Travellers flying into Los Angeles in January were greeted by an apocalyptic sight: billowing clouds of smoke and the red-orange glow of flames against the glittering expanse of city lights.

The stark panorama, and shocking, ubiquitous videos of the wildfires, were at sharp odds with images of sun-kissed beaches and glamorous Hollywood that Los Angeles relies on to draw the flocks of tourists who pump billions of dollars into the local economy each year.

“We’re very nervous,” says Jackie Filla, president and chief executive of the Hotel Association of Los Angeles.

“The first-blush look is obviously there’s a precipitous drop off in shorter-term reservations – people who were supposed to be here this week and next week. We’re seeing some long-term drop-off as well – not as much, but it’s certainly a trend we’re concerned about.”