VISIT FLORIDA - Partnership for Florida's Tourism

Our Initiative

Led by the Florida Commission on Tourism, VISIT FLORIDA has successfully marketed Florida as a prime tourist destination and returned billions of dollars of tourism tax revenue to the state each year. However, VISIT FLORIDA currently lacks the funding to adequately compete with other destinations and keep up with media inflation.

Due to aggressively increasing competition and advertising costs, additional public funding for VISIT FLORIDA is pivotal to increase visitation, stabilize our state tourism industry and strengthen Florida’s economic future. The Partnership for Florida’s Tourism is requesting additional public funding for VISIT FLORIDA during the 2008 Legislative Session.

Increasing Competition
States like Texas, California, Hawaii, South Carolina, and even Pennsylvania have joined Florida in understanding tourism’s high return on investment. These states are funneling more money than ever into tourism marketing to capture more than their current share of visitor dollars and economic return to their state.

Texas will receive $53 million for tourism marketing for FY 2007-2008. To attract more visitors and intensify its national presence, Texas is continuously advertising on national television from February to June 2008. In addition, the funds will be used to advertise throughout the year in eight additional national magazines with a combined circulation of more than eight million. Texas boasts plans to increase international visitors by heavily advertising in Europe, Asia, Canada and Mexico. Utilizing their additional funding, Texas’ tourism marketing will continue to increase visitation and secure their place in the global marketplace.
With a 120 percent increase in public funding this year, California is embarking on its first network television advertising campaign. The new campaign features a star-studded television commercial that plays off the notion that work for Californians is all play. Called "Work," the 30-second spot features Clint Eastwood, Terri Hatcher and a host of other California native celebrities who are "working" in a variety of ways. Money talks. Especially with potential visitors. California’s increased funding has bought precious advertising time and skyrocketed California to the prime destination in the United States.
Hawaii receives more public sector funding for tourism marketing than any destination in the United States – more than $70 million in F.Y. 2006 -2007. 72 percent of Hawaii Tourism Authority’s marketing in 2008 will be directed to visitors who have not visited Hawaii in several years and first time visitors. Hawaii, a direct competitor for visitors, is using their large budget to lure visitors away from Florida.
In 20006-2007, Pennsylvania received $64.7 million in public funding for tourism marketing. This is nearly double what Florida received in public funding this year. With a large advertising budget, Pennsylvania is buying a place in visitors’ minds – and on their planners – as more vacationers, conventions and international visitors choose Pennsylvania over the Sunshine State.
In 1996 South Carolina received $15 million in public funding for tourism marketing. In 2007-2008, the state tourism bureau was allocated more than $27 million dollars to promote its destination to potential visitors. Just last year, tourism spending in South Carolina increased 6.9 percent. Like many other destinations, South Carolina is investigating a national advertising campaign to continue this momentum.

In addition to domestic competition, tourism marketing efforts and spending are aggressively increasing around the world. Destinations like Dubai, Mexico, the Caribbean, and South Africa have increased the amount of money they are spending on luring U.S. and international visitors to their destinations and away from Florida.

Media Inflation
Research has proven that VISIT FLORIDA’s advertising resonates with consumers—the problem is VISIT FLORIDA has exhausted its ability to leverage the needed reach and exposure due to media inflation and limited funding.

A dollar spent on advertising in 1997 now buys 43 percent less—or only 57 cents worth of exposure.
If the marketing capabilities of VISIT FLORIDA are not increased, domestic and international competition could impact Florida’s tourism growth and reduce market share.

The Solution
The Partnership for Florida’s Tourism is requesting additional public funding for VISIT FLORIDA during the 2008 Legislative Session.

This request for an increase in public funding will attain a closer match to the tourism industry funding support VISIT FLORIDA currently receives from private industry, and the 1:1 partnership envisioned in the governing statute. The state must increase the levels of funding to match the private sector and continue to attract private industry dollars in the future.

We ask you to support an investment that opens the door to a historically proven means of increasing tax revenue to the Sunshine State. The time for action is now.

FLORIDA’S TOURISM COUNTS.
WE’RE COUNTING ON YOU.