seasonality in tourism meaning

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What Is Seasonality In Tourism

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Introduction

Welcome to the world of travel and tourism! Whether you are a seasoned traveler or someone planning your first adventure, understanding seasonality in tourism can greatly enhance your travel experiences. Seasonality refers to the fluctuations in tourist activity and demand for travel destinations based on the time of year.

When we talk about seasonality, we are referring to the concept that certain destinations experience peak and off-peak periods throughout the year. This can be influenced by a variety of factors, such as weather conditions, cultural events, school holidays, and even marketing efforts. Understanding the patterns of seasonality can help you plan your trips more efficiently, avoid crowds, and save money.

Seasonality is not only important for individual travelers, but also for businesses in the tourism industry. It impacts the profitability and sustainability of hotels, airlines, restaurants, and other travel-related businesses. By analyzing and managing seasonality, businesses can optimize their operations, provide better services, and maximize revenue.

In this article, we will explore the concept of seasonality in tourism, delve into the factors contributing to seasonality, discuss its effects on the industry, and provide strategies to manage and mitigate its impact. We will also examine some case studies that highlight the real-life implications of seasonality in popular travel destinations. So, let’s dive in and discover the fascinating world of seasonality in tourism!

Definition of Seasonality in Tourism

Seasonality in tourism refers to the pattern of fluctuating tourist activity and demand for travel destinations based on the time of year. It is the phenomenon where certain periods experience a higher influx of visitors, while other periods see a decline in tourist numbers.

Seasonality can be influenced by various factors, including weather conditions, holiday seasons, cultural events, and school breaks. These factors influence people’s travel preferences and the timing of their trips. For example, many people prefer to visit tropical destinations during the winter months to escape the cold weather, while others might opt for destinations that offer unique cultural experiences during specific festivals or events.

It is important to note that seasonality can vary significantly between different destinations and can even occur within a single destination. While some popular travel destinations may experience a predictable seasonal pattern year after year, others may have more sporadic fluctuations in visitor numbers due to specific events or promotional campaigns.

The impact of seasonality can be felt by both tourists and businesses in the tourism industry. For tourists, seasonality can affect the cost and availability of accommodations, transportation options, and the overall travel experience. It can also result in overcrowding and long queues at popular attractions during peak seasons, potentially diminishing the enjoyment of the trip.

For businesses in the tourism industry, managing seasonality is essential for maintaining consistent revenue streams and ensuring sustainability. During peak seasons, businesses may experience high demand and profitability, but they also face challenges such as increased competition, higher operating costs, and the need to provide quality services to a larger volume of visitors. Conversely, off-peak seasons can present the challenge of lower demand and limited revenue, requiring businesses to adapt their strategies and offerings to attract visitors during these periods.

Overall, understanding and effectively managing seasonality in tourism is crucial for both tourists and businesses in order to optimize travel experiences, minimize costs, and maintain a sustainable industry.

Factors Contributing to Seasonality

Seasonality in tourism is influenced by a wide range of factors that shape the patterns of visitor numbers throughout the year. These factors can be categorized into several key elements:

• Weather and Climate: One of the most significant factors contributing to seasonality is the weather and climate of a destination. Travelers often prefer to visit destinations with favorable weather conditions during their vacations. For example, beach destinations tend to be more popular during the summer months, while mountain destinations attract visitors during the winter for skiing and snowboarding activities.
• Holidays and Festivals: Holidays and festivals have a significant impact on travel patterns. Many people choose to travel during their national holidays or school breaks. For example, Christmas and New Year’s holidays are an ideal time for family vacations, and popular festivals like Oktoberfest or Carnival attract large numbers of tourists to specific destinations during certain periods.
• Seasonal Activities and Attractions: Certain activities and attractions are only available or more enjoyable during specific seasons. For example, wildlife safaris in Africa might be best during the dry season when animals gather around watering holes, or springtime in Japan is renowned for its beautiful cherry blossoms. These unique experiences attract visitors during particular times of the year, contributing to seasonality.
• Economic Factors: Economic factors, such as exchange rates, can impact travel patterns. A favorable exchange rate can make a destination more affordable for international travelers, increasing the tourist numbers during that period. Conversely, a strong currency might discourage visitors, leading to a decrease in demand during certain times.
• Promotional Campaigns: Marketing efforts and promotional campaigns can influence the seasonality of a destination. Tourism boards, airlines, hotels, and other stakeholders often run targeted marketing campaigns during specific periods to attract visitors. These campaigns can create spikes in tourist numbers during the promotional period and influence travel behavior.

