Tourism Industry in Pasadena, a Key Local Economic Force, Aims for a Strong Rebound

The coronavirus pandemic shattered the local travel and hospitality industry, but the Pasadena Convention & Visitors Bureau said Tuesday the economic power of tourism is igniting a comeback as pandemic restrictions loosen and California Tourism Month begins.

The month’s theme — appropriately — is the “Power of Possibility.”  

“Despite the hardships of the last year, Pasadena is ready and eager to welcome back visitors and help drive Pasadena’s recovery efforts,” said Pasadena Convention & Visitors Bureau Executive Director Jeanne Goldschmidt. “This month is an opportunity to remind visitors and residents of the incredible contributions of the travel industry, not just to our local economy and workforce, but to our community’s identity and culture.” 

“There is genuine optimism for recovery. People are making travel plans. Pasadena attractions like the Norton Simon and USC Pacific Asia Museum are reopening this month. Kidspace Children’s Museum is now open. The Rose Bowl Flea Market has returned to the Rose Bowl Stadium and UCLA Football Season begins in August. The Gamble House is serving visitors with “Gardens & Gables” and neighborhood walking tours. The Pasadena Ice Skating Center has also reopened for private sessions. And within driving distance visitors can enjoy The Huntington, Descanso Gardens and Los Angeles County Arboretum,” Goldschmidt continued. 

Despite losses due to Covid-19 business closures and community lockdowns, California and Pasadena is well-positioned for recovery, she said. 

The long-term outlook for California has brightened. Tourism Economics projects domestic visitor spending in California will reach 76% of 2019 levels this year. In 2022, domestic spending is projected to hit 94% of 2019 levels, and total visitor spending, including resurgent international travel, will hit 87%, according to a statement from the Pasadena CVB. 

The Golden State remains among the best-performing states in case counts and vaccination rates and has implemented long-term health measures so visitors can feel safe. 

The outlook for summer travel in California is very positive, as the state expects to remove most restrictions by June 15 – just before summer officially arrives. 

As Californians resume traveling, they have the power to jumpstart the state’s economic recovery by choosing to keep their trips within California. 

“California’s tourism industry has long provided Californians with a strong civic foundation and generated billions of dollars in state and local tax revenues to help provide services that benefit everyone in the state,” said Caroline Beteta, president and CEO of Visit California. “Now, residents can help their fellow Californians by keeping their tourism dollars in California and supporting local businesses as a modern-day act of patriotism. Together we can support our own economic recovery. There is power in California civic pride.” 

But there is still work to be done, particularly in rebuilding the vibrant travel and hospitality workforce. A month after the mid-March lockdown, more than half of the 1.2 million tourism workers found themselves without jobs. 

Even as the economy re-opens and businesses gradually offer more services to more consumers, the foundation of the industry – its people – still strive to return to work in a safe and confident manner that makes economic sense for them and their families.