reprinted from:

Armed with a new survey of Floridian's attitudes about the state's biggest industry, promoters will begin touting the enhanced recreational activities, lower taxes and opportunities to meet new people that hordes of tourists bring to the Sunshine State.

The survey found that linking the industry's positive effect on people's lifestyles and personal experiences resonates well with state residents.

Done by Paramus, N.J.-based Marketing Metrics Inc., the research was commissioned by Visit Florida Inc., the tourist marketing arm of the state government. The results were presented at the quarterly meeting of Visit Florida's governing board in Tampa on Thursday.

The report came after recent events made tourism leaders wonder if their industry's popularity is waning. Local and state politicians have sought increasingly to impose taxes that would hit tourists more than residents. In Lee County, voters turned down an attempt to levy new taxes on tourists to pay for government services; the campaign used a slogan of "Let the Tourists Pay."

Last month in Monroe County, voters said in a straw ballot that government should steer spending away from tourist promotion to building more infrastructure.

"They were signals," said Donna Ross, president of the Florida Attractions Association.

"We have to figure out a way to show Joe Lunchbucket that tourism has a positive and meaningful impact."

Visit Florida is not going to use the new strategy in advertising. But it will use it in broad public relations campaigns. About 37 convention and visitors boards that get most of their income from government also will spread the word.

The survey shows that many Floridians blame tourism for increased traffic congestion (71 percent), longer lines at restaurants and public facilities (57 percent) and crime (28 percent).

But 72 percent of the state's residents think a healthy tourist industry is worth the trade-offs. When it comes to their own situation, people's concerns over tourism's negative effects drop sharply. In fact, when asked to rank the top tourist-related issues facing their hometown, 37 percent said "nothing" or "I don't know." Overcrowded conditions was considered an issue by 4 percent, crime by 5 percent and traffic by 28 percent.

Nor do residents apply their concerns about tourism to their own visiting friends and relatives, who account for about one-third of all Florida vacationers. Theme parks are also considered a plus. The average Floridian spends 3.7 days a year at them; 18 percent spend more than 10 days.

Even the researchers were surprised that 74 percent of Florida residents said they "enjoy meeting and interacting" with tourists.

"I thought they were kidding at first, but then I heard it over and over," said Charles Patton, senior vice president of Marketing Metrics Inc.