It is a shift from just 18 months ago, when the town decided to pull back from promoting college spring break, feeling that Panama City Beach's reputation as the hotspot for drunken post-adolescent revelry was keeping other visitors away.
But that was before the Deepwater Horizon oil spill last April, when tar balls washed up along the town's beaches and tourism plummeted.
"When the kids come down here and have a great time and see our beaches are clean, they'll be our ambassadors and tell the rest of the world," says Dan Rowe, president and chief executive of the Panama City Beach Convention and Visitors Bureau.
All over the Gulf Coast, vacation communities hurt by the oil spill see spring break as critical to reviving their economies and kickstarting tourism before the important summer season...
...Spring break is the third biggest tourism month for Panama City Beach, after June and July. The city typically brings in $101 million during March. In recent years, about 300,000 students have descended on its beaches, clubs and bars during spring break.
Pensacola—known as a college spring break destination—isn't marketing directly to students. But the bureau is running new online banner ads in cities including Chicago and Washington, D.C. The slogan: 'Chilly Today? Warm Tomorrow.'"
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