This article originally appeared in the October issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
As the theme park capital of the world, Florida has no
trouble attracting visitors.
But Brett Laiken, chief marketing officer for Visit Florida,
says there’s more to the state than its beaches and coasters. His team is
telling “a broader, more inclusive story” — with nature and adventure as the
main characters.
Here’s what Laiken wants visitors to know about visiting the
Sunshine State.
Why are you investing in the promotion of off-the-beaten-path,
adventure trips?
Today’s travelers want experiences that feel meaningful and
help them connect more deeply with the world and themselves, so this strategic
focus is ultimately reframing Florida’s familiar icons to highlight unexpected
experiences and ignite a deeper emotional connection to both place and self.
Our messaging is centered on the idea that there’s always
something new to explore in “your” known Florida. Many travelers feel they know
Florida well, yet we’re showcasing fresh experiences, hidden gems and new
destinations.
Are there any easy add-on experiences for clients looking
to extend a theme park vacation?
Longer stays in Florida to cover two to three destinations
across the state are already a popular choice. However, the launch of the
Brightline train — which runs from Miami to Orlando with stops in Aventura,
Fort Lauderdale, Boca Raton and West Palm Beach — is making Florida even more
accessible.
One of Florida’s greatest strengths is the accessibility of
its outdoor and adventure offerings from popular attractions and cities. For
travel advisors, there’s a huge opportunity to help clients enrich a
traditional theme park vacation with nearby nature-based add-ons that are easy
to access, require minimal planning and deliver unforgettable experiences.
Less than an hour from Orlando, travelers can visit
crystal-clear springs such as Wekiwa or Rock Springs Run for kayaking,
paddleboarding or a relaxing float through serene, shaded waters. The Black
Bear Wilderness Loop Trail offers a unique hiking experience, and
bioluminescent kayaking tours on the Space Coast are a one-of-a-kind nighttime
adventure you won’t find elsewhere.
Ziplining in Florida's Ocala National Forest. (Photo Credit: Visit Florida)
Which regions of Florida stand out most for adventure
seekers?
Between Pensacola and Key West, you’ll find 175 state parks,
where hiking, biking, wilderness and equestrian trails are spread across
800,000 acres. For water lovers, Florida state parks include 100 miles of
white-sand beaches. The parks also offer more than 50 campgrounds for tents,
campers and RVs.
What are your favorite adventure experiences in Florida that
even locals might overlook?
In Ocala, travelers can zipline across what amounts to more
than three football fields in length above 15-story canyons. Or, farther north
in Marianna, they can step into an otherworldly experience in Florida Caverns
State Park, where they can walk among stalactites and stalagmites while
exploring amazing caves.
As a golfer, I would say that, until you are on-property at
Streamsong Golf Resort, you can’t truly appreciate it. The courses sit on
reclaimed land and provide a traditional links golf setting you typically see
near an ocean, yet the property is 90 minutes from the closest coastline.
Are you seeing an increased interest in adventure travel
from certain traveler demographics?
On the broader scale, travel behaviors are changing. Across
demographics, there’s a growing desire for experiences that feel local,
authentic and unfiltered, and we know that outdoor and nature experiences are a
big part of this.
By positioning Florida as a place of discovery, we ensure
we’re speaking to not only the next generation of travelers, but also those who
are already very familiar with the destination.
Golfers playing at Streamsong Golf Resort in Bowling Green, Florida. (Photo Credit: Streamsong Golf Resort)
How is Visit Florida working with suppliers to support adventure
travel product development?
We’re partnering with DMOs and local operators to elevate
adventure-based experiences — from paddling and wildlife tours to hiking,
cycling and agritourism — that align with today’s traveler interests.
Many of these experiences have existed for years, but
they’ve often flown under the radar. Our role is to help shine a spotlight on
them through storytelling, content development and integrated marketing efforts
that bring them to the forefront.
Travel Advisor Resource: Florida Travel Pro
Visit Florida’s travel trade training program, Florida
Travel Pro, is designed to equip travel professionals with in-depth knowledge
and effective tools to promote Florida. The program offers:
- Shareable
resources
- Insider
tips
- Videos
- Brochures
- Curated
content, covering everything from beaches and attractions to luxury
experiences and accessibility
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