It is important to note that while these factors are influential in shaping seasonality, the specific patterns can vary widely between destinations. Every destination has its own unique set of factors that contribute to their seasonal visitation patterns.

By understanding the factors that contribute to seasonality, businesses in the tourism industry can better plan their operations and marketing strategies to effectively cater to the demands of different seasons. Likewise, understanding these factors as a traveler can help you plan your trips, avoid peak crowds, and make the most of the unique experiences available during different times of the year.

Effects of Seasonality on Tourism

Seasonality in tourism can have both positive and negative effects on destinations and the tourism industry as a whole. Understanding these effects is crucial for businesses and travelers to adapt and make informed decisions. Let’s explore some of the key effects of seasonality:

• Economic Impact: Seasonality can significantly impact the economic aspects of tourism. During peak seasons, destinations experience a surge in tourist numbers, leading to increased revenue for businesses and the local economy. This can create job opportunities and stimulate economic growth. Conversely, in off-peak seasons, there is a decline in visitor numbers, resulting in a decrease in revenue for businesses and potential economic challenges for the destination.
• Service Quality: High seasonality can put pressure on businesses to meet the demands of a larger volume of visitors. This can affect the quality of services provided, as businesses may struggle to handle the increased workload. Longer wait times, overcrowded attractions, and difficulty securing accommodations can impact the overall travel experience for tourists.
• Pricing and Availability: During peak seasons, prices for accommodations, flights, and other travel services tend to increase due to high demand. The limited availability of accommodations can also result in higher prices. Conversely, in off-peak seasons, prices may be lower, and there may be more flexibility in terms of availability. This can provide an opportunity for travelers to enjoy more affordable trips and access to premium services at a lower cost.
• Environmental Impact: Seasonality can impact the environment in tourism destinations. High visitor numbers during peak seasons can put stress on natural resources, lead to increased pollution, and disrupt the local ecosystem. Sustainable tourism practices and responsible visitor behavior are essential to mitigate these impacts and ensure the long-term conservation of natural and cultural heritage.
• Community and Cultural Impact: Seasonality can influence the local communities and cultural dynamics in tourism destinations. In some cases, communities may heavily rely on tourism as a source of income, and the fluctuations in visitor numbers can significantly impact their livelihoods. Some destinations may experience cultural and social changes during high seasons, with an influx of visitors bringing both positive and negative impacts on local traditions and way of life.

Overall, the effects of seasonality on tourism are multi-faceted and can vary depending on the destination and specific circumstances. The key is to strike a balance that maximizes the positive impacts while mitigating the negative effects. By understanding the effects of seasonality, destinations and businesses can develop strategies to manage and adapt to fluctuations in tourist numbers, ensuring a sustainable and enjoyable travel experience for all.

Strategies to Manage Seasonality

Managing seasonality in tourism is crucial for destinations and businesses to optimize their operations, provide consistent services, and ensure a sustainable industry. Here are some effective strategies that can be employed to manage and mitigate the effects of seasonality:

• Diversify Tourism Products: Destinations can develop and promote a diverse range of tourism products to attract visitors during off-peak seasons. This can include creating new attractions, organizing events, and offering unique experiences that are available year-round. By providing a variety of activities and attractions, destinations can encourage tourists to visit outside of the traditional peak seasons.
• Promote Shoulder Seasons: Shoulder seasons refer to the periods just before or after the peak season. Promoting travel during these shoulder seasons can help spread the visitor numbers more evenly throughout the year. Offering incentives such as discounted rates or special packages during these periods can entice travelers to visit during less crowded times.
• Targeted Marketing and Promotion: Destinations can implement targeted marketing and promotion campaigns to attract visitors during off-peak seasons. This can involve marketing campaigns in specific regions or countries, highlighting unique experiences available during those periods, and offering special deals or discounts. By effectively communicating the benefits of visiting during off-peak seasons, destinations can encourage more balanced visitation patterns.
• Collaborate with Stakeholders: Collaboration between tourism stakeholders is essential in managing seasonality. By working together, businesses can create joint promotions, share resources, and develop packages that encourage visitors to explore different attractions and activities within the destination. Cooperation between accommodation providers, tour operators, and local attractions can help distribute the visitor flow more evenly throughout the year.
• Infrastructure and Capacity Development: Improving infrastructure and enhancing the capacity of tourism facilities can help destinations handle the influx of visitors during peak seasons. This includes expanding transportation options, upgrading accommodations, and developing tourist infrastructure in less crowded areas. By increasing the capacity to accommodate visitors, destinations can manage the seasonality more effectively.

