Exploring Florida’s Playbook: Insights into the Marketing Strategy of Tourism CEO

Visit Florida is gearing up to boost tourism in its often overlooked northwestern region with a $10.5 million grant. The CEO and President of Visit Florida, Dana Young, shared insights on the grant, emerging travel trends, and more in an interview with Skift.

The grant, awarded by Triumph Gulf Coast, aims to promote the eight counties in the northwestern region impacted by the Deepwater Horizon Oil spill. Young highlighted the beauty of the Florida Panhandle, with its uncrowded beaches and natural landscapes.

To market this hidden gem, Visit Florida plans a two-pronged approach. The “Adventure within Reach” campaign will showcase adventure travel opportunities in all eight counties, while individual marketing programs will be developed for each county in collaboration with their DMO.

Additionally, Visit Florida is focusing on nature-based travel and trails, with over 15,000 miles of trails offering various outdoor activities. The organization is also targeting impulse travelers, particularly millennials, with campaigns to boost bookings in the spring months.

Despite challenges like visa wait times impacting Latin American tourism, Florida has seen a strong rebound, especially from Mexico. The state is also attracting visitors from California, with Los Angeles becoming one of the top inbound markets.

Furthermore, Visit Florida’s partnership with Michelin has elevated the state’s culinary scene, attracting talent and enhancing the dining experience for residents and visitors. While some platforms like TikTok face uncertainty, Visit Florida’s strategic decisions have ensured continued reach and success in promoting the state’s tourism offerings.