Following the recent arrivals of Hurricanes Helene and Milton, Hillsborough County is launching a major campaign to let the world know that Tampa is open for business. With a unanimous decision on Wednesday, the Hillsborough County Commissioners approved a $6 million fund to Visit Tampa Bay for national and international advertising aimed at restoring tourism and business in the region.
Reassuring the World: “Tampa is Ready for You”
Santiago Corrada, president and CEO of Visit Tampa Bay, explained the urgent need for recovery marketing, noting that the international message suggesting the region isn’t “open for business” could impact tourism revenue. “I can’t tell you how many international press announcements and conversations I’ve had with media, letting them know that, yes, our tourism infrastructure is still operational, from airports to restaurants to hotels,” Corrada shared, emphasizing the resilience of the local economy.
Tourism’s Record-Breaking 2024 – A Snapshot
Hillsborough County has seen an exceptional tourism year in 2024. Collecting over $1.08 billion in hotel taxable revenue with a strong 71% hotel occupancy rate in the last fiscal year, the county has experienced substantial growth. A recent economic impact study by Tourism Economics showed that 27 million visitors came to Hillsborough County, contributing around $8.9 billion across restaurants, hotels, retail, and attractions. This activity supported 59,300 jobs in the area, with an attached $3.1 billion in wages.
Tourism’s Vital Role in Hillsborough’s Economy
Corrada stressed that the tourism sector is essential for the area’s economy, saying, “The lifeblood of our community can be tied to our tourism industry.” The service sector wages in Tampa Bay still have room to grow. According to the 2022 Regional Competitiveness Report by the Tampa Bay Partnership, the region’s average wage was ranked 14th among 19 peers, with Tampa Bay sitting slightly below the U.S. average.
The Importance of “Recovery Marketing” for Tampa Bay’s Future
National coverage of two significant hurricanes could hinder tourism long after the region has recovered. Corrada emphasized the importance of the $6 million recovery marketing fund to “change the narrative immediately,” ensuring that Tampa Bay maintains its tourist appeal. “After a hurricane, we often get crews that stay here briefly, but to sustain our economy, we need to refill those vacancies with conventions, meetings, and tourists,” Corrada explained. This marketing push aims to sustain the success and growth that Tampa Bay’s tourism sector has achieved over recent years, even in the face of natural challenges.
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