Sunshine Matters

VISIT FLORIDA and a host of our Industry Partners recently completed several successful travel trade events in key Latin American markets, including Argentina, Brazil, Chile, Mexico and Uruguay.  Some current stats point out the importance of these growth countries to VISIT FLORIDA’s overall marketing strategy – Brazil ranks second only to Canada in international visitation and visitor spending in Florida; Argentina ranks fourth with a 17 percent increase in visitation to Florida; Mexico ranks sixth with a 7 percent increase in visitation and Chile has become the first Latin American country approved for the visa waiver program.

The first event was a combined sales mission to Uruguay, Argentina and Chile reaching more than 800 travel trade. Beginning in Montevideo, VISIT FLORIDA and eight Industry Partners conducted an educational seminar on the Florida tourism product that was attended by 80 local travel professionals.  We then gathered 50 of the city’s top wholesalers, airline representatives and media for a VIP luncheon.

Next, in Buenos Aires we organized a similar educational seminar for 160 local travel professionals, followed by a VIP luncheon for 65 top wholesalers, airline reps and media.  To reinforce our client relationships, we also had a VIP dinner for more than a dozen of our most important clients.

Finally, in Santiago we participated in the VISIT USA workshop that was attended by more than 300 local travel professionals.  The organizing committee also arranged a forum and one-on-one meetings for the participants and tour operators.  The forum included discussions with Brand USA, commercial services, wholesalers, airlines and the destinations on how to support the market and better take advantage of the new visa waiver status.

Many thanks to the Industry Partners participating in this sales mission: Greater Fort Lauderdale CVB, Beaches of Fort Myers & Sanibel, Visit Orlando, SeaWorld Parks & Entertainment, Universal Orlando Resort, B Ocean Hotel, Unique Hotel Solutions, OpenTours.

The next stop on VISIT FLORIDA’s Latin American mission program was to participate in VISIT USA events in Sao Paulo and Campinas.  The events consisted of a trade show and VISIT FLORIDA product presentation in each market that was attended by more than 300 local travel agents.  This year’s events, organized annually by the U.S. Department of Commerce and U.S. Embassy, garnered 20 percent more exhibitors than in 2013.  

And finally, VISIT FLORIDA and three Industry Partners participated in the #NEXT Travel Exchange in Mexico City.  The two-day event consisted of a trade show and appointments with Latin American quality buyers from Mexico and Peru.  The VISIT FLORIDA presentation was attended by over 200 agents.  VISIT FLORIDA also hosted a media reception for 18 journalists and media representatives.  Many thanks to the participating partners: Greater Fort Lauderdale CVB, Greater Miami CVB and Adventure 55.

For more information on future travel trade events, please check out the VISIT FLORIDA Marketing Planner or contact me at cjones@VISITFLORIDA.org.