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Creating a New Standard for Sustainable Dive Tourism in the Florida Keys by Alex Brylske, Ph.D. , President, Ocean Education International, LLC, Avon Park, FL
F OR DECADES, conversations about sustainable tourism have centered on one question: "How do we reduce our impact?" While that remains important, the dive industry has reached a point where we should ask a different question: "What if sustainability became one of our greatest competitive advantages?" That question is the driving force behind the Florida Keys Sustainable Dive Tourism Initiative, a new partnership between Monroe County’s tourism arm, Visit Florida Keys & Key West, and Ocean Education International (OEI). Although the program will be launched in America’s premier dive destination, the vision extends far beyond the Keys. Based on pilot testing with numerous local operators in late 2026, the plan is to begin offering the course in 2027 to dive operators throughout the U.S. on a semiannual basis.
The initiative is designed as a template that tourism organi- zations, dive operator associations, and destination managers can adapt to strengthen both their marine resources and their tourism economies.
Simply put, it o ff ers a new way of thinking about destination marketing.
Simply put, it offers a new way of thinking about destination marketing. For years, sustainability has often been framed as a conservation obligation.
Operators were encouraged to recycle, reduce plastic use, and participate in reef cleanups because it was the right thing to do. Those actions remain essential, but they tell only part of the story. Today’s travelers increasingly choose destinations that reflect their personal values. Sustainability is no longer simply an environmental issue; it has become a market differentiator. Visitors want authentic experiences, responsible operators, and confidence that their vacation
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