March 20, 2025

I LOVE being part of the travel and tourism industry. For over 15 years this has been my community of people. I love that we celebrate each other’s successes, we stand together in tough times, and embody grit and resilience when necessary. Together, we have the incredible opportunity to create transformative experiences that allow people to be the best version of themselves.

Like so many of us in this community, I didn’t plan for a career in tourism. I fell into it - like tripping on a curb and landing in the arms of a good-looking stranger. Suddenly, there you are, locked in, knowing deep down that this is where you’re supposed to be.

For me, it started in 2011. I had just finished a global MBA program in Sydney, full of great expectations and unfulfilled potential. The Great Recession had shattered the economy, tourism was at the brink, and Florida (one of the most tourism-dependent states) was hurting, and still reeling from the BP oil spill. VISIT FLORIDA hired me to build an in-state advocacy program called Share a Little Sunshine (which later became LoveFL), designed to encourage Floridians to invite their friends and family to visit. What started as a marketing initiative turned into a movement - one that helped sustain Florida tourism through natural disasters, helped carry businesses through the pandemic, and even sparked a marriage between two people who met through the LoveFL community.

That’s the power of tourism - it connects, it strengthens, it empowers. Ultimately, it matters more than what our industry gets credited for.

Which is why the latest news articles in the Washington Post, The NYTimes, Fast Company, and others citing the Tourism Economics forecast projecting a 5% decline in international visitation and a staggering $64 billion tourism revenue shortfall makes my stomach knot. Rising costs, economic and geopolitical uncertainty, and travel boycotts are existential threats to U.S. businesses and resident livelihoods. The impact of a slowdown will reach far beyond visitor numbers, it will significantly impact mom-and-pop businesses and their employees will suffer - the dry cleaners who press uniforms, the mixologists who create locally-inspired cocktails, and the rural farmers who stock restaurant kitchens. The ripple effect on small businesses and individuals is real. This hits deep because, for over five years, my colleagues and I have worked tirelessly to rebuild tourism in the wake of the pandemic and multiple natural disasters. Together, we accelerated Florida’s tourism recovery two years ahead of state economic projections and re-established the USA’s global brand presence at record speed. As the world reopened, our efforts helped drive inbound international tourism back to 80% of pre-pandemic levels and we were on pace to reach very ambitious 2027 goals set by the U.S. Department of Commerce.

The pandemic felt like falling off a cliff - one day, the world just stopped. This time, it’s different. It’s like crushing a can in slow motion - still recognizable, but at risk of becoming unrepairable. What we do now will shape our future. The pandemic reinforced what we’ve always known: travel isn’t just a luxury, it’s a necessity. It expands our world at a time when society is becoming increasingly insular. To sustain our momentum, we must engage our communities, listen to travelers, and empower our industry to protect the gains we’ve made. By strengthening our strategic position today, we ensure that when travelers come, the U.S. stands ready to welcome them; especially with marquee events like the FIFA World Cup, the LA Olympics, and many other live events on the horizon.

The lessons from the start of my tourism career are more relevant than ever. We must foster local advocates and invest in building a community that champions tourism and its businesses - because local passion and perspectives, diverse communities, and immersive experiences will inspire travelers to visit.

In the end, that’s what makes a destination thrive - not just the places themselves, but the people who champion them.

About Staci Mellman

Staci Mellman is a visionary marketing leader, community builder, and natural connector. As the former CMO of Brand USA and VISIT FLORIDA, she’s shaped some of the world’s top tourism brands. Now, as the Founder and Lead Strategist of The Collaboratory Consultancy, she brings people together to spark ideas, drive impact, and navigate change. Passionate about storytelling and innovation, she thrives on collaboration and fresh thinking—turning big ideas into bold moves and making the impossible feel possible.