As we begin a new year, I would like to remember and honor the victims of last year’s horrific New Year’s Day attack on Bourbon Street. Since that day, we have proved that no attack will EVER destroy the spirit of this city or dim the unique light that our community shines upon the world.
One of the things that sustained us in the horrible days following the attack was the outpouring of love we received from people all over the world. We heard from customers, visitors, journalists and even competitor cities. They all shared their love for New Orleans and pledged their support in standing against evil.
We continue to send our deepest condolences to the victims, their families and all those whose lives have been forever changed by this act of terrorism. We are profoundly grateful to the first responders and law enforcement agencies for their work to save countless lives, as well as the work they do every day to protect us.
Our business and tourism community united with local, state and federal partners to protect our amazing city and keep it a great place to live, work and visit. Local charities raised hundreds of thousands of dollars for the victims and their families, and the restaurant community came together to support Bourbon Street restaurants and workers who were harmed economically.
We united and hosted a Sugar Bowl only one day after the attack, as well as an incredibly successful Super Bowl LIX and Mardi Gras with unprecedented security measures.
For more than 300 years, New Orleans has been a critical international port city and the creator of some of the world’s best food, music and traditions. This city shines brightly and is a unique light in the hearts, minds and imaginations of people around the world. That light will not be dimmed by a single act of evil. In fact, it has only strengthened our resolve and love for this community. No matter what challenge comes our way, we come together and show the best of humanity, especially during difficult times.
In the past year, New Orleans & Company has reinforced this message to the world:
For example, this past holiday season, our city, business owners and culture bearers came together to honor the victims of the attack with the Second Line in the Sky. This memorial installation intertwines remembrance with holiday celebrations in a way that only we can. The 822 prayer flags welcomed millions who walked Bourbon Street in December, inviting them to look up, reflect, and be part of something uniquely New Orleans. We hope Second Line in the Sky will become an annual New Orleans holiday tradition and a symbol of hope, remembrance and joy. I salute the project’s creator and visionary, Katy Casbarian, proprietor of Arnaud’s Restaurant and a New Orleans & Company board member — great things can only happen with great leadership.
I am so proud of this community and especially the team at New Orleans & Company and our partners. While 2025 was a year of tremendous highs, as well as many challenges, we are moving into the new year reinvigorated and ready to build on the positive momentum created.
In 2026, we’re working to create opportunities for New Orleans to play a role in the FIFA World Cup, hoping to draw international visitors to our city between matches in nearby cities. We’ll celebrate America 250 and Sail 250 New Orleans-style, kicking off Sail 250 for the whole nation in New Orleans in May and demonstrating why New Orleans and Louisiana are indispensable to our nation.
We will also host global events such as Rockin’1000, LIV Golf, Bocuse d’Or and the Pastry World Cup. These events elevate our great city’s global brand and enhance our world-class offerings.
When I look ahead to 2026, I see a city that is ready to welcome the world, ready to host events of every size and scale, ready to grow in ways that lift every neighborhood, every worker, and every business, and ready to make New Orleans a harmonious place to live, work, learn and visit.
The world is watching. In 2026, New Orleans will prove once again that we are not just “Built to Host,” we are built to lead.
Thank you for your partnership.
Walt Leger III is president and CEO of New Orleans & Company, the official destination marketing and sales organization for New Orleans tourism industry. He may be reached via email at walt@neworleans.com.
