HBS to reposition Florida tourism

Florida is to promote itself as the ultimate fly-drive destination and target more niche markets to assuage a dip in British visitor numbers.

Florida: wants niche markets
Florida: wants niche markets

The state tourism board, Visit Florida, has hired Hills Balfour Synergy for the brief.

Hills Balfour will look to highlight Florida’s range of water sports, nature reserves and traditional tourist venues – such as Orlando’s Disney World Theme Park.

It will focus on niche markets, such as the gay market, and highlight Miami’s golf cour­ses and wedding venues.

Florida has been one of the most popular tourism destinations for Britons, but numbers have dropped recently.

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