Tourism gurus cast a sunny outlook on state’s recovery, future
Florida had a head start in opening to tourism; the state’s tourism is outperforming the national average in key performance indicators; and the 2021-22 Visit Florida budget is at an all-time high. These were all strokes that Visit Florida President and Chief Executive Officer Dana Young used to paint a sunny picture of the statewide industry’s recovery and outlook during the Sanibel & Captiva Islands Chamber of Commerce’s business luncheon on June 17 at the Sundial Beach Resort.
“When the rest of the nation generally shut down, but for a couple of weeks, Florida was open,” she said. “We were the only voice out there, which leaves us in a fantastic strategic position.”
At the meeting, Young aired ad spots that Visit Florida, the state’s marketing agency, had broadcasted early in the pandemic, ahead of other states. It immediately targeted the drive market and, later, western states California, Oregon and Washington during their bleak winter months. Statistics and anecdotal data uphold the success of the campaigns.
Locally, Southwest Florida International Airport numbers demonstrate the impact with 3 million more seats currently available compared to 2019, as reported to Young by Lee County Visitor & Convention Bureau Executive Director Tamara Pigott. Many of the new flights connect to West Coast destinations.
Samantha Padgett, Florida Restaurant and Lodging Association general counsel, spoke also to reasons for optimism, hers related to this year’s state legislative measures. She highlighted the COVID-19 business liability protection bill, take-out alcohol sales for restaurants and comprehensive sea-level rise measures, all of which benefit the tourism industry with a show of support.
Padgett also spoke to the pressing issues at hand: labor shortage and required employee vaccinations.
“Right now, there’s not a great solution to staffing issues,” she said, directing FRLA members to greatfloridajob.com to list their needs.
“The vast majority expect service to be as good or better than before the pandemic,” Young reported from recent survey findings. “There’s that disconnect between perception and the reality of the shortage.”
As for employee vaccinations, Padgett advised: “You can require it, but not in all circumstances … You should talk to your attorney to discuss the benefits and pitfalls.”
Chamber Board President Mark Blust emceed the luncheon, with introductions of the FRLA Lee County chapter and chamber board members present. He also announced upcoming chamber events.
“What a warm and wonderful and informative event we got to enjoy once again with a sense of normalcy,” chamber President and Chief Executive Officer John Lai said. “It truly was a celebration of our mission of commerce and tourism, and I thank our distinguished speakers and all who attended to support that mission.”
The FRLA partnered on the luncheon, and Adventures in Paradise sponsored the meeting.