New Tourism Challenges

LTU Airlines responded to this desire, which is a boon for Germans, who have about three weeks of vacation in the summer and apparently don't mind the summertime weather. They take advantage of a high euro value against the dollar, plus summer's unique tourist benefits: near-empty beaches, ample opportunities for "wildlife recreation," golfing and fishing, as well as hotels and restaurants fiercely competing for their off-season patronage.

The British have to work harder to get those Southwest Florida amenities because they don't have nonstop flights. Although they keep coming to Lee in almost the same numbers as five or six years ago, the state has lost a share of the British industry already, and stands in danger of losing more.

"[Southwest Florida International Airport] has been trying very hard to get direct flights for years," says Shirley Harrington, Lee County VCB's representative in Britain. "The airlines say they have to see return visitation from the U.S. to the U.K. in order to make such a route profitable, and this seems to be the stumbling block."

It's not a good time to stumble.

"We have so many popular and inexpensive flights from regional airports all over the U.K., to hot spots such as Dubai, the Red Sea Riviera, Turkey and South Africa," Harrington adds, explaining the competition. "Even Australia offers fares of £399 return (about $800), so it's hard to justify spending over £700 (almost $1,400) on airfare alone to Florida. These hot-spot destinations also spend millions on advertising."

The choice becomes very easy for many international tourists.