Local authorities and leaders announced the launch of the “LA is Open” campaign on Monday, which aims to boost the local economy in the Los Angeles region.

The initiative, presented by Los Angeles Mayor Karen Bass, is a “recovery campaign” designed to promote the tourism industry and support small businesses affected by the January wildfires.

According to authorities, the slogan “LA is Open” indicates that Los Angeles is open for business, resilient, and ready to welcome visitors from around the world.