In addition to large resorts and theme parks, small and medium-sized tourism businesses (SMEs), such as restaurants, beach equipment rental stores, tour operators, and souvenir stores, have been particularly vulnerable. Many of these businesses rely exclusively on the high tourist season to survive the rest of the year. Now, with the decrease in tourists due to hurricane fears and the destruction of their shops, many are facing an unprecedented crisis.

One owner of a small craft store in the Clearwater Beach area commented, “This hurricane has been devastating. We were already dealing with fewer tourists because of the previous storms, but now I don't know if my business will be able to stay afloat. I lost all my inventory due to the flooding.”

Faced with this situation, the Florida government has announced emergency measures to support affected tourism businesses. Initiatives include low-interest loans, subsidies for the reconstruction of tourism infrastructure and a global marketing campaign to attract tourists during the low hurricane season, between November and April.

Florida Tourism Director John Smith said, “We are working with private sector leaders and local authorities to rebuild tourist confidence. Our priority is to ensure that Florida remains an attractive and safe destination, even in an environment of weather challenges.”

Hurricane Helene has highlighted an increasingly urgent challenge: the vulnerability of Florida tourism to climate change. With hurricanes increasing in frequency and intensity, the industry faces the need to reinvent its business model, developing more resilient infrastructure and diversifying its offerings beyond sun and beach tourism.

Some experts propose that Florida should bet on less seasonal forms of tourism that do not depend so much on favorable weather. For example, cultural, sports and congress tourism could be a way to reduce dependence on seasonal tourism. It is also crucial to improve communication about the risks associated with hurricanes and strengthen early warning systems so that both tourists and residents can make informed decisions and reduce the risk of mass cancellations.

Despite the challenges, tourism authorities and entrepreneurs remain optimistic. They are confident that with proper planning and quick recovery measures, tourism in Florida will be able to return to its pre-pandemic and climatic levels in the coming years. However, it is clear that the sector must adapt to a new reality, where extreme weather events play a central role in tourism dynamics.

Hurricane Helene has not only put Florida's physical infrastructure in check, but has ignited the debate on the sustainability and resilience of the tourism industry in a context of climate crisis. Florida's future as one of the world's leading tourism destinations depends on how this challenge is managed, both locally and globally.