Daytona Beach tourism board talks long-term vision at workshop

Visitors take the sands of Daytona Beach this summer, a season that has seen a booming rebound in tourism following the catastrophic downturn of pandemic-impacted 2020. Looking ahead, the Halifax Area Advertising Authority board of directors wants to capitalize on that momentum to form a long-term vision for the area's tourism marketing.

DAYTONA BEACH — As the World’s Most Famous Beach enters the homestretch of a booming summer tourism season, the Halifax Area Advertising Authority board of directors met this week for a brainstorming session to turn that momentum into a long-term plan for the destination’s future.

Over more than 90 minutes, the Wednesday workshop yielded a range of ideas that touched on the need to attract more private and government investment into the area, the importance of appealing to younger, more affluent visitors and ways to push the destination’s branding away from rowdy events.

“We’re trying to determine how we can elevate and lift our destination,” said Jim Berkley, general manager of the 744-room Hilton Daytona Beach Oceanfront Resort and chair of the tourism board that oversees and funds the Daytona Beach Area Convention & Visitors Bureau.

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