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Investing in cultural tourism has major impact on Florida economy

Kathy A. Fleming
Posted 12/7/16

From advanced manufacturing to national defense and from agriculture to technology, Florida’s economy is one of the most diverse in the country. As the rest of America continues to learn about the …

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Investing in cultural tourism has major impact on Florida economy


Posted

From advanced manufacturing to national defense and from agriculture to technology, Florida’s economy is one of the most diverse in the country. As the rest of America continues to learn about the economic success of Florida, the tourism economy still reigns supreme in the Sunshine State.

The tourism numbers for Florida are impressive. The state is on track to welcome more than 100 million tourists here two years in a row. According to Visit Florida, the state’s tourism development agency, tourism and recreation sales totaled $89.1 billion dollars in 2015 and through August of this year, that number has already reached $63.6 billion dollars. In 2015, nearly two million people in Florida’s workforce were engaged in the tourism and hospitality industry.

While Florida’s theme parks and its beautiful beaches are huge tourism draws, one area of Florida’s tourism industry that also continues to play a significant role in the economy is that of cultural and arts tourism. Many of our state visitors are adding visits to our state’s cultural resources as a complement to their vacation while many visitors are coming to Florida solely for what we have to offer culturally whether it is a museum or special heritage event.

According to a 2013 report from Mandala Research, a cultural tourist typically spends more and stays longer than other types of travelers. The U.S. cultural traveler spends 60 percent more, approximately $1,319 per trip compared with $820 for than those who do not participate in cultural or heritage attractions. That adds up to more economic impact for our economy and more tax receipts for our state and local governments. Our cultural facilities also employ thousands here in Florida providing jobs and prosperity for Florida families throughout the state.

This year was looking to be another great year for the state’s museums and cultural facilities but unfortunately two hurricanes slammed into our beautiful state. Hurricane Hermine, made landfall in the Florida Big Bend, and stretched her destruction to Tallahassee. Impacts from Hurricane Matthew wreaked havoc along Florida’s east coast. Many cultural attractions, museums and historic sites closed in its wake. This, in turn, caused a loss of revenue and capital deepened by dramatic, social media images of flooding.

These images continue to dampen visitation today statewide. At the same time, extra expenses are a reality for repairs and cleanup of historic sites and cultural institutions. This deep financial dent remains all the way from vibrant Miami, through the celebrated seaside communities of St. Johns County and northward to historic Fernandina Beach. Clean up has begun, but winds and floods deeply injured authentic Florida historic sites and museums.

In Florida, all of our tourism assets from the largest theme parks to our smallest museums create a canvas for which makes our state the world’s most popular tourism destination. When natural disasters hit, all tourist attractions take a financial hit, however our state’s nonprofit attractions which already run on tight margins are among the hardest hit.

Gov. Rick Scott and our State Legislature have been some of our greatest proponents for our state’s cultural assets from spearheading initiatives such as Viva Florida to supporting grants to supporting our cultural facilities. As our state leaders head back to Tallahassee in the spring to work on our next budget, we ask you to pay special attention to our state’s museums and other cultural institutions especially those that were impacted by this year’s storms. We look forward to continuing to provide special places for Florida’s tourists to visit while also creating the jobs so that Florida continues to be the leader of the national tourism economy.

Kathy Fleming is the resident of the Florida Association of Museums and executive director of the St. Augustine Lighthouse and Maritime Museum Inc.