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Bud Nocera, president and CEO of Visit Florida, says he believes Florida will “still see business” from the U.K., Ireland and other parts of Europe in coming months “but not at the same levels.”
Tourism officials are responding with aggressive marketing campaigns aimed at Florida residents and domestic travelers in traditional core markets in the Northeast and Midwest.
 D.T. Minich, executive director of the St. Petersburg/Clearwater Convention & Visitors Bureau, says an advertising campaign aimed at Orlando residents drew more than 1 million residents to the Gulf Coast region last fall. “Orlando was our top market for the summer. Now we’re shifting to up north — traditional core markets like New York, Boston, Chicago, Indianapolis, Minneapolis and Philadelphia,” says Minich.
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“Tourism is one of the hardest things to forecast. The great barometer for the future of the tourism industry is consumer confidence. You should look for a rise in the national consumer confidence levels as a signal for the return to normalcy in the tourism industry.”
— Bud Nocera, president and CEO of Visit Florida
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The Monroe County Tourist Development Council, meanwhile, recently approved $500,000 in “emergency” funding for an advertising blitz.
To better compete with larger Florida destinations, the St. Lucie Tourist Development Council is teaming up with local businesses on advertising. Michelle Valvano, owner of Perfect Drive Golf Villas, a 160-unit resort at PGA Village, says it was an “easy decision” to partner with the county. “With them I can do so much more than I can do on my own.” The county is also pursuing a partnership with Grand Bahama Island to find a way to increase tourism trade for the two destinations.
Jorge Pesquera, president and CEO of the Palm Beach County Convention and Visitors Bureau, says his organization is overhauling its marketing strategy completely. With the new slogan, “20 Distinct Towns — One Palm Beach County,” the bureau will highlight the wide variety of experiences available within the county. The bureau has also decentralized its group sales efforts and hired representatives in New England, Washington, D.C.,
and Atlanta. The bureau also plans to step up its research to find out how it can better target potential visitors.
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