Visit Sarasota County Highlights Seasonal Community Trends

Embracing the Seasons: How Sarasota Keeps Its Community in the Spotlight

Every season offers a unique reason to visit Sarasota. For many, it's about escaping harsh weather and enjoying the warmth of the sun instead of shoveling snow. Others come to reconnect with nature, whether it’s walking along the pristine white sands or exploring the scenic rivers that stretch through the area.

While marketing trends may change quickly, the essence of tourism remains constant. At Visit Sarasota County, the goal is to create campaigns that not only align with the seasons but also reflect the needs of local businesses and residents. This approach ensures that the community remains at the forefront of every promotional effort.

One such example was the "Frosty to Flip Flops" campaign launched in February 2024. It was designed to address concerns from local hotels about low occupancy during a traditionally busy season. The campaign reached over 185 million people in key northern cities like New York City, Chicago, and Boston, successfully drawing attention to the region’s appeal.

Natural disasters also require a sensitive approach when promoting a destination for leisure. After Hurricanes Helene and Milton, the team at Visit Sarasota County suspended advertising and updated their messaging to reflect the current conditions. They also launched the "Support the 941" initiative, encouraging both visitors and locals to support businesses that remained open. This effort provided an immediate boost to the local economy, helping businesses stay afloat during a challenging time.

Once it was safe for visitors to return, the Florida’s West Coast campaign was launched in partnership with the Bradenton Area Convention & Visitors Bureau and Visit Florida. This campaign focused on attracting both statewide and national visitors throughout the fall and winter months.

The spring and summer campaign, "The Sarasota Keys are Calling," marked the third stage of the regional recovery plan. This effort was entirely dedicated to the barrier islands, ensuring that local businesses felt seen, supported, and sought after by tourists following months of resilience after the storms.

From March through June, the campaign highlighted hidden gems and long-time favorites across the keys, including Longboat, Lido, St. Armands, Siesta, Casey, Venice, and Manasota. This initiative encouraged both tourists and residents to explore the county and rediscover its charm.

The results of the campaign were impressive. Over 40 million impressions were secured through advertising, social media, and digital content, reminding travelers why they fell in love with the islands in the first place. Upbeat, visually engaging content showcased the award-winning fun, beauty, and experiences that make the keys so special.

Looking ahead, the upcoming fall campaign positions the season as an ideal time for travel. It highlights cooler temperatures, a serene atmosphere, and fewer crowds, appealing to travelers seeking a relaxing escape—whether for a solo retreat or a couples’ getaway. The campaign emphasizes the charm of trading scarves for sandals, with a special focus on golf and shopping.

The marketing efforts have already begun this month and will run through the end of September, as visitors start planning vacations for the remainder of 2025.

As tourism remains the top industry and economic driver for the community, these seasonal campaigns demonstrate a commitment to staying relevant and connected. Every ad, post, and promotion is a pulse check with the community, ensuring that the right message is delivered at the right time. Sometimes, it's a vibrant invitation; other times, it's a quiet pause. The role of Visit Sarasota County is to know which one the season—and Sarasota—calls for, and it's a responsibility they serve with pride and purpose.

Erin Duggan is the president and CEO of Visit Sarasota County. She can be reached at 941-955-0991, ext. 108, or eduggan@visitsarasota.org.