ORLANDO, Fla.-
Tourism has defined this town since the moment Walt Disney World opened its doors in 1971.
But these days, fewer American families outside Florida think of Orlando as a "must-see" spot to take the kids, and fewer aspire to visit. To combat slowing visitor growth, local tourism officials are launching their biggest marketing effort to date: a $25 million push that will put Orlando on national television for the first time.
They hope the campaign will re-energize the city like Las Vegas' "What Happens Here Stays Here" campaign.
Orlando still draws ever-increasing visitors–last year a 3.3 percent bump to just over 49 million. But in a vast initiative to gauge public opinion on the destination, and focusing on the "American couples with children outside Florida" demographic, just 27 percent of respondents said they were "very familiar" with Orlando. Those least likely to visit said the area was too crowded, expensive and commercialized, and didn't provide a relaxing getaway.
Cruises, Mexico and the Caribbean, New York and, perhaps surprisingly, Las Vegas emerged as the biggest competitors.
Right now Orlando has no ad slogan, instead using a logo spelling the city name in shooting stars. In the past, tags like "Go for the magic" and "You never outgrow it" have anchored campaigns. Right now, tourism officials say no concept has been finalized for the new campaign.
Those outside Florida with kids surveyed highest on wanting to go somewhere that offers something for their entire family, is wholesome and fun for all ages, and makes them feel like a good parent. Those are all good signs for Orlando, which has been beating that drum for decades.
The other good news for Orlando is that two years of nasty hurricane seasons aren't scaring too many people away. A total 23 percent of respondents said they wouldn't visit in August through November, the most active months of the season. But among those, a majority said complimentary travel insurance and cheaper deals would change their minds.
