US specialist operators are allowing travellers booked to wildfire-hit Los Angeles to alter their itineraries, while calling on the trade to continue supporting the destination.
At least 25 people have died and over 20 remain missing, with nearly 90,000 remaining under evacuation orders, as two large fires and other smaller blazes continue to burn.
Operators said UK traveller numbers to California at this time of year were always low, but there were clients due to travel in the coming weeks.
“We’re giving clients the opportunity to vary itineraries depending on where they are going,” said USAirtours founder and chief executive Guy Novik, who outlined a need to help sustain visitor numbers and pointed to the strength of the destination.
He said: “We do anticipate some customer concern but as the current fire damage has not significantly affected the majority of tourist areas, we will be reassuring those planning to visit LA this summer that it should remain on their itinerary.
“The best way to support our friends in the LA tourist sector is to double our efforts and remind customers what a great destination it is.”
Ocean Holidays said it was in contact with its suppliers and hotel partners about upcoming departures.
Helen Taylor, West Coast product manager, said: “We remain fully committed to supporting both travel agents and direct customers on a case-by-case basis as the situation evolves.”
Asked about the potential impact on future demand, she said: “While plans may adjust slightly, overall demand is expected to remain the same.”
Francine Sheridan, Los Angeles Tourism’s regional vice-president for Europe and the Middle East, thanked the UK trade for its support. “We’ve always felt supported by the travel trade, and their help will never be as important to us as when we start our recovery process,” she said.
“We’re very much still adapting to the fires in real time. Focus remains on the safety of residents, visitors and first responders.”
Los Angeles Tourism is matching donations made to the American Red Cross by staff and industry partners, up to $25,000 (see link below).
America As You Like It is among the operators offering flexibility to travellers with upcoming departures.
“It’s too early to tell the potential impact on those people travelling – they may want to change the location where they’re staying,” said product director Cath Pusey, adding: “We want to try to support LA as much as possible in terms of getting visitors back.”
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