GMCVB ANNUAL REPORT & MKT PLAN 2025-2026

VISION

A global leisure and business destination that delivers culturally rich, diverse and innovative experiences inspiring boundless passion in visitors and residents alike.

MISSION

Generate travel demand to Greater Miami & Miami Beach to maximize economic impact on the community, ensure industry resiliency and elevate residents’ quality of life.

MESSAGE TO THE INDUSTRY

THANK YOU

First and foremost, a special thank you to all in our industry for the ongoing collaboration, support and leadership. And a note of thanks to any and all who are committed to making Greater Miami & Miami Beach not only a great place to live, work and play –but a great place to visit.

It is with a tremendous sense of pride in our team and in our partners that we share with you our Annual Report for the fiscal year just completed (FY 24-25) and the organization’s Business Plan for the operating year ahead (FY 25-26).

The goal of this report (both in limited print and digitally) is to provide you with a snapshot of where we are as a desired and thriving leisure visitor and convention/ meeting and group destination, and equally important –where we are heading and the strategies that support our goal-setting and operational investment imperatives for the year ahead.

LOOKING BACK

Throughout the past 12 months, the vast majority of our key performance metrics were directly correlated to our goal of maintaining continuous momentum coming off the prior record year. Once again, our destination finished the year with a top-five ranking in the key categories of occupancy, average daily rate and revenue generated per available room.

In looking back at this past year, we are delighted to share and celebrate the return of a robust booking pace and popularity level of Greater Miami & Miami Beach as a major convention, trade show, meeting and event destination.

dozens of collaborating host hotels. We emphasize “new” as this result doesn’t include over 20 major conventions/ trade shows that have become annual partners and convene here every year. Key note: seven of the 17 wins will be meeting at the Miami Beach Convention Center for the very first time.

Past and current results can also signal a bright future in terms of increasing interest from meeting planners to consider convening here. The lead volume our sales team produced in FY 24-25 sets the table for future bids and wins for the Miami Beach Convention Center, as the team produced 218 new leads.

In addition, “in-house” hotel meeting leads are significantly up. The sales team produced 767 “in-house” bookings for our hotel partners. All these metrics surpassed the goals set this past year.

The GMCVB’s Consumer Marketing, International Tourism Sales and Marketing Communications teams continued to raise the bar, turn up the volume and create more engagement with our destination.

Barometers of success included generating 10.1 million unique site visits to our destination website –MiamiandMiamiBeach.com – and visitors to the site generating 7.9 million engagements with specific partner content.

The marketing communications efforts supporting this generated 2,754 specific articles, posts or blogs from media and social influencers. The advertising equivalent value of these articles was $476 million in earned media coverage. This also is a result of hosting 165 media and influencers for a firsthand experience. A special thank you to all our partners who helped us host and engage with these media members.

The GMCVB’s Convention Sales team surpassed its annual goal set for FY 24-25 and secured 17 new and future major conventions or trade shows with our partners at the Miami Beach Convention Center and

Speaking of our partners, during this past year, the Partnership sales team recruited 227 new GMCVB members (a record number of partners brought on in

one year). In total, this team’s efforts on behalf of all our partner programs and benefits generated over $1.6 million in dues revenue. As we complete the fiscal year, the GMCVB now enjoys the collaboration and support of 1,615 members, including 231 member hotels, 530 restaurants and 302 arts/cultural institutions.

Our partnerships and initiatives are as varied as the destination we represent and the visitors we welcome. Included in this report are highlights of the significant accomplishments of our staff and our dedicated Multicultural Tourism & Development, Cultural Tourism and LGBTQ initiatives and programs. Each is designed to be fully engaged with the myriad stakeholders, constituent groups and communities we serve. A special thank you to all who help make these initiatives not only so meaningful and impactful – but for truly helping us welcome the world and promoting everything that fully defines who we are as a community and who we are as people.

LOOKING AHEAD

This Annual Report for the year completed and Business Plan for the year ahead includes dozens upon dozens of initiatives for partners to be a part of as well as the specific strategies and goals set for the teams for FY 25-26 and approved by our working committees and Board of Directors. Our Strategic Priorities remain focused on our mandates and our partners:

• Story Telling and our Content Strategy targeted to the behavior and interests of our highest-value customers

• Engagement with each and every sector internally and externally

• Audience Development that matches our targets to the variety of experiences we represent throughout Miami-Dade County and our amazing neighborhoods

• Our development and support of an incredible GMCVB team of professionals

• Our unwavering commitment to being a welcoming destination

We continue FY 25-26 with six expanded priorities, building upon gains achieved in the past year:

• Continue engagement in all our neighborhoods

• An ever-expanding marketing and content strategy focusing on Luxury/Affluent lifestyles and high-value visitors

• Music as a key platform

• Arts & culture

• Convention/event need periods and taking advantage of the ground-breaking of the soon-to-be open Convention Center headquarter (on-campus) hotel

• Completing a new business development strategy of optimizing booking opportunities and confirming specific events for current “open dates” in the five years after the host hotel opens (2028-2032)

We invite you to learn more by closely reviewing the enclosed Business Plan and, equally important, discovering how you and your colleagues can fully participate.

In conclusion, FY 24-25 has not been without its challenges. Domestic and International market conditions have simply increased our industry’s headwinds. This said, 2026 is poised to be one of the most consequential years in our recent history. Our plans – aligned with our partners – are designed to recapture previous momentum and aggressively build for our future.

Julissa Kepner Board Chair

David Whitaker President & CEO

TOP 10 DOMESTIC OVERNIGHT VISITOR MARKETS

HOTEL PERFORMANCE

(January–June 2025)

TOP 10 INTERNATIONAL OVERNIGHT VISITOR MARKETS

(January–June 2025)

OVERVIEW OF TOURIST TAXES

The following table and charts represent the various tourist taxes collected by each municipality, Miami-Dade County, the City of Miami Beach and Bal Harbour, as well as the percentage of total tourist dollars allocated to the GMCVB. Each year, the GMCVB receives approximately 12% of the total tourist dollars collected in Miami-Dade County. The remaining 88% is used to support and maintain public facilities, such as existing convention centers, sports facilities and auditoriums, and to promote cultural events and support community programs.

GMCVB SHARE OF TOURIST TAXES USED FOR SALES & MARKETING EFFORTS

TOURIST-GENERATED TAXES

GMCVB FUNDING SOURCES

GMCVB LEADERSHIP 2024/2025

A successful organization requires effective leadership to make it work. The vision for the Greater Miami Convention & Visitors Bureau (GMCVB) is guided by the volunteer leadership of its Board of Directors, Chairperson, Finance & Audit, Marketing & Tourism, Convention Sales, and Multicultural Tourism & Development committees as well as the President & CEO.

The GMCVB is led by some of Miami-Dade County’s most influential community and business leaders, all of whom have a common goal of enhancing the destination’s visitor industry and generating jobs.

2024/2025 EXECUTIVE COMMITTEE

CHAIR

JULISSA KEPNER

General Manager

Marriott Miami Biscayne Bay

IMMEDIATE PAST CHAIR

BRUCE OROSZ

President & Chief Executive Officer

Act Productions, Inc

FINANCE & AUDIT COMMITTEE

ANTHONY BRUNSON

President and Chief Executive Officer

Anthony Brunson, P.A.

