The roar of the crowd. The energy of the fans. The FIFA World Cup reminds us that major sporting events are about more than the final score, they’re about the places people stay, dine, celebrate, and remember. And the next big event is coming up! The LA28 Olympic and Paralympic Games are expected to welcome 15 million spectators, generate more than $19 billion in economic impact, and support 88,000+ jobs. Millions of visitors will experience Southern California – not just its venues, but its hotels, restaurants, resorts, retail destinations, and communities. Will your property be ready? With the LA28 Olympic and Paralympic Games approaching, Southern California has another opportunity to welcome millions of visitors.