Hurricane Irma鈥檚 state-engulfing radar signature and widespread damage will be a hard image to shake, but tourism experts say Florida鈥檚 biggest industry will rebound.
With damage estimates still rolling in, families still grieving and large swaths of the state still without power, experts agree now鈥檚 not the time to declare Florida open for business.
Visit Florida vice president Stephen Lawson says the state鈥檚 public-private marketing arm is still in disaster mode.
鈥淥bviously, looking back, and leading up to and during the hurricane, our number one priority was the safety and wellbeing of our visitors, businesses, industry partners and residents.鈥�
The Visit Florida homepage, a splash of vibrant pastels and nature photos, doesn鈥檛 mention Irma by name. But clicking on a prominent 鈥淔lorida Now,鈥� icon links to the latest Irma-related curfew and travel warnings.
Experts say advertising too soon would damage credibility and risk insensitivity. But University of Central Florida marketing professor Alan Fyall says there鈥檚 also a danger in waiting too long.
鈥淚 think the most important message for Florida, without any shadow of a doubt, is to communicate that it鈥檚 still open for business. Why do I say that? It鈥檚 because it鈥檚 such a large component of Florida鈥檚 economy.鈥�
Visit Florida is regrouping after steep budget cuts and tough new restrictions, but Lawson insists it will be up to the task of rebuilding the $80-billion market.
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