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

Visit Florida is gearing up to showcase the hidden gems of its northwestern region with a $10.5 million grant aimed at boosting tourism. 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, a state-funded non-profit, will be used to promote the eight counties in the northwestern region. These counties, impacted by the Deepwater Horizon Oil spill, are known for their pristine beaches and uncrowded landscapes.

Young highlighted the beauty of the Florida Panhandle, describing it as reminiscent of old Florida with magnificent beaches and a less developed feel compared to South Florida. The marketing strategy for this hidden gem includes a regional campaign called “Adventure Within Reach” and individual marketing programs for each county.

In addition to promoting the northwestern region, Visit Florida is focusing on nature-based travel and adventure activities, such as hiking, biking, kayaking, and more. The organization is also targeting impulse travelers, particularly millennials and young adults, with campaigns to increase bookings in the spring months.

Despite challenges like visa wait times for Latin American tourists and the negative impact of Hurricane Ian on Fort Myers, Visit Florida remains optimistic about the state’s tourism recovery. With successful marketing efforts in California and partnerships with Michelin for culinary tourism, Visit Florida is poised to attract visitors from across the country and around the world.