California bolsters Los Angeles’ meetings and events industry

As Los Angeles recovers from the recent wildfires, efforts are underway to show the meetings and events industry that the region is ready to welcome planners and their groups with open arms. Group business plays a critical role in sustaining local economies, and Visit California is leading a coordinated push to protect existing bookings, generate new demand and restore confidence among event planners and attendees. To accelerate this recovery, Visit California launched a board-approved strategy designed to drive both immediate and long-term growth. This comprehensive plan includes targeted brand advertising, owned and earned media campaigns and a stronger presence at key industry trade shows and events.

Collaboration is at the heart of these efforts. Visit California is working closely with sales leaders across Greater Los Angeles — including Los Angeles, West Hollywood, Beverly Hills, Pasadena, Marina del Rey and Santa Monica — to align strategies and respond to shifting market dynamics. A dedicated PME media campaign strategy is increasing visibility for the region through digital placements with top performing, trusted media partners. This incremental plan provides immediate reach to our national planner audience with the message that it is “business as usual” in Los Angeles.

Strategic industry trade show and event partnerships are further amplifying Los Angeles’ message. Alliances with Northstar, MPI and PCMA are ensuring premium exposure, while new partnerships with Smart Meetings, ConferenceDirect and Maritz are providing prime opportunities to reinforce Los Angeles as a top-tier destination for meetings and events. The support effort launched earlier in the year at PCMA Convening Leaders 2025, one of the industry's most influential events, with Visit California partnering with the Los Angeles Tourism & Convention Board to highlight the city’s resilience and recovery. Earned media efforts are also playing a key role.

A joint letter from Visit California President & CEO Caroline Beteta and Los Angeles Tourism & Convention Board President & CEO Adam Burke has been distributed across six Northstar Media channels, reinforcing that Los Angeles is open for business. A feature in Smart Meetings, titled Los Angeles Turns on “Open for Business” Sign, highlights the region’s proactive approach and spotlights premier venues such as the Regent Santa Monica Beach, Rose Bowl Stadium, LA Convention Center and Maybourne Beverly Hills.

Through these targeted initiatives, Visit California is ensuring that Los Angeles remains a vibrant, competitive hub for business gatherings. Whether planners need reassurance that now is the time to book or inspiration on where to host their events, LA offers endless possibilities. With a strong foundation in place, the region is well-positioned for sustained success in the meetings and events industry.