Visit Florida Embraces Marketing More Than Just Beaches and Disney

Early estimates suggest Florida is having a remarkable tourism recovery. 

Click here to read the story at skift.com.

Discussion Questions:

1. What is destination marketing?
2. Why is tourism important to Florida?
3. How did COVID-19 impact tourism?
4. Why is destination marketing important to places like Florida where tourism is such an important part of the economy?
5. Who is Visit Florida?
6. What is advertising?
7. Why is it important for Visit Florida to promote the message that Florida is more than just beaches and Disney?
8. What is a tagline?
9. What tagline is Visit Florida using in this campaign to communicate the message that Florida is more than just beaches and Disney?
10. What are data analytics?
11. Based on what you learned in this news story, how have data analytics helped to shape this campaign from Visit Florida?
12. What is competition?
13. How might represent competition to Visit Florida?