Wednesday, January 22, 2025 A delegation of nine top CEOs from Visit California is currently visiting Australia as part of a week-long program to strengthen partnerships with the Australian travel trade. The initiative highlights the resilience of California’s tourism industry, provides updates on the recent fires in Los Angeles, and showcases new opportunities for Australian travelers. Ryan Becker, Senior Vice President of Communications and Strategy at Visit California, led the discussions at events in Sydney and Melbourne.
Becker emphasized the importance of Australian travelers to the state’s tourism economy, noting their strong loyalty and significant contributions, which amount to approximately USD $1.5 billion annually. With Australians among the most frequent repeat visitors, sustaining and growing this market is a priority for California’s tourism leaders.
During the visit, Becker addressed concerns about the recent fires in Los Angeles. He clarified that over 98% of the region, including key tourism landmarks such as the Hollywood sign, Universal Studios, and Santa Monica Pier, remains completely unaffected. Becker stressed the importance of accurate messaging to avoid an economic downturn caused by misperceptions about the fires’ impact.
Supporting this effort, Gary Sherwin, President and CEO of Visit Newport Beach, shared his personal connection to Los Angeles and the importance of educating international audiences about the geographic scope of the fires. .