MARKETING & TOURISM

COMMITTEE CHAIR

SUZETTE ESPINOSA FUENTES

Vice President, Communications

Adrienne Arsht Center for the Performing Arts of Miami-Dade County

MULTICULTURAL TOURISM & DEVELOPMENT COMMITTEE CHAIR

YVETTE HARRIS

President

Harris Public Relations

CONVENTION SALES

COMMITTEE CHAIR

MUTLUHAN KUCUK

Complex Managing Director

Loews Miami Beach Hotel

NOMINATING COMMITTEE CHAIR

CHRISTINE VALLS

Director of Sales, Latin America & Caribbean

United Airlines

AT LARGE

ERIC CARPENTER

City Manager

City of Miami Beach

LAURA DOMINGUEZ**

Commissioner

City of Miami Beach

JAMES KOHNSTAMM**

Director of Economic Development

Office of Innovation & Economic Development, Miami-Dade County

DANIELLA LEVINE CAVA

Mayor

Miami-Dade County

STEVEN MEINER

Mayor

City of Miami Beach

CHAIR EMERITUS

GENE PRESCOTT

President

The Biltmore Hotel

**Mayor’s Designee

2024/2025 BOARD OF DIRECTORS

AUSTIN BAGWELL

Executive Vice President, Hospitality Sales

Fontainebleau Development

RODNEY BARRETO

Chairman & Chief Executive Officer

Barreto Group

RICK BEASLEY

Executive Director

CareerSource South Florida

AMIR BLATTNER

General Manager

Hyatt Regency Miami

WAYNE BRACKIN

President & Chief Executive Officer

KIDZ Medical Services

SILVIA CAMAROTA

Senior Director, Hotel Market Partnerships, North America

Expedia Group

MICHAEL CHENG, PH.D., CHE

Dean, Chaplin School of Hospitality & Tourism Management

Florida International University

TERESA FOXX

Chief Operating Officer

Banco de Crédito e Inversiones

YAMILA GARAYZAR

Senior Vice President, Marketing, Sponsorship & Retail Turnberry

EDUARDO JOSE GARCIA, JR. Partner

Treo Group, LLC

PATRICK GODDARD

Chief Executive Officer

Brightline

MARLON HILL

Partner

Weiss Serota Helfman Cole & Bierman

CLAVEL JACQUES-LOUIS

General Manager

Embassy Suites by Hilton

Miami International Airport

CHRISTINE KING

Chairwoman and Commissioner

City of Miami

RAUL LEAL

Chief Executive Officer

Starwood Hotels

JUAN CARLOS LISCANO

Vice President, Miami Hub Operations

American Airlines

PAUL LOWENTHAL

Vice President, Business Development

Pinnacle Live

NAVIN MAHTANI

Managing Partner

Think Hospitality

CAROLINE O’CONNOR

President, Business Operations

Miami Marlins

FREDDIE PETERSON

General Manager

Miami Beach Convention Center

OVG360 Venue Management

MYLES PISTORIUS

Senior Vice President, General Counsel

Miami Dolphins

JONATHAN PLUTZIK

Owner

The Betsy – South Beach

ERIC POMS

Chief Executive Officer

Orange Bowl Committee

MADELINE PUMARIEGA

President

Miami Dade College

OLGA RAMUDO

Senior Vice President, Florida and Latin America

Gray Dawes/Express Travel

CHRIS ROLLINS

Chief Executive Officer

CR Development

GRISETTE ROQUE-MARCOS

Executive Director

Miami Beach Visitor & Convention Authority

RICHARD “RICK” SASSO

President and CEO

MSC Cruises

LEE SCHRAGER

Chief Communications Officer

Southern Glazer’s Wine & Spirits

JOHN SULLIVAN

Market Vice President, Luxury, U.S. East

Luxury Group Marriott International

EX OFFICIO

CURTIS CRIDER

President & Chief Executive Officer

Greater Miami & the Beaches

Hotel Association

RALPH CUTIÉ

Director & Chief Executive Officer

Miami-Dade Aviation Department

SEAN FLETCHER

Vice Mayor City of Homestead

LISETTE GARCIA

Executive Director

Greater Miami LGBTQ Chamber of Commerce

JORGE GONZALEZ

Village Manager

Bal Harbour Village

KEON HARDEMON

Commissioner Chair, Tourism Development Council

Miami-Dade County

G. ERIC KNOWLES

President & Chief Executive Officer

Miami-Dade Chamber of Commerce

LILIAM LOPEZ

President and Chief Executive Officer

South Florida Hispanic Chamber of Commerce

RODRICK MILLER

President & Chief Executive Officer

Miami-Dade Beacon Council, Inc.

IBIS ROMERO

Executive Director

Sunny Isles Beach Tourism and Marketing Council

ALFRED SANCHEZ

President & Chief Executive Officer

Greater Miami Chamber of Commerce

MARK TROWBRIDGE Δ

President and Chief Executive Officer

Coral Gables Chamber of Commerce

HYDI WEBB

Port Director PortMiami

∆ In Memoriam

PAST CHAIRS

RICHARD FAIN

TONY GOLDMAN

STEVEN HAAS

ADOLFO HENRIQUES

THOMAS F. HEWITT

DONALD E. LEFTON

SIDNEY LEVIN

STEPHEN D. NOSTRAND

R. DONAHUE PEEBLES

CHRISTOPHER PERKS

MARIA SASTRE

STEPHEN SONNABEND

DOROTHY C. WEAVER

CLASS OF 2028

MICKAEL DAMELINCOURT

Managing Director

Trump National Doral Miami

CHRISTINE DUFFY

President

Carnival Cruise Line

ROBIN JACOBS

Chair

Miami Beach Convention Center Advisory Board

FLORENCIA TABENI

Chief Operating Officer

MDM Hotel Group

GMCVB GLOBAL REPRESENTATION

NETWORK

The GMCVB has representatives promoting Greater Miami & Miami Beach to media and travel industry professionals around the world.

PUBLIC RELATIONS

24 COUNTRIES

• Argentina

• Austria

• Bahamas

• Barbados

• Brazil

• Canada

• Colombia

• Denmark

• England

• France

• Germany

• Ireland

• Italy

• Jamaica

• Mexico

• Northern Ireland

• Norway

• Scotland

• Spain

• Sweden

• Switzerland

• Trinidad & Tobago

• United States

• Wales

TRAVEL TRADE REPRESENTATION

44 COUNTRIES

• Argentina

• Austria

• Bahamas

• Belgium

• Brazil

• Canada

- Toronto

- Montreal /Quebec

• Chile

• China

• Colombia

• Costa Rica

• Denmark

• England

• Finland

• France

• Germany

• Guatemala

• Honduras

• India

• Ireland

• Israel

• Italy

• Jamaica

• Japan

• Luxembourg

• Mexico

• The Netherlands

• Northern Ireland

• Norway

• Paraguay

• Panama

• Peru

• Portugal

• Qatar

• Saudi Arabia

• Scotland

• Spain

• Sweden

• Switzerland

• Trinidad & Tobago

• United Arab Emirates

• Uruguay

• United States

- Southeast

- Northeast

- Midwest

- West

• U.S. Virgin Islands

• Wales

GMCVB

SALES & MARKETING PRIORITIES

This section outlines the north star/guiding principles that inform the sales and marketing priorities of all Greater Miami Convention & Visitors Bureau divisions.

The GMCVB’s Marketing & Tourism division showcases Greater Miami & Miami Beach as a premier destination for both leisure travelers and meetings, with a focus on generating new overnight stays. Collaborating with every GMCVB division, the Marketing & Tourism team leads the stewardship of Miami’s destination brand. Acting as the organization’s in-house agency, the team manages the website, content, publications, advertising, social media, creative development, public relations and media outreach while engaging key audiences, such as: consumers, meeting planners, journalists, member partners, stakeholders and the travel trade.

INTRODUCE A REFRESHED BRAND PLATFORM

Create and roll out a refreshed brand platform that unifies messaging and supports all organizational communications, ensuring consistency and impact across channels.

STRENGTHEN GROUP BUSINESS OUTREACH

Expand marketing initiatives aimed at the meetings and conventions sector to boost the destination’s appeal by elevating awareness, generating stronger demand and increasing the destination’s consideration among group planners.

LEVERAGE MAJOR EVENTS FOR GLOBAL VISIBILITY

Capitalize on the worldwide spotlight from marquee sports and music events in 2025 and 2026, along with other key tentpole moments, to position Greater Miami & Miami Beach as a must-visit destination and draw new visitors.

ATTRACT HIGH-VALUE VISITORS

Build on current efforts to continue to attract affluent and high-spending travelers with refined and targeted marketing initiatives. Continue to align with premium partners who share the same audiences.

FOSTER BRAND AND CONNECTION

Leverage and utilize user-generated content that aligns with our content strategy, catering to diverse audiences and interests. Harness social conversations to strengthen brand engagement and continue to grow our follower base across key social media platforms.

GMCVB MARKETING STRATEGY

ALIGNING WITH THE TRAVELER JOURNEY

The traveler journey is complex, with numerous touchpoints where consumers interact with content and make decisions. To navigate this, we take an omnichannel approach, inspiring their path to book travel by delivering timely, relevant information across multiple platforms. This ensures we connect meaningfully at every stage, inspiring them to book while enhancing their overall experience.

& Leisure)

ALWAYS ON

SALES & MARKETING PRIORITIES

THE EXPLORER THE RECHARGER THE FAMILY TRAVELER

THE INDULGENT TRAVELER THE MEETING PLANNER

TARGET AUDIENCE

PRIMARY CONSUMER GEOGRAPHIC TARGETS

KEY INTERNATIONAL MARKETS

As international travel continues to build momentum, the GMCVB is capitalizing on this surge by intensifying marketing efforts aimed at attracting both consumers and meeting planners in key markets, including:

Argentina • Brazil • Canada • Colombia • Mexico • Germany • United Kingdom • Spain • Asia/Japan • Select Caribbean markets

Additional markets may be added, based on consumer behavior data.

KEY DOMESTIC MARKETS

Atlanta • Baltimore • Boston • Charlotte • Chicago • Cleveland • Columbus • Dallas • Detroit •

Hartford • Houston • Los Angeles • Minneapolis • Nashville • New York • Norfolk • Philadelphia •

Raleigh • Richmond • San Francisco • Washington, DC • New Orleans

Additional markets may be added, based on consumer behavior data.

FLORIDA DRIVE MARKETS

Orlando • Tampa • West Palm Beach • Southwest Florida

Additional markets may be added, based on consumer behavior data.

PRIMARY MEETING PLANNER TARGETS

Associations • Corporate (Fin-Tech and Incentive) • Independent • Sports •

Specialty Association Management Companies • International • Legal • Pharma • Finance • Tech • Medicine • Education

PRIMARY MARKETING CHANNELS INCLUDE

Owned Channels • TV • Digital Advertising • Online Video • Native • CTV • OOH • Organic Social Media •

Print • Paid Social Media and Influencer Collaborations • Search Engine Marketing • Email Marketing • Co-op Advertising Programs • Content Partnerships • Public Relations

ADVERTISING

The Advertising Division leads innovative, multi-channel campaigns designed to inspire and convert. By showcasing the most unique and unforgettable moments across Greater Miami & Miami Beach, the division creates compelling storytelling that captures attention, sparks interest and drives measurable results. Dynamic advertising efforts reach consumers through engaging creative, impactful media placements and strategic partnerships, ultimately motivating travel decisions and increasing bookings.