It is important to note that managing seasonality requires a long-term perspective and consistent efforts. Continuous monitoring and analysis of visitor patterns, feedback from tourists, and collaboration between stakeholders are essential for implementing effective management strategies.

By employing these strategies, destinations can maximize their potential as year-round tourism hotspots, provide better experiences for visitors, generate sustainable revenue streams, and minimize the negative impacts of seasonality on the local economy and environment.

Case Studies on Seasonality in Tourism

Let’s take a look at some real-life case studies that exemplify the impact of seasonality on popular travel destinations:

• Bali, Indonesia: Bali is known for its stunning beaches, lush landscapes, and vibrant culture, making it a sought-after destination for travelers worldwide. However, Bali experiences significant seasonality, with a peak season from June to August and during the Christmas and New Year period. During these months, the island is bustling with tourists, resulting in higher prices for accommodations and crowded attractions. To combat seasonality, Bali has been promoting its shoulder seasons, particularly in the months of April and September, by offering attractive deals and packages to encourage visitors during these less crowded times.
• Whistler, Canada: Whistler, located in British Columbia, Canada, is a renowned ski resort and outdoor adventure destination. Skiing and snowboarding enthusiasts flock to Whistler during the winter months, creating a high season for the destination. However, the summer months experience a significant drop in visitor numbers. To manage seasonality, Whistler has expanded its outdoor activities, such as mountain biking, hiking, and golfing, making it an attractive destination for adventure seekers year-round. Additionally, the resort offers discounted accommodation rates and packages during the off-peak seasons, enticing visitors to explore the destination outside of the winter months.
• Phuket, Thailand: Phuket is a popular beach destination in Thailand, offering pristine beaches, vibrant nightlife, and cultural attractions. The island experiences a peak season from November to March when tourists from around the world seek respite from the winter months in their home countries. During this period, Phuket witnesses a surge in visitor numbers, leading to higher prices and crowded beaches. To manage seasonality, Phuket has been promoting the “Green Season,” which falls between April and October. During this time, tourists can enjoy lower accommodation rates, fewer crowds, and still experience plenty of sunshine. Sustainable tourism practices, such as initiatives to preserve marine life and reduce plastic waste, have also been implemented to attract more visitors during the off-peak season.
• Oktoberfest, Munich: One of the most famous events in Germany, Oktoberfest in Munich, attracts millions of visitors from all over the world. This traditional beer festival takes place over 16 days, usually from late September to early October. During the festival, Munich experiences a significant increase in tourist arrivals, leading to higher demand for accommodation, long queues at beer tents, and crowded streets. To manage the influx of visitors, Munich has extended the festival to include weekends before and after the official dates, effectively spreading out the crowds and offering visitors a chance to experience Oktoberfest in a less crowded and more enjoyable environment.

These case studies highlight the various strategies destinations use to manage seasonality and balance visitor numbers throughout the year. By implementing targeted promotions, diversifying tourism products, and encouraging travel during shoulder seasons, these destinations have successfully mitigated the negative impacts of seasonality and provided tourists with better experiences.

Seasonality is a fundamental aspect of tourism that significantly impacts both travelers and businesses in the industry. Understanding and effectively managing seasonality can enhance travel experiences, optimize operations, and ensure the sustainability of destinations.

Throughout this article, we have explored the definition of seasonality in tourism, the factors contributing to its occurrence, the effects it has on destinations and businesses, and strategies to manage and mitigate its impact. We have also examined real-life case studies that demonstrate how destinations have successfully navigated seasonality through targeted marketing, diversification of tourism products, and promoting off-peak seasons.

As travelers, understanding seasonality allows us to plan our trips more strategically, avoiding peak crowds, enjoying more affordable prices during off-peak periods, and making the most of unique experiences available throughout the year. By spreading our travels across different seasons, we can support destinations in their efforts to achieve sustainable tourism growth and reduce the negative impacts of overcrowding on local communities and the environment.

For businesses in the tourism industry, managing seasonality is essential for the long-term success of their operations. By diversifying offerings, collaborating with stakeholders, and implementing targeted marketing campaigns, businesses can adapt to fluctuations in visitor numbers and optimize their revenue streams.

