Orlando and central Florida have been on a marketing offensive in recent months.
In the autumn Orlando began its largest advertising effort in the UK, and in the past few weeks we have seen a raft of agent promotional initiatives, including multiple tie-ups with Disney films.
This highlights the marketing dilemma facing Florida – it has, to an extent, become the victim of its own success.
The creation of Walt Disney World, and many parks since, has transformed the state from an agricultural region and sunny retirement location to one of the globe’s greatest travel destinations.
But it has also made the Sunshine State start to appear one-dimensional in many people’s minds. It may be symbolic that although the Orlando region was voted Destination of the Year at the 2006 World Travel Awards, last year it was usurped by rainy London.
Miami continues to be a glittering gem, with superb food, culture and a skyline lit up by excellent examples of the Hyatts and InterContinentals of this world. Yet mention Florida and many holidaymakers will immediately think of the Orlando sprawl and its multiplying theme parks. This limits the state’s potential.
On a recent trip to Florida, I met Tom Patton, who runs the Central Florida Development Council. Patton admits the state needs to manage its development carefully, to continue building tourism infrastructure but also preserve its natural beauty.
There is nothing wrong with dense urban development or high-quality theme parks, but the state must go on promoting the Everglades and the forests and lakes in its centre if it is to avoid becoming seen as a mass of roller coasters.
Central Florida is marketing gems such as Bok Tower – a stunning building amid botanical gardens which offers a refreshing break from the cars and queues of Orlando.
Patton is developing the infrastructure to host major sporting events – maybe even international cricket – which would give kids role models other than Indiana Jones and Spiderman.
Florida is still a relatively spacious, relaxed region, and a paradise for families of all types. But it is entering a critical stage of its development. It must now make the right economic and tourism decisions to ensure continued success in the decades to come.
