Charlotte's marketing web

Tourists flock to Sarasota and Fort Myers throughout the year, often bypassing Charlotte County.

It's easy to understand why: Charlotte is sandwiched between two areas that market their destination aggressively. Many passengers who fly into Punta Gorda Airport drive to Fort Myers, Sarasota or Naples.

The task of boosting Charlotte's appeal as a tourist destination now falls on St. Petersburg-based Aqua Marketing and Communications. The Charlotte Harbor Visitor and Convention Bureau recently hired the firm to improve its public relations efforts.

Aqua President Dave Di Maggio says the firm will spend the next few months researching the destination. His initial thoughts suggest the area could do more to showcase its natural surroundings.

“The eco-nature opportunities haven't been exploited,” Di Maggio says. “We're assuming it could be an opportunity for them.”

The Charlotte Harbor estuary is well known to sport fishermen, but there are relatively lesser known beaches and preserves that could be promoted as destinations for those seeking more solitude and outdoor adventure. “Sometimes the best beaches are off the beaten path,” Di Maggio says. “What they have is some hidden jewels and gems.”

Europeans are among those seeking more seclusion. “The real question is going to be international,” Di Maggio says. “They've got a tremendous opportunity there.”