In conclusion, understanding and managing seasonality in tourism is crucial for the industry’s sustainability and the satisfaction of travelers. By implementing effective strategies and promoting year-round visitation, destinations can ensure a balance in tourist numbers, provide quality experiences, and maximize the benefits of tourism for all stakeholders involved.

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Seasonality

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• Richard Butler 3  

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Bar-On ( 1975 ), in the first comprehensive review of the subject, noted that seasonality has been viewed as a long-standing complex problem and a permanent feature of the tourism industry. A frequently used definition of seasonality is “a temporal imbalance in the phenomenon of tourism, which may be expressed in terms of such elements as numbers of visitors, expenditure of visitors, traffic on highways and other forms of transportation, employment and admissions to attractions” (Butler 2001 : 5).

Tourism in many areas has temporal fluctuations in demand known as “seasons,” particularly for specific leisure activities, such as “the skiing season.” The majority of traditional destinations experience two seasons, one of high and one of limited or no demand, while a few (particularly mountainous locations) may have two important seasons, normally summer and winter, with different forms of tourism being experienced. The industry, in general, regards seasonality as a problem because it...

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Bar-On, R. 1975. Seasonality in tourism: A guide to the analysis of seasonality and trends for policy making . London: Economist Intelligence Unit.

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Butler, R. 2001. Seasonality in tourism: Issues and implications. In Seasonality in tourism , ed. T. Baum and S. Lundtorp, 5–22. Amsterdam: Pergamon.

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Corluka, G. 2019. Tourism attractions and seasonality: Tourism seasonality – An overview. Journal of Business Paradigms 4 (1): 21–43.

Fernández-Morales, A., J.D. Cisneros-Martínez, and S. McCabe. 2016. Seasonal concentration of tourism demand: Decomposition analysis and marketing implications. Tourism Management 56: 172–190.

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Lee, C., S. Bergin-Seers, G. Galloway, B. O’Mahoney, and A. McMurray. 2008. Seasonality in the tourism industry: Impacts and strategies . Gold Coast: CRC for Sustainable Tourism.

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Senyao, S., H. Wei, and N. Ma. 2021. How off-season tourism promotion affects seasonal destinations? A multi-stakeholder perspective in Tibet. Tourism Review 76 (1): 229–240.

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Butler, R. (2022). Seasonality. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_168-2

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SEASONALITY IN TOURISM – causes, implications and strategies

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Seasonality in tourism: issues and implications

Research output : Chapter in Book/Report/Conference proceeding › Chapter

• methodical approach for analysing seasonality
• seasonality
• spatial variation of seasonality
• hospitality

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• Tourism Social Sciences 100%
• Measure Social Sciences 75%
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T1 - Seasonality in tourism

T2 - issues and implications

AU - Butler, R. W.

PY - 2001/12/7

Y1 - 2001/12/7

N2 - Seasonality in tourism has traditionally been regarded as a major problem which needs to be overcome, but relatively little research has been conducted on the patterns or causes of this phenomenon. The paper begins with a discussion of the characteristics of seasonality and develops a methodology to study the phenomenon in more detail. Seasonality in parts of Scotland are analysed in order to test the approach suggested and to determine if the measures proposed are practical. Two basic questions are examined,whether seasonality in tourism in the study area has changed significantly over a thirty year period, and whether there are spatial dimensions to seasonality that can be detected in the study area. The paper concludes that the variation in seasonality over the time period studied is more complex than anticipated and results are not consistent throughout the area and the measures used. Evidence of spatial variation in seasonality was confirmed. The study concludes that while the measures and approach used would appear to have merit and applicability, further research is needed to produce definitive answers and to fully understand the process of seasonality in tourism.

AB - Seasonality in tourism has traditionally been regarded as a major problem which needs to be overcome, but relatively little research has been conducted on the patterns or causes of this phenomenon. The paper begins with a discussion of the characteristics of seasonality and develops a methodology to study the phenomenon in more detail. Seasonality in parts of Scotland are analysed in order to test the approach suggested and to determine if the measures proposed are practical. Two basic questions are examined,whether seasonality in tourism in the study area has changed significantly over a thirty year period, and whether there are spatial dimensions to seasonality that can be detected in the study area. The paper concludes that the variation in seasonality over the time period studied is more complex than anticipated and results are not consistent throughout the area and the measures used. Evidence of spatial variation in seasonality was confirmed. The study concludes that while the measures and approach used would appear to have merit and applicability, further research is needed to produce definitive answers and to fully understand the process of seasonality in tourism.

