SOUTHWEST FLORIDA TOURISM BOOST

An area chamber official next month becomes chair of Visit Florida, the state’s marketing arm, bringing extra attention to tourism businesses in Southwest Florida.

John Lai, president and CEO of the Sanibel & Captiva Islands Chamber of Commerce (SanCap), has been on the Visit Florida board since 2018, currently serving as vice chair.

“I joined Visit Florida because local tourism marketing is near and dear to my heart,” says Lai. “Tourism is the economic driver for our state and also the employer of 1 in 5 people in Lee County. I realized the importance of Visit Florida.”

Lai explains that Visit Florida brings visitors to Florida from in and out of the state who could potentially go to competing locales such as the Caribbean. “There are a lot of other destinations that offer sunshine,” he says. “Florida is such a unique destination that having a marketing arm like Visit Florida, the value can’t be overstated.”

TOP: John Lai catching a redfish while out with a fishing guide in Pine Island Sound. BELOW: A SanCap Chamber of Commerce ribbon cutting in May 2023 following Hurricane Ian.

Lai knows about different areas of Florida. His family moved to the United States from Trinidad when he was 13, initially settling in Miami but relocating to Fort Myers, where Lai graduated high school. His parents worked on Sanibel. While earning his bachelor of science in business administration from the University of Central Florida in Orlando, Lai worked at a hotel. “I found out very quickly,” Lai recalls, “that this was an industry I could not only do well in but loved, enjoyed and had a passion for.”

Lai married and started a family, moving them as he managed hotels and resorts in Sanibel, Captiva, Clearwater and Vero Beach.

Eventually, Lai realized he missed Lee County’s small-town feel, sunsets and water-based way of life where he enjoys salt-water fishing. He joined SanCap as membership director in 2017 and was promoted to president and CEO in 2018.

During his tenure both at SanCap and Visit Florida, Southwest Florida and other parts of the state have experienced hurricanes, water quality issues and the pandemic. “Being on the Visit Florida board has allowed me to see things from a global perspective and how organizations like that can adapt by not only drawing from having a strong international presence but a strong domestic presence and a strong in-state presence.”

Lai notes that, until recently, Visit Florida didn’t spend any of its budget marketing to in-state residents. However, because international travelers were slow to return to the state, monies that Visit Florida spent promoting in-state trips as well as co-op advertising opportunities helped local chambers and other tourism businesses.

“Our state organization was helping us be more effective for local markets,” he says.

Lai says being involved with Visit Florida has helped him understand how to be a better destination marketing advocate and take advantage of the people that Visit Florida brings to the state, getting them to Southwest Florida.

Chris Lopez, John Lai, Daniel Andrews, State Rep. Tiffany Esposito, Chris Wittman, Kristina Park and Ryan Turner in Tallahassee advocating for tourism. COURTESY PHOTOS

“Southwest Florida has a very unique position in that not only does it offer fantastic beaches on the coast but amazing attractions inland,” he says, pointing out places like Naples Botanical Garden and Fifth Avenue South in Naples.

The area is also seeing tremendous growth in hospitality, he says.

“The most exciting development is the rebuilding of a large percentage of our hotel inventory in Southwest Florida,” Lai says. He notes not only the reconstruction taking place on Sanibel, Captiva and Fort Myers Beach that will offer new buildings that attract tourists but recently renovated The Ritz-Carlton, Naples and the Great Wolf Lodge opening next to the Paradise Coast Sports Complex in Naples this fall.

“We will have this fantastic destination that attracts youth sports with an amazing facility adjacent to it with indoor water parks and cruise ship-like amenities within walking distance. It will become one of the greatest spots for youth sports in our state and maybe even in our country.”

LEFT: John Lai, left, with friend Patrick Dorward at the Islands Night Parade at Hammond Stadium in May 2023. RIGHT: Lai with Kizzy Sanchez of Visit Florida and Chris Lopez, regional director, Florida Restaurant and Lodging Association.

Lai says increased visitation to Southwest Florida offers business opportunities for local residents for everything from restaurants and retail to construction and transportation.

“I encourage people to take advantage of our tourism-driven economy,” he says. “The future is bright in Southwest Florida.” ¦

Gov. Ron Desantis and John Lai meet for a press conference announcing the Hospitality Cares Grant following Hurricane Ian.

The post SOUTHWEST FLORIDA TOURISM BOOST first appeared on Charlotte County Florida Weekly .