Note From Adam - May 2022

To Our Valued Tourism Partners,

It's National Travel and Tourism Week and – while this represents an opportunity to celebrate tourism's vital role in improving the quality of life for residents and visitors alike – it's never been more important to think about the future of our industry.

From creating a more equitable and inclusive society, to addressing critical issues of long-term sustainability, and retooling/rebuilding America's workforce, we are at an inflection point that calls for us to reaffirm our commitment to being responsible stewards of our communities and our planet.

As we move through the pandemic recovery process, I believe that we have a remarkable opportunity to collectively create a more vibrant future for all sectors of our industry. Over the years, travel and tourism has often been at the forefront of creativity, innovation, and an entrepreneurial mindset. So, rather than wait for external factors to disrupt our business, I believe we should challenge ourselves to become our own disruptors, and chart a new course to reinvigorate our global tourism community.

Perhaps most important, if the last two years have taught us anything, it's that tourism remains one of the most powerful ways to bring us together as we explore other cultures and traditions. By fostering a greater sense of understanding, travel reminds us that we are citizens of a global community and that, ultimately, what unites us is far more important than what divides us.

As Mark Twain famously said, "Travel is fatal to prejudice, bigotry, and narrow-mindedness." Amen.

All My Best, 

Adam Burke
President and CEO
Los Angeles Tourism