Officials: Tourism marketing crucial to Florida

The need to continue marketing Florida as a tourism destination, despite controversy over how that’s funded, was a hot topic Tuesday at the biggest annual event in the state’s travel trade industry — known as the Florida Huddle.

“If you understand tourism, then you have to be able to understand how important Huddle is,” said Matt Tuchman, marketing & sales manager for Orlando’s Medieval Times Dinner & Tournament.

The Huddle, in its 38th year, is owned by the state’s tourism marketing agency, Visit Florida, which is embroiled in controversy over its spending of state funds.

This week, 678 registered Huddle attendees – the most ever – are at Walt Disney World’s Contemporary Resort to meet with members of the media, tourism buyers and suppliers to focus on offerings in Florida.

On the second day of the conference, Visit Florida also announced the hire of a new president and chief executive officer, a replacement made quickly when questions arose as to why the agency signed a $1 million contract with singer Pitbull.

Roger Dow, president and chief executive officer of the U.S. Travel Association, said Florida tourism leaders need to protect Visit Florida, because the state agency serves such an important mission for the state’s economy.

“It’s easy to be cavalier and say this is all about the big guys,” said Dow, a Florida resident. “Disney doesn’t need Visit Florida. All the small businesses in Florida need Visit Florida.”

Dow said he attended Visit Florida’s board meeting Tuesday because he promised Gov. Rick Scott that the U.S. Travel Association would help back the state’s tourism industry.

More than 14,900 Huddle appointments were made to conduct business, negotiate sales or sign contracts, an increase of 15 percent over last year, said Visit Florida leaders.

This year, Visit Florida expanded the event with the firstever media marketplace, a chance for the public relations side of businesses to send representation and meet one-on-one with more than 30 domestic and international journalists.

No mention of the agency’s leadership shuffle was made during the media event; for local tourism leaders it was business as usual when addressing media about possible story ideas.

“We need to be as much ingrained and a part of this opportunity and all opportunities like this right now more than ever,” said Tuchman.

The U.S. Travel Association hosts a similar, large-scale business and networking event called IPW every year. This year’s event will take place in Washington, D.C., where the association is located.

Dow said it’s important for Florida to host its own event to ensure all attention remains on them over the course of the conference.

“When you’re at IPW, which Florida is there big time, you’re talking Florida, but as soon as the person leaves you you’re talking California and they’re talking New Orleans,” Dow said. “But when you’re here, you own them.”

Alfredo Gonzalez, Visit Florida’s Vice President of International Sales & Market Development, said there was no question the Florida Huddle would happen, despite the pressure they’re facing in Tallahassee.

“Your birthday might not happen,” said Gonzalez. “This would happen.”