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Somewhat of a storm surge: tourists

Even after the state's four hurricanes last year, tourism is up by 7 percent over the previous year.

HOLLYWOOD, Fla. - Despite the four hurricanes of 2004, more than 5-million more visitors came to Florida than the year before, a 7 percent rise that Gov. Jeb Bush attributed Monday to a diversity of attractions and quick action to get the message out that Florida was still "open."

Bush, speaking at an annual tourism conference, stressed the need to build and expand roads, improve airports and seaports and care for the state's natural waterways as ways to keep tourists coming to the state's beaches, theme parks and ecological attractions.

The state is spending $8-billion over the next 10 years on highway construction and other infrastructure and $164-million to replenish eroded beaches.

"Tourism and visitors are our lifeblood," Bush told the Governor's Conference on Tourism at a beachfront hotel.

"There are a lot of people that think that, gosh, we don't tax enough in our state ... Those visitors make it possible for Floridians not to be overtaxed and for us to dream about how we diversify our economy."

Bush credited Visit Florida, the state's tourism marketing agency, for acting quickly to tout tourism despite the damage caused by hurricanes Charley, Frances, Jeanne and Ivan.

In the Panhandle, which was hit by Ivan last year and Dennis this year, tourism is taking a blow because of damage to coastal hotels.

But the rest of the state appeared to get over the hurricanes quickly, as hotel bookings remain strong this year, said Peter Ricci, professor of lodging management at the University of Central Florida.

The hurricanes didn't affect the busy winter and spring seasons, when temperatures are lower and the threat of a hurricane isn't a factor.

William Talbert, president and CEO of the Greater Miami Convention and Visitors Bureau, said places such as Miami and Orlando are year-round destinations rather than seasonal.

Miami was one of the places in Florida that was barely affected by the hurricanes, reporting a 5 percent increase in tourists, from 10.4-million to 10.9-million.

"We have worked very hard to get the seasonality out of our tourism," Talbert said.

Donna Ross, chairwoman of Visit Florida's marketing council, said $4.75-million was spent this year to address perceptions that the state's ability to welcome tourists was hampered by the storms and to inform tourists that Florida was "open for business." That was after the agency spent $2-million in emergency funds right after the storms.

Ricci said the concerted effort by government and tourism officials was a boon for Florida.

"People realized that no matter what technology comes to the state, we still are a tourism destination and it still puts money in our pockets," Ricci said.

Bush said strategies such as increased advertising, Web cams and media tours helped assure potential tourists that Florida was still viable. Those seemed to help: A March survey showed that only one in 10 potential visitors was less likely to visit Florida because of hurricanes, down from one in five in October.

[Last modified August 16, 2005, 01:28:10]