Coronavirus crisis ensures the survival of Visit Florida
After being on borrowed time for the past few years, state destination marketing agency Visit Florida is set to get the green light to continue for the next three years.
With uncertainty hanging over the Sunshine State’s largest industry, the Florida Legislature will fund the agency with $50 million next year; reauthorizing it for three more years.
"With all of the catastrophes that we get from Irma to Michael, oil spills and everything else, we have got to be putting the message out and telling the story about Florida and letting people know that we are open for business," said Saint Petersburg Rep. Wengay Newton.
"This is a huge tourist state and this organization is well needed."
The coronavirus crisis has undoubtedly rallied support for the agency, with lawmakers fearful for the immediate future of the state’s $86 billion tourist industry.
The cruise industry has ground to a halt and all major Florida theme parks have temporarily closed.
"We surely need to look to our tourism marketing to see how we’re going to navigate this coming crisis," said Rep. Joe Geller.
Senate president Bill Galvano said: "It is important to have some mitigating voice out there, so that people around the world have a realistic understanding of what is a threat and what isn’t."
The agency has started its coronavirus response action by diverting some funds to market Florida vacations to nearby states, with the US Administration currently mulling some form of domestic flight restrictions.
The governor’s office said Visit Florida is rejigging its messaging ahead of the spring break season as some Florida cities place evening curfews on beach activities and at bars and restaurants to helpcurb further spread of covid-19.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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