Visit Florida is refocusing its efforts on bringing Canadian tourists to the Sunshine State.
“We have the snowbirds with their Florida vacation homes. They’re kind of like, we’ve been there, done that. We have new Canadians and the Millennials saying, we don’t want to do what our grandparents did,” said CEO and President, Ken Lawson.
“Sure we have Disney, we have the beaches but are we marketing the rest of Florida? We have craft breweries, bike trails, people can swim with a manatee, we have culture. These things matter and they connect with Canadians,” Lawson continued.
Tourism officials have noted that Florida has increased its marketing efforts in Canada. Canadians accounted for 3.2 million of Florida’s visitors in 2016, down from more than four million in 2011.
While drawing 31.1 million domestic and international visitors during the first three months of this year, the highest number during any quarter in state history, the number of Canadian tourists dropped 2.2%, compared to the same period in 2016.
“Visit Florida’s goal is to make sure we’re diverse in our marketing and that we’re connecting,” Lawson added.