Florida received a $14.8 million federal grant to boost tourism and travel advertising and marketing campaigns. The grant from the Economic Development Administration was a part of $196 million in American Rescue Plan State Travel, Tourism and Outdoor Recreation program funds awarded to 24 states and territories, U.S. Secretary of Commerce Gina Raimondo announced Wednesday.
The EDA’s $750 million program includes $510 million in state tourism grants. These investments support marketing, infrastructure, workforce and other projects to rejuvenate safe leisure, business and international travel. After this installment, all 59 states and territories have received state tourism grants.
Projects vary in scope based on locally driven needs. Florida’s grant went to Florida Tourism Industry Marketing Corporation Inc. Visit Florida, the state’s tourism marketing corporation, will conduct marketing campaigns, including marketing Florida travel and tourism to Florida residents. A statewide cooperative advertising campaign with nationwide reach featuring over 40 participating counties will take shape as well as international digital marketing efforts to create and promote online content in foreign countries. The grant will also support a new campaign to enhance consumer perception of Florida as a food destination.
“Rebuilding the travel and tourism industry is a key component of the Biden Administration’s plan to build back better and restore the competitiveness of the United States on the global stage,” Raimondo said in a news release. “The state tourism grants give states and territories the flexible opportunity to boost their local tourism industry and ensure that jobs are restored and tourists return safely.”