Visit Florida Embraces Marketing More Than Just Beaches and Disney
Photo Caption: L'Atelier de Joël Robuchon Miami has been recognized by Michelin as a great restaurant. Visit Florida is touting the state's food scene. Source: L'Atelier de Joël Robuchon Miami.
Skift Take
Early estimates suggest Florida is having a remarkable tourism recovery. The state's promoters said recent ads that highlight the state's lesser-known offerings, such as Michelin-starred restaurants and adventure tourism, contributed to the recovery.
Despite being battered by the pandemic, the tourism industry is slowly recovering in Florida — a state that has marketed aggressively and that drew 69 million visitors this year through June.
The southeastern "sunshine state," has rapidly recovered from the tourism collapse during the early days of the pandemic, according to data publicized on Thursday at the Florida Governor's Conference on Tourism in Boca Raton.
The state is now surpassing visitation numbers from 2019 according to estimates by Visit Florida, the state's tourism promotion agency. Last year it notched a domestic visitation record.
Florida benefited from a $16 million media advertising buy to run video for broadcast and online touting the state as a vacation destination. It was the state's largest cooperative campaign, meaning lo
