Rebranding Unsustainable Destinations: The Case Study of Miami Beach Breaking Up with Spring Break

Abstract

Spring break has long been a double-edged sword for destinations, especially in Florida, United States, where cities gain economic benefits while facing significant challenges that impact the safety and sustainability of these areas. This case study examines the strategic response of Miami Beach to the negative impacts of spring break, including overcrowding, rising crime rates, and disruption to community life, which led to states of emergency in 2021, 2022, and 2023. To face these issues, the city government, in collaboration with the local destination marketing organization (DMO), crafted a strategy that included the Miami Beach Is Breaking Up With Spring Break marketing campaign. This campaign utilized a breakup metaphor to communicate the city’s firm stance against unruly tourist behavior. Through rebranding, Miami Beach aimed to redefine itself as a calmer, safer, and more community-focused destination, prioritizing the well-being of both residents and visitors. The campaign effectively conveyed this message by combining emotional narratives with persuasive language, contrasting disruptive behavior with the city’s core values. This case highlights the role of storytelling in destination rebranding as a tool to address tourism-related challenges, fostering long-term sustainability and community well-being.