KW - methodical approach for analysing seasonality

KW - seasonality

KW - spatial variation of seasonality

KW - tourism

KW - hospitality

U2 - 10.1108/eb058278

DO - 10.1108/eb058278

M3 - Chapter

SN - 9780080436746

BT - Seasonality in Tourism

A2 - Baum, Tom

A2 - Lundtorp, Svend

CY - Abingdon, Oxon

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Seasonality in Tourism: Understanding the Challenges

26 november 2021.

Seasonality has always been one of the most critical issues in determining the demand variation for every touristic destination. It affects all areas of the tourism industry, from marketing (packaging, distribution and pricing), to the labour market (employment, skills, sustainability) as well as business finances (suppliers and intermediaries), environmental (ecological carrying capacity of a particular destination by overcrowding and overuse during the peak period) and all relevant aspects of operations.

It is often defined as the tendency of tourist flows to become concentrated into relatively short periods of the year, which are then classified as business cycles of off-season, low-season, shoulder season and peak season, or low, medium and high season. A few areas, mostly tropical, are characterized as non-seasonal because of the small irregularities of the climatic conditions.

Climatic conditions such as temperature, rain-and snowfall, daylight etc are referred to as “natural seasonality” and depend on the placement of the touristic destination on the earth and its distance from the equator, as well as climatic conditions in specific periods of the year such as monsoons and extreme temperatures (too cold, or too hot). Global warming will in this case have an effect on the natural tourism seasonality, as climate changes will happen in most areas.

On the other hand, other periods that are considered to count to seasonality are the “institutional”, human defined periods in the year, such as religious, cultural, ethnic and social defined, industrial holidays, pilgrimages and holidays. In this sense, the ageing of the population will bring changes on institutional tourism seasonality because the older population is less constricted in the timing of their holidays.

These unevenness or fluctuation of people visiting specific areas cause very big changes of demand or supply and bring difficulties in sustainable and stable operations of the tourism sector in the destinations with an effect of having often inefficient services and products. The tourism industry tries globally to create strategies of all-season destinations.

Although seasonality is one of the most prominent features of tourism, it is the least understood. In order to tackle tourism seasonality, it is important to realize where it is generated and little research has been done on whether for example the desire to travel at certain times of the year or the restrictions are more important.

Research shows that different areas are being affected differently from seasonality and is being suggested that seasonality problems should be tackled locally taking into consideration the needs and opportunities of each area to be more effective. One of the strategies to balance seasonality is to extend the season at the destination, by altering for example the prices, or offering different attractions before and after the peak season.

Seasonality is to be understood more from the tourism sector and tourism entrepreneurs may have to consider the adoption of adjustment and mitigation policies toward seasonality for it to become a valuable asset for their business.

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Although typically considered an economic challenge, seasonality can also have considerable environmental and socio-cultural impacts arising from the peaks and troughs of visitor flows. It is thus a complex issue, which is further complicated by the fact that the economic impacts are usually associated with the off-peak period whereas the environmental and socio-cultural issues are typically related to the low periods.

Given the relevance and complexity of seasonality in tourism, the Ministry of Urban Development and  Tourism of Albania and the World Tourism Organization (UNWTO) jointly organized an  International Conference on “Managing Seasonality in Tourism”  on 20 October 2014, in Tirana, Albania. Participants shared and discussed experiences and strategies that enable both public authorities and the business community to address the effects of seasonality in a manner that encourages sustainable tourism development and job creation.

A Ministerial Roundtable on “The Role of Governments in addressing Tourism Seasonality”  was held within the framework of the conference, focusing in particular on the policies and best practices employed by governments in Central and Southeast Europe on this crucial issue.

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• Juan Jose Garcia
• Andrej Zigon
• Matilda Naco
• Gavin Eccles
• Oliver Fodor
• Martin Placy

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The Tourist Review

ISSN : 0251-3102

Article publication date: 1 March 1998

Seasonality in tourism has traditionally been regarded as a major problem which needs to be overcome, but relatively little research has been conducted on the patterns or causes of this phenomenon. The paper begins with a discussion of the characteristics of seasonality and develops a methodology to study the phenomenon in more detail. Seasonality in parts of Scotland are analysed in order to test the approach suggested and to determine if the measures proposed are practical. Two basic questions are examined, whether seasonality in tourism in the study area has changed significantly over a thirty year period, and whether there are spatial dimensions to seasonality that can be detected in the study area. The paper concludes that the variation in seasonality over the time period studied is more complex than anticipated and results are not consistent throughout the area and the measures used. Evidence of spatial variation in seasonality was confirmed. The study concludes that while the measures and approach used would appear to have merit and applicability, further research is needed to produce definitive answers and to fully understand the process of seasonality in tourism.

