ST. JOHNS COUNTY, Fla. – St. Johns County leaders are working on a plan to attract more visitors to the area after seeing a slight dip in tourism numbers compared to years past.
Despite the slight decline in tourism last year, the popular “Nights of Lights” event provided a much-needed boost in the final months, allowing restaurants and hotels to recoup some of the year’s revenue losses.
However, Susan Phillips, president and CEO of the Visitor and Convention Bureau, said the decline wasn’t unexpected, describing 2024 as a year of “reset” following consecutive years of double-digit growth after the pandemic.
To prevent another challenging year, the bureau plans to promote ongoing events like “Nights of Lights” and expand marketing efforts internationally. Key targets include international travelers like ones from the United Kingdom, Germany, France, Central and South America.
“We’re finding there’s a huge demand internationally,” Phillips said. “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.”
Phillips said they are working to bring in the right kind of visitor to the county and show them areas they might not have experienced before. Like showing off the areas Agri-tourism or people can experience the river region
“We can’t stop people from coming in, but we really target the more sophisticated, affluent travelers,” Phillips said. “So we want them to come, stay here, spend more money, stay a little bit longer, keep the cars off the street. And you know, we’re really looking at how we can be good partners with our community, our residents, and make sure that it’s a win win for everyone.
The bureau is also looking to capitalize on Florida’s cruise industry. They plan to encourage cruise passengers to spend time in St. Johns County before or after their trips, offering them a chance to explore the area’s unique attractions.