Skift Take
Florida wants to spread tourist spending and foot traffic beyond its beaches and hotspots. It'll be tough as the American international travel boom continues to chip away at domestic tourism.
Florida is highlighting its nature trails and trail towns in a $5 million marketing campaign.
Visit Florida, the state's tourism promotion agency, wants tourists to think beyond beaches and explore rural towns and the statewide system of trails and greenways.
“Most people know that we have 825 miles of beautiful beaches," said Visit Florida CEO and President Dana Young. “What peopl