Visit Florida is ramping up its marketing efforts to counter negative perceptions caused by recent hurricanes and remind travelers that the Sunshine State is still open for business.
The state’s tourism marketing agency has increased its post-storm marketing budget to $6.7 million, adding an extra $1 million to combat the extensive media coverage of Hurricanes Debby, Helene, and Milton.
The campaign initially focused on promoting areas untouched by the hurricanes. Now, it will expand to highlight what’s open and accessible in storm-impacted regions, showcasing the resilience and recovery of Florida’s tourism industry.
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Visit Florida estimates that the three hurricanes generated nearly 900,000 media reports and online mentions globally, with the majority of the coverage in the U.S.
This extensive media attention has the potential to deter travelers, making Visit Florida’s marketing efforts crucial to the state’s economic recovery.
Last week, Florida Governor Ron DeSantis announced that Florida continues to be the country’s premier travel destination as it once again sets record-breaking visitation numbers in the third quarter of 2024. Preliminary estimates indicate that 34.6 million visitors traveled to the Sunshine State, marking a 1.8% increase over Q3 2023 and making it the highest visitation on record for a third quarter.
The record-breaking visitation was fueled by 31.8 million domestic visitors, 2.3 million overseas visitors, and 582,000 Canadian visitors.
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This marks the third consecutive quarter of record-setting visitation to Florida, highlighting continued growth in both domestic and international travel. The first three quarters of 2024 show an increase of 2 million visitors from the same period in 2023.
“The Free State of Florida continues to break records for tourism,” said Governor Ron DeSantis. “It is a testament to our model, and we will continue to operate our state with common sense, fiscal responsibility, environmental stewardship, and a penchant for freedom.”
“The hard work and resilience of Floridians have been instrumental in keeping our tourism industry strong, showcasing the best of what our state has to offer,” said Dana Young, President & CEO of VISIT FLORIDA. “Governor DeSantis’ leadership has positioned Florida as a top choice for travelers, and the continued record-breaking tourism numbers reflect that.”
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