Conducted by The Highland Group on behalf of the Lee County Visitor & Convention Bureau (VCB), this study addresses four key questions:
(1) Is Lee County losing market share to other destinations?
(2) How does Lee County lodging product compare to other markets?
(3) Is Lee County missing revenue opportunities?
(4) Does Lee County lodging product need to be improved to be competitive in the future?
This research is part of the VCB’s commitment to developing the tourism pipeline as outlined in the 2013-2016 Strategic Plan.
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