcome travelers.

Tourism is key to revitalizing the economy and supporting livelihoods. Visit California is collaborating with local leaders and amplifying the message globally: Southern California is resilient, vibrant and ready to shine.

Read the full update from Visit California President & CEO Caroline Beteta: