Sunshine Matters

Travel trade, including travel agents, tour operators and other buyers and sellers of travel products, is a vital distribution network for Florida’s tourism industry.  Research shows that nearly five percent of domestic visitors to Florida use a travel agent to book accommodations and seven percent use a travel agent to reserve their air transportation.  To stay top of mind with travel trade representatives in some of our key domestic markets, VISIT FLORIDA and our Industry Partners have recently hosted several educational events for travel agents in Dallas and Chicago.

In Dallas, which ranks eighth among domestic metropolitan areas in visitor volume to Florida, travel agents heard from each of our participating Florida destinations about what’s new and exciting in their area during a luncheon held at the Nasher Sculpture Center.  In addition, two AAA office visits offered an opportunity for Partners to meet agents who were not able to attend the luncheon.  Special thanks to Naples, Marco Island, Everglades CVB, Panama City Beach CVB and Greater Miami CVB for being a part of these well-received events.

In Chicago, which ranks third in visitor volume to the Sunshine State, VISIT FLORIDA and our Partners hosted a luncheon and an evening reception at ZED451 so that Chicago-based travel agents could attend whichever event best matched with their availability.  Since we stayed in one place for the entire day, agents were able to talk with Partners more in depth either before or after each event.  We’d like to thank Naples, Marco Island, Everglades CVB, Panama City Beach CVB, Greater Miami CVB, St. Augustine, Ponte Vedra & The Beaches VCB, Visit Central Florida, Visit Orlando, Visit St. Petersburg/Clearwater and Visit Tampa Bay for helping make the Chicago events such a success.

At all the hosted events, our Partners provided Florida hotel stays, attraction tickets, branded beach towels and Florida-themed center pieces that were won by agents, and each agent received a bag that included destination guides, maps and promotional items from the various destinations.

“I want to thank you all for a terrific seminar,” said Patti Chickerneo, with Elite Travel & Events.  “Getting to know some new things (about Florida) really helps me when I consult with my clients about going there.  I also want to thank you for the great bag, and the hand sanitizers and bright luggage tags are really important too.”

One-on-one time with travel agents and tour operators at events like the ones in Dallas and Chicago have a significant impact on Florida tourism.  To learn more about our upcoming travel trade events, check out the VISIT FLORIDA Marketing Planner or contact me at bbryant@VISITFLORIDA.org.