Floridians are being urged to hit the road and explore more of the Sunshine State in a new $13 million ad campaign by Visit Florida aimed at boosting in-state travel.
It was unveiled by Florida Gov. Ron DeSantis in Daytona Beach, and will be marketed aggressively statewide on billboards, TV and social media.
"This new intrastate marketing campaign is the latest step we’re taking to help get people back to work. While the pandemic is not over, and safety remains paramount, we encourage Floridians to venture out of their homes to enjoy everything our state has to offer," DeSantis said.
Florida visitation was down 60% in the second quarter of 2020.
The campaign will remind residents there is much more to the state than beaches and theme parks.
"At Visit Florida, we are proud to launch an in-state advertising campaign that is aimed at helping every Florida community recover. Our tourism businesses have been severely impacted, but there is no doubt that our state is still the best place to live and the best destination for travelers," said Visit Florida President and CEO Dana Young.
The campaign hopes to boost travel demand for the upcoming Labor Day holiday weekend.
Florida’s economy is heavily reliant on tourism, accounting for more than 1.5 million jobs and it generated $91 billion in revenue in 2019.
Written by Ray Montgomery, US editor
