by David Chapman
Staff Writer
Walt Disney World and South Beach might be two of the most recognizable and income-producing Florida destinations for international travelers, but with the Euro strong against the dollar, local officials are looking for ways to attract overseas travelers – and their money – to the First Coast.
Visit Jacksonville, the City’s Tourist Development Council’s marketing arm, is aware of the opportunities international travelers present and allocates funds to get the word out about the area’s assets.
Overseas travelers made up 6 percent of Jacksonville’s tourism last year, according to Visit Jacksonville’s Director of Corporate Marketing Lyndsay Rossman. While an increase is appealing, Rossman said the organization’s focus is on the three-hour drive market – down from six-hours – as a result of ever-rising gas prices.
But that doesn’t mean they’re neglecting the international potential. The organization will allocate some of its $2 million marketing budget to residents of Germany and Canada — two countries that have shown a bigger tendency to visit the area.
The last complete report on Florida’s tourism numbers in 2006 from Visit Florida, the state’s tourism office, showed that Jacksonville attracts 7.6 percent of all German tourists who visit Florida, its highest showing among overseas countries with tangible sample sizes. Similar statistics were not available for Canada.
And though Jacksonville doesn’t have Mickey Mouse and Washington Avenue, it does have things to offer. Tops on the list, and most appealing to German visitors, is golf and historical-based activities said Rossman.
“I believe we do have a lot of things to offer international visitors,” she said. “Especially with all the heritage in the area. Northeast Florida is a very large draw to those who like to see the history behind the region.”
But, it’s the amount of golf in the area that appeals to the German tourists the most.
“Golf is always a big thing,” said Franci Edgerly, president and CEO of ITI Marketing, which is assisting Visit Jacksonville in its German efforts. “They (Germans) are extremely passionate about the game and with all the opportunities in Jacksonville, it tends to make for a perfect match.”
Through travel trade shows, travel publications and media, Edgerly has helped get the word out about Jacksonville in Germany and thus far, response has been positive. A dozen articles featuring the region have been published, she said, and this year after meeting with German tourism officials, marketing dollars weren’t needed for space about the city.
“It’s a very good sign,” said Edgerly. “Last year, we had to pay for space, but this year when we met with them (travel publication officials), no funding was needed. That means demand is strong.”
Additionally, the area’s links are being promoted worldwide now through Florida’s First Coast of Golf, which through its Web site offers information and accommodations for golf vacations. The organization is partners with many of Northeast Florida tourism boards, including Visit Jacksonville.
“For years, the primary reasons for people visiting the area have been history, golf and beaches,” said David Reese, president of Florida’s First Coast of Golf. “With currency being the way it is, it makes traveling from overseas even more attractive.”
With the Web site (www.florida-golf.org) being operational, Reese said he has seen traffic increase 56 percent, but added that the sample size might not be adequate. Still, he is encouraged by the number of Web site visitors from overseas and noted that site hits from China were extremely high.
If all goes well, getting to Northeast Florida from both Germany and Canada will be a little easier, too.
Jacksonville Aviation Authority’s Manager of Air Trade Development Barbara Halverstadt is in the process of meeting with representatives in both Canada and Germany about having direct flights from both countries to Jacksonville.
“We have a lot of visitors from those areas,” said Halverstadt. “It’s only initial conversations, but the possibility is there.”
Halverstadt said the top three international destinations from Jacksonville International Airport are London, Frankfurt, Germany and Toronto. Numbers were based on outgoing flights, while numbers for incoming flights were unavailable.
While a direct connection to Germany and Canada wouldn’t be scheduled every day, Halverstadt said she could see the potential for 2-3 times a week depending on its popularity.
With no time frame on these types of negotiations, she said, it’s not known if and how soon such flights would be coming to and from Jacksonville. She’ll be traveling to Germany at the end of the month and she said just getting the conversation to the table with officials is a good first step.
“If they weren’t interested whatsoever, they’d have just told me ‘Thanks but no thanks,’” she said, then laughed. “Especially with the price of oil.”
According to a recent report by Visit Florida Research, the number of overseas travelers to Florida for first quarter 2008 was 931,000, a 2 percent increase from 2007. Canadian travelers were up 6.6 percent overall from the 2007 numbers.
With numbers growing and local marketing efforts, the potential for an area financial boost is there.
“Everyone is so excited,” said Edgerly. “It’s a growing trend, and while people might or might not be flooding to the U.S. because of the exchange rate, the tourism industry remains a a great source of economic development. Jacksonville can and should profit from it.”