VISIT FLORIDA touts industry rebound and marketing efforts during the year

The Florida tourism marketing agency is touting its efforts to save the tourism industry this year after the early stages of the COVID-19 pandemic crippled theme parks and places of entertainment.

In a press release, VISIT FLORIDA cited a series of campaigns deployed during the year to rebuild the state’s tourism and travel industry, one of the biggest pillars of the state’s overall economy. .

Among other initiatives, the state’s marketing arm has served ads in states with severe COVID-19 public health measures, including the states of California and Washington.

The ads, the agency said, sought out travelers “desperate for sunshine and freedom” and generated a return of 311: 1.

“The recovery of tourism in Florida has progressed by leaps and bounds in 2021 thanks to the very successful marketing campaigns of VISIT FLORIDA,” said the President and CEO of VISIT FLORIDA. young dana.

VISIT FLORIDA has also created and produced a Florida docusery alongside Weather Network and Air Canada. Dubbed “Wanderlust,” the documentary series aired over the winter in Canada as residents found themselves locked inside.

“Going to 2022, VISIT FLORIDA will only accelerate as we continue to drive results for every job, business and taxpayer in Florida,” the agency added.

These campaigns and others show a significant return on investment for taxpayers, according to the agency.

The Florida Bureau of Economic and Demographic Research has calculated that for every dollar invested in VISIT FLORIDA, $ 3.27 goes back to taxpayers.

VISIT FLORIDA has also worked to attract tourists as the country reopened its border to international travel. The agency deployed a marketing campaign in Latin America (Mexico, Colombia, Argentina, Chile, Brazil), the United Kingdom, Germany and Canada.

The agency also sent a delegation to Colombia to establish a travel relationship with the nation, marking the first such trip.

“The support and leadership of Governor DeSantis has been crucial to these gains, and we sincerely appreciate all that he does on behalf of our tourism economy,” Young added.

Indeed, tourism is booming in Florida. In the second quarter of this year, Florida welcomed 31.7 million travelers to the state, marking an increase of more than 220% from 2020.

In the third quarter of 2021, Florida welcomed 32.5 million travelers, marking the first time that the total number of visits exceeded pre-pandemic levels.

VISIT FLORIDA is mobilized two proposals before the legislative session of 2022. Among them, a bill which would extend the life lease of VISIT FLORIDA by eight years until 2031.

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