Sunshine Matters

In an effort to share Florida’s sunshine with Chinese travelers, staff from VISIT FLORIDA’s International Marketing and Public Relations teams recently hosted a ten-day sales mission in China.

Developed by the VISIT FLORIDA International Marketing and Avia Reps China, the China sales mission took place from April 16-26, in Beijing, Guangzhou, Chengdu and Shanghai. Ten Industry Partners joined VISIT FLORIDA to engage top travel agents, tour operators and media though sales meetings, appointments, seminars and networking events.

China, one of Florida’s key global markets, is ranked in the top 10 countries for international visitation to the state. Last year, of the 116.5 million total people who came to Florida, nearly 286,000 were from China. Additionally, among Chinese travelers interested in visiting the U.S., interest in the Sunshine State has increased 18 percent over the past four years.

In each city, VISIT FLORIDA hosted VIP lunches for 50 key Chinese travel trade professionals to encourage them to extend their Florida offerings. In addition, half-day seminars were held in the afternoon for targeted travel agencies including major outbound tour operators, wholesalers, U.S. receptive tour operators, airlines and other China-based trade associates. In Beijing and Shanghai, one-on-one appointments were scheduled, sales calls were conducted, and VISIT FLORIDA hosted media receptions where Industry Partners met with top-tier journalists and digital influencers to discuss possible story ideas.

Also while in Shanghai, VISIT FLORIDA was invited to attend the first ShanghaiWow! Hotel and Travel Forum and Award Ceremony. VISIT FLORIDA was honored with a Top 10 Destination award and five Florida locations took home destination distinctions of their own. Orlando was awarded a Best Family Travel Destination; Miami won Best Culture Destination; Tampa Bay was presented with Best Culinary Destination; Fort Lauderdale received Best Shopping Destination; and the Florida Keys collected Best Driving Destination. Also as part of the award ceremony, ShanghaiWow! hosted a symposium for travel industry leaders where VISIT FLORIDA shared marketing insights and strategies for the China market.

VISIT FLORIDA could not have had such a successful China sales mission without our Industry Partners in attendance – Greater Fort Lauderdale Convention & Visitors Bureau, Universal Orlando Resort, Walt Disney World, Miami Sunny, EZ Hospitality (Rodeway Inn & Suites), Grand Beach Hotel, Sincerely Vacations, ShengDa Travel, Royal Caribbean Cruise, and Coral Castle.

Fernando Harb, Senior Vice President Tourism Sales, Greater Fort Lauderdale Convention & Visitors Bureau, said, “Traveling to China on business can be intimidating especially due to language barriers. VISIT FLORIDA’s recent China Sales Mission made it as easy as travelling domestically. Everything was expertly coordinated! VISIT FLORIDA provided the best platform to meet with the top tour operators, premiere media representatives and the travel agent community in four major cities. Quite literally, all you have to do is show up and sell, they take care of everything else!”

Izzy Fintz, General Manager, EZ Hospitality, said, “The VISIT FLORIDA China Mission was an extremely valuable investment for my business. The entire trip was professionally organized and executed to make the most out of the two weeks in China. After meeting with travel trade professionals and learning more about Chinese travel trends, the Rodeway Inn and Suites Fort Lauderdale Airport Cruise Port is better equipped to serve the market. I look forward to working with the contacts made during this mission and hope to nurture these relationships on future China sales missions.”

To learn more about VISIT FLORIDA’s international marketing efforts, visit VISITFLORIDA.org and check out our online Marketing Planner.