Sunshine Matters

Brazil is quickly becoming one of the top producing international origin markets to Florida.  In 2010, Brazil was second only to the UK in top origin countries of visitation to Florida, with its volume increasing 49% over 2009.  Brazil also had the top spending level of all overseas countries visiting Florida, with an increase of 78% over 2009.

In an effort to leverage this increasing interest in travel to Florida by Brazilians, 16 tourism industry partners joined VISIT FLORIDA on a three-day sales mission to Brasilia, Belo Horizonte and São Paulo.  In partnership with American Airlines, VISIT FLORIDA hosted a seminar which resulted in 252 travel agents becoming certified as Florida Specialists.  An entire day was devoted to sales calls to trade media and top-producing tour operators to spread the message of all there is to see and do in the Sunshine State to these key audiences.  The mission concluded with a VIP dinner for 30 Brazilian travel industry executives.

International travelers have always played a vital role in the Florida travel industry’s overall economic success.  Missions such as this one to significant international markets by VISIT FLORIDA staff and our tourism industry partners help extend the reach and relevance of the Florida brand beyond traditional advertising efforts by providing opportunties to educate travel trade and increase media exposure.  Developing personal relationships with members of the travel trade establishes an invaluable bridge between Florida destinations and potential international visitors.