Florida resort Daytona Beach will see more than $1 billion of investment in new hotels and attractions by 2016 in an effort to establish itself as a standalone destination for affordable family holidays.
The beachfront resort currently attracts around 500,000 UK visitors a year staying an average of three nights – many combining it with the theme parks of nearby Orlando – but is trying to extend that duration with new product beyond its famous Speedway racetrack.
Speaking at World Travel Market, Linda McMahon, director of group sales at Daytona Beach Area Convention & Visitors Bureau, said: “People know our name because of the racetrack, but the new development is going to raise us to the next level. We love our events, but we like to say that we’re growing up now.
“We can’t ignore the fact that Orlando and all its attractions are a gateway for us, so we will always support and encourage those add-on stays. We like to tell people to enjoy the parks then come and enjoy the beach and all the things we have to offer at a very affordable rate.
“For the UK market, we know they are going to go to Disney so we will always work with that, but with the new development going on, we are truly becoming a standalone destination.”
More than $1 billion is being invested between 2012 and 2016, including more than $400 million to turn the racetrack into a multi-purpose stadium for concerts and other sports events; more than $300 million to develop One Daytona, a shopping centre with restaurants, hotels and entertainment; plus $100 million for hotels including a new Hard Rock Hotel and conversion of the existing Desert Inn into a Westin, which will be the resort’s first five-star hotel.
Daytona Beach CVB will be conducting in-agency training following World Travel Market, and is developing online training modules for agents, with plans for further marketing activity and fam trips to boost awareness of the resort in 2015.