Key performance indicators include messaging effectiveness, hotel room bookings, flight reservations, campaign-attributed traffic, click-through rates, engagement metrics, partner website traffic, total site visits and qualified meeting leads.

To learn more, contact Advertising@GMCVB.com

2024/2025 HIGHLIGHTS

FIND YOUR MIAMI

The inclusive Find Your Miami campaign celebrates the unique experiences that can only be found here, inviting visitors and residents alike to discover a destination that feels tailor-made for them. By blending diverse communities, cultures and ideas, the campaign showcases how Greater Miami & Miami Beach offers something truly special and encourages everyone to “Find Your Miami.”

MEETINGS AND CONVENTIONS

Year-round paid marketing initiatives provide strong support for meetings and conventions, with a focus on reaching and engaging meeting planners. Targeted campaigns highlight Greater Miami & Miami Beach as a premier destination for business events, while tailored marketing efforts at major trade shows throughout the year reinforce visibility and drive qualified leads.

INTERNATIONAL

Through strategic partnerships with Brand USA and leading Online Travel Agent (OTA) programs, the division expands Miami’s presence in key international markets. These collaborations amplify the message globally, reaching travelers at every stage of their journey. By leveraging co-branded content and digital campaigns, the team drives awareness and promotes bookings.

SPORTS CAMPAIGN – BEYOND THE GAME

The team launched Beyond the Game, a dynamic sports campaign positioning Greater Miami & Miami Beach as a premier sports tourism destination. The campaign spotlights hometown teams, international events and Miami’s vibrant culture, dining and lifestyle – showcasing all there is to experience beyond the game. By blending sports excitement with Miami’s signature energy, it reinforces the destination’s reputation as a world-class host, with major upcoming events set to further cement Miami as a global destination.

MUSIC CAMPAIGN – SHUFFLE MIAMI

Shuffle Miami celebrates Greater Miami & Miami Beach’s dynamic and diverse music scene, highlighting the destination’s rich blend of cultures and unique rhythms. The campaign positions Miami as a premier music destination where global artists shine and local sounds thrive. By showcasing influences ranging from Latin and Caribbean beats to jazz and electronic, Shuffle Miami reinforces the destination as a cultural hub defined by creativity, diversity and unforgettable experiences.

MIAMI SPICE AND SPA MONTHS

Two of Miami’s signature programs, Miami Spice Restaurant Months and Miami Spa Months, were reimagined with refreshed branding, vibrant visuals and engaging campaigns. Miami Spa Months inspired audiences to pause, relax and recharge, while Miami Spice elevated the destination’s culinary scene with artful storytelling and bold new creative. Both campaigns showcased GMCVB partners, drove awareness and deepened consumer connections – reinforcing Miami as a destination for culinary excellence and rejuvenation.

2024/2025 ADVERTISING RESULTS

ADVERTISING 2025/2026 GOALS & STRATEGIC PRIORITIES

DESTINATION CAMPAIGN

A new brand campaign is set to launch in 2026, designed to complement the refreshed brand platform. The initiative will further elevate Greater Miami & Miami Beach’s unique offerings and reinforce its position as a premier destination. It aims to create a cohesive and compelling narrative that engages audiences and drives awareness across key markets.

ACTIVATE TARGETED MEETINGS AND CONVENTIONS ADVERTISTING

Deploy focused paid media campaigns across trade publications, digital platforms and industry events to capture meeting planner attention and reinforce Miami’s meetings value proposition. With the Grand Hyatt Miami Beach headquarter hotel having broken ground in May 2025, efforts will highlight this transformative asset to raise awareness and secure new group business for the destination.

INTERNATIONAL MARKETING

Expand international marketing initiatives to boost consideration by showcasing the destination’s diverse culture, dining and luxury accommodations. Leveraging Brand USA’s international programs and global partnerships will help attract a wider audience, strengthen international relationships and enhance Greater Miami & Miami Beach’s global appeal.

EXPAND LUXURY REACH

Strengthen partnerships with leading luxury media outlets to increase visibility among affluent travelers and position Greater Miami & Miami Beach as a premier high-end destination.

CELEBRATING EVERY TRAVELER

Build on a year-round strategy that celebrates the richness of Greater Miami & Miami Beach’s people and culture. Elevate signature moments and shared experiences that invite everyone to see themselves reflected in the destination and feel inspired to visit.

FALL FOR THE ARTS

The team will launch Fall for the Arts, a NEW seasonal initiative timed with the start of Greater Miami & Miami Beach’s cultural calendar in October and November. By strengthening partnerships with arts organizations, the program will showcase exclusive offerings and promotions that invite broader participation. Expanded marketing in key drive and fly markets will build awareness, engage new audiences and highlight the depth and diversity of cultural experiences that define Miami.

SHOWCASE SPORTS AND MUSIC

Amplify marketing efforts to spotlight exciting concerts and sporting events. Enhance promotional strategies, engage diverse audiences and highlight the community as a premier destination for live entertainment and sports.

KEY METRICS

ADVERTISING CAMPAIGN CREATIVE

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

& CONVENTIONS

2025/2026 ADVERTISING PLAN

FALL/WINTER CAMPAIGN [INCLUDING CRUISE] NOV - FEB

CAMPAIGN

DIGITAL MARKETING

The Digital Marketing Division seeks to captivate and convert potential Greater Miami & Miami Beach leisure travelers and meeting planners through immersive experiences on MiamiandMiamiBeach.com that inspire increased spending in the destination as well as increased lengths of stay. With innovative strategies and creative campaigns, the aim is to inspire and create a lasting impact, ensuring Greater Miami & Miami Beach remains top of mind for travel consideration.

To learn more, contact DigitalMarketing@GMCVB.com

2024/2025 HIGHLIGHTS

WEBSITE VISITOR PAGE VIEWS 28M

WEBSITE VISITOR SESSIONS

EMAIL OPT-INS

44.7K site users opted in to receive emails from the GMCVB

PARTNER ENGAGEMENTS

Investment in storytelling, articles and website enhancements paid off for partners...

7.9M Partner Engagements

(up 25.4% from 6.3M last year), including:

• Article links

• Partner detail pageviews

• Visit website links

• OpenTable links

• Book Now links

• Address link clicks

AVERAGE ENGAGEMENT TIME (per active user) 1:31 minutes

Up from 1:21 minutes last year, an increase of 12.3%

DIGITAL MARKETING

2025/2026 GOALS & STRATEGIC PRIORITIES

VISITOR SESSIONS

Increase the number of visits to MiamiandMiamiBeach.com from 10.1M to 13.8M.

Like with many websites, visitation is down this year due to AI Overviews in Google. The team is expanding and implementing other efforts to boost engagement.

AVERAGE ENGAGEMENT TIME PER ACTIVE USER

Increase users’ average engagement time on MiamiandMiamiBeach.com from 1:31 minutes to 1:50 minutes.

PARTNER ENGAGEMENT

Increase the number of visitor engagements with GMCVB partners on MiamiandMiamiBeach.com from 7.9M to 9.1M.

OPTIMIZE USER EXPERIENCE

The division will continue rigorous testing and targeting across the site and email channels to further optimize the user experience.

ARTIFICIAL INTELLIGENCE CHATBOT

Continue to develop the best-in-class platform – SATISFI – serving visitors with a chatbot to guide them in finding what they are looking for on the MiamiandMiamiBeach.com website by building out responses to frequently asked questions. The chatbot will also assist the GMCVB in developing content based on questions from users. The team will continue to develop and enhance the visitor experience on MiamiandMiamiBeach.com.

PERSONALIZED WEBSITE EXPERIENCE

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

Continue to develop a personalized experience to help visitors and meeting planners down the booking funnel. Conduct A/B testing to optimize the performance of content and measure user engagement, time on site and partner referrals.

EMAIL AUTOMATION

Continue to develop a proprietary customer database to stimulate visitation with timely, dynamic and engaging experiences throughout the entire customer journey, leveraging first party and behavioral data. Enhance the newsletter registration form to include diverse newsletter interests, such as opt-ins for LGBTQ, Multicultural, Meeting Planner and Travel Trade newsletters. Expand the newsletter form to include more fields to reinforce personalization efforts.

VIRTUAL TOURS

Highlight municipalities with interactive mapping, encouraging visitation to all cities and neighborhoods within Greater Miami & Miami Beach by highlighting hotels, restaurants and things to do.

OVERVIEW OF ACTIVITIES

ONGOING ACTIVITIES

• Manage ongoing website enhancements and optimization

• Content planning and implementation in collaboration with the GMCVB’s Marketing Communications and Creative Services teams

• eCRM – Consumer email program management

• Event entry management

• Web usability research

• Technical, on-page and off-page Search Engine Optimization

• AI Assistant enhancements and optimization

• Virtual tours of municipalities

MARKETING COMMUNICATIONS

The Marketing Communications Division is charged with overseeing public relations, social media and website content – storytelling that inspires travel is at the heart of the team’s daily work.

Through influencer engagement, content creation, press trips and global media relations, the team brings the destination to life in a way that is consistent with the brand philosophy and drives demand for leisure and meetings business.

