After wildfires devastated both Maui and Pasadena, California, local tourism boards found themselves not just promoting their destinations, but playing an active role in their communities’ recovery.
Out of that shared struggle, a small support network emerged among tourism professionals from Pasadena, Maui and, after Hurricane Helene, Asheville, North Carolina. What began with a chance encounter at a media event in New York has since grown into a powerful way for destinations to navigate recovery.
The connection began in January 2025, at TravMedia’s International Media Marketplace. Pasadena was still reeling from the Eaton fire, and Mandi Prince, communications manager for Visit Pasadena, was in New York to provide updates to the media.
She admits she wasn’t sure she’d even make it to the event until days before, but the trip proved unexpectedly transformative. During the summit, Los Angeles was recognized on stage, which prompted Leanne Pletcher, director of public relations and marketing for the Maui Visitors and Convention Bureau, to reach out. Still recovering from the devastating 2023 wildfires on her island, Pletcher felt compelled to offer comfort and words of wisdom.
“It had been a rough couple of weeks, and I was so touched by her kindness, I just broke down,” Prince said. “We exchanged business cards and kept in touch.”
The moment of compassion turned into the beginning of a friendship. A few weeks later, when Pletcher and her colleagues were in L.A. for another media event, the two teams met for lunch and swapped stories — what worked, what hadn’t and how they helped their communities heal. By summer, they’d invited Explore Asheville to join them, widening the circle of shared experiences to help each other navigate their own disaster aftermath.
Sharing our experiences face-to-face made me realize how powerful it can be for tourism boards to come together in times of crisis.
“Sharing our experiences face-to-face made me realize how powerful it can be for tourism boards to come together in times of crisis,” Pletcher said. “The exchange was both validating and inspiring — it underscored the value of empathy, shared knowledge and solidarity across destinations.”
For both Maui and Pasadena, those early weeks after disaster meant much more responsibility than just destination marketing. Staff members in Maui joined the county’s emergency operations center, assisted with communications and helped funnel resources to displaced residents. Every employee had been affected — either personally, or through friends and family. In Pasadena, workers also felt this dual responsibility — the city’s convention center became an emergency shelter for displaced residents, while staff tried to manage communications and support local businesses.
“It was an emotional time for everyone, to say the least; we had several staff evacuated and some even lost their homes, yet kept showing up and working as if their whole lives hadn't been turned upside down,” Prince said. “We weren't just responding as professionals, we were responding as neighbors.”
Navigating this dual role of both victim and responder was emotionally taxing. During the Maui wildfires, Pletcher drew strength from the generosity of neighbors — chefs cooked free meals, fishermen ferried supplies and countless volunteers offered to step in wherever help was needed. These acts of resilience, she said, became the foundation of Maui’s recovery.
“Even while navigating our own challenges, our commitment was to step up and support our community,” Pletcher said.
For Prince’s team, diving into recovery work became its own kind of coping mechanism.
“It gave us something to focus on during a time that felt overwhelming,” she said. “But looking back, that urgency may have also delayed our ability to fully process what was happening.”
Both Maui and Pasadena have the same message for travelers: Showing up matters. Intentional travel — shopping small, booking with local operators and eating at independent restaurants — is one of the most powerful ways to help a community rebuild. It’s just as important for travelers to arrive with empathy and compassion for what the community has dealt with.
Visiting post-disaster shouldn't feel like a guilt journey, and doesn't mean ignoring the pain; it shows solidarity and respect for the recovery process.
“Visiting post-disaster shouldn't feel like a guilt journey, and doesn't mean ignoring the pain; it shows solidarity and respect for the recovery process,” Prince said. “[Visitors] also become an integral part of the community's healing journey.”
What’s Next
Today, both destinations show signs of recovery. In Maui, businesses in Lahaina are reopening and visitor numbers are slowly recovering. In Pasadena, marketing campaigns are helping local businesses find their footing again. For both destinations, the experience has permanently shaped how their tourism boards operate. Pletcher now sees her role not just as promoting Maui, but ensuring that tourism actively strengthens the community. Prince has invested in crisis training and says she approaches her work with a broader perspective, more attuned to risk and long-term recovery.
The network has given each member much more than professional lessons. Prince is especially grateful for every professional who was willing to put humanity above all else.
“It’s a club you never want to be part of,” she said. “But once you’re in it, the support from other destinations who’ve been through similar disasters is invaluable.”
Looking ahead, the group hopes to remain a safe space for candid conversations and possibly even collaborate on joint initiatives, such as a “progressive press trip” across the recovering destinations, to highlight their resilience and the importance of responsible tourism.
“By continuing to collaborate, we can amplify each other's stories and strengthen our collective ability to face challenges together,” Pletcher said.
