Florida Tourism is stronger than expected and seems to be doing even better. With a struggling economy and high gas prices, many expected the Florida Tourism industry to struggle. However do to strong marketing and a different attitude for American travelers, Florida Tourism is blooming. High gas prices and a struggling economy have forced many travelers in the United States to rethink their vacation destinations. Many who frequently enjoyed traveling out of the country benefit from the affordable vacations Florida offers. Florida Tourism’s continued strength has helped the economy drastically, especially in areas hit hard with real estate.
Florida Tourism flourishes because of its marketing. Through marketing people not only around the country but also around the world have taken notice of the great opportunities a Florida vacation can offer. Along with major airports, great vacation packages offered, and new attractions throughout the state, Florida Tourism continues to improve.
While tourism in Florida is still consistent, I do not believe that marketing is the sole reason for strength during the national economic downturn…
The price of gasoline or airline fuel taxes will remain the same, no matter how many commercials and magazine articles are published. Tourists numbers do not decrease during economic downturns (people will usually cut-back on retail and food spending before vacations), but the origins of tourist do change.
As less visitors travel from far distances, this means increased numbers from backyard tourists (staycations). The downturn also entices Europeans, Russians, Chinese, and Indians who are attracted by the cheaper dollar. This foreign tourists will often stay longer and spend more than the usual visitor from another region in the U.S.
What I would like to know is how much of the tourism dollar is lost to leakage … while we do receive hotel-night taxes, our service employees still must commute long-distances and face high rents (or mortgages if they are lucky) to receive small wages and a little opportunity for upward job mobility. Resorts still recruit overseas and cruise lines are hardly registered in the U.S. We could not get enough Floridians to do these jobs because the cost of insurance, food, transportation, housing, education is too expensive for a “Tourism Industry” wage.
Florida Tourism needs to focus less on marketing and more on sustainable development. Diversifying the destination and investing in small businesses, businesses that could also support the local population when visitor numbers do drop-off due to worsening economic climate, terrorism, hurricanes, etc.
What will Florida be at the end of the day when we have invested in pure marketing and our “tea-cup” rides stand still?