To learn more, contact MarComm@GMCVB.com

KEY PERFORMANCE INDICATORS

SOCIAL MEDIA KPIs

41.4% Instagram channel growth

9% combined growth across all social media platforms

5.1% Engagement rate growth across social media channels

TRADITIONAL MEDIA KPIs

2.8K Placements

76.7B Media Impressions

$476M Advertising Equivalency

Hosted 165 journalists

WEB CONTENT KPIs

Website attracted 6.8M users with an increased engagement rate signaling higher content relevance and audience quality

Website continued to attract significant traffic, recording 29M pageviews for the second consecutive year

Focus on SEO also delivered strong results, highlighting effectiveness of content strategy in enhancing online visibility and driving meaningful engagement with audience: Engagement rate reached 69.1%, which is +5.3% year-over-year from organic search

MARKETING COMMUNICATIONS

INTEGRATED IMPACT & UNIFIED STORYTELLING

The seamless collaboration between media relations, social media, website and owned content channels provided for one unified editorial strategy that not only amplified destination visibility but also deepened audience engagement.

By aligning creative storytelling with data-driven performance tracking, the Marketing Communications team delivered measurable impact that advanced organizational goals and reinforced Miami’s image as a destination that inspires travel across leisure and meetings.

STRATEGIC MESSAGING & REPUTATION LEADERSHIP

Elevated Miami’s global reputation through targeted narratives focused on core priorities, such as meetings and conventions, music, culinary, sports and entertainment. Through strategic media relations, thought leadership and proactive storytelling, the team secured high-impact coverage across top-tier outlets, reinforcing Miami’s position as a leader across these brand pillars.

CONTENT STRATEGY

Completed a full 12-month cycle of the Miami Creator Collective, a first-of-its-kind program that redefined how the GMCVB sources, produces and distributes content. This curated network of local and visiting creators captured Miami through diverse cultural, culinary and experiential lenses – authentically reflecting the people and energy that shape the destination. Their storytelling fueled a continuous stream of high-quality, multi-format content across all owned platforms, driving a 9% year-over-year audience growth and earning @VisitMiami recognition as the fastest-growing DMO Instagram account in the U.S.

2025/2026 GOALS & STRATEGIC PRIORITIES

DEEPEN INTEGRATED STORYTELLING

Continue to expand the Creator Collective into a fully integrated content engine that fuels earned media, social channels and web platforms. Flagship and tentpole events will serve as narrative anchors, supported by unified story packages that maximize amplification across all channels.

ELEVATE DATA-DRIVEN DECISION MAKING

The focus will expand beyond growth metrics to impact metrics, measuring audience quality and engagement – bringing together earned, owned and social performance for a holistic strategy.

ADVANCE LOCAL-TO-GLOBAL PARTNERSHIPS

Deepen neighborhood and municipal storytelling to highlight our multiple and diverse range of experiences while aligning with partner priorities. These authentic community stories will be elevated through local, national and international campaigns, reinforcing the destination’s unique identity and competitive edge.

MAXIMIZE GLOBAL EVENT PLATFORMS

Mega and iconic events will be leveraged as once-in-a-generation megaphones. Integrated campaigns across PR, social and owned platforms will further reinforce the destination as the global intersection of sports, entertainment and culture.

STRENGTHEN MEETINGS & CONVENTIONS LEADERSHIP

With the announcement of the Grand Hyatt headquarter hotel connected to the Miami Beach Convention Center, the team will take a bolder B2B communications approach. Press conferences at major industry events, supported by digital and social storytelling, will position the conventions and meetings product as a premier destination, reinforcing its dual role as both a leisure capital and a business powerhouse.

MARKETING COMMUNICATIONS

COMMUNICATIONS

(EARNED TRADITIONAL MEDIA) GOALS – QUANTITATIVE APPROACH

FREQUENCY

IMPRESSIONS

MEDIA / INFLUENCERS HOSTED

QUALITATIVE SCORE AVERAGE

MARKETING COMMUNICATIONS (SOCIAL MEDIA–OWNED CHANNELS) GOALS

2025/2026 FOLLOWER GROWTH GOAL

MARKETING COMMUNICATIONS OVERVIEW OF ACTIVITIES

MONTHLY

Marketing Communications, PR & Social Media Newsletter (breaking news & events)

OCTOBER 2025

What’s New in Miami and Miami Beach Quarterly News Release Fall

10/1–12/7 Fall for the Arts / Greater Miami & Miami Beach

10/1–3 IMM Luxury / Las Vegas, NV

10/1–15 Celebrate Orgullo / Greater Miami & Miami Beach

10/7–9 IMEX America / Las Vegas, NV

10/10–12 Miami Carnival Press Visits / Miami, FL

10/15–19 Fall into the Arts: Arts & Culture Cross Market Press Tour / Miami, FL

10/20–23 Brand USA Travel Week UK & Europe / London, UK

10/24–26 Art Basel Paris – Art Basel Awards / Paris, France

10/26–30 Icelandair Inaugural Reykjavik Flight Press Tour / Miami, FL

10/29 James Beard Foundation’s Taste America / Miami, FL

NOVEMBER 2025

10/29–11/5 Miami Film Festival GEMS / Miami, FL

10/1–12/7 Fall for the Arts / Greater Miami & Miami Beach

11/1–30 Miami-Dade Farmers Month

11/6

GMCVB Annual Meeting – Tourism Numbers & Strategic Plan / Fontainebleau Miami Beach

11/6–8 NASCAR Cup Series at Homestead-Miami Speedway / Homestead, FL

11/8 Black Pepper Food Festival / Miami, FL

11/10–14 Passport to the Americas Canadian Press Tour / Greater Miami & Miami Beach

