How the wildfires in Los Angeles are affecting tourism

The fires that raged in Los Angeles until mid-January caused billions of dollars in damage, and the tourism infrastructure was severely affected in some cases in the first few weeks. This led to numerous cancellations, prompting tour operators to take measures and offer customers alternatives.

But while the images of the fires were being broadcast by the media, one crucial aspect often went unnoticed: according to Visit California, 98 per cent of the area of Los Angeles County was not affected by the fires. While media coverage focused on images of the fires, one crucial fact was often overlooked: according to Visit California, 98% of Los Angeles County remained unaffected by the fires. As a result, sights, hotels, and other tourist attractions were able to continue operating with minimal restrictions.

Perception is different from reality

Nevertheless, the wildfires have influenced travel behaviour. In a study by Visit California, more than half of the respondents stated that the fires had a strong or rather strong influence on their travel decision. A quarter of potential visitors are even considering planning their trip to fall in a season when the risk of wildfires is lower.

It is particularly interesting to note the discrepancy between the actual extent of the fires and how they are perceived by travelers. According to the survey, respondents estimated that the area affected by the fires was around 40 per cent of the region – a miscalculation that shows how much media coverage shapes perceptions. At the same time, 95 per cent of respondents said they had heard about the fires, which highlights the enormous public attention.

For California's tourism industry, this means that destinations need to focus more on communication to counter misinformation and educate travellers about the actual situation. Despite the frightening images, Los Angeles remains a safe and attractive destination, with tourism offerings virtually untouched by the fires.