JACKSONVILLE
CROWD PLEASER
Jacksonville
Florida’s largest city is more than twice the size of Miami and blessed with great beaches, family attractions and a strong dose of Southern charm, says Howard Carr
L
ike Miami, Jacksonville has miles of golden beaches, great shopping, a vibrant restaurant scene and exciting
nightlife, yet the city remains mostly under the radar when it comes to enjoying a tourism profi le in the UK. That could change when the city’s
professional American football team, the Jacksonville Jaguars, plays a major National Football League match at Wembley Stadium on October 27. Tourism chiefs hope the game – the fi rst of four visits to London by the Jaguars between now and 2016 – will help to create a better awareness of the northern Florida city. The Jaguars’ owner, billionaire businessman Shad Khan, bought Fulham Football Club from Mohamed Al Fayed this summer – providing another platform for the Florida destination to promote itself in the UK.
Jacksonville’s position on Florida’s northern
Atlantic coast, away from tourist hotspots such as Orlando, Miami and the Gulf Coast, has meant that relatively few UK visitors to the state discover the city. But numbers are slowly rising as repeat
visitors to Florida look for new areas to explore and fi nd that Jacksonville easily matches its better-known rivals in the holiday stakes. They also soon realise that it has own distinct atmosphere, blending the fun of the Sunshine State with the charm of the Deep South. “We are seeing an increase in business to
north Florida,” says America As You Like It’s Product Director Cath Pusey. “It appeals to couples looking for something a bit different. They can combine southern charm and history with great beaches, golf and other outdoor activities, fi ne dining, cultural
attractions and enjoy a climate more moderate than parts of southern Florida.” The city boasts 21 miles of wide, mostly
people-free beaches that provide safe bathing for all ages as well as activities ranging from sailing to surfi ng. Popular family attractions include Adventure
Landing amusement park, which features Shipwreck Island Water Park. North America Travel Service Managing
Director Ruby Briggs names Jacksonville’s unspoilt beaches as one of the biggest draws for those looking to avoid the crowds. “It is quietly becoming a region that third- or
fourth-time visitors to Florida are including in their itinerary,” she explains. Already featured in several operators’ programmes is Amelia Island, one of a chain of barrier islands stretching from South Carolina.
24 September 2013
www.sellinglonghaul.com
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