NEWS: Florida Task Force Discusses Marketing Plan for Revitalizing Florida Tourism Upon Reopening

Last week, Florida announced the formation of the Re-Open Florida Task Force, which includes several theme park representatives, including Josh D’Amaro, President of Walt Disney World.

In their meetings so far, the task force has discussed timetables and steps that could be taken to reopen businesses across the state during the global health crisis. One major focus has been the tourism industry, which is a major factor of Florida’s economy.

CEO and President of VisitFlorida, Dana Young, is a member of the task force, and in Tuesday night’s meeting she discussed a marketing strategy for the group to reinvigorate Florida’s currently struggling tourism industry.

Florida Governor Ron DeSantis has placed an emphasis on tourism, since the industry has such an impact on the state’s overall economy. In her remarks on the call, Young shared that the state is currently in what is considered “phase one” of the state’s plans, which it is important to note are different than the phases listed in the White House’s guidelines for reopening. For Florida, this signifies that the state is waiting on word to reopen.

According to News 4 Jacksonville, “phase two” will begin once the state’s stay-at-home order is lifted, and from there, Young plans for VisitFlorida to begin a large marketing push to Floridians, “encouraging them to take in-state vacations.”

From there, “phase 3” of Young’s plan will see Florida focusing “on attracting international and domestic travel, including both business and leisure travel.” According to Young, “[VisitFlorida’s] marketing will aim to invoke a sense of ‘Florida Pride’, reminding Floridians they are blessed to live in one of the top vacation areas of the world. We think Floridians will respond positively, especially since there is an existing drive to support Florida businesses. This will tap into this concept of state patriotism that Floridians already have in abundance.”

Florida Governor Ron DeSantis has tasked the committee with bringing recommendations for Florida tourism’s reopening, including the theme parks, by the end of this week.

We will continue to bring you updates about the Orlando theme parks, including Disney World.

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