History & Overview

History

The Florida Attractions Association is the cornerstone of Florida's number one industry...Tourism.

From its beginning 59 years ago spearheaded by five key attractions, the Florida Attractions Association has grown in size and stature. Today its membership is comprised of nearly 90 leading attractions, 74 allied members, 35 State Parks, and three affiliate members throughout the Sunshine State.

The members' original concern was for quality. Founding attractions like Cypress Gardens, Monkey Jungle, Parrot Jungle, Silver Springs and other pioneers in the industry got together to present to the growing number of Florida visitors the assurance of quality, fair pricing, and ethical operation. The organization, at first a committee of the Florida Public Relations Association, was formally united in 1949 as a not-for-profit corporation. Steady growth was on the way.

The Association divides the state into geographical districts, each represented on its board of directors. Local attraction association and area meetings are held during the year. The entire membership meets annually in May or early June. Meeting sites revolve around the state. Special membership meetings are called to address unusual circumstances.

Combined with the allure of Florida's beaches and sunshine, the attractions of Florida continue to appeal to more and more of the state's visitors until they now can be counted in the tens of millions annually. Visit Florida, Inc. says that nearly 70 million visitors came to Florida in 2001, ranking it among the most popular vacation destinations in the world. Florida's attractions recorded 84.4 billion guest visits during the same time. Among the membership in the Association is a great diversity of offerings to please these guests. There are museums of many kinds, majestic tropical gardens, clear springs, thrilling rides, the exhibition of an enormous variety of exotic and native birds, animals, fish and reptiles, as well as the highest of high-tech diversions and spectacles.

Membership in this Association is prestigious. A category of allied membership has been established to permit a close relationship between the attractions and other types of businesses which play a role in Florida's visitor industry and those who provide services and supplies to the attraction industry. Thus, a wide variety of businesses reflective of Florida's huge tourism industry is brought together under an inclusive umbrella. Recognizing the changing face of the attraction industry and the growing number of things to do and see in Florida, the Association created another category of membership. Affiliate membership allows for participation from entertainments and activities, which do not charge an admission but meet the Association's definition of an attraction in every other way.

The Attractions Association works closely with other tourism-related groups in the state as well. Along with lodging, restaurants, RV parks and campgrounds, and CVBs, the organization participates in the Florida Commission on Tourism/Visit Florida, Inc., Tourism Industry Association of America and its National Council of Attractions and the International Association for Amusement Parks and Attractions. The Association, through its contract lobbyist, CEO and memberships and coalitions, maintains surveillance of political and legislative activities on the local, state and national scenes and speaks out on those found to be of significance.

Overview

Tourism is Florida's largest industry. Nearly 880,000 Floridians are directly employed in the tourism industry, and more than 20 per cent of the state's entire annual operating budget comes directly from taxes paid through the activities of the industry. In 2001, for example, visitors spent $50.8 billion while they were in Florida; thus generating an awesome economic current.

With an annual payroll of nearly $1.839 billion and sales tax collections of $348 million, attractions are the spark plug of this giant economic machine. Walt Disney World and Universal Orlando have become world destinations and have spurred permanent growth in the Central Florida area with many billions of dollars in investment. Along both coasts and from north to south, Florida boasts family-pleasing attractions. No part of Florida's tourism industry displays the concept of "Friendly Floridian" more sincerely than do the attractions. Visitors naturally expect cleanliness, courtesy and assistance, and Attractions Association members observe such principles through the Attraction Code of Practices - cleanliness, safety, truthful advertising, hospitality, and complaint resolution.

Each attraction member of the Association does its own marketing and promotion, each with its own budget, philosophy and policies. In some areas, cooperative activities combine for stronger promotional or political effect.

The Association produces a brochure, the Official Guide Map to Florida Attractions, which describes and locates each attraction member on a map of Florida and color-codes them by regions within the state. It is prized by travel professionals throughout the world who describe it as "the best selling tool for Florida" that they have to offer. The brochure is also used extensively by Visit Florida to respond to inquiries for information about Florida, and tens of thousands of them are taken by visitors from the state's official welcome centers on Florida's major incoming highways.

The attraction industry remains dynamic and changing to meet changing times. Over the years, it has been confronted with challenges dealt by oil embargoes, recessions and capricious weather, and most recently by the events of September 11, 2001. In addition, there is increasing competition from other warm-weather destinations. Membership in the Association continues to grow, and the industry remains a vigorous component of Florida’s appeal to American and international visitors alike.