Spill 'misperception' hits Fla. tourism

ST. PETERSBURG, Fla., Oct. 14 (UPI) -- Misperceptions about the effects of the BP oil spill in the Gulf of Mexico have affected Florida's gulf coast tourism, state officials say.

In surveys, many potential visitors say they're unlikely to take their next vacation in Florida because they believe beaches are still fouled by the spill, the St. Petersburg Times reported Wednesday.

"This was the most watched story of the summer," said Will Seccombe, chief marketing officer for tourism agency Visit Florida. "It's really scary. It's a serious misperception."

Interviews with potential researchers found nearly a third said the St. Petersburg-Clearwater area had been "very affected" or "somewhat affected" by the spill and slightly more than half of them planned to choose another vacation destination.

''There's a clear correlation between the continuing misperception in the marketplace and the loss of Florida's market share of leisure travelers," Seccombe said.

Visit Florida has asked BP to bankroll a $75 million tourism advertising campaign to promote state beaches as clean and open for business, he said.

BP hasn't responded yet, Seccombe said.