Sunshine Matters

Once again, World Travel Market (WTM) was a huge success for VISIT FLORIDA and our Florida delegation.  VISIT FLORIDA had over 30 co-exhibitors represented by 125 Florida industry, which allowed us to increase our co-branded stand this year by more than 25 square meters.  This four-day business-to-business exhibition, held at the ExCeL International Convention Center in London, provides a unique opportunity for the worldwide travel and tourism industry to meet, network, negotiate and conduct business.  The first three days of WTM had an impressive overall delegate increase of 5%, with growth in all major delegate categories.

WTM continues to be one of several international shows where VISIT FLORIDA has increased our presence over the last few years.  With the United Kingdom ranking third in both spending and visitation to Florida from top international countries, VISIT FLORIDA markets aggressively to this country and strives to provide our industry with spectacular hosted events that will create additional value while in country.

Examples of those hosted events during WTM this year included a two-hour media event on the stand that was co-sponsored by Hertz and Universal Orlando Resort.  More than 40 media attended the “Florida Food & Fun” themed event, including a selection of travel writers, bloggers, trade press and  food and lifestyle media from The Sun, Travel Weekly, The People, Family Traveller, Selling LongHaul and TTG.  This media event around WTM gives Partners an opportunity to meet with the UK press to highlight news hooks and plans for the upcoming year in order to maintain year-round press coverage and interest in Florida within the UK media market.

Another added value for our Florida Partners while in market was our Annual UK Night Event “Five Star Florida Fortunes,” which took place at Quaglinos with over 230 key contacts from the Florida, UK and Irish travel industry.  This signature dinner and interactive entertainment has been hosted by VISIT FLORIDA for over 25 years and is always the hot ticket event on Monday night at WTM.  This year’s event was co-sponsored by the Greater Fort Lauderdale Convention & Visitors Bureau;  Naples, Marco Island and the Everglades CVB, Orlando Flexticket and Stay Sky Hotels & Resorts.

A very special thank you to our sponsors and delegates at all three venues: Universal Orlando Resort & Hertz for the Media Reception on the Florida stand, our co-exhibitors and Florida industry on the stand over the four-day event, and the Greater Fort Lauderdale Convention & Visitors Bureau;  Naples, Marco Island and the Everglades CVB; Orlando Flexticket and Stay Sky Hotels & Resorts for sponsoring our incredibly successful UK Night event.

To learn more about VISIT FLORIDA’s international marketing efforts, check out our online Marketing Planner or contact me at cjones@visitflorida.org.