After several years of unprecedented wildfires, many of them raging through national forests and the celebrated Napa/Sonoma wine region, California’s tourism industry is up against what former Governor Jerry Brown calls “the new abnormal.”
While visitor numbers remain strong, California tourism marketers are grappling with other challenges, some of them exacerbated by the fires. These issues include a lack of affordable housing for service employees and the need to steer wine tourism away from the popular — and most fire-prone — fall harvest season.
There are also worries that the image of the Golden State may be irrevocably tarnished.
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