After the destructive wildfires in January, Los Angeles did what it always does best – rallied, rebuilt, and united with the City of Angels’ unmistakable spirit. While the headlines painted a sombre picture, the reality is that LA’s tourism scene continued beating strong. In a fabulous four-part series with local industry legends, we learn why there’s no better time for your clients to return to LA.
Across the series, we’ll introduce eight tourism operators who not only witnessed the city’s resilience firsthand but also played an active role in supporting the community and ensuring every visitor experience exceeded expectations.
Yes, every visitor. Because despite what the news may have had you believe, the city remained open to travellers during the fires. No tourism infrastructure was destoyed, all tourism precincts were unaffected, and warm welcomes were bestowed on every and all visitor.
Meet the insiders shaping LA’s comeback
Los Angeles is a city that’s as much about what you know as who. Which is why we jumped at the chance to get the tea on what’s hot, new, and how you can sell it better from some of our favourite Los Angeles industry experts.
First up, Steve Choe and Michael Afram.
Steve Choe, General Manager of Moxy Hotels, quite literally grew up in the accommodation arena – his parents ran B&Bs in gorgeous Monterey Bay. He’s now at the helm of two vibrant LA properties – Moxy and AC Hotel Downtown Los Angeles – using his background in guest experiences, problem solving, and team leadership to lead the charge.
With a passion for travel and using the city’s power to create memorable moments for his guests, he “could not imagine doing anything else.”
Michael Afram, Founder and President of Karmel Connect, has spent over 30 years building one of Southern California’s most trusted transport companies. Everyone in the Australian industry knows Karmel Connect!
From a small shuttle service to a region-wide operation serving Los Angeles, Orange County, and beyond, Afram has put his economics BA and MBA to good use, focusing on strategic growth and community impact as pillars of his business.
When championing tourism, he’s travelling, volunteering, and spending time with his family.
Communities united
Los Angeles is no stranger to setbacks, but what stands out in the aftermath of the 2025 wildfires is the collective community response.
Choe describes it as a groundswell of generosity and connection. “Communities from all over LA came together to rebuild neighbourhoods, showing an incredible level of compassion, generosity, and teamwork in the face of adversity,” he says.
At Moxy and AC Hotel Downtown LA, this meant offering temporary housing for displaced residents and first responders. Team members were also encouraged to volunteer in local projects.
“This is the spirit of Los Angeles,” Choe says. “Neighbours helping neighbours, businesses stepping up, and a city that refuses to be broken. Together, we’re not just recovering, we’re rebuilding stronger than ever.”
For Afram, the collaboration extended across the travel and tourism sector, with providers playing a key role in the city’s recovery. “Local hotels, tour operators, and event venues united to support displaced residents and relief workers, offering shelter and services,” he says.
More importantly, Afram says, Los Angeles has communicated a powerful signal to travellers: “LA remains a vibrant hub for tourism, ready to welcome the world once again.”
The role of Aussie agents now
Our travel industry has long been one of LA’s most vocal cheerleaders. “Australian travel agents have always been incredible ambassadors for Los Angeles, connecting travellers with the energy, creativity, and culture that make this city so special,” says Choe. “Now, your support is more important than ever.”
Choe encourages agents to highlight LA’s diverse neighbourhoods and rich culture through digital content, newsletters, and storytelling to encourage deeper exploration and more meaningful engagement.
“Travel has the unique ability to restore and reconnect,” he says. “With thoughtful promotion and continued collaboration, Aussie agents can help LA bounce back stronger than ever.”
Afram agrees, noting agents have a key role in restoring traveller confidence. “There’s a need for positive promotion,” he says.
“Highlight LA’s world-class attractions and stories of community strength. Partner with local businesses, reshape the narrative, and help visitors reconnect with a city that continues to rise stronger, more united, and more welcoming than ever.”
Your invitation
The energy in Los Angeles right now is forward-facing with its spirit fully intact. Hotels are open. Events are happening. New experiences are on the horizon.
For Australian travel agents, the message is simple: it’s time to put LA back on the radar.
Learn more
Whether your clients are looking for a budget-friendly vacay or a North American stopover, explore the downtown buzz at Moxy and AC Hotel Downtown Los Angeles or get them moving across Southern California with Karmel Connect.
For trade updates and destination inspiration, visit the Los Angeles Tourism travel trade page.
And stay tuned for part two in the series, where more insiders reveal how you can book LA with confidence.
This article is brought to you by Los Angeles Tourism.