11/11–14 Visit Florida Mexico Media Mission / Mexico City, Mexico

11/16

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

Miami Dolphins in Madrid / Madrid, Spain

11/16–23 Miami Book Fair International / Miami, FL

11/17–19 IBTM World / Barcelona, Spain

DECEMBER 2025

12/1–7 Miami Art Week / Greater Miami & Miami Beach

12/1–7 Art of Black Miami / Greater Miami & Miami Beach

12/2–7 Informa Miami Art Week Influencer Partnerships / Brazil

12/5–7 Art Basel Miami Beach / Miami Beach, FL

TBA Holiday Lights / Miami, FL

TBA FIFA World Cup 2026 Final Draw Press Release

JANUARY 2026

What’s New in Miami and Miami Beach Quarterly News Release Winter

1/2 Florida Panthers at loanDepot park / Little Havana

1/5–9 Pan-European “Mindful Miami” Press Tour / Greater Miami & Miami Beach

1/8–11 South Beach Jazz Festival / Miami Beach, FL

1/9–11 Art Deco Weekend / Miami Beach, FL

1/11–14 PCMA Convening Leaders / Philadelphia, PA

1/18–23 Brand USA India Sales & Media Mission / Bengaluru, India

1/21–22 TravMedia North American Media Marketplace & Summit / New York, NY

1/21–25 FITUR Spain / Madrid, Spain

1/25 Lifetime Miami Marathon & Half Marathon / Miami, FL

1/27 National Plan for Vacation Day

1/27 New York Media Reception & Mission /New York, NY

1/27–29 INFORMA Miami Cosmoprof Influencer Partnership / Miami, FL

1/29 Canadian Media Reception & Mission / Toronto, Canada

1/30–2/1 Homestead Rodeo / Homestead, FL

FEBRUARY 2026

1/30–2/1 Homestead Rodeo / Homestead, FL

2/1–28 Black History Month

2/2–4 Florida Huddle / Orlando, FL

2/11–15 Discover Boating Miami International Boat Show / Miami, FL

2/11–15 INFORMA Boat Show Influencer Partnership / Miami, FL

2/14–16 Coconut Grove Arts Festival Weekend / Miami, FL

2/15 Gay8 Festival / Little Havana

2/19–22 SEED Food & Wine Festival / Miami, FL

2/19–22 South Beach Wine & Food Festival Media Visits / Miami Beach, FL

2/23–27 Vitrina Turístico ANATO / Bogotá, Colombia

2/28–3/2 Open House Miami / Greater Miami & Miami Beach

2/27–3/1 Montreux Jazz Festival / Coconut Grove

MARCH 2026

What’s New in Miami and Miami Beach Quarterly News Release Spring

2/28–3/2 Open House Miami / Greater Miami & Miami Beach

2/27–3/1 Montreux Jazz Festival / Coconut Grove

3/2 TravMedia IMM Germany / Berlin, Germany

3/5 305 Day / Miami, FL

3/9–10 TravMedia IMM London / London, UK

3/11 IMM France / Paris, France

3/15–21 National Agricultural Week

3/15–29 Miami Open / Miami Gardens, FL

3/26–30 French Bee Airlines Press Tour / Miami, FL

3/27–29 Ultra Music Festival / Miami, FL

TBA Jazz in the Gardens Music Fest / Miami Gardens, FL

TBA LEVEL Airlines Spain Press Tour / Greater Miami & Miami Beach

APRIL 2026

4/1–5/31 Miami Attraction & Museum Months

4/1–30 O, Miami Poetry Festival

4/1–30 Autism Acceptance Month

4/3 Global Meetings Industry Day

4/9–19 Miami Film Festival / Miami, FL

4/11–13 Miami Beach Pride Festival & Parade / Miami Beach, FL

4/13–16 Seatrade Cruise Global / Miami, FL

4/13–16 World Travel Market Brazil / Sao Paulo, Brazil

4/13–17 Visit Florida Canada Media Mission / Vancouver & Toronto

4/23–24 eMerge Americas / Miami Beach, FL

4/29–5/3 TMAC AGM & Conference / Richmond, BC, Canada

TBA Miami Beach Pride Media Visits / Miami Beach, FL

TBA Cross-Market LGBTQ+ Press Tour / Greater Miami & Miami Beach

MAY

2026

What’s New in Miami and Miami Beach Quarterly News Release Summer

4/1–5/31 Miami Attraction & Museum Months

4/29–5/3 TMAC AGM & Conference / Richmond, BC, Canada

5/1–3 Formula 1 Miami Grand Prix / Miami Gardens, FL

5/4–8 Pan-European “Like a Local” Press Tour / Greater Miami & Miami Beach

5/14–16 Pre-IPW Press Tour / Greater Miami & Miami Beach

5/17–21 IPW 2026 / Fort Lauderdale, FL

5/28–6/1 Miami Swim Week / Miami Beach, FL

TBA GMCVB State of the Industry Meeting / TBA

JUNE

2026

5/28–6/1 Miami Swim Week / Miami Beach, FL

6/1–30 Black Music Month

6/1–4 LE Miami / Miami Beach, FL

6/3–7 American Black Film Festival / Miami Beach, FL

6/7–11 Cross-Market Cruise Miami Press Tour / Greater Miami & Miami Beach

6/8 International Oceans Day

6/15 FIFA World Cup Match – Group Stage / Miami Gardens, FL

6/16–19 TBEX North America / Richmond, VA

6/21

6/24

6/27

JULY 2026

FIFA World Cup Match – Group Stage / Miami Gardens, FL

FIFA World Cup Match – Group Stage / Miami Gardens, FL

FIFA World Cup Match – Group Stage / Miami Gardens, FL

7/1–8/31 Miami Spa Months

7/3

FIFA World Cup Match – Round of 32 / Miami Gardens, FL

7/3–18 Montreux Jazz Festival / Montreux, Switzerland

7/11

FIFA World Cup Quarterfinal / Miami Gardens, FL

7/18 FIFA World Cup Bronze Final / Miami Gardens, FL

7/20–24 LATAM Miami Budget-Friendly Press Tour / Greater Miami & Miami Beach

TBA Miami Spice 25th Birthday Party / TBA

TBA Destinations International Conference / TBA

AUGUST 2026

7/1–8/31 Miami Spa Months

8/1–9/30 Miami Spice Restaurant Months

8/1 Miami Spice Merch Launch

8/1–31 National Black-Owned Business Month

8/24–28 Argentina Media Mission / Buenos Aires & Mendoza

SEPTEMBER 2026

8/1–9/30 Miami Spice Restaurant Months

9/14–18 Caribbean Press Tour / Greater Miami & Miami Beach

9/15

National Hispanic Heritage Month

TBA SATW AGM & Conference / TBA

TBA Florida Governor’s Conference / TBA

TBA Spain & Italy Media Mission / Madrid & Milan

TBA Visit Florida FL Huddle UK / London, UK

TBA IFTM Top Resa / Paris, France

MULTICULTURAL TOURISM & DEVELOPMENT

The Multicultural Tourism & Development Department’s role is to help promote the diversity of Miami’s multicultural communities, attractions and events.

By working locally to build consistency and economic sustainability as well as broaden the scope of initiatives, the department maximizes marketing and engagement opportunities. Its focus is to promote the heritage of Greater Miami & Miami Beach, help attract convention business, improve experiences for cultural travelers, support cultural events and assist in tourism capacity-building for small businesses.

In addition, the Visitor Industry Human Resource Development Council, Inc., known as the Visitor Industry Council (VIC) for short – the GMCVB’s 501 (c)(3), which focuses on advocacy, education and talent development – is part of the department’s oversight, goals and objectives.

To learn more, contact MulticulturalTourism@GMCVB.com

2024/2025 HIGHLIGHTS

TOURISM BUSINESS ENHANCEMENT PROGRAM:

SMALL BUSINESS OUTREACH AND CAPACITY BUILDING

Miami Bayside Foundation Partnership and GMCVB Lead Planning Workshops collectively reached 68 businesses

Marketed and promoted 57 art events that showcased multiple affiliated artists during Art Basel season (November/December)

Hosted 21 GMCVB-sponsored events

Awarded 37 VIC scholarships for Fall 2024–Winter 2025

St. Thomas University: 2 Awards / Florida International University: 10 Awards

Florida Memorial University: 4 Awards / Miami Dade College: 21 Awards

There were 9 VIC graduates

Total number of students enrolled: 22

Raised a record $250K for VIC scholarships at the 2025 H.O.T. Challenge golf tournament

MULTICULTURAL TOURISM & DEVELOPMENT

2025/2026 GOALS & STRATEGIC PRIORITIES

STRENGTHEN SMALL BUSINESSES

Strengthen small businesses through the Tourism Business Enhancement (TBE) program to better connect their products and services to convention-driven opportunities.

COMMUNITY AWARENESS TOURS

Continue to curate GMCVB Community Awareness Tours in FY 2025-26 to showcase unique and often “hidden jewels” – venues and heritage landmarks celebrating and commemorating heritage, history and experience.

MUSIC PLATFORM

Continue working with the GMCVB’s Marketing & Tourism Department and Miami’s Heritage communities to broaden and promote “Music” as a major platform to showcase storytelling opportunities that further promote tourism-related experiences. Serve as a catalyst with GMCVB partner tour operators to curate tours focused on music experiences, including live music, performance venues, studios, landmarks, mural tributes and artists.

VISITOR INDUSTRY COUNCIL (VIC) MENTORING PROGRAMS AND LEADERSHIP DEVELOPMENT PROGRAMS

Establish a mentoring program connecting the VIC, the GMCVB Board and VIC alumni (mentors) with VIC scholars (mentees) for exposure and exchange opportunities.

VIC LEADERSHIP DEVELOPMENT PROGRAMS

Develop a defined leadership development program for high school students, VIC scholars and alumni on relevant hospitality industry/career topics via workshops, key speakers and job shadowing.

MULTICULTURAL

TOURISM & DEVELOPMENT

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

ONGOING ACTIVITIES

OVERVIEW OF ACTIVITIES

The MTDD implements marketing strategies and programming to promote Multicultural Miami as a key tourism destination driver year-round. Programs that are 365 days a year include Tourism Business Enhancement (TBE) and Art of Black Miami. The department also creates and distributes a monthly newsletter.

Visitor Industry Council (VIC) scholarship and hospitality educational opportunities are ongoing throughout the year.

OCTOBER 2025

9/15–10/15 Hispanic Heritage Month

10/1

10/1–31

VIC Open Scholarship Enrollment (MDC students only)

Italian American Heritage Month

10/9 VIC Board of Directors Meeting

10/12

10/14

Miami Carnival / Miami-Dade County Fairgrounds

Multicultural Tourism & Development Committee Meeting

10/24 VIC Professional Development

NOVEMBER 2025

11/1–30

Native American Heritage Month

11/4–6 Music Tourism Convention / Anguilla

11/7–8 Jazz in the Heights presents America-N-Miami Music Fest / Miami, FL

11/13

11/18

Art of Black Miami collaboration with PAMM Artist Lecture

Multicultural Tourism & Development Committee Meeting

11/19–21 National Coalition of Black Meeting Planners (NCBMP) / Portland, OR

11/20 VIC Give Miami Day

DECEMBER 2025

12/1–15 Art of Black Miami/Basel Art Season activities

12/5 VIC Scholarship Interview

12/26–28 Miccosukee Indian Arts & Crafts Festival / Miccosukee Indian Village

JANUARY 2026

1/19 Martin Luther King Jr. Scholarship Breakfast –5000 Role Models

1/9–23 Miami Jewish Film Festival / Greater Miami & Miami Beach

1/30 VIC Student Workshop and Orientation

1/30–7/30 VIC Scholarship Open Enrollment

TBA VIC Board of Directors Meeting

TBA Art of Black Creative Conversation

TBA Tourism Business Enhancement Program begins, in collaboration with the Miami Bayside Foundation Spanish Program

FEBRUARY 2026

1/30–7/30 VIC Scholarship Open Enrollment

2/1–28 Black History Month activations/experiences

2/14–16 Coconut Grove Arts Festival

2/17 Lunar New Year

2/20–23 South Beach Wine & Food Festival / Miami Beach, FL

2/26–3/1 Melton Mustafa Jazz Festival Weekend / Historic Overtown

2/28–3/1 Asian Culture Festival

TBA VIC High School and College Cultural Tour

TBA GMCVB led Tourism Business Enhancement Development Workshop

MARCH 2026

2/26–3/1 Melton Mustafa Jazz Festival Weekend / Historic Overtown

2/28–3/1 Asian Culture Festival

1/30–7/30 VIC Scholarship Open Enrollment

3/1–2 Carnaval on the Mile / Coral Gables, FL

3/8–9 Jazz in the Gardens / Miami Gardens, FL

3/9 Calle Ocho Music Festival / Little Havana

TBA Annual Asian Cultural Festival / Tropical Park

TBA BHI Scholars Attend Professional Development Workshop (Miami Begins with Me)

TBA Multicultural Tourism & Development Committee – Quarterly Meeting

APRIL

2026

4/1–6/30 VIC Open House Visit and Learning Tour

1/30–7/30 VIC Scholarship Open Enrollment

4/6 VIC Professional Development with FIU

4/1–30 Diversity Awareness Month

4/20 Art of Black Miami Monthly Podcast Series 6 Launch

TBA Tourism Business Enhancement Program begins, in collaboration with the Miami Bayside Foundation Spring Program

