JetBlue's investment reflects a larger industry trend. Florida continues to attract strong demand from vacationers, seasonal travelers, cruise passengers, and people visiting friends and relatives. As a result, airlines increasingly view South Florida as one of the most attractive growth markets in the country. Recent decisions by JetBlue to reduce some operations in New York-area airports while increasing resources in Fort Lauderdale demonstrate how important the airport has become to the airline's future strategy. Executives have described South Florida as a core growth region, and the latest expansion reinforces Fort Lauderdale's growing importance within JetBlue's network.