Butler, R. (1998), "Seasonality in tourism: Issues and implications", The Tourist Review , Vol. 53 No. 3, pp. 18-24. https://doi.org/10.1108/eb058278

Copyright © 1998, MCB UP Limited

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Visit Florida is about to jump start tourism to its overlooked hidden gems in its northwestern region. The destination marketing organization was awarded a $10.5 million grant earlier this month to promote the eight counties in that region, said Visit Florida CEO and President Dana Young.

Young spoke with Skift about the grant, emerging travel trends in the state, how Los Angeles became a top inbound market, visa wait times, and more.

This interview was edited for clarity and length.

$10.5 Million to Drive Tourism to Northwest Florida

Skift: Visit Florida was recently awarded $10.5 million from Triumph Gulf Coast, a state-funded non-profit, to promote its northwestern region.

Dana Young: All eight counties that were included in the group of counties that were deemed impacted by the Deepwater Horizon Oil spill many years ago. All of those counties came together with support of their county commissions and they partnered with Visit Florida to get this grant. 

Northwest Florida is so beautiful, sort of what you would think of old Florida, but beaches in that area, which we call the Florida Panhandle, are absolutely magnificent and uncrowded and certainly not as developed as you would see in South Florida. The counties are geographically large, but they’re less populated, some are more rural. It’s just a different feel up there. 

What’s your marketing strategy for this hidden gem?

We’re going to do a two-pronged marketing approach that aims to level out seasonality and introduce that region to new markets around the U.S. There’s going to be a regional campaign called “Adventure within Reach” that highlights adventure travel opportunities in all eight counties. 

The second prong is we’re developing individual marketing programs for each of the eight counties in coordination with their DMO to highlight the specific things that they want to show to the rest of the country.

What are some other campaigns you have in the works?

We did get $5 million in our budget this year, specifically earmarked for nature-based travel and trails and trail towns. We started this campaign last year. Many people do not realize that Florida has over 15,000 miles of trails, and they aren’t just hiking trails. They are hiking, biking, kayaking, paddle boarding, scuba diving, horseback riding. We even have a fishing trail that’s launched. Focusing on those adventure activities, definitely a push for us.

We are definitely seeing a real trend with impulse travel, people that are just able to get up and go. We are really looking to target these millennials and young adults that are impulse travelers with campaigns that are focused on increasing desirability and bookings in the spring months.

NAACP Travel Advisory’s Impact on Conventions

Last year, the NAACP put a travel advisory on Florida. Skift Meetings reported on a wave of conventions pulling out of the state due to its controversial laws. What was the impact on Florida’s events calendar?

My understanding just from conversations with the DMO heads around the state is that for any meetings that were canceled for any reason, there were three or four lined up to take their place. In 2023, revenue was up by 13% and grew faster for meetings and convention bookings than for leisure bookings. So I think that those sorts of advisories are publicity stunts more than anything. 

Latin America See Strong Rebound, But Visa Wait Times Aren’t Helping

How is Florida’s Latin American tourism source market performing? Has there been an impact from the long visitor visa wait times ?

Latin America is really doing great. Mexico is particularly a shining star right now. Mexican visitation is the highest that we have seen since we started tracking those numbers.

The visa wait time issue is still very, very real and very, very significant in its impact to us. Florida is disproportionately impacted by this because we have such a huge level of visitation from Latin America. 

Brazil tourism recently reached a million. That’s the first time since 2019 that we’ve gotten to that level. A lot of those are new visa holders. 

I have met with the State Department on numerous occasions in person to talk about the wait times and what they’re doing. And after those meetings, it’s kind of funny, the wait times will go down in some markets then a few months later they’re back up. So I don’t know what’s going on over there, but they certainly can do better.

Tourism Recovery of Fort Myers Since Hurricane Ian

In the fall of 2022, Hurricane Ian devastated Lee County, home of Fort Myers. How has that area’s tourism sector recovered? I know it brought lots of negative publicity and destruction.

