VISIT FLORIDA has launched its most extensive tourism recovery campaign to date in response to the impact of Hurricanes Helene and Milton, which recently swept through parts of the state.
With a robust $5.75 million investment, this multi-phase marketing initiative aims to showcase Florida’s resilience, emphasizing that much of the state remains vibrant, accessible and open for visitors.
Resilient and Strong
In the wake of these hurricanes, which affected both coastal and inland communities, VISIT FLORIDA’s recovery efforts are more vital than ever.
Dana Young, President and CEO of VISIT FLORIDA, shared her optimism in a recent press statement, “Floridians are resilient, and our incredible tourism industry is a testament to this strength. VISIT FLORIDA is here to show the world that Florida is ready to welcome travelers. We are highlighting our iconic destinations, promoting hidden gems, and making it clear that Florida is still the top choice for travelers.”
The initiative includes three distinct phases to meet both the immediate and longer-term needs of the tourism industry.
- Phase One: Already in motion with an $800,000 social media campaign under the theme “The Sun is Shining in Florida,” this phase focuses on areas unaffected by the recent storms, showcasing popular destinations like Amelia Island, Panama City Beach, Islamorada and Pensacola. By spotlighting these open and thriving locations, VISIT FLORIDA aims to assure travelers that Florida’s many beloved destinations remain ready to welcome visitors.
- Phase Two: With a $3 million budget, this phase will highlight fully recovered areas previously impacted by the hurricanes, such as Tampa, Naples and Ft. Myers. This stage will focus on promoting Florida’s rich array of attractions, activities, natural beauty, resorts and hospitality.
- Phase Three: The final phase will target areas hardest hit by the hurricanes, including counties such as Pinellas, Sarasota and Manatee, along with rural areas like Taylor, Dixie and Levy. Once these destinations are fully recovered, a dedicated marketing effort will encourage tourism to help support and reinvigorate the local economies. Direct marketing assistance will be provided to these communities to ensure their successful return as prime destinations.
This campaign, which represents a coordinated effort between VISIT FLORIDA and other state agencies, reinforces the state’s commitment to a swift and full recovery. With widespread collaboration, Florida’s tourism industry is set to rebound, continuing to draw visitors from around the globe and helping sustain one of the state’s most vital economic drivers.
For more information, visit visitflorida.org.
