As we recommended in our 2003 report, VISIT FLORIDA has taken steps to refine the methodologies used for its return-on-investment performance measures. As recommended, it has also worked to strengthen partnerships with rural counties. VISIT FLORIDA has now entered into partnership agreements with 31 of 33 rural county tourism promotion organizations and has implemented a pilot program to provide technical and financial assistance to rural areas' tourism marketing efforts. To help Florida tourism recover from the effects of the four hurricanes that struck the state this fall, VISIT FLORIDA has launched a national post-hurricane marketing campaign. It is too early to determine the effectiveness of these actions and those of local tourism offices.