September 27, 2023
Fountain of youth: St. Augustine goes young in its quest to boost tourism
Concerts at the St. Augustine Amphitheatre draw a younger crowd.

Northeast Florida Roundup

Fountain of youth: St. Augustine goes young in its quest to boost tourism

Mark Basch | 9/28/2017

The St. Johns County Visitors & Convention Bureau is targeting millennial families to expand the St. Augustine area’s tourism economy. The VCB’s marketing plan for 2018 sees that group as the best opportunity for growth as “aging Matures and Boomers” indicate they are less likely to visit.

An annual survey by marketing firm MMGY found the percentage of millennial travelers interested in visiting the region in the next two years grew from 27% in 2013 to 47% in 2016.

The percentage slipped to 41% in this year’s survey, but that’s still significantly higher than the 28% of Boomers and 21% of Matures who expressed an interest.

Millennials are also likely to spend more on vacations. MMGY found the average millennial family budgeting $6,282 for travel, while the average American traveler expects to spend $4,815 on vacations this year.

A separate brand perception survey on the St. Augustine area by H2R Research found that 72% of potential visitors describe the city, founded in 1565, as “historic.” That highlights the need to promote other amenities to attract tourists who aren’t interested in the history, officials say.

VCB President Richard Goldman says those attractions include dining and the area’s beaches, as well as major concert acts at the St. Augustine Amphitheatre — recently ranked 11th in the world in ticket sales for amphitheaters in the first half of the year.

St. Johns County hopes to entice young families who may be headed for central Florida theme parks to take a slight detour for at least part of their trip, Goldman says. “There are ways to enjoy Florida beyond Kissimmee and Orlando.”


See other stories from Florida Trend's October issue.

Get Florida Trend's October magazine – print or digital. Select from these options:


Access Article Now!


Get a single DIGITAL copy of this issue



Get a single PRINT copy of this issue

plus $3 postage & handling


One year in PRINT

plus a FREE gift!


One year DIGITAL

plus a FREE gift!


One year Combo

plus a FREE gift!


If you are already a print subscriber,
to your existing subscription here!
(or call our office at 727-892-2643)

* offer valid for new subscribers only

Tags: Northeast

Florida Business News

Florida News Releases

Florida Trend Video Pick

Authorities warn public to keep their distance from 'Peaches' the Flamingo
Authorities warn public to keep their distance from 'Peaches' the Flamingo

Pinellas County officials placed a digital sign near “Peaches” the flamingo, warning people to keep their distance. Officials also say the public should not be concerned about the tracking device on Peaches, the flamingo rescued from St. Pete following Idalia.


Video Picks | Viewpoints@FloridaTrend

Ballot Box

Why do you believe Florida's teacher shortage is at an all time high?

  • New legislative restrictions
  • Parent/guardian involvement
  • Student disciplinary issues
  • Compensation
  • Curriculum

See Results

Florida Trend Media Company
490 1st Ave S
St Petersburg, FL 33701

© Copyright 2023 Trend Magazines Inc. All rights reserved.