Published on
September 4, 2025
When communities are devastated by natural disasters like hurricanes and wildfires, tourism boards are called upon to do more than just promote the destination. Rather, they take on important roles in the healing process. Following such crises, the tourism boards of Asheville, Maui, and Pasadena have established a support system with the goal of assisting one another in reconstructing their tourism industries and communities. Since then, what began as a fortuitous encounter in New York has developed into a vital collaboration centred on exchanging information, resources, and emotional support in times of need.
The Birth of a Support Network
The connection between the tourism boards of Maui, Pasadena, and Asheville began at a media event in January 2025. At the time, Pasadena was still recovering from the Eaton fire, while Maui was dealing with the aftermath of the catastrophic 2023 wildfires. Both destinations were represented at TravMedia’s International Media Marketplace in New York. Amid the chaos and stress of the recovery process, a simple conversation between the representatives of the tourism boards sparked what would become a lasting partnership.
Although not certain of attending the event due to the difficulties posed by the ongoing recovery efforts, the representative from Pasadena found the trip to be unexpectedly transformative. At the event, when Los Angeles was recognised, it prompted Maui’s tourism official to reach out. As one community was still grieving, the other reached out with empathy, offering advice and solidarity. This act of kindness laid the foundation for a long-lasting professional and personal bond.
A Gathering of Shared Experience
Following the initial meeting, the tourism boards of Maui and Pasadena kept in touch. Soon after, they arranged for an in-person meeting in Los Angeles, where they shared stories of their respective recovery processes. Their discussions revealed both successes and challenges, with both teams sharing lessons learnt and the emotional toll the disaster recovery had taken on their staff. The exchange was powerful, highlighting not only the practical aspects of recovery but also the importance of empathy and solidarity between communities in crisis.
By the summer of 2025, Asheville, North Carolina, joined the network. After the devastation caused by Hurricane Helene, Asheville’s tourism board was eager to connect with others who had faced similar struggles. This expanded support network now included three destinations, each grappling with its own unique challenges while providing support and strength to one another.
More Than Marketing: The Dual Role of Tourism Boards
In the aftermath of the fires and hurricanes, tourism boards in affected areas found their responsibilities shifting dramatically. It was no longer just about promoting a destination; the task of crisis management and community support became equally important. In Maui, the tourism board staff joined the county’s emergency operations centre, assisting with relief efforts and communications. Many employees were personally impacted by the disaster, losing homes or having family members affected, which only deepened their commitment to the recovery efforts.
Similarly, in Pasadena, tourism workers found themselves working on multiple fronts. The city’s convention centre was transformed into an emergency shelter for displaced residents, while the staff continued to manage communications and support local businesses. The sense of responsibility went beyond their professional roles; they were deeply involved in supporting their neighbours and helping to rebuild their community.
This dual responsibility of being both victims and responders was emotionally taxing. However, the staff members in both destinations found ways to cope. In Maui, the support of the community provided a source of strength, with local chefs cooking meals for those affected and volunteers stepping in to help wherever possible. These acts of resilience became integral to Maui’s recovery process.
In Pasadena, the tourism staff found a way to cope with their personal losses by diving into recovery efforts. The urgency of these tasks provided a sense of focus during an otherwise overwhelming time, although looking back, it was recognised that this constant focus may have delayed their emotional processing.
A Message for Travelers: How Intentional Travel Helps
Both Maui and Pasadena are now sending a clear message to potential visitors: showing up in the wake of a disaster matters. Responsible tourism — choosing to shop at small, local businesses, booking with local operators, and dining at independent restaurants — plays a crucial role in helping communities rebuild. However, visitors are also encouraged to approach their travel with empathy and understanding for the pain and trauma the community has endured.
The tourism boards stress that visiting these destinations post-disaster should not be seen as a “guilt journey” or an attempt to ignore the suffering. Instead, it should be a way to show solidarity, respect, and support for the recovery process. Tourists are seen as a vital part of the healing journey, and their presence is welcomed as a sign of resilience and collective effort.
Signs of Recovery and Long-Term Impact
Both Maui and Pasadena are starting to show visible signs of recovery. In Maui, businesses in Lahaina are reopening, and the number of visitors is slowly returning to pre-disaster levels. In Pasadena, marketing campaigns have helped local businesses get back on their feet. While recovery is still an ongoing process, these destinations have learnt invaluable lessons from their experiences.
For the tourism boards, the impact of the disasters has permanently changed the way they approach their work. In Maui, the tourism team now sees its role as not just promoting the destination but ensuring that tourism efforts actively contribute to the community’s well-being. In Pasadena, the experience has led to the investment in crisis training, ensuring that the team is better prepared for future emergencies and more attuned to the long-term needs of the community.
Building a Collaborative Future
Between these three locations, the support system is still strong. The tourism boards have learnt more than just professional lessons from their mutual support and shared experiences. They now appreciate the humanity that goes beyond their positions as promoters and marketers. According to one of the Pasadena representatives, although becoming a member of such a network is a club one would never want to be a part of, the support and knowledge that it provides are priceless.
There are plans for the network to keep expanding in the future. In order to highlight the resiliency of the recovering destinations and the significance of responsible tourism, the tourism boards are thinking about collaborating on projects like a “progressive press trip” throughout them. Together, they intend to tell their stories more widely, bolster their group’s resilience to upcoming difficulties, and demonstrate how tourism can support healing.
