Mitigating Overtourism in Miami Beach Through Sustainable Destination Branding: A Tourism Discourse Analysis of the Anti-Spring Break Marketing Campaign

Abstract

Spring break presents both opportunities and challenges for destinations, particularly in Florida, United States, where various cities have been experiencing significant economic benefits alongside negative impacts, such as overcrowding, increased crime and violence, and strained local resources. In response, Miami Beach has launched an anti-spring break marketing campaign aimed at rebranding the city as a safer and more tranquil destination. The campaign’s narrative is characterized by a breakup metaphor to communicate a strong stance against spring break disorderly behavior, emphasizing the enforcement of laws and promoting sustainable tourism. The study explores how Miami Beach strategically utilizes tourism discourse in destination branding to reshape the destination brand and influence visitor behavior. By integrating Critical Discourse Studies and Speech Act Theory, the research examines the ideological underpinnings and power dynamics embedded in the campaign’s messaging. Furthermore, speech acts are analyzed to uncover how the city’s narrative constructs a new identity and position itself against the hedonistic behavior traditionally associated with spring break. Preliminary findings indicate that the campaign effectively communicates the city’s commitment to sustainability and safety, potentially reshaping the destination image and influencing the behavior of prospective visitors. The study offers insights into strategic communication in destination marketing, particularly addressing overtourism and promoting responsible tourism practices.