MAY 2026

4/1–6/30 VIC Open House Visit and Learning Tour

1/30–7/30 VIC Scholarship Open Enrollment

5/1–31 Jewish American Heritage Month programming

5/1–31 Haitian Heritage Month programming

5/1–31 Asian American, Native Hawaiian and Pacific Islander Heritage Month programming

5/18 Art of Black Miami Monthly Podcast Series 6

5/24 Best of the Best Reggae Festival / Miami, FL

5/27–31 American Black Film Festival (ABFF) / Miami Beach, FL

TBA H.O.T. Challenge Golf Tournament Fundraiser / JW Marriott Miami Turnberry Resort & Spa

TBA Haitian Compas Festival (Haitian Flag Day Festival)

TBA Sounds of Little Haiti/Haitian Heritage Month Celebration

TBA GMCVB led Tourism Business Enhancement Workshop

TBA Tourism Business Enhancement Program begins, in collaboration with the Miami Bayside Foundation Spanish Program

JUNE 2026

4/1–6/30 VIC Open House Visit and Learning Tour

1/30–7/30 VIC Scholarship Open Enrollment

6/1–30 Caribbean Heritage Month programming

6/1–30 Black Music Month programming

6/15 Art of Black Miami Monthly Podcast Series 6

6/19 Juneteenth Celebrations

TBA Multicultural Tourism & Development Committee – Quarterly Meeting

TBA Goombay Festival / Coconut Grove

JULY 2026

1/30–7/30 VIC Scholarship Open Enrollment

7/20 Art of Black Miami Monthly Podcast Series 6

7/21–23 Destinations International Convention / Portland, OR

TBA International Hispanic Theater Festival / Miami, FL

TBA National Association of Black Hotel Owners, Operators & Developers (NABHOOD) International Multicultural Summit

TBA Miami Take Over

AUGUST 2026

8/17 Art of Black Miami Monthly Podcast Series 6

TBA GMCVB Partner & Business Expo

TBA Brownsville Music and Arts Festival (formerly known as Overtown Music and Arts)

TBA VIC Scholarship Interviews and Selection

TBA Multicultural Tourism & Development Committee – Quarterly Meeting

SEPTEMBER 2026

9/4–6 Orange Blossom Classic Weekend / Miami Gardens, FL

9/4–6 Urban Film Festival / Miami, FL

9/14–10/15 Hispanic Heritage Month programming

9/21 Art of Black Miami Monthly Podcast Series 6

TBA GMCVB led Tourism Business Enhancement Workshop

TBA Tourism Business Enhancement Program begins, in collaboration with the Miami Bayside Foundation Fall Program

TBA Music Cities Conference / TBA

ARTS & CULTURE TOURISM

The Arts & Culture Tourism Division promotes Greater Miami & Miami Beach as a unique cultural destination boasting outstanding art museums, galleries, historic sites, attractions, festivals and performing arts events.

Marketing initiatives include hosting programs targeting media, attending local, national and international trade shows, and producing compelling promotional content.

Additionally, the division works to ensure that community arts and culture organizations, festivals and attractions have access to opportunities that attract visitor audiences and ensure long-term cultural vibrancy for the destination.

To learn more, contact CulturalTourism@GMCVB.com

ATTRACTIONS, EXPERIENCES & MUSEUMS CO-OP PROGRAM

22 organizations participated

Impressions: 9.2M

$81K invested 191K total click throughs

MIAMI ARTS, CULTURE & HERITAGE MONTHS

9.4M advertising impressions 18 editorial placements 7.6M PR impressions 210.6K annual website views

CONFERENCES, CONVENTIONS & TRADE SHOWS

20+ events

Connected with hundreds of industry professionals from around the world who are interested in arts & culture tourism in Greater Miami & Miami Beach

MIAMI ARTS MARKETING PROJECT

429 participants 5 events

19 expert thought leaders

MIAMI ART WEEK

16 satellite fairs/festivals throughout Greater Miami & Miami Beach

79K+ attended Art Basel Miami Beach at the Miami Beach Convention Center

277 galleries across five sectors from 38 countries and territories participated No Vacancy Miami Beach: 5th edition featured 12 artists in 12 hotels over three weeks

Art patrons and private collectors from 92 countries and territories visited the fair, including representatives from 200+ cultural institutions and foundations

MIAMI ATTRACTION & MUSEUM MONTHS

7.7M advertising impressions 7.3K offers redeemed 43 participating organizations 16.4M PR impressions

ARTS & CULTURE TOURISM 2025/2026 GOALS

& STRATEGIC PRIORITIES

ARTS & CULTURE EXPERIENCES AT HOTELS

Build and amplify more arts & culture experiences at hotels. As Noche de Arte at the InterContinental Miami continues to grow along with Miami Art Week hotel activations, No Vacancy Miami Beach and numerous hotels featuring art programming, the Arts & Culture division will continue its strategic campaign to highlight and promote these properties within a “collection” of art-centric hotels. This effort includes dedicated web story content, social media inclusions and hotel offers within the arts-related Miami Deals programs.

DRIVE ENGAGEMENT ON ARTS & CULTURE WEBSITE PAGES

Work closely with the GMCVB’s Digital Marketing, Creative Services and Marketing Communications teams to ensure that MiamiandMiamiBeach.com has updated information, enticing new content and compelling storytelling articles. The Arts & Culture landing page had 33.5K unique visits in FY 2024/2025, with an average time on page of 46 seconds (an increase of 19.3% over FY 23/24). The goal is to increase visits by 20% and increase time on page by 20% in FY 2025/2026.

ARTS & CULTURE AND ATTRACTION PARTNERS

Expand relationships with approximately 250-300 Arts & Culture and Attraction partners to increase visitor audiences and increase participation with GMCVB partner benefit programs and special opportunities, like the Museums, Attractions & Experiences Digital Marketing Co-Op Program.

ARTS & CULTURE FESTIVALS

Spur growth of approximately 25-30 arts & culture festivals to drive visitor demand and raise awareness of the destination’s annual festival experiences by leveraging all GMCVB sales and marketing channels.

PROMOTE NEW ARTS & CULTURE EVENTS AND EXPERIENCES

Establish and create awareness of new Arts & Culture events through strategic support and inclusion in all GMCVB-owned channels. This includes recently established events, such as the Doral International Art Fair, the Open House Miami architectural festival and Montreux Jazz Miami in Coconut Grove, as well as the initial deployment of The REEFLINE Miami Beach. The team will work to establish these events as destination-defining experiences that attract arts and culture enthusiasts from around the world.

ARTS & CULTURE INSIDER PUBLICATION

Increase distribution/circulation/ downloads and views of the Arts & Culture Insider publication, in English and Chinese, by 15% (from 11.2K to 12.8K).

UNBEATABLE DEALS PROGRAMS

The team will manage the Fall for the Arts marketing campaign from October 1-December 7 (the end of Miami Art Week) and the Miami Attraction & Museum Months program in April/May.

ARTS & CULTURE TOURISM

OCTOBER 2025

OVERVIEW OF ACTIVITIES

10/1–12/7 Fall for the Arts Campaign / Greater Miami & Miami Beach

10/9–12 Art Deco Alive Miami to Mumbai Celebration / Miami Beach, FL

10/17–18 iii Points Music Festival / Miami, FL

10/24–26 Art Basel Paris / Paris, France

10/29–11/5 Miami Film Festival GEMS / Miami, FL

NOVEMBER 2025

10/1–12/7 Fall for the Arts Campaign / Greater Miami & Miami Beach

10/29–11/5 Miami Film Festival GEMS / Miami, FL

11/4–6 Music Tourism Convention / Anguilla 11/6–9 Doral International Art Fair (DIAF) / Doral, FL

