FORT MYERS, Fla.– The Lee County Visitor and Convention Bureau is rebranding their tourism marketing campaign under a new name, Fort Myers – Islands, Beaches & Neighborhoods.
The previous branding of “The beaches of Fort Myers and Sanibel” stood strong for around two decades.
“The example I used today was Dunkin Donuts, which is now just Dunkin,” explained VCB Director Tamara Pigott.
“We look at Fort Myers as a simpler version of what we’re doing, and the term we’re using is Fort Myers – islands, beaches, and neighborhoods.”
On a good year, tourists spend around $3 billion in Lee County, and despite a delta surge and limited international travel, Pigott said 2021 was an outstanding year.
“Tourist tax, 2019 (it was a) record-breaking year,” Pigott said.
“Then the pandemic happened. So 2020 ended up being the biggest dip in the tourist tax in the history of Lee County – down …