Lee VCB shows initiatives and programming
To the editor:
Reviewing the year-over-year visitation numbers, it is gratifying to see results that reflect our combined hard work this season in attracting visitors to The Beaches of Fort Myers & Sanibel. The success tells me our local tourism industry offered attractive and affordable products and outstanding customer service while the Lee County Visitor and Convention Bureau and our partners successfully promoted the destination.
Among the impressive statistics was a 5.4 percent increase in the number of paid accommodations between January and April of this year compared to the same time period last year. And while seasonal rates were up, the increased visitation resulted in a 20.4 percent jump in expenditures by visitors staying in paid accommodations. Welcomed news to all local businesses.
It is encouraging seeing increases in stays at hotels, motels, resorts and bed-and-breakfasts, with a nearly 5 percent increase in occupied room nights and an average occupancy in all accommodations of just shy of 74 percent.
Factors that helped spur visitation to the area this season included a pent-up demand following economy-postponed travel, rising optimism about the rebounding economy and picture-perfect Florida weather during a very cold and snowy winter up north.
The visitation numbers are very favorable for our destination and give us tremendous momentum leading into the summer season. We can continue to capitalize on our strengths – quality product, beautiful environment and great customer service – to attract new visitors and build repeat customers.
Summer is always an opportune time to attract families to The Beaches of Fort Myers & Sanibel. With a focus on marketing to nearby Florida communities, the VCB is promoting a summer “Call in Family” offer through Aug. 31. Many Lee County partners are helping make family getaways more affordable by offering a complimentary one-day bike, kayak/canoe rental for one person with a two-night or longer stay. Accommodations are also offering very favorable room rates to help drive a value message to consumers.
While many traveling families will be enjoying our pristine beach communities, still more will be filling inland properties, with several upcoming sporting events slated for this summer including the Perfect Game’s Baseball Championship Series and the North American Roller Hockey Championships. The Perfect Game series will attract more than 200 high school baseball teams to fields throughout Lee County July 2-22. NARCh is slated for July 15-30 at Germain Arena and is expected to draw 350 to 400 teams.
As I talk with industry partners, I’m hearing a lot of optimism about summer visitation and I’m encouraged about the potential for building on our seasonal successes. At the same time, I challenge the industry not to look back at the numbers but forward at what will help us continue to drive visitation. I hope we all focus this summer on providing an outstanding product and exceptional customer service so the visitors who join us will be return guests next season.
Tamara Pigott
Executive Director
Lee VCB