WHY FLORIDA'S TOURISM AND DESTINATION MARKETERS SHOULD HOOK ONTO THE GREAT FLORIDA FISHING PROGRAM
Fishing travel in Florida is not just a pastime; it is a cornerstone of the state's economy and culture. Recognized as the "Fishing Capital of the World," Florida attracts millions of anglers annually, contributing significantly to both the local and national economy. The growth of fishing travel in Florida from 2010 to the present highlights the state's enduring appeal and the economic impact of this popular activity.
Florida: The Premier Fishing Destination
According to the "Sportfishing in America: An Economic Force for Conservation, 2013" report by Southwick Associates, Florida consistently ranks as the top destination for anglers. With 3.1 million anglers, Florida outpaces the second-ranking state, New York, which has 1.9 million anglers. The total expenditures by anglers in Florida amount to a staggering $5 billion, nearly double that of New York's $2.7 billion. This economic contribution is further amplified by the 2 million non-resident anglers who visit Florida, making it the leading state for fishing tourism.
Economic Impact
The economic ripple effect of Florida's recreational fisheries is profound. The $5 billion in direct expenditures generates an overall economic impact of $8.7 billion, supporting over 80,000 jobs within the state. This substantial economic activity underscores the importance of fishing travel as a driver of job creation and economic stability.
Growth from 2010 to Present
From 2010 onwards, fishing participation in the United States has shown a steady increase, with notable growth during the COVID-19 pandemic as people turned to outdoor activities for safe, socially distanced recreation. In 2010, around 45 million Americans engaged in fishing. By 2020, this number had risen to approximately 50 million, according to the Recreational Boating & Fishing Foundation (RBFF). The upward trend continued through 2021 and 2022, with early data from 2023 indicating that fishing remains a favored activity.
Focusing on Anglers: A Strategic Imperative for Florida TDC/DMOs
Given the substantial economic impact of fishing travel, it is crucial for Florida's Tourism Development Councils (TDCs) and Destination Marketing Organizations (DMOs) to prioritize attracting both in-state and out-of-state anglers. Anglers represent a highly lucrative target audience due to their significant spending on travel, equipment, and related activities. By focusing marketing efforts on this demographic, TDCs and DMOs can capitalize on the $5 billion in direct expenditures and the broader $8.7 billion economic impact generated by recreational fisheries. Additionally, the consistent growth in fishing participation, especially highlighted during the COVID-19 pandemic, underscores the resilience and sustained interest in this activity. By leveraging Florida's reputation as the premier fishing destination, TDCs and DMOs can drive increased visitation, support local businesses, and boost overall economic prosperity. Ignoring this valuable audience would mean missing out on a robust and growing market segment that consistently contributes to the state's economic vitality.
Reel in Success: Partner with Great Florida Fishing and TDCs/DMOs to Capture the Lucrative Angling Tourism Market
Despite Florida's reputation as the Fishing Capital of the World, Destination Marketing Organizations (DMOs) and Tourism Development Councils (TDCs) have historically overlooked the angling tourism market. This oversight can be attributed to several factors, including a broader focus on more conventional tourism attractions such as theme parks, beaches, and cultural events. Additionally, there may be a misconception that fishing appeals only to a niche audience, leading to underestimation of its economic potential. The diffuse nature of the fishing community, spread across various demographics and regions, might also contribute to the difficulty in targeting and marketing to this group effectively. However, given the substantial economic contributions of fishing tourism, it is imperative for DMOs and TDCs to recognize and tap into this valuable market segment to drive sustainable growth and enhance Florida's tourism appeal.
The need for a newly conceived, non-traditional collaborative effort between publishers like Great Florida Fishing and Tourism Development Councils (TDCs) and Destination Marketing Organizations (DMOs) is paramount to fully capitalize on the angling tourism market. Such a partnership offers significant value by combining the specialized knowledge and reach of a dedicated fishing publisher with the strategic marketing capabilities of TDCs and DMOs. In this synergistic relationship, both parties contribute and guide the strategy and objectives, ensuring that marketing efforts are well-targeted and effective. This collaboration allows for the creation of tailored content and campaigns that resonate with the fishing community, leveraging the publisher's deep understanding of angler preferences and behaviors. Simultaneously, TDCs and DMOs can provide resources, data, and logistical support to amplify these efforts, ultimately driving greater tourism engagement and economic impact. By working together, these entities can unlock new opportunities, enhance visitor experiences, and ensure that Florida remains the premier destination for fishing enthusiasts.
Learn more about how we can help you reach this valuable audience! One size doesn't fit all. Contact us for a complimentary destination specific marketing program presentation.
CONTACT:
MARKET EDGE COMMUNICATIONS, INC.
6340 Sugarloaf Pkwy., Ste. 200
Duluth, GA 30097
Telephone: (904) 648-9375
Email: info@greatfloridafishing.com
The GreatFloridaFishing.com, has been a collaberative marketing venture aimed at revolutionizing the Florida fishing experience. Great Florida Fishing has benefited from the strengths of multiple companies including Destination Media, Inc., who offers print packages to DMO and TDC clients which includes a digital marketing subscription to GreatFloridaFishing.com.