The north-west area in the US state is using events and sport to entice more British people to its shores, particularly those that have already been to Orlando.
These include a new amphitheater built from the compensation it received from BP after the oil spill in 2010. This will be home to music events and concerts in the area including the Sea Breeze Jazz Festival and a performance in June by The Wanted.
It is the start of regeneration at Panama City Beach which it will use in talks with travel agents to promote the area, although will still market its heritage too. A trade section of its website is in progress to support its resources.
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