Sunshine Matters

Visitation to VISIT FLORIDA’s five Florida Welcome Centers reached 2.5 million travelers in 2013, reflecting a 3.9% increase over the previous year.  In addition to offering detailed travel planning advice to these millions of drive visitors each year, the centers also help promote Florida tourism businesses and organizations.

As a fun way to engage Florida Welcome Center visitors, and showcase all there is to see and do in the Sunshine State, each of the four highway welcome centers set up special displays that allow travelers to learn more about what’s happening in Florida at certain times of the year.  The “Own a Welcome Center” program allows VISIT FLORIDA’s Industry Partners to create a highly visual theme that takes over the interior of the facility for a limited period of time.

The latest example of this program is going on now.  From January through March, SeaWorld Orlando is partnering with VISIT FLORIDA to allow visitors to get an inside look at the park’s underwater world, even before they reach Orlando.  SeaWorld has filled all four highway Florida Welcome Centers with life-size whales, dolphins, polar bears, penguins and other marine animals.  The full-color images, covering entire walls, windows and floors, immerse visitors in a SeaWorld preview experience.

“This program gives our Partners a perfect canvas to create visual experiences for our visitors,” said David Dodd, VISIT FLORIDA Vice President of Visitor Services. “The Partners use this great space to showcase what’s new, and the visitors love it.”

In previous Florida Welcome Center takeovers, Walt Disney World showcased its New Fantasyland, and Universal Studios Resort installed giant images from The Wizarding World of Harry Potter, Transformers: The Ride 3-D and Despicable Me 2.  In addition to theme parks, several destination marketing organizations have participated as well, including Amelia Island CVB, Visit Central Florida, Seminole County CVB and Naples, Marco Island, Everglades CVB.  A few of the upcoming “Own a Welcome Center” sponsorships include a return by Walt Disney World this April through June and Universal Studios Resort this July through September.

To learn more about VISIT FLORIDA’s “Own a Welcome Center” program, contact me at alarson@VISITFLORIDA.org.