Florida calls on us to visit

By | Category: Travel news
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It says “explore” at the entrance to the Kennedy Space Center. Now Florida wants more of us to explore the state

In 2014, 1.6 million people from the UK holidayed in Florida. Being ambitious, the state wants more of us to travel there. This year it is aiming to persuade an additional 100,000 of us to visit the state forever linked to Disney and Universal, sunshine, the Everglades and the Keys.

The tourist board, Visit Florida, claims to be launching the biggest ever consumer campaign in the UK to achieve that aim. Susannah Costello from the tourism authority says that the state has always had a strong relationship with the UK, calling us tourist cousins. Now, she says, it is more important to Florida than ever before. “Your economy is great, one of the strongest in Europe, so we think it’s a good time to remind you about Florida,” she said

Florida is working with at least 13 trade partners, including BA, Thomas Cook and Hertz, on a month-long, London-wide campaign. The events being staged throughout January will be supported by adverts in the national press and competition to win holidays to Florida run on Heart radio.

Costello says “One of our biggest challenges is telling people what they don’t know about Florida because it is one of the most dense travel products in the world,” she said. “People might think they know Florida if they’ve been once, but it’s constantly changing. Once there was Disney, now there’s Star Wars; once there was Universal, now there’s The World of Harry Potter; Miami changes almost weekly. There is such a lot going on and there are new things being added all the time.”

But why just London?

There are direct flights to Orlando from many regional centres like Birmingham, East Midlands, Glasgow, Manchester and Glasgow so why shouldn’t the promotion run in those areas as well.

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