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Tourism doesn’t die in a fire, it rises from the ashes stronger, more resilient, and more innovative than ever. California’s wildfires have left scars, not just on its landscapes but also on the local economies that thrive on tourism. But small and medium enterprises (SMEs) truly hold the power to bring life back to fire-affected regions. From boutique hotels and adventure outfitters to family-run restaurants and artisan shops, local businesses can lead the charge in revitalising tourism and turning devastation into an opportunity for reinvention.
