For visitors, Florida is well-known for its beaches, theme parks and even its golf courses. But Rob Varley in Orlando’s next door neighbor, the so-called Space Coast of Brevard County, has another idea: the minority travel market.
It’s estimated to be worth US$90 billion annually.
“Realizing that more of this market can be captured, the Space Coast Office of Tourism has recently launched marketing campaigns targeting minorities, including promoting the Space Coast in publications with high African-American readership and on Spanish-language billboards across South Florida,” says Florida Today.
"It’s a big deal, and we feel that’s a real strong market for us," said Rob Varley, executive director of the tourism office, which has also done minority-oriented business trade shows and marketing in countries overseas, with India being the most recent focus.
"We’re going after the Indian market," Varley said. "It’s not just blacks, Hispanics, Indiafest. We celebrate the diversity of the community that we have in all of these events."
Another potential market for African-American is the family reunion industry, where an estimated 80 percent of such meetings are held by African-Americans.
Local attractions such as the Harry T. and Harriette V. Moore Cultural Center in Mims can help spur that interest, especially since the attraction is now being considered as part of the Smithsonian Institution in Washington. Local tourist officials said it could mean a positive boost in minority-related travel in the area.
"They were an important, noteworthy part of African-American history," said Kathy Engerran, acting director for the Brevard Cultural Alliance. "They played a very important role, and it’s a given that certainly the Moores have a well-earned place in that venue."
There are other events in the county that are geared toward all nationalities.
By David Wilkening
