VISIT FLORIDA, the state’s official tourism marketing corporation, has announced the launch of a major fall brand campaign focused on targeting young and mature child-free travelers. While fall has historically seen less visitation, individual visitor spending for that period is the highest, with an average of $133 per person per day. Research indicates that if just 20 percent of the state’s visitors were to stay one more day, Florida’s economy would benefit from a nearly $2 billion spending increase. While still part of VISIT FLORIDA’s year-round Must Be the Sunshine brand campaign, the new messaging is designed to appeal to both younger and more mature travelers, who are free to stay longer and experience less family-centric aspects of the Sunshine State. Also: According to the latest numbers, 23.4 million visitors came to Florida in the second quarter of 2013, an increase of 2.6 percent over the same period in 2012. That made Q2 2013 the largest second quarter for visitation in the state’s history.

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