Sanibel and Captiva Island officials are shifting away from the post-storm messaging that began after Hurricane Ian struck in 2022. For the past several years, advertising campaigns have been aimed at managing visitors\u2019 expectations as the community rebuilt.\u00a0<\/p>\n
A banner on the Sanibel & Captiva Islands Chamber of Commerce website once read, \u201cNot perfect, but still paradise.\u201d It now reads, \u201cJust another day in paradise.\u201d The update reflects optimism for what city leaders hope will be a strong tourism season.\u00a0<\/p>\n
\u201cWe\u2019ve got the most important season I think in our recent history ahead of us,\u201d Sanibel Vice Mayor Holly Smith said during City Council\u2019s Nov. 4 meeting.\u00a0<\/p>\n
The return to traditional marketing comes as more island businesses reopen, Chamber CEO John Lai told council members. Chamber surveys show that by the end of October, more than 72% of chamber-member hotels, retail shops and restaurants had reopened since Hurricane Ian. That includes legacy businesses and those that reopened with new names or services.\u00a0<\/p>\n
\u201cWe are at a turning point right now,\u201d Lai said. \u201c… We believe we are well on our way to a full recovery and we could not be more excited to not just be an expectation management site but to go back to the destination marketing that we once did so well and that we continue to do.\u201d\u00a0<\/p>\n
In February 2024, about 25% of chamber-member businesses had reopened. By early 2025, that number had grown to about 50%. The current 72% includes 1,771 hotel rooms, compared with 2,458 before Ian and 77% of vacation rentals back in service.\u00a0<\/p>\n
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Shalimar Beach Resort features 33 rebuilt rooms across seven buildings, designed to meet modern hurricane codes following Hurricane Ian.<\/p>\n
David Dorsey<\/p>\n
Island hotels are enduring the traditional slow season with 30% to 40% occupancy, Lai said. \u201cThis is the time of year when we expect it to be slow, but it doesn\u2019t make me feel any better,\u201d he said. \u201cOur goal right now is to make sure [rooms] get filled for season.\u201d\u00a0<\/p>\n
About 73% of restaurants \u2014 35 out of 45 before the storm \u2014 have reopened. Seventy-seven percent of shopping center space, excluding stand-alone businesses, is now occupied.\u00a0<\/p>\n
Roughly 28% of chamber-member and other local businesses remain closed. Those still shuttered face some of the island\u2019s most difficult recovery challenges, said Sanibel Mayor Mike Miller.\u00a0<\/p>\n
\u201cWe\u2019re not going to get the same increase [in business openings] probably this year because these are tougher issues to deal with that take longer time to recover,\u201d he said.\u00a0<\/p>\n
The chamber will continue working with state and county tourism agencies to promote the message that Sanibel and Captiva are ready to welcome visitors. In May, it launched an $80,000 marketing campaign targeting regional and national markets affected by hurricanes Ian, Helen and Milton.\u00a0<\/p>\n
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The Sanibel & Captiva Islands Chamber of Commerce updated its website banner to read \u201cJust another day in paradise,\u201d signaling a return to traditional tourism marketing as the islands continue to recover from Hurricane Ian.<\/p>\n
Sanibel government<\/p>\n