11/13–12/20 No Vacancy: Miami Beach / Miami Beach, FL

11/16–23 Miami Book Fair / Miami, FL

11/20 Give Miami Day / Miami, FL

TBA Breakfast with the Arts & Hospitality Industry / Miami, FL

DECEMBER 2025

10/1–12/7 Fall for the Arts Campaign / Greater Miami & Miami Beach

11/13–12/20 No Vacancy: Miami Beach / Miami Beach, FL

12/1–7 Miami Art Week / Greater Miami & Miami Beach

12/3–7 Art Basel Miami Beach / Miami Beach, FL

JANUARY 2026

1/8–11 South Beach Jazz Festival / Miami Beach, FL

1/9–11 Art Deco Weekend / Miami Beach, FL

1/21–25 Art Wynwood / Miami, FL

FEBRUARY 2026

2/3–7 Art Basel Qatar / Doha, Qatar

2/14–16 Coconut Grove Arts Festival / Miami, FL

MARCH 2026

2/27–3/1 Open House Miami / Greater Miami & Miami Beach

2/27–3/1 Montreux Jazz Festival Miami / Miami, FL

3/13–15 GroundUP Music Festival / Miami Beach, FL

3/26–29 Art Basel Hong Kong / Hong Kong, China

TBA Florida Arts & Culture Day / Tallahassee, FL

APRIL 2026

4/1–5/31 Miami Attraction & Museum Months

4/9–19 Miami Film Festival / Miami, FL

TBA Serving the Arts Awards / Miami, FL

MAY 2026

4/1–5/31 Miami Attraction & Museum Months

5/13–17 Frieze New York / New York, NY

5/17–21 IPW / Fort Lauderdale, FL

5/31–6/2 Florida Attractions Association Annual Conference / Tampa, FL

5/31–6/5 Southeast Tourism Society Marketing College / Macon, GA

JUNE 2026

5/31–6/2 Florida Attractions Association Annual Conference / Tampa, FL

5/31–6/5 Southeast Tourism Society Marketing College / Macon, GA

6/18–21 Art Basel / Basel, Switzerland

TBA Greater Miami Festivals & Events Annual Conference / Miami, FL

TBA Americans for the Arts 2026 Convention / TBA

JULY 2026

7/3–18 Montreux Jazz Festival / Montreux, Switzerland

7/21–23 Destinations International / Portland, OR

AUGUST 2026

8/4–6 Florida Festivals & Events Association Annual Conference / Fort Myers, FL

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

2/25 Pérez Art Museum Miami Corporate Luncheon / Miami, FL

2/27–3/1 Open House Miami / Greater Miami & Miami Beach

2/27–3/1 Montreux Jazz Festival Miami / Miami, FL

8/25–27 U.S. Travel ESTO 2025 / Philadelphia, PA

SEPTEMBER 2026

TBA Music Tourism Convention / TBA

TBA PastForward Preservation Conference / TBA

LGBTQ TOURISM MARKETING

The LGBTQ Tourism Marketing Division positions Greater Miami & Miami Beach as a premier destination for LGBTQ travelers. Through focused initiatives, creative promotions and engaging content, the division ensures travelers, industry professionals and media remain informed about the newest hotels, events, attractions, airlines and cruise opportunities.

The division also works to strengthen the Greater Miami & Miami Beach tourism community by helping individuals connect authentically with LGBTQ customers.

To learn more, contact LGBTQ@GMCVB.com

MARKETING ACTIVITIES

(CONFERENCES, CONVENTIONS, TRADE SHOWS, CAMPAIGNS, EVENTS AND MISSIONS/VISITS)

17 International 22 Local 9 Domestic

48 Total Activations (6% increase over 2023/2024)

Expedia Booking Campaign

6.7M Impressions 21.2K Total Room Nights $14.1M Gross Bookings

ACTIVATION HIGHLIGHTS

• Inaugural LGBTQ Travel Industry Fam Trip from Argentina in collaboration with Mediterranea Turismo

• Expanded marketing initiatives to tap into India’s vast and rapidly growing travel market potential

• With 6K printed copies distributed, plus an additional 6.3K digital impressions,

The Pink Palm Vol 10 reached more than 12K readers, an increase of 71% from the previous issue

• Drove engagement and increased visits to LGBTQ pages on MiamiandMiamiBeach.com by 19.6%, from 75K to 98.7K

LGBTQ TOURISM MARKETING

2025/2026 GOALS & STRATEGIC PRIORITIES

TOP LGBTQ DESTINATION

Highlight Greater Miami & Miami Beach as a thriving and welcoming destination for LGBTQ travelers and the local LGBTQ community.

RAINBOW SPRING

Expand on the success of the Rainbow Spring initiative by elevating social media efforts to guide audiences to its landing page showcasing partner deals, community gatherings and authentic experiences. Deepen collaborations with Online Travel Agencies to broaden visibility and generate additional bookings.

ENGAGE WITH KEY MARKETS

Pursue sales initiatives – with GMCVB partner collaboration – in key markets, including Argentina, Brazil, Mexico, Spain and developing regions.

FAMILIARIZATION TRIPS

Continue organizing familiarization trips from key international markets, such as Brazil and Argentina, providing travel professionals with firsthand knowledge of Greater Miami & Miami Beach. In addition, explore opportunities to introduce a North American travel industry FAM through IGLTA, the International LGBTQ Travel Association.

LGBTQ PRESENCE ON GMCVB WEBSITE

Work closely with the GMCVB’s global advertising agency and Digital Marketing Division to drive engagement and increase visits to LGBTQ pages on MiamiandMiamiBeach.com by 5%, from 89.7K to 94.2K.

THE PINK PALM LGBTQ TRAVEL INSIDER

Leverage social media and QR technology to increase distribution of the Pink Palm LGBTQ Travel Insider by 10% (from 12K to 13.2K).

LGBTQ TOURISM

MARKETING

OCTOBER 2025

OVERVIEW OF ACTIVITIES

10/1–15 Celebrate ORGULLO / Miami Beach, FL

10/6–9 PROUD Experiences at ILTM North America / Nassau, Bahamas

10/21–25 IGLTA Global Convention / Palm Springs, CA

10/24–26 OUTshine Film Festival Fall Edition / Greater Miami & Miami Beach

NOVEMBER 2025

11/6–9 FESTURIS Gramado 2025 / Gramado, Brazil

11/16–23 Miami Book Fair / Miami, FL

11/28–12/4 URGE Miami Festival / Miami Beach, FL

DECEMBER 2025

11/28–12/4 URGE Miami Festival / Miami Beach, FL

12/2–7 Fridge Art Fair / Miami Beach, FL

12/4–6 Art Gaysel / Miami Beach, FL

12/16 GMCVB LGBTQ Tourism Advisory Task Force Meeting

JANUARY 2026

1/21–25 FITUR / Madrid, Spain

FEBRUARY 2026

2/15 Gay8 Festival / Little Havana, FL

2/19–22 South Beach Wine & Food Festival / Miami Beach, FL

2/25–3/3 Winter Party Festival / Miami Beach, FL

2/26 IGLTA India Travel Symposium / New Delhi, India

2/27 LGBTQ Travel Industry Meetings / New Delhi, India

MARCH 2026

3/1–6/30 Rainbow Spring

2/25–3/3 Winter Party Festival / Miami Beach, FL

3/17 GMCVB LGBTQ Tourism Advisory Task Force Meeting

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

3/23–27 Brazil Sales Mission

3/26 Travel Bulletin LGBT+ Showcase – Virtual / England

APRIL 2026

3/1–6/30 Rainbow Spring

4/2–12 Miami Beach Pride Week / Miami Beach, FL

4/9–12 LGBTQ Cross-Market Press Trip / Greater Miami & Miami Beach

TBA OUTshine Film Festival Spring Edition / Greater Miami & Miami Beach

MAY 2026

3/1–6/30 Rainbow Spring

5/12–18 SweetHeat Miami / Miami Beach, FL

5/17–21 IPW / Fort Lauderdale, FL

5/29–6/2 Miami Pride, Food & City Tour / Miami, FL

5/30–31 Miami Beach Pride Concert / Miami Beach, FL

JUNE 2026

3/1–6/30 Rainbow Spring

5/29–6/2 Miami Pride, Food & City Tour / Miami, FL

6/7 Arsht Center CommuniTea Dance / Miami, FL

6/16 GMCVB LGBTQ Tourism Advisory Task Force Meeting

TBA Pérez Art Museum Miami (PAMM) Pride / Miami, FL

TBA Miami Marlins Pride at the Park / Miami, FL

TBA Wynwood Pride / Miami, FL

TBA LGBTQ Travel Industry Trade Familiarization Trip / Greater Miami & Miami Beach

JULY 2026

TBA LGBT+ Turismo Expo / Sao Paulo, Brazil

AUGUST 2026

TBA GNetwork360 BUE / Buenos Aires, Argentina

TBA NGLCC International Business & Leadership Conference / TBA

SEPTEMBER 2026

9/15 GMCVB LGBTQ Tourism Advisory Task Force Meeting

TBA LGBTQ Travel Industry Trade Familiarization Trip / Greater Miami & Miami Beach

MEETINGS & CONVENTION SALES & SERVICES

The Meetings & Convention Sales & Services Department drives Miami’s position as a premier global meetings destination by attracting a wide spectrum of conventions, trade shows and citywide events.

The team is focused on accelerating hotel room night production, expanding high-value bookings at the Miami Beach Convention Center, and deepening partnerships that fuel long-term growth.

Beyond securing business, the team plays a pivotal role in shaping the future pipeline – cultivating new opportunities, fostering client relationships and positioning Miami as the leading choice for innovative, experiential and sustainable meetings.

To learn more, contact Sales@GMCVB.com or visit

LEADS, BOOKINGS & SITE INSPECTIONS

Produced 3.3K Leads Produced 751 New Bookings

Total Room Nights Booked: 533.4K

Booked 17 New Citywides impacting the next three years

218 New Priority 1/Priority 2 Citywide Leads for the MBCC

STRATEGIC PARTNERSHIPS

Partnered with leading industry organizations:

PCMA ASAE MPI Maritz Global Events Trade Show Executive

American Express Conference Direct AMC Institute SITE Global Connect Meetings

These partnerships helped the team secure prominent events, such as:

PCMA CL 2027 AMCI Annual Meeting 2027 Connect Marketplace 2025

The team will not only continue leveraging these alliances but also deepen its investment –allocating budget and manpower toward collaborative advertising, strategic partnerships, and high-visibility initiatives designed to generate new business and fuel long-term growth.

