Wildfires in Southern California: The Possible Ripple Effects
Wildfires in Southern California: GMA’s Josh Swissman on the Possible Ripple Effects for Las Vegas Tourism
As Southern California battles devastating wildfires—burning tens of thousands of acres and displacing thousands of residents—Las Vegas industry leaders are watching closely. With Californians historically making up about one-third of Las Vegas’s visitors, the concern is understandable: Will tourism take a hit?
Josh Swissman, Founding Partner and Managing Director at GMA Consulting, offered a balanced and empathetic perspective in a recent Las Vegas Review-Journal article.
“I do think they will be distracted from their normal sort of visitation or vacation patterns only because they’ve got so much of their lives and their homes to clean up and to rebuild.”
At the same time, Swissman noted Las Vegas’s unique role as a low-cost, accessible escape:
“Vegas also serves as a nice kind of quick respite and getaway to put, albeit temporarily, your concerns behind you. … If vacations are in the cards for those people and they’re being budget conscious, Vegas has always served as a nice, relatively low-cost destination.”
At GMA, we recognize the complexity of how large-scale events like these impact travel patterns. Emotional, logistical, and financial factors all play a role. While some visitors may understandably stay home to focus on recovery, others may seek brief relief from the chaos—especially when Las Vegas offers both affordability and proximity.
What remains clear is the strength of the relationship between Southern California and Southern Nevada. As resorts offer donations and flexible accommodations, the focus is rightly on relief—but the long-term recovery may bring new, nuanced visitor behavior.
We’ll continue tracking this dynamic closely and advising clients accordingly as Las Vegas balances compassion, resilience, and readiness.
For a detailed analysis, refer to the original article: Could Southern California fires affect Las Vegas tourism? Maybe.