ORLANDOis to launch its biggest-ever UKmarketing campaign in April as operators report a slump in business to Florida.
Jose Estorino, senior vice-president marketing for the Orlando/Orange County Convention and Visitors Bureau, denied the three-year campaign was in reaction to a slowdown in UK visitors. “We just feel there is strong potential to grow the UKmarket.”
He declined to disclose further details of the campaign because they are still being finalised.
Airtours sales and marketing director Ed Sims said the Florida market is down by 5%-10%. “We are marginally out performing that, but only marginally. I am very concerned about the market. There’s a lot of complacency in Florida.
“It is relying on the theme parks and the hoteliers are being told that the Brits are still mad about coming out there. It’s not the case.
“Mediterranean holidays are very competitive but Florida isn’t reacting to that. We are going to have to come up with new reasons to go to Florida.”
He said the operator had been conservative with its capacity to the Sunshine State this year.
Unijet general manager of marketing Owen Whitehead said: “People are expecting an economic downturn and are moving away from long-haul flights to short-haul ones.”