tourism agencies are gearing up their marketing efforts to meet the growing demand for travel .
“ Now is a perfect time to market our county as an outdoor recreational paradise as people are changing how and where they choose to go on vacations and weekend getaways ,” Jones said . “ We began an outdoor-focused campaign that speaks to safe activities and social distancing .”
Jones said her organization has also done some national television advertising with several digital campaigns targeted to specific markets and has a new program coming out in the next month or so to enhance efforts to attract visitors .
In Nassau County , the marketing efforts have “ stayed the course ” Langley said , focusing on programs that have worked in the past to encourage high-value customers that typically stay longer and spend more money .
“ We have curtailed efforts targeting short-term drive markets and re-energized fly markets from the Midwest and Northeast which provide a higher-yield visitor ,” he said . “ With restrictions anticipated to be lifted shortly from Canada and the United Kingdom , we will begin promotions there in the near future .”
While the past 18 months have been difficult for the tourism industry , Visit Florida ’ s Young said the resilience of the state ’ s tourism industry – which faces the threat of hurricanes and wildfires and other natural disasters – provides a strong foundation for the future .
“ Though the Covid-19 pandemic is the biggest crisis we have ever faced , Florida tourism is no stranger to crisis ,” she said . “ From hurricanes to oil spills to terrorist attacks we have seen it all and it has only made us stronger . The resiliency of Florida ’ s tourism marketers is what fuels our ability to adapt and evolve , so we can continue delivering amazing vacation experiences , no matter what .”
Aaron London is managing editor of Evolve Digital .
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