Florida Tourism’s Next Frontier: Dana Young on Expanding Beyond the Classics

 

Dana Young, CEO of Visit Florida, shares insights into the state’s evolving tourism strategy at WTM 2024. While Florida is known for its theme parks and beaches, Young emphasizes efforts to highlight lesser-known attractions, including the Kennedy Space Center and unique rural communities. She also discusses the impact of Brightline’s new route extension, making smaller coastal cities more accessible. With over 140 million visitors annually, Visit Florida continues to focus on encouraging repeat visits by offering fresh experiences and discovering hidden gems across the state, aiming for sustained growth in the coming years.

 

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