California’s tourism industry made its case in Sydney this week, urging Australian travelers to play a key role in the state’s recovery as it faces both ongoing wildfire challenges and strong post-pandemic growth. The Visit California event, held aboard The Jackson yacht in Sydney Harbour, brought together trade and media partners to reinforce ties and rally support for the state’s tourism economy.

Australian travelers are among California’s most valuable visitors, contributing AU $2.4 billion (US $1.526 billion) to the state in 2024 alone—a record-breaking recovery from pandemic lows. Yet with wildfires in Los Angeles dominating recent headlines, California’s representatives acknowledged the need to rebuild confidence among international visitors.

The Sydney event marked the first of several efforts to deepen connections with Australian and New Zealand partners. With Australian arrival numbers still trailing pre-pandemic levels by about 9%, California’s outreach aims to not only boost visitor numbers but also highlight what’s new in the state.

“We’ve all been fed a steady diet of fires in Los Angeles, and while tragic of course, more than 98 per cent of Los Angeles is completely unscathed, including the entire tourism infrastructure and the tourism experience."

-Ryan Becker, Visit California Senior Vice President of Communications

Australian Travelers: A Cornerstone of California Tourism

The Sydney event underscored the importance of Australian tourism in California’s recovery story. In 2024, Australians not only set a record for spending in the state but also signaled an enduring interest in destinations like Los Angeles, San Francisco, and Anaheim-Santa Ana.

Tourism officials also pointed to the state’s recovery trajectory, with Australian spending forecast to climb to AU $3.77 billion (US $2.465 billion) by 2028. “Australia has always been a priority market for California,” Becker added. “Now, we need that partnership more than ever.”

Addressing the Wildfire Narrative

While acknowledging the destruction caused by the wildfires, Becker stressed that over 98% of Los Angeles remains unaffected, including its tourism hubs.

“Most travellers arriving into Los Angeles and traveling around the Los Angeles region will never see any impacts of the fires themselves. Firefighters have made great progress toward containing those fires and preventing further damage." -Becker

Officials also used the event to correct misconceptions fueled by dramatic media coverage, including a widely circulated AI-generated image of the Hollywood sign engulfed in flames.

Dine LA: Supporting Local Businesses

One initiative highlighted during the event was the early launch of Dine LA Restaurant Week, now taking place from January 24 to February 7. Designed to support restaurants—many of which operate on tight margins and were hit hard by the fires—the event will donate $5 per reservation to The American Red Cross, with matching funds from Banc of California. The campaign aims to raise $100,000 to aid recovery efforts.

Craig Gibbons, Regional Director Asia for LA Tourism, spoke about the city’s vibrant food scene. “With over 200 Michelin-rated restaurants, Los Angeles is a culinary destination in its own right. From Armenian to Ethiopian and Persian cuisine, we offer something travelers can’t find elsewhere,” he said.

Moving Forward

As the delegation wraps up its Australian tour, California’s message is clear: the state is ready to welcome visitors while charting a path to recovery. For Australians, it’s an opportunity to reconnect with a destination that has long been a favorite for both leisure and business travel.