St. Johns County officials are implementing a new strategy to attract international tourists following a decrease in local tourism numbers in 2024.
Last year, tourism numbers in St. Johns County saw a dip compared to previous years, prompting leaders to devise a plan aimed at reversing this trend. Despite this drop, the ‘Nights of Lights’ event provided a temporary boost in the final months, assisting local businesses such as restaurants and hotels in recovering some lost revenue.
Susan Phillips, the President and CEO of the Visitor and Convention Bureau, characterized 2024 as a reset year, following years of double-digit tourism growth post-pandemic. To address the current challenge, the bureau is focusing on promoting events like ‘Nights of Lights’ and enhancing marketing efforts internationally, especially targeting travelers from the United Kingdom, Germany, and France.
Phillips elaborated on the growing international interest, pointing out, ‘We’re finding there’s a huge demand internationally. A lot of them are just now getting back to a point where they can do their visas… They’re ready to travel and want to come here to learn about our history.’ This reflects a strategic shift to capture the potential influx of international tourists who are eager to explore.
Additionally, the bureau aims to leverage Florida’s cruise industry by encouraging passengers to visit St. Johns County before or after their cruises. This initiative is part of a broader effort to showcase the area’s unique attractions and increase visitor engagement.
The county’s leaders are optimistic that these measures will not only offset the recent declines but also establish St. Johns County as a key destination for international travelers seeking cultural and historical enrichment.
Through expanded international marketing and strategic use of local attractions, St. Johns County aims to revitalize its tourism industry and invite more global visitors.
Source: News4jax
