Over the last decade, Florida’s travel industry has endured as many ups and downs as the coasters at our popular attractions. The causes were varied — from terrorist attacks to natural disasters and from gasoline prices to a declining economy. The effects were undeniably tough on travelers. Higher prices at the pump were reflected in higher airline fares, security measures kept travelers on their toes... bare ones, since taking off your shoes was one of the new security directives. Through it all, travelers persevered and came to Florida in record numbers. Let's take a look at the good, bad and unmistakably unpleasant.
As we celebrated the incoming year 2000, the millennium bug was supposed to spell doomsday for many digital computer-related and non-digital documentation and data storage situations. Better known as the Y2K bug or simply Y2K, the problems anticipated were thought to result from the practice of abbreviating a four-digit year to two digits. Well, we all know now that no significant global computer failures occurred — the power stayed on and no planes crashed — but the next year Americans would face a much more real threat… the September 11 attacks. Planes did crash; and, overnight, air travel changed forever. Homeland Security became a part of our vocabulary, just as long lines, taking off our shoes and pat-downs became a new part of our airport experience.
In the wake of the September 11th attacks, like many tourist markets, Florida suffered declining numbers of visitors, and just as visitors began to feel secure enough to travel again, the devastating hurricanes of 2004-05 hit Florida. In 2004, I personally experienced Charley, Frances, Ivan and Jeanne and documented them as they came calling on Central Florida. In 2005, Arlene, Dennis, Katrina, Rita, Tammy and Wilma took aim at the rest of Florida. Beach erosion, localized flooding and structural damage wrecked havoc to many tourist-related businesses. Some hotels were out of business for weeks or months… some never reopened. Tourists became aware that there was a "hurricane season" in Florida and hesitated to book summer vacations. As a result Florida's tourist industry took even longer to recover.
However, all of the last decade was not gloom and doom for travelers in Florida. In 2005, Disney World celebrated 50 years of Disney parks with the "Happiest Celebration on Earth." The 18 month-celebration included the roll-out of a new stage show — Cinderellabration — and new attractions — Soarin’ and Lights, Motors, Action! Extreme Stunt Show — that are still as popular as ever today.
Disney World also seemed to take the lead in setting travel trends over the last decade. They encouraged extended families to vacation together with "Magical Gatherings;" built excitement in 2007 with "A Year of a Million Dreams," where they handed out hundreds of special gifts, resort upgrades and privileges; and, in 2009, initiated the "Celebration Vacation," offering free admission to a Disney park on your birthday.
Speaking of trends, over the last part of the decade it has been trendy to "go green," with resorts and attractions earning high marks with their efforts. Another trend emerged as well. In 2008, as gasoline prices rose and the economy sank, would-be vacationers that couldn't afford to travel became willing hometown tourists that stayed overnight in their own homes, but, by day, enjoyed fun things to do in their own cities or nearby attractions. What would describe such a vacation? The word "staycation," of course.
Over the last 10 years, memorable coasters and rides opened at the major attractions that have had us spinning, diving and turning upside down and inside out. Disney rolled out Mission: SPACE (2003) at Epcot, Expedition Everest (2006) at Animal Kingdom and Toy Story Mania (2008) at Hollywood Studios. Universal Orlando’s The Simpson’s (2008) and more recently Rip, Ride, Rocket! (2009) rockin' riders as they choose the music for a video of their ride experience. And, Busch Gardens’ had riders begging for mercy with Sheikra when it opened in 2005.
That's not all, the landscape changed in Orlando in 2008 as SeaWorld opened Aquatica. The one-of-a-kind 60-acre water park opened with 36 water slides, six rivers and lagoons and more than 80,000 square-feet of beach area with up-close animal experiences.
Where do you turn if you're looking for a beach vacation with the right combination of soft sand, crystal-blue water and swimming? Dr. Stephen P. Leatherman (affectionately known as Dr. Beach) and his annual list of the nation's top beaches which he announces every Memorial Day weekend, of course. Florida's beaches consistently make his list with Caladesi Island State Park, Cape Florida State Park and Fort DeSoto bringing home the most honors over this decade.
Technology advances were seen in just about every facet of Florida travel over the last decade. One of the best examples of how new technology and tourism can be married into a perfect union came in December of 2001 as the Segway® was unveiled. It didn't take long after it was produced in 2002 for entrepreneurs to begin using the two-wheeled, self-balancing personal transportation devices in scenic Segway tours around Florida. What a great way to see the sights while gliding on the transportation of the future!
Other technologies offered attraction and ride innovations that one would not think possible just a couple of decades ago. Some of the best examples are the "most excellent" Turtle Talk with Crush in the Living Seas pavilion at Disney World's Epcot, the 4-D Toy Story Mania at Disney's Hollywood Studios and Universal's Rip, Ride Rockit! that combines hit music, first-ever maneuvers and highly sophisticated audio and video.
As the decade comes to a close, one thing has not changed. Internationally the Sunshine State remains one of the most popular vacation destinations in America. There are good reasons for the state’s popularity. When you vacation in Florida, you get it all — plenty of sunshine, beautiful beaches, spectacular sunsets, wonderful resorts, popular attractions and water everywhere. It doesn’t get any better than that!
