LA eyes UK boost despite wildfires Robin Searle


The chief executive of Los Angeles Tourism has thanked the trade for its support and hopes the city will still see an increase in visitor numbers from the UK and Ireland despite last month’s wildfires, which ravaged parts of the city. Adam Burke said plans were


underway for a publicity campaign to launch in March as he reiterated the importance of the visitor economy to the city’s recovery. “From a tourism perspective, we


are very fortunate that most of the city was not affected,” he said. “It is heartbreaking to see the impact on the communities affected, but we are


very much open for business and the best way we can help the recovery process is to bring in visitors.” Burke said the fires that had


impacted areas including Pacific Palisades were almost entirely contained, and stressed that the travel trade, including suppliers and frontline travel sellers, had an important role to play in ensuring misconceptions about the scale of the effects on the city were dispelled. He said those efforts would


also be key to achieving a target of 400,000 visitors from the UK and Ireland in 2025 – up from about 350,000 in 2024. “We initially projected between 400,000 and 425,000 visitors


Barrhead boss hails record year and eyes further growth


Samantha Mayling


Barrhead Travel is eyeing further growth for this year, following a “fabulous” record-breaking 2024. The Glasgow-headquartered chain


aims to open more shops, recruit more staff and expand its Brilliant Travel division, which encompasses homeworkers and Managed Service Travel Partners (MSTP). This year also marks its 50th


anniversary, with celebrations and a rebranding exercise planned. Managing director Nicki Tempest-


Mitchell told a Travel Weeklywebcast that the current peaks season is “definitely record-breaking, because we are up on last year”, adding: “We


6 6 FEBRUARY 2025


are having a stronger year, and last year was our best-ever performance.” Tempest-Mitchell was promoted


to the newly created MD role in December, having joined in October 2019 as a consultant to support expansion into England. The pandemic meant those


plans were reined in, but the chain now has 20 stores in England, among its network of 95 branches, including MSTPs. “In 2025 our plan is definitely to increase our headcount overall,” she said. Asked about further expansion


beyond Scotland, she said: “Yes, definitely, it is our plan. We will do it where it is viable for us to do it.” She noted the group’s second


From a tourism


perspective, we are very fortunate that most of the city was not affected


for the coming year, and I hope we will still come in at the lower end of that range and still see a positive increase,” Burke added. “Our team led by Francine


Sheridan in London has been in regular contact with our trade partners as we understand the importance of this selling period for spring and summer visits.”


Burke said consumer marketing


was initially paused as the fires took hold, although trade missions continued as planned. The tourist board is liaising with


state body Visit California, which is due to launch a campaign in the coming weeks to “entice people and show LA is open for business”. “One concern we have heard is that


people are worrying about taking hotel stock being used by people displaced by the fires, but that is categorically not the case,” Burke said. “We are now seeing a sense of normalisation, and with our key tourist attractions not impacted, our focus now is on


supporting the recovery process.” i The US: Destinations, pages 38-49


Nicki Tempest-Mitchell


Northern Ireland branch, which opened last November in Newtownabbey, County Antrim, had “exceeded expectations”. Furthermore, Barrhead Travel is


reaping the benefits of its focus on cruising, touring and adventure as those sectors are seeing particularly strong growth. “Our average spend is actually up,” she said. “It is good news, despite all the doom and gloom and some underlying challenges in terms of the economy and people’s discretionary spend.” She pointed to “significant growth


for luxury and river cruising”, as well as 40% year-on-year growth for the touring and adventure sector.


Barrhead “made a commitment”


two years ago to the touring and adventure sector as it had recognised an “opportunity” for growth. “We took away a lot of the


messages at the Association of Touring & Adventure Suppliers conference and we’ve worked on them,” Tempest-Mitchell said. Barrhead Travel is also planning


to hold its first graduation ceremonies later this year to celebrate the achievements of its apprentices.


Watch the interview with Nicki Tempest-Mitchell in full at travelweekly.co.uk


travelweekly.co.uk


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