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Visit Florida Expands Marketing Efforts To Rebound State's Tourism Industry

Wide view of a beach.
Adobe Stock
Visit Florida is hoping people in nearby states will want to vacation in Florida

Visit Florida is expanding its marketing efforts after the coronavirus severely impacted the state’s tourism industry. The agency is hoping to convince tourists within driving distance of Florida to vacation in the Sunshine State. Visit Florida’s Staci Mellman says it’s the third phase of the campaign.

“We did launch phase two, which promoted travel to in-state residents just in advance of Labor Day, right around the end of August, and we expanded to nearby domestic drive markets for phase three on October 5,” Mellman says.

Visit Florida is also running ads in international markets like Canada. Another initiative the group is tackling is understanding how tourism can enhance residents’ lives. Visit Florida’s Kate Chunka says jobs and tax savings were popular talking points in the past. Now, she’s hoping to broaden that discussion.

“Quality of life can also mean how tourism can create the protection and preservation of cultural and national resources,” Chunka says.

Visit Florida hosted a webinar to speak with different people from across the state on how tourism impacts local communities.