Visit Fla. takes steps to boost Canada arrivals

TALLAHASSEE, Fla. -- Visit Florida reacted to a continued dip in Canadian visitors with the retention of RMR Group, a Toronto sales and marketing concern, to promote the state throughout Canada to both the trade and consumers.

An estimated 1.72 million Canadians visited Florida in 1998, a decrease of 18% compared with 1997, according to Visit Florida, the state's public-private tourist promotion organization.

The figures were provided by Canadian sources who track outbound travel. Visit Florida cited the weakness of the Canadian dollar and inroads made by competing warm-weather destinations, which aggressively promote inclusive vacations, as factors in the Canadian downturn.

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