Sunshine Matters

In an effort to showcase Florida’s diverse destinations by bringing attention to the state’s less visited rural areas, VISIT FLORIDA began a travel trade show partnership in 2014 with the Original Florida Tourism Task Force, doing business as Visit Natural North Florida.  As a result, the task force, which represents 14 counties in North Central Florida, was able to show a 16 percent increase in tax revenues for the region between July 2015 and February 2016.

Due to the success of this program, VISIT FLORIDA is partnering with another regional tourism organization, the RiverWay South Apalachicola Choctawhatchee Organization, to help them promote Northwest Florida Rural Areas of Opportunity and work collaboratively with Visit Natural North Florida.

These two groups will begin attending both national and international consumer trade shows in key feeder markets in January 2017 as a united force under the brand Unexplored Florida.  To support this venture, VISIT FLORIDA has produced pop-up banners and brochures that will be displayed and distributed at the upcoming shows.  The brochure highlights what makes Unexplored Florida such a great place to visit, including a map of the region and tips on exploring springs, rivers, trails, historic sites and other outdoor attractions in the area.

VISIT FLORIDA’s travel trade program includes 13 well-known consumer trade shows in key travel markets, nine of which are domestic (such as the New York Times Travel Show and Canoecopia) and four are international (including the Toronto Outdoor Adventure Show and the Berlin International Trade Show).  By joining together, Visit Natural North Florida and RiverWay South will represent 22 counties promoting some of the most beautiful and unspoiled places in Northwest and North Central Florida.