Disruptive Impacts of Wildfires on Tourism Markets in California

Abstract:

The 2017 and 2018 wildfire seasons devastated many areas throughout Northern and Southern California, including many that rely heavily on tourism markets. Here, I explore the impacts of the Sonoma Complex Fires on the important economic and social institution of tourism. Sonoma County typically sees over $2 billion in tourism-related spending. Tourism brings Sonoma over $200 million in tax revenue and directly employs 10% of the county’s population. Drawing on hotel occupancy, local airport, and visitation data, I examine the impacts of a severe wildfire season on an area that relies heavily on tourism for its economy. This research examines the short-term declines in visitation (e.g. wineries, museums, and restaurants) and long-term increases in hotel stays (e.g. insurance company representative, construction workers, and evacuees). I also analyze strategies employed throughout Sonoma to increase tourism and attract visitors, including the role of tourism bureaus, advertising, and policy planning. These findings are particularly critical given the growing risk of wildfires across the state. Understanding how tourism-reliant communities respond to a tourism-disruptive event like a wildfire is critical to improve climate change adaptation and resilience throughout social institutions in communities across California and the United States.