In 2024, California achieved a tourism spending record of $157.3 billion, contributing to job creation. However, future declines are anticipated due to tariffs and federal policies impacting international travel. Governor Gavin Newsom's office warns of a 1% decline in visitation and 9.2% decrease in international tourism, with Canadian travelers particularly affected by tariffs leading to cancellations of events like Coachella. Local businesses feel the pinch, prompting California to devise a marketing strategy aimed at revitalizing interest among Canadian tourists.
Tourism spending last year hit $157.3 billion, up 3% from 2023, and created 24,000 jobs, but a downturn is expected due to federal economic policies.
Next year, California expects a 1% decline in visitation and a 9.2% downturn in international tourism, attributed to federal economic policy and an impending 'Trump Slump.'
Local LA tour groups report that tariff uncertainty has deterred travelers, causing cancellations and a negative impact on businesses that depend on tourism.
Canadian travelers have canceled plans for major events in California like Coachella due to aggressive tariffs, prompting state efforts to reinvigorate tourism from Canada.
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