PD Editorial: West Coast states look to rekindle tourism after fires

California residents saw the direct impacts of wildfire over the past couple of years. Fires consumed lives, homes and businesses. We're still rebuilding, and the threat of another out-of-control blaze looms large for the foreseeable future.

Fires have indirect economic impacts, too. Notably, tourism is down. California is working hard to restore the state's brand amidst all negative fire coverage, but we hope tourism officials find time to reframe perceptions of another issue scaring off visitors - homelessness in San Francisco.

In 2016, more than 268 million visitors to California generated $125 billion in direct travel spending. Those visitors mostly came from within the United States, but 17 million of them were international travelers.

Then the fires got out of control, and the world saw California burning. Visit California, the state's nonprofit tourism marketing agency, found that 11 percent of would-be visitors to the state in July went elsewhere because they were worried about wildfires here.

Tourism declines hit regions like the Sonoma Valley and the North Coast especially hard. Our wine industry and abundant outdoor activities attract visitors and their dollars that keep businesses afloat. In 2016, visitors spent almost $2 billion in Sonoma County and $386 million in Mendocino County, supporting more than 26,000 jobs. Napa, Lake and Marin counties combined generate another $2.3 billion and 22,000 jobs.

People stay away out of fear and incomplete information. California is a big state. Unless a visitor arrives in the area near an active fire, the odds of their experiencing anything worse that a bit of haze are slim. And if there is a fire, it's not too far to a wonderful alternative destination.

Oregon and Washington are experiencing similar fire-induced tourism challenges. The three states therefore have banded together as the West Coast Tourism Recovery Coalition for a marketing blitz to assure potential visitors that it's safe to visit the West Coast. The goal is to reshape the conversation and counteract news coverage focused on fires.

Tourism officials need to fight other negative stories dominating the news, too, not least the view that San Francisco - as well as Portland and Seattle - is overridden with homeless residents. It's a problem, to be sure, but it's still a great city to visit and from which to explore Wine Country.

The homeless crisis scared off one major medical association whose conference brings thousands of people to the city every few years. San Francisco officials have not identified which medical group it is, but the potential loss is clear.

Consider for example, the Americans Society of Anesthesiologists. It says it is not the association in question, and it will hold its annual conference in San Francisco in October. About 15,000 people will attend from around the world along with spouses, vendors and others.

Imagine if it had canceled. All those hotel rooms and restaurants would not be filled for the five days of the conference. Worse for our region, thousands of doctors and their traveling companions wouldn't visit Wine Country. To be frank, doctors usually can afford some tasting fees and bottles of wine. Indeed, the proximity of Wine Country is a probably a big draw for conference attendees.

When it comes to tourism, perception matters, and things can turn south very quickly. Fires and homelessness are serious challenges, but they are far from the whole story of what's happening in California. The state must continue to get that message out.

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