Sunshine Matters

The Deepwater Horizon Oil Spill is already seriously impacting the economy in many Florida communities, and it is increasingly likely that Florida’s coastline will be impacted by the spill as well.

If VISIT FLORIDA is going to be the trusted source for travel planning information after this crisis passes, we need to offer credible and transparent information to our customers through the duration of the crisis.

It is easy to say that we will be open, honest and transparent when there have been no environmental impacts to Florida’s coast – it is much harder to do so when oil from the spill hits close to home and impacts our local community and livelihood.

VISIT FLORIDA is aggressively marketing Florida Live – a new platform on www.VISITFLORIDA.com.  Florida Live is designed to provide prospective visitors a real-time look at Florida vacation options and includes live webcams, Twitter updates from local communities and the VISIT FLORIDA Insiders, daily video updates and real photos of  Floridians enjoying Florida right now.

Real People, Real Time, Real Florida.

Nobody can predict when or where oil may wash ashore, or what it will look like or do to our coastline when it does, but we all need be prepared to acknowledge any impacts from the spill that could alter or disrupt travellers’ vacation plans.

Repeat visitation is critical to everyone in the Florida tourism industry – over 90 percent of visitors in any given year have been to Florida before – and we must reward that loyalty and continue to earn the trust of our regular customers – by providing honest and transparent information regarding the impacts of the oil spill on their vacation plans.

It may be very difficult emotionally and financially to acknowledge the impacts and potentially lose business near term, but it will pay off in the long term with customers who appreciate not only our amazing tourism product, but our honesty and integrity as well.

In addition to providing customers with the most up-to-date information, VISIT FLORIDA will aggressively monitor and react to any misinformation or rumor that could negatively impact consumers’ travel plans. VISIT FLORIDA will also continue with aggressive marketing programs to continue to drive interest in, and visitation to, the Sunshine State.

Our customers are smart and, with the proliferation of information sources, the truth will prevail.  But, only if the Florida tourism industry embraces the philosophy that “Honesty is the Best Policy.”  Even if it costs some short-term business, the entire state will emerge from this crisis with even more loyalty from our most valued customers.