and its efforts to recover the tourism industry
in the Sunshine State affected by Covid-19
From January to September 2020, visits to Florida fell by 34% and hotel revenues in the state were reduced by more than $ 6.5 billion
The organization announced the efforts it is making to help the Florida tourism industry recover from the global COVID-19 pandemic. From January to September 2020, total visits to Florida dropped 34 percent. Hotel revenue in the state, a leading indicator of economic impact, fell by more than $ 6.5 billion. To combat this and show visitors that safe Florida vacation opportunities abound, VISIT FLORIDA launched several campaigns to reinforce visitation.
"The innovative marketing programs we have launched at VISIT FLORIDA have positioned Florida tourism well for recovery," said Dana Young, President and CEO of VISIT FLORIDA . "While there is still a long way to go, we know we just won't. we can sit back and wait for visitors to magically return to the state. We must all work collectively to welcome visitors to Florida in a safe and appropriate manner. "
VISIT FLORIDA has launched an in-state tourism marketing campaign to remind Floridians that their home state offers world-class tourism opportunities that most people must travel to other states and countries to experience.
The second phase of the VISIT FLORIDA recovery campaign targets visitors who wish to travel to Florida from key US markets within 700 miles. Highlighting the abundance of safe vacation opportunities that can be enjoyed throughout the year, the campaign illustrates that the power of a Florida vacation is just a road or plane trip away. National and state campaigns have a combined total of more than 300 million impressions to date.
International visitors are vital to our tourism industry, as Florida welcomed nearly 15 million travelers from abroad and Canada in 2019. Although the situation abroad remains uncertain, VISIT FLORIDA is proactively working to put Florida on the best possible position for when global travel resumes. This includes maintaining representation in the country to continue cultivating relationships with international travel partners in our absence, as well as working with airlines to ensure smooth access to Florida for future international travelers.
During the last few months, VISIT FLORIDA has also developed more than 30 virtual or in-home events to build Florida's competitive advantage and keep the sunshine state on top of key markets around the world. While Florida's tourism industry has experienced a recession due to the COVID-19 pandemic, there are signs that the industry will rebound. The third-quarter 2020 figure of more than 22 million visitors was a notable improvement from the 60.5 percent drop in tourism experienced in April, May and June.
"We must all work collectively to welcome visitors to Florida."