OCALA, FL (352today.com) — Ocala and Marion County have become synonymous with being a preferred vacation destination, now flourishing into a more than $1 billion industry.
The Ocala/Marion County Visitors and Convention Bureau (VCB) presented its 2023-2024 annual report on Dec. 12 at the Paradise Ballroom at Silver Springs State Park. Opening remarks were delivered by Danny Gaekwad, a global entrepreneur and chairman of the Marion County Visitors and Convention Bureau. Gaekwad is also a past chairman of the Marion County Tourism Development Council.
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“This past year has been a major one for tourism in Ocala and Marion County,” said Loretta Shaffer, Ocala/Marion County’s tourist development director. Shaffer highlighted the significant contributions made by the VCB team, whose primary mission is to promote Ocala and Marion County as a top destination for visitors.
“There are two main ways in which we do this: sales and marketing. We have an exceptional team in both these areas,” said Shaffer.
Marketing and Public Relations Impact
Destination marketing encompasses various efforts, including research, public relations, social media, media campaigns, website content, and mobile app development. These tools allow the VCB to share the area’s story with tourists, potential visitors, and residents.
Efforts in public relations alone generated $6.4 million in media value, reaching an audience of over 1 billion people.
“The most important variable is the residents who live in Ocala and Marion County, who really are the heartbeat of the community’s amazing personality. How grateful we are that people understand that we’re warm and accepting to our guests,” said Shaffer. “My primary message would be gratitude for everyone who has taken that ambassadorship so seriously and has been an extension of our team by their warm welcome.”
Shaffer emphasized the economic impact of tourism, explaining how the taxes generated by visitors help fund essential community services like libraries, parks, and first responders. “We should be grateful to those who are making Ocala/Marion County a preferred destination to vacation,” said Shaffer.
Annual Highlights for Fiscal Year 2023-2024
Marketing (Social Media):
- Facebook followers: 259,000
- Facebook impressions: 26,710,988
- Instagram followers: 21,500
- Instagram impressions: 871,098
Website Metrics:
- Visits: 1,203,322
- Users: 986,118
- Page views: 2,054,833
- Engaged sessions: 618,040
- Engagement rate: 46.42%
Other Key Figures:
- Tourist development tax revenue: $5,481,186
- Room nights generated: 1,167,947
Sales Impact:
- Total approved funding: $652,730
- Estimated economic impact of funded events: $67,845,892
Showcasing Local Wonders
Marion County Commission Vice Chair Carl Zalak III, underscored the importance of the area’s natural attractions, branding Marion County as a unique blend of natural wonders and equestrian excellence.
“In today’s world, our most powerful tool is our technology,” said Zalak. “Marion County is making it easier for those visiting the area and their residents to be ambassadors to explore the county’s incredible natural resources and wonders of the Horse Capital of the World.”
To further this mission, the VCB partnered with Marion County Public Relations and Zalak to launch a new video series that highlights the area’s hidden gems, local cuisine, and leisure activities. Marion Insider’s Guide, which debuted in July, is hosted by Zalak and can be accessed on the VCB website.
“Thanks to the dedication of everyone involved in our vibrant tourism industry,” said Zalak. “Our community is now on the map, not just nationally, but globally. We’re covering the things that make our home special.”