On Wednesday, some of the Los Angeles region’s top tourism boosters will gather to promote the message that LA is open for business. They will do so in Altadena — a community where the Eaton Fire burned more than 14,000 acres, destroyed thousands of structures, and left entire neighborhoods in ruins barely a year ago.

The choice of venue is the point.

Adam Burke, president and CEO of the Los Angeles Tourism & Convention Board, is scheduled to speak at a luncheon hosted by the Travel & Tourism Marketing Association at 409 Woodbury, a boutique event venue at 409 E. Woodbury Rd. in Altadena. Organizers said the location, inside the Eaton Fire burn zone, was selected intentionally — placing a conversation about recovery in a community still recovering.

Burke will be joined by Samara Ashley of the Strategic Advocacy Group, who will speak on behalf of LA is Open, a recovery campaign launched in November 2025 by the Los Angeles County Economic Development Corporation to promote tourism and support fire-impacted small businesses, according to the LAEDC.

The Eaton Fire began Jan. 7, 2025, in Eaton Canyon and was not fully contained until Jan. 31, 2025, according to Cal Fire. Tourism is one of Los Angeles County’s largest employment sectors, supporting more than 530,000 jobs, according to the tourism board. The discussion will address the state of the industry, the fire’s economic impact, and how initiatives like LA is Open aim to raise awareness and encourage visitation to the region, according to the event listing.

Mayor Karen Bass launched LA is Open on Nov. 17, 2025, describing it as a campaign to signal that Los Angeles is open for business. The initiative links existing programs — including Shop LA, Dine LA, and Discover LA — and is facilitated by the LAEDC in partnership with the Los Angeles County Department of Economic Opportunity, the city’s Economic & Workforce Development Department, and the California Community Foundation, according to a statement from the mayor’s office.

The program, titled “Reflecting Forward: Tourism Recovery w/ LA is Open,” runs from 11 a.m. to 2 p.m., with networking and lunch from 11 a.m. to noon followed by a program and discussion from noon to 2 p.m. Tickets and registration are available through Eventbrite.

The luncheon comes as Los Angeles prepares to host the 2026 FIFA World Cup, with the 2027 Super Bowl and 2028 Olympic and Paralympic Games to follow. Officials say the approaching events require the region’s tourism infrastructure to be fully operational, according to the LAEDC.

The TTMA, a Southern California-based nonprofit, holds monthly networking and educational luncheons for travel and tourism professionals.

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