Los Angeles' Comeback

Los Angeles is undergoing a challenging period of upheaval. Despite devastating wildfires, the city is looking to the 2028 Summer Olympics with a sense of optimism.

Adam Burke, President and CEO of the Los Angeles Tourism & Convention Board, expressed this unequivocally in his most recent statement: ​‘Our hearts are with all Angelenos who have suffered loss during this incredibly difficult time. In moments like these, tourism does more than drive our economy – it becomes a lifeline in supporting our community’s recovery.’ This attitude is palpable throughout the city. From laid-back Venice Beach to the city’s trendy hotspots, the spirit of a resilient community is in the air.

The city before the Games

The 2028 Summer Olympics are already having a far-reaching impact – and in Los Angeles this means a colourful array of new sports. From baseball and softball, which enjoy a special status thanks to local enthusiasm, to flag football, cricket, squash, and lacrosse. If you ask around in the City of Angels, you’ll get some bizarre responses alongside the more insightful opinions.

One passer-by laughs as he enthusiastically explains that Americans are so crazy about baseball because​‘the sport holds the whole country together like a family ritual – whuich also includes hot dogs’. A young skater at Venice Beach, on the other hand, is firmly convinced that the new sports merely provide more reasons to touch on another – also an interesting point of view.

A declaration of love and a look ahead

‘We love you, Los Angeles,’ proclaims Adam Burke as he rounds off his speech – a declaration of love that amounts to more than mere words and echoes louder than ever in the streets of the city. The recent wildfires have left behind not just ashes but also new fertile soil, in which the city is blossoming more confidently than ever before. Anyone who makes the trip to LA will immediately feel that there is more going on here than just the big dream of Olympic gold. The City of Angels pulsates with an energy that is captivating everyone – and the rest of the world can look forward to experiencing the live broadcast of a range of new sports in all their glorious diversity.

More information on Los Angeles is available at discoverlosangeles​.com

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