The negative earned media was huge. It was about $164 million in earned media because what they did is just show the destruction over and over again.

I was down there about six months ago and spent three days touring around the areas and they are actually doing well. So visitation is up, but they’re off about 29% from pre-hurricane 2022. But given that they have had sort of a limited number of accommodations that were open, they’ve been gradually reopening, that’s pretty darn good. 

As of April 11th, 77% of hotel rooms are back open and the airport saw a massive 29% increase this March compared to last year. They’ve got some new properties that have opened. There’s a brand new resort, Margaritaville Resort, on Fort Myers Beach that is stunning.  Everything’s trending in the right direction.

Californians Flock to Florida

During the pandemic, Florida wasn’t locked down for too long and did not stop marketing. Fast forward, what have been the long-term consequences of this?

Our numbers have been really just remarkable since 2019. We’re up 10.2% in travel spending from 2019. We’ve seen an increase in our domestic market share, which largely came from California. So that’s kind of fun. 

Prior to 2020, we had really done no marketing in California. We’ve not done any marketing in Los Angeles or on the West Coast, just because typically folks from California were vacationing in Hawaii or Mexico for warm weather vacations. But during the pandemic in 2020 and early 2021, we started marketing in certain cities in California and Oregon and Washington. 

LA has gone from not even on the radar to one of our top 10 inbound markets. They were looking for freedom and they found it here in Florida.

Florida’s Michelin Stars Attract Culinary Tourism

Like Discover Atlanta , Visit Florida partnered with Michelin to review local cuisines. What’s the payoff?

We are entering our third year of our partnership with Michelin. Orlando, Miami and Tampa each invested $150,000 and Visit Florida invested $150,000.

Prior to our partnership with Michelin, 37% of respondents in a survey that we do saw Florida as having unique local cuisine. Two years into our partnership with Michelin, 51% of respondents see Florida as having unique local cuisine.

When we entered into this, we wanted to make sure we were highlighting cuisine throughout the entire state, not just those three cities. We launched two different culinary based video series highlighting cuisine all over Florida. They’ve been extremely popular.

Has the Michelin Guide helped attract culinary talent to Florida?

Absolutely. We’re seeing chefs move to Florida from other cities because they see opportunity to get a star. A lot of restaurants are opening. Look, I mean that improves the quality of life for Floridians and visitors.

Visit Florida on TikTok

Congress just passed a bill that gives TikTok 12 months to find a new owner or be banned in the U.S. Is Visit Florida on TikTok ?

We were significantly ahead of the legislative push that a lot of states, including Florida, had. We just decided that that was not a platform that we wanted to use and we stopped using it and we’ve seen absolutely no impact to our reach.

We just feel like we were the smartest ones in the room. We did it early and we’ve already made other plans. A lot of state tourism boards are going to be struggling to fill that hole where as we did it very mindfully way back.

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Tags: california , florida , rural tourism , tourism , travel leaders , visa , visit florida

Pacific Island nations are moving to gain control over their labour drains, after seasonal worker numbers explode

For Maurice Masuino, recruiting a new electrician will take an international search.

His Vanuatu business, South Pacific Electrics, lost 10 per cent of its staff to seasonal work in Australia and New Zealand, and electricians are in short supply at home.

Those remaining at the business are feeling the pressure as large projects approach.

"We've managed to shuffle things around, but it's made it really, really difficult for us," Mr Masuino said.

It's one of many trades and occupations listed as facing shortages  — including in the country's vital tourism sector — as thousands of ni-Vanuatu leave for popular labour mobility schemes.

For workers, the schemes are a chance to earn higher wages, save money and build homes despite cost of living pressures at home.

But business leaders are calling for urgent fixes to the labour shortages.

Vanuatu Chamber of Commerce and Industry (VCCI) president Antoine Boudier said some businesses advertising positions locally are encountering silence.

"There is utterly no-one replying to it. And the people replying to those positions may not have the qualifications," he said.

Vanuatu is looking abroad for a short-term solution, importing its own foreign workers and creating an emergency visa aiming to bring in 1,500 people.

But early results are mixed as businesses look to recruit more staff from overseas.

Elsewhere in the Pacific, Samoa and Tonga plan to prevent labour shortages by gaining more control over which workers join labour mobility schemes.

Experts say the changes could help Pacific Island nations, but that officials could struggle to pursue them as they're inundated with other priorities.

