How to recover Florida’s tourism industry

As Floridians, we know a thing or two about natural disasters and how to pick up the pieces afterward. We’ve never needed those recovery skills more than we do now.

COVID-19 has been with us for more than a year, and the devastation it has caused on tourism and the hospitality industry, the life-blood of our state, has been catastrophic. More than 39 percent of jobs lost during the pandemic are in this industry, three times worse than any other industry.

Travel bans have eliminated millions of international visitors. Restrictions and concerns around capacity at key destinations, like theme parks, and limitations on the experiences available have caused others to pause their plans. There is no confirmed end in sight for travel restrictions from international markets.

Experts have stated that any recovery will be measured in years not months. Industry leaders need to take an entrepreneurial approach to solving the problems ahead. They especially need to be innovative, decisive and risk-tolerant.

Recently, MSC and Royal Caribbean, announced they were installing new ventilation systems to protect guests. They saw a boost in future bookings following that announcement. The Carillon Miami Wellness Resort is launching a groundbreaking textile care program to protect its guests from the spread of infections. United Airlines CEO Scott Kirby announced that vaccinations for staff would be mandated to ensure the safety of passengers.

Consumers want to see bold steps. It will take innovative and decisive leaders to get us firmly back on our feet.

– Frank Belzer, board member, Visit Florida, Orlando