Los Angeles is proving that resilience and opportunity go hand in hand. In this IPW 2025 episode, recorded live on the conference floor in Chicago, Los Angeles Tourism & Convention Bureau President and CEO Adam Burke sits down with Afar deputy editor Michelle Baran to discuss how L.A. is transforming challenges into catalysts for growth.
From navigating the aftermath of January's devastating wildfires and recent protests to preparing for the 2026 World Cup and 2028 Olympics, Burke shares how the city's incredible diversity—with residents from 140 countries speaking over 220 languages—makes it uniquely positioned as a welcoming global destination.
What You’ll Learn
Though the wildfires were catastrophic, less than 2 percent of the L.A. region was affected.
The U.S. has gone from having a $50 travel trade surplus to a $50 million deficit
L.A. is the first urban destination in the U.S. to join the Global Sustainable Tourism Council.
How Los Angeles Tourism helps smaller, diverse-owned businesses have better access to the power of tourism
Key Moments
[04:13] LA. is a true global city; residents come from 140 different countries and speak over 220 different languages.
[08:08] During Dine LA restaurant week, Los Angeles Tourism and Bank of California were able to donate $100,000 to wildfire relief efforts.
[11:12]: One of the most important things a tourism organization can do is be a trusted and reliable source of information.
[12:48]: Over the last 15 years, Brand USA has generated $24 for every $1 it spent promoting tourism across the country.
Featured Topics
L.A. as one of the most diverse and inclusive destinations globally
The 2026 World Cup and the 2028 Summer Olympics
How community support helped LA businesses recover after the January 2025 wildfires
Travel and tourism as a form of diplomacy
Where Burke takes his family and friends when they visit—all without a car.
Resources
Read the transcript of this episode
Learn more about Discover Los Angeles
Find Discover Los Angeles on Instagram, Facebook, and TikTok
Previous Episode: Bill Hornbuckle on the importance of government-travel industry collaboration
Up Next: Josh Earnest, Executive Vice President of Communications and Advertising of United Airlines.
Complete Series: View From Afar
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This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.
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