Jacksonville's tourism leaders are thinking well beyond football as the city prepares for a major stadium construction period. Officials at Visit Jacksonville are actively expanding the city's sports-event calendar to keep hotel rooms filled and bed-tax revenue flowing during what could be a disruptive stretch for the local hospitality industry.
The strategy centers on attracting a broader mix of sporting events — tournaments, competitions, and other draws that can bring overnight visitors to Northeast Florida even when the Jaguars' home schedule is complicated by construction activity.
Bed-tax revenue, generated by hotel stays, funds much of the region's tourism promotion budget, making it especially important for officials to find creative ways to sustain visitor numbers through the building period.
The push reflects a growing recognition among destination marketing organizations nationwide that a diversified sports calendar can provide more stability than reliance on a single anchor tenant or venue.
This report was first published by the Jacksonville Business Journal.
