Crisis response

When a major crisis strikes, Visit California's response helps visitors and residents stay safe and accelerates the return of the tourism dollars that are vital for economic recovery.

Visit California was formed in the aftermath of two devastating earthquakes – Loma Prieta in 1989 and Northridge in 1994. These earthquakes devastated the state in both physical and economic damage. The quakes devastated the state physically and all Californians emotionally and economically. Tourism numbers rapidly declined, and it became obvious that a new approach to marketing California as a unified destination was necessary. While much of the program of work focuses on inspiring leisure travel to California, another critical component is messaging in the face of crisis and natural disasters that can include earthquakes, heavy snow, floods, road closures, wildfires and more.

Visit California’s role is to reassure travelers that California is open and to provide them with current, reliable and level-headed information. When disasters occur, the organization uses a crisis evaluation matrix to assess potential impacts on tourism. Travel alerts are published on VisitCalifornia.com to keep travelers and the industry connected to authoritative information. When necessary, Visit California works with the Governor’s Office of Emergency Services and Caltrans to connect people to reliable updates.

Visit California convenes its crisis communications task force with affected communities to share impacts of natural disasters and develop strategies. The task force maintains a Crisis Communications Plan and, in the past, has collaborated on open-for-business campaigns when stricken communities are ready to receive visitors. 

Similarly, Visit California convenes its snow committee twice a year with its committee members who represent mountain destinations. This coordination is vital when informing the public and businesses about complex, evolving road closures, such as along Highway 1.