‘They just don’t come’: What’s making L.A.’s tourism tumble

• Tourist arrivals to Los Angeles fell this summer, reversing years of growth and dealing a severe blow to the city’s economy.
• January wildfires, June immigration raids and Trump’s tariff threats created a perfect storm that scared off international visitors, especially Canadians.
• Hollywood Boulevard’s foot traffic dropped, and businesses struggled with higher wholesale costs for their souvenirs due to increased tariffs.

Months of negative news have triggered a tough summer for tourism in Los Angeles, deepening the economic woes for a city buffeted by natural disasters and immigration raids.

International tourist arrivals fell by 8% in the three months through August, according to data released Monday from Visit California. That is more than 170,000 fewer global tourists than last year.

In August alone, arrivals slipped by 7.5% compared to 2024.

The region’s economy and image suffered significant setbacks this year. Shocking images of the destructive Eaton and Palisades fires in January, followed by the immigration crackdown in June, made global news and repelled visitors. Meanwhile, President Trump’s fickle tariff policies and other geopolitical posturing have convinced many international tourists to avoid America.

On Hollywood Boulevard, there are fewer tourists, and the ones who show up spend less, says Salim Osman. He works for Ride Like A Star, an exotic car company that rents to visitors looking to take a luxury vehicle for a spin and snap the quintessential L.A. selfie.

Last year, crowds lined up to rent its Ferraris and Porches for around $200 an hour, Salim says. However, this summer, foot traffic dropped by nearly 50%.

“It used to be shoulder to shoulder out here,” he said, looking along the boulevard. “It’s a lot harder for people to come here, or they’re afraid of what’s going on here, so they just don’t come.”

Business has been slow around the TCL Chinese Theater, where visitors place their hands into the concrete handprints of celebrities like Kristen Stewart and Denzel Washington.

There were fewer people to hop onto sightseeing buses, stop inside Madame Tussauds wax museum and snap impromptu photos with patrolling characters such as Spider-Man and Mickey Mouse. Souvenir shops nearby say they have also had to increase the prices of many of their knick-knacks because of tariffs and a decline in sales.

Of all the state’s international travelers, the most significant absence was from Canadian tourists. Arrivals from visitors from up north fell 32% in the three months of Summer.

President Trump’s talk of making Canada the 51st state and his decision to hit Canada with tariffs have not endeared him to Canadian travelers. Meanwhile, media overseas have been bombarded with stories of capricious denials and detentions at U.S. border crossings.

Summer in Palm Springs was OK this year, said its mayor, Ron deHarte, but only because domestic tourists offset the sharp decline in Canadians.

“We’ve hurt our Canadian friends with actions that the administration has taken. It’s understandable,” he said. “We don’t know how long they won’t want to travel to the States, but we’re hopeful that it is short-term.”

 

 

Visitors from China, India, Germany and Australia also avoided the state.

Surprisingly, Mexican tourists didn’t stay away. There were around 5% more arrivals from our southern neighbor despite the ICE raids, which often targeted Latino people.

There was a dip in traffic to most Los Angeles airports. With the World Cup on the books for next year and the Summer Olympics gearing up in 2028, the growing decline in tourism is worrisome for many across all industries.

Cynthia Guidry, the director of the Long Beach Airport, says reduced airline schedules, economic pressures and rising costs also impacted airport traffic. She’s currently seeking out ways to best prepare for the Olympics, which don’t involve flight revenue, such as dining at the airport and souvenir shopping.

“We’re focused on attracting new service, growing non-aeronautical revenue and managing expenses to stay resilient,” she said.

Jackie Filla, the president of L.A.’s Hotel Assn., says the city is seeing a decline in hotel room occupancy and in the number of traveling events. Meanwhile, the industry will have to shoulder higher labor costs. The hourly minimum wage for hotel workers is set to increase to $25 in July 2026, $27.50 in July 2027 and $30 in July 2028, right before the Olympic Games.

“Hotels were not back to pre-pandemic numbers when the wildfires hit,” said Filla. “The adoption of recent regulations that have steeply escalated labor costs have created additional challenges for hotels and the hundreds of small businesses within them.“

Many of the state’s most prominent attractions are also experiencing dry spells. Yosemite reported a decrease of as much as 50% in bookings ahead of Memorial Day weekend.

Dennis Speigel, president of International Theme Park Services, a consulting firm in the industry, says that this past year has been a “soft year” for most theme parks nationwide.

 

There have been fewer international visitors and more domestic traffic, as more people are embracing the idea of staycations, or spending their holidays closer to home.

“People in the locales where the parks are stayed in their areas,” he said, adding that this summer people stayed home because of “the general economy, the media, the tariffs, the confusion and the uncertainty that came with that.”

California’s Great America, in Silicon Valley, disclosed earlier this month that it will lay off 184 seasonal workers in November. The Northern California theme park, operated by Six Flags Entertainment, also shortened its season this year, which will wrap up on Oct. 26, compared to previous years, when it ended in early January. Much of its live entertainment for the 2025 season was canceled, as were its marquee seasonal events.

Los Angeles and California depend on tourism.

Last year, the state’s tourism hit a new high, with visitors spending $157.3 billion, up 3% from 2023, and creating 24,000 jobs, according to a 2024 economic impact report from Visit California.

“Los Angeles is California’s primary international gateway; the impacts are felt statewide,” Adam Burke, president of Los Angeles Tourism, said in a statement to The Times. “Looking ahead, long-term recovery will depend on global economic conditions and how the U.S. is perceived abroad.”

 

 

Australian tourists Geoffrey and Tennille Mutton ignored the warnings of their friends and family to bring their two daughters to L.A.

“A lot of people have had a changed view of America,” said Geoffrey as his family enjoyed Ben & Jerry’s ice cream outside of Hollywood’s Dolby Theatre. “They don’t want to come here and support this place.”