A solution with a dilemma

In Vanuatu, workers have arrived from the Philippines and Fiji, while some businesses are looking to hire from Bangladesh, Sri Lanka and Mauritius, Mr Boudier said.

But only 200 people have applied for the emergency visa after a year, even though the visa has less red tape.

One problem is the visa only lasts 12 months, and cannot be renewed or extended — making it less appealing for foreign workers considering a move to Vanuatu, he said.

"It has created a little dilemma at that level."

The VCCI said the emergency visa program, which it helped facilitate, is now on hold as the business community waits to speak to the government about a review.

Vanuatu's Minister for Internal Affairs Johnny Koanapo was approached for comment.

Griffith University expert in labour mobility Kirstie Petrou said while Vanuatu's new emergency visa was meant to bring in workers more quickly, employers reported using other options.

"Employers are still preferring to go with that more traditional work visa because they get a longer period for which they can use the particular employee that they've brought into the country," she said.

Mr Masuino hired an electrician from Australia using the emergency visa, and said it offered him a solution even with its flaws and delays.

Bringing in a worker using the visa involved arranging police clearances, paperwork and a long wait for immigration approval.

"It's not a simple two minute process, it's quite a lot of work," he said.

Taking back control

Pacific Island nations have been reviewing their labour mobility policies since an explosion in the number of workers joining the schemes in Australia and New Zealand since COVID.

The amount of visas issued to workers participating in Australia's Pacific Australia Labour Mobility scheme and New Zealand's Recognised Seasonal Employer scheme nearly doubled to 48,000 between 2019 and 2023.

The percentage of working age people in the schemes  hit double digits for Vanuatu (11.5 per cent) and Tonga (11.4 per cent) and reached 6.4 per cent for Samoa in 2023.

More recent numbers suggest that demand for Pacific Islander farm workers is falling in Australia.

In another post-pandemic change, Pacific Island governments have become more willing to voice their concerns about labour mobility schemes, Dr Petrou said.

"Governments were often quite reluctant to speak out if they thought things weren't working for them," she said.

"As numbers have increased, they're much more willing to speak out and say, 'Hang on, we need to look at this issue. We're experiencing this problem. Let's talk about it and see what kind of solution we can come up with'."

One of their concerns is that the schemes now employ more skilled people who already have jobs — even though they were originally meant for unemployed or unskilled people.

And in Tonga and Samoa, labour mobility schemes add to pre-existing migration to New Zealand and Australia, Dr Petrou said.

"When you've got that occurring alongside those other migration streams, it is feeling like a lot of people are leaving, and either not necessarily wanting to come back or not seeing employment in Samoa or Tonga itself as being a long-term plan," she said.

Both countries plan to change the type of workers joining labour mobility schemes.

In Samoa, the government has announced it wants local committees  to help select who takes up seasonal work . 

Australian National University labour mobility expert Stephen Howes said it was a move aiming to bring more rural workers and unemployed people back into the schemes. 

"Trying to emphasise recruitment from rural areas makes a lot of sense for these labour mobility programs," he said.

Samoa also announced an annual cap on labour mobility workers — although the number is about double the current amount of people joining the schemes. 

In Tonga, the government  also plans to restrict seasonal work positions to people needing an income, or whose departure won't create labour shortages for businesses and government departments.

A New Zealand Ministry of Foreign Affairs and Trade spokesperson said it is giving more support for teams in Pacific countries determining who's eligible for the scheme.

"New Zealand's RSE scheme ... is a significant source of income for many Pacific economies, as well as an opportunity for those workers [who are] part of the scheme to learn transferable skills that can be taken back to their home countries," they said.

"Ultimately it is up to Pacific countries to decide whether or not they want to be part of the scheme."

Australia's Pacific Minister Pat Conroy said the government was supporting skills development in countries participating in the scheme, to help them fill labour market gaps.

"We know that the governments and people of the Pacific and Timor-Leste highly value labour mobility and the PALM scheme. But the scheme only works when it truly meets the needs of all parties involved," he said.

"It's ... why we respect that different countries in the region will participate in different ways."

Dr Petrou said it is still too early to know how successful Tonga and Samoa will be in solving labour shortages with their planned changes.

Some government departments are already stretched thin, she said.

"They're trying to process literally thousands of visas for people, they don't always have time to implement those longer term kinds of strategies or higher level goals," Dr Petrou said.

"But we may start seeing some differences in how labour mobility is governed from the Pacific side as they're implemented."

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