Florida reopened to tourists early. Now, California is trying to catch up

For years, the Sunshine State and the Golden State have been fierce competitors in the battle for domestic and international tourists and the hundreds of billions of dollars they spend while vacationing.

California shut down hotels, theme parks and tourist attractions for more than a year, essentially closing the nation’s top tourist destination as a public health strategy. Florida’s tourism industry barely skipped a beat, launching advertising campaigns to draw visitors throughout most of the last year.The deer, bobcats, coyotes and bears no longer have to deal with the hordes of camera-toting tourist vying to capture nature. They now roam unfettered.

“We are thriving while other states are struggling, and I attribute that largely to the bold, aggressive tactics that we employed very early,” said Dana Young, executive director of Visit Florida, the state’s marketing organization.

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