Tourism is down in California, according to a new report from Visit California. The drop in visitors is being attributed to several things, including wildfires, political issues and more.
Los Angeles tourism down
The report shows California welcomed nearly 700,000 non-resident international air travels in August 2025. That’s down nearly 8% compared to August 2024.
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Vendors on Hollywood Blvd. in Los Angeles, typically a tourist hotspot, told Straight Arrow News they’re really feeling that drop.
“I’d say down about 70 to 80%,” Michael Logan of Open Bus Tours, told SAN. “It’s a huge, huge impact, definitely a huge impact on our families and everything, you know.”
Walking around Hollywood and Highland is typically a lesson in patience with tourists flooding the sidewalks — even on a Thursday. But things were significantly lighter than usual.
Young Lee, who owns the Hollywood 21 market close to Hollywood and Highland, said he’s seen the number of visitors to his shop drop 50%.
A similar story for nearby Ride Like A Star, which lets tourists rent luxury vehicles to sample the Beverly Hills lifestyle.
“Definitely [a] drastic turn,” Salim Osman of Ride Like A Star, told SAN. “But I feel like with certain holidays, it might take a turn for the better.”
While Canadians still represented the largest international market in the state, that number dropped drastically. Down nearly 38% from a year ago.
“A lot of people in Canada are kind of against Canadians coming to the U.S.,” Beatriz Fernandes, a Brazilian who now lives in Canada, told SAN.
What’s the cause?
Tourists and vendors SAN spoke with listed several different reasons why tourism numbers are dropping.
However, one subject that came up repeatedly was President Donald Trump and the current immigration policies. The city was targeted by ICE raids earlier this year.
“I believe this time I’ve seen more people worried about police and ICE around than the last time I came,” Marco, a tourist from Brazil, said to SAN.
“Some of my friends are foreigners, and it’s a lot harder for them to get visas,” Osman said. “It’s not just a quick check.”
Lee also mentioned Trump when asked why he thinks his numbers are down, as did Logan.
“I think most of it’s probably political,” Logan said. “And then, you know, we haven’t made it easy to feel safe and actually be affordable. Affordability is big too, you know?”
Several of the tourists mentioned the cost.
The Consumer Price Index shows the cost of living in Los Angeles is up 3% over the last year, which is a lot considering the cost was high to begin with.
A couple from India came to the U.S. for the third time to visit their son who’s in school here. They said they bought groceries on their first night and could only get 20% of what they used to buy.
“Every time we come, we kind of just get groceries, and then stay in an apartment,” Neepa Shah told SAN. “But this time, I think it was nail biting, because, you know, when I paid up to the dollars and what I bought, yeah, it just was, like, a little shocking.”
While many said they were prepared for some sticker shock, it was current events that drove most of the concern.
“Gun violence isn’t a thing in the UK, so a bit of that,” Ryan Page, a tourist from England, told SAN. “As soon as I heard a loud car popping, I was like, oh, a bit skittish. With everything going on with like Trump and Charlie Kirk, it was a bit worrying, but it’s been alright.”
Tourists still coming
While the state saw a drop in tourists from countries like Canada and China, there was an increase in travel from many as well.
Japan saw the largest increase with 20% more Japanese natives visiting. Much of that can likely be attributed to Los Angeles Dodgers superstar Shohei Ohtani who’s so popular, it’s being called the “Ohtani effect.”
“It’s typical for Japanese itineraries to include up to three games for longer trips,” Adam Burke, president and CEO of Los Angeles Tourism, told SFGATE. “The Ohtani Effect is real.”
Draws for people from other countries are more of what you’d expect, the glitz and glam of Hollywood.
“Everything that we see on TV and TV shows, everything is from here,” Marco said. “So, I believe that’s the main point, visiting where it all comes from.”
His friend Victor was a little more direct.
“And for the girls, I think,” he said with a laugh.
Upcoming events
While tourism may be down and prices are up, an influx of the world into southern California may be coming very soon.
In the next few years, SoCal will be home to a World Cup game in 2026, the Super Bowl in 2027 and the biggest sporting event in the world, the Summer Olympics in 2028.
