Though figures on financial losses have not yet been compiled, Florida has suffered economically from a drop in tourism -- the state's main industry, even though only five (all in the northwest) of the state's 67 counties were physically impacted by the environmental disaster.
"Before the spill, Florida's domestic travel had been increasing and we'd been outpacing the rest of the U.S. with (hotel) rooms sold," explains Kathy Torian corporate communications manager for Visit Florida, the state's official tourism marketing arm.
That all changed after the oil spill.
"We don't have income taxes, so we rely on sales tax, and tourism represents 22% of sales tax revenue," says Torian. "They're (researchers) all still trying to assess what the overall impact might've been."
However, in a state where nearly one million people are employed in the $60-billion a year tourism industry, even a 5% drop in business would be significant.
Though officials maintain no beach was ever closed in Florida due to the environmental disaster, Torian says the state's image was erroneously tarnished, by media reports that mentioned Florida immediately after showing images of oily marshes in Louisiana.
BP gave the state of Florida $25 million in compensation, of which about half was distributed to 12 counties for marketing efforts, which turned out to be "very effective." The April spill happened at the worst possible time, especially for northwest Florida, which gets 70% of its tourism business from May to September.
One method used to counteract the negative publicity was the introduction of a Florida Live feature on the Visitflorida.com website. Now a permanent feature, it allows potential travellers and others to access real-time information and images through a combination of twitter feeds, blog posts and webcams so they can assess the situation for themselves.
Meanwhile, a variety of promotions were introduced to lure visitors back to the Sunshine State. Online travel company Orbitz has advertised an "open beach guarantee" until the end of September offering hotel refunds for Florida travellers if the beach at the customer's destination was closed due to the oil spill. Orbitz spokesman Brian Hoyt says the company is considering extending the guarantee beyond this month or offering another promotion to drive consumers to the region.
Some destinations have been offering special deals or enticements of their own:
-- In Pensacola $100 US gift cards were given to travellers who spent the night in the area, a successful promotion that was re-introduced in mid-September.
-- Anna Maria Island and Longboat Key are offering free nights at more than a dozen properties through October.
-- Beaches of South Walton is enticing travellers to visit the Gulf Coast destination this month and next by offering $250 US gift cards good for either shopping or future travel on Southwest Airlines.
-- LaPlaya Beach Golf Resort -- a luxury beachfront, boutique resort on the Gulf Coast has an added-value Fall For You Package, including a resort credit, deluxe accommodations and complimentary resort fee and valet parking when booked now through Dec. 30 for travel Oct. 1-Dec. 30, 2010.
-- Every weekend this fall from Oct. 1 to mid November, the state waters off Panama City Beach (which had been closed for fishing temporarily during the oil spill as a precaution) will re-open for Red Snapper fishing.
"It's the single most popular fish because they taste great and they're fun to catch," explains Dan Rowe, president and CEO of Panama City Beach CVB.
For the latest promotions, check VisitFlorida.com and click on "Hot Deals" for updates on specials or click "Florida Vacation Auction," to save up to 60% on resorts, hotels and attractions.
Now that the Deepwater Horizon well has been capped, it's unlikely that any Florida beaches or coastline will experience effects from the Gulf oil spill, other than occasional sporadic sightings of tar balls. Tourist offices contacted by the Sun say local waters are monitored regularly and if any tar balls are discovered they are quickly removed.
Yet, Florida still faces challenges ahead.
According to Torian, research shows a significant number of leisure travellers are less likely to visit Florida now as compared to before the oil spill, which means the recent trend in market share loss -- and travel incentives -- are likely to continue.
That could make Florida a budgetwise choice this winter. For general tourism information check VisitFlorida.com or call 1-877-817-8789.
