Lee County lays out plan to bring back strong tourist seasons after Yang

FORT MYERS, Florida. The Lee County Bureau of Visitors and Conventions will use the new campaign to encourage a strong tourist season despite Yang. It’s called “My Fort Myers” and is focused not only on the beaches, but also on the islands and areas where people can enjoy Southwest Florida.

Hurricane Yan has had a significant impact on our travel season. The bureau reports $66.5 million in tourist tax revenue in its last fiscal year, October 2021 to September 2022.

From October to December 2022, the county made just $2.1 million, and officials estimate losses for this fiscal year at 40-60%.

“The reason the number looks so bad is because about a third of our hotel rooms are still closed for renovations,” said Brian Hamman, CEO of the Greater Fort Myers Chamber of Commerce. “I think this is going to be a challenging year as we try to push this direction and help people from the outside understand that there are some opportunities to come and visit and support our business.”

However, some businesses are already seeing a surge in visitors and spending.

“I can see it picking up steam—in downtown Fort Myers,” said Janice Danzing, chairman of the board of the Florida Repertory Theatre. “If you go down First Street, it will be crowded again.”

The theater relies on tourism for its business, and Danzing says they are only open during the season.

“We have a lot of seasonal subscribers, people who come in during the winter,” she said. “We just need to convey the message that we’re here.”

This is one of the reasons why the conference bureau pays special attention to the new campaign.

“Telling the story of My Fort Myers, telling people about how they can have their own independent, individual experience here,” Hamman said. “Now the tourist looks a little different. This is not a tourist, this is a business visitor.”

The campaign will focus on other attractions such as our nature reserves and downtown Fort Myers.

“I think the area in downtown Fort Myers can really stand out this year—an anchor for tourism this year,” Hamman said. “We’re going to have to work to try and get people here.”

Over the next two months, the marketing campaign will focus on bringing back past visitors and marketing open businesses. They will create promotional videos and advertisements featuring residents, business owners and visitors.

“Our tourism is a multi-layered opportunity,” said Merry Coffman, director of marketing for Fort Pure Florida. “We have things on the water, we have wonderful museums and theaters.”

The bureau is going to take the campaign strategy and work with it for about 18-24 months. Over time, it will be aimed at different audiences.

“We are open, we are ready,” Coffman said.

Hamman believes that once our beaches are back up and running, it will help all of our business.

“This is a recovery year,” he said. “I think beaches are a convenience, they’re a draw.”