PROMOTIONS

Destination-wide promotion launched last year to bolster summer business and capture urgent business leads has been very successful and will continue

To date, this program has garnered 30K room nights for 2025 and 11K for 2026

TRADE SHOWS/MISSIONS

Participated in 91 global industry trade shows, sales missions, and client events

Created a “Miami Experience” at important global shows, such as:

IMEX ASAE PCMA IBTM SITE Classic SITE Europe MPI

American Express FIEXPO Florida Encounter The Meeting Show London Connect FICP

MEETINGS & CONVENTION

SALES & SERVICES

COMMUNICATION

• Hosted Greater Miami & Miami Beach Brand Workshop with VIP Clients

• Developed CVent microsites to spotlight and bring the destination’s distinct neighborhoods to life

• Launched digital and print marketing campaigns to support sales strategies

• Launched new sales collateral showcasing Greater Miami & Miami Beach neighborhoods

• Created and launched a new meetings and conventions video

• Enhanced the quarterly meeting planner e-newsletter

• Enhanced the monthly partner e-newsletter

• Continued website enhancement and optimization efforts

CONVENTION SERVICES

• Successfully serviced a record 35 citywide events (10 new and 25 recurring), driving significant economic impact for the destination

• Launched the Citywide Community Advisory, keeping partners and city officials informed about major groups and their positive contributions

• Engaged top clients by hosting them at the new convention hotel groundbreaking, strengthening key relationships

• Designed and executed Advisory Board events, fostering collaboration and industry leadership

• Hired a dedicated Event Manager to support growing sales trade show/mission demand

• Provided critical support to the Convention Sales team through trade shows and sales missions

• Produced high-profile special events for strategic partners, showcasing destination value

• Developed custom client gifts in partnership with local stakeholders, aligning with sustainability initiatives

• Partnered with clients to capture accurate hotel room pick-up and economic impact data for robust reporting

SALES STRATEGIES

• Increased citywide conversions with joint team strategic collaboration

• Enhanced digital marketing presence to increase neighborhood visibility

• Created ongoing communication with customers and partners

• Optimized website capabilities to capture more online RFPs

CONVENTION SALES TOTALS

MEETINGS & CONVENTION

SALES & SERVICES

2025/2026 GOALS & STRATEGIC PRIORITIES

CITYWIDE COMMITMENTS AND HEADQUARTER HOTEL

The team will target, solicit and secure new citywide commitments for the Miami Beach Convention Center and the new Grand Hyatt headquarter hotel. The team will also support and amplify sales and marketing plans for the headquarter hotel.

IN-HOTEL MEETINGS

Target, solicit and secure in-hotel meetings for partner hotels, especially over needs months.

CUSTOMER SERVICE PROGRAMS

Design, tailor and implement customer service programs for key clients in Greater Miami & Miami Beach.

KEY INDUSTRY ASSOCIATIONS

Invest with key industry associations and business alliances, such as PCMA, ASAE, Tradeshow Executive, MPI, ICCA, SITE, Maritz, ConferenceDirect, American Express and Cvent.

EXPAND BUSINESS OPPORTUNITIES

Expand and grow summer and shoulder business opportunities.

INTERNATIONAL AND INCENTIVE MARKETS

Continue advancing and expanding international and incentive markets.

SUSTAINABILITY EVENT GUIDE

Create a Sustainability Event Guide for planners to help them produce more sustainable events and reduce the carbon footprint their meetings and events have on the destination.

MEETINGS & CONVENTION

SALES & SERVICES

OCTOBER 2025

OVERVIEW OF ACTIVITIES

10/7–9 IMEX - Americas / Las Vegas, NV

10/14–17 CEMA Exhale / Lenox, MA

10/14–17 Tradeshow Executive Gold 100 / Palm Springs, CA

10/15 Destination Reps Quarterly Meeting & Client Event / Chicago, IL

10/20 All Things Meetings / San Jose, CA

10/27–29 ASAE IPA Fall Retreat / Portland, OR

10/27–30 Meetings Made Easy MME Experience / Charlotte Harbor, FL

10/27–31 Sao Paulo Sales Mission / Sao Paulo, Brazil

10/28–29 DC Multicultural Sales Mission / Washington, DC

10/29–11/1 PCMA Exhale / Austin, TX

10/30 Coral Gables/Coconut Grove Task Force / Coral Gables, FL

NOVEMBER 2025

10/29–11/1 PCMA Exhale / Austin, TX

11/2–6 FICP – Annual / Washington, DC

11/3–6

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

World Travel Forum Latam & Caribbean / Mexico City, Mexico

11/4–6 ULI Annual (Pre-Promote) / San Francisco, CA

11/10–13 ConferenceDirect CD+Forum Partnership (Corporate) / Tampa, FL

11/11 Hilton Worldwide Lunch / Chicago, IL

11/12 PCMA Fashion Show / Bowl-A-Thon / Chicago, IL

11/12–14 SET Show / New Orleans, LA

11/15 Dolphins in Madrid Client Event / Madrid, Spain

11/17 Retreats Resources / Atlanta, Greenville, Charlotte, Raleigh

11/18–20 IBTM World / Barcelona, Spain

11/19–21 Innovation Think Tank / Miami, FL

11/19–22 National Coalition of Black Meeting Professionals / Portland, OR

DECEMBER 2025

12/2 Destination Reps Annual Meeting / Chicago, IL

12/2–5 Boston Client Event / Boston, MA

12/3–4 Association Forum Holiday Showcase & Client Event / Chicago, IL

12/6–10 AMEX InterAction / Las Vegas, NV

12/16 CVB Reps Holiday Party / Washington, DC

JANUARY 2026

1/11–14 PCMA Convening Leaders / Philadelphia, PA

1/25–27 ESPA – Annual Conference / Arlington, TX

1/27–29 Connect North / Pittsburgh, PA

1/27–30 Colombia Sales Mission / Bogota, Colombia

FEBRUARY 2026

2/2–4 Florida Encounter / Orlando, FL

2/10–12 AMCI Annual Meeting / Spokane, WA

2/11 Miami Airport Task Force / Miami, FL

2/23–27 LACTE Brazil & Sales Mission / Sao Paulo, Brazil

2/24 NYSAE Meet NY / New York, NY

2/24–26 Retreat Resources – Florida Roadshow / Miami, Palm Beach, Tampa, Orlando

2/24–26 Confab for Planners Events / Chicago, IL and Minneapolis, MN

MARCH 2026

3/4 Miami Beach Task Force Meeting / Miami Beach, FL

3/12 SITE Incentive Summit Americas (Pre-Cruise FAM) / Miami, FL

3/12–13 MIC Colorado Conference & Tradeshow / Denver, CO

3/18 Miami Client Event / Miami, FL

3/22–25 Pharma Forum / Boston, MA

3/23–26 Retreat Resources Event (Texas) / Houston, Austin, Dallas

3/25 Downtown Task Force Meeting / Miami, FL

APRIL 2026

4/1 New York Sales Mission / New York, NY

4/2 Industry Xchange (MPI CAC, PCMA GMC, SITE Chicago) / Chicago, IL

4/14–16 Connect Spring Marketplace / Louisville, KY

4/20–24 Mexico City Sales Mission / Mexico City, Mexico

4/21–23 Destination Celebration – Minnesota Sales Mission / Minneapolis, MN

4/23–24 Mid-Atlantic Sales Mission / Washington, DC and Virginia

4/27–30 HelmsBriscoe Annual Conference & SoCal Sales Calls / Los Angeles, CA

MAY 2026

5/3–5 PCMA – LATAM / Quito, Ecuador

5/3–6 Simpleview Summit / Atlanta, GA

5/5–7 Chicago Sales Mission / Chicago, IL

5/6 Coral Gables/Coconut Grove Task Force

5/6–7 PCMA Fashion Show and Visionary Awards / Washington, DC

5/6–8 MPI Southern CA WeCon / Pasadena, CA

5/11–14 Maritz Elevate / TBA

5/17–21 ConferenceDirect APM Annual / Houston, TX

5/19–21 IMEX Frankfurt / Frankfurt, Germany

5/19–21 ConferenceDirect Diversity / TBA

5/20 Philadelphia Sales Mission / Philadelphia, PA

5/26–29 IRF Invitational / Scottsdale, AZ

JUNE 2026

6/1–4 MPI WEC / San Antonio, TX

6/8–11 Fiexpo Latin America / TBA

6/9–11 Society of Government Meeting Professionals / Williamsburg, VA

6/10 Association Forum Honors Gala / Chicago, IL

6/16 Miami Client Experience

6/18–20 M&i Events/Sponsorship / Miami, FL

6/21–24 PCMA Educon / Puerto Rico

6/22–23 UK Sales Mission

6/24–25 The Meeting Show London / London, UK

JULY 2026

7/13–15 Legal Summit / TBA

7/13–16 Cvent – CONNECT / Nashville, TN

7/21–23 Midwest Sales Mission / TBA

7/21–23 Destinations International – Annual Convention / Portland, OR

AUGUST 2026

8/2–4 Smart Meetings Experience / Coral Gables, FL

8/5–6 CVB Reps Annual Summer Client Event / Alexandria, VA

8/9–11 Northstar Destination Southeast / Fort Lauderdale, FL

8/9–11 CEMA Summit / Toronto, Canada

8/10 Strategic Site Selection Meeting Planner Event / TBA

8/11–12 CMEE – Canada / Toronto, Canada

8/12 Miami Airport Task Force / Miami, FL

8/13–14 Toronto & Quebec Sales Mission

8/15–18 ASAE Annual Conference / Indianapolis, IN

8/20–21 IBTM – Latin America / Mexico City, Mexico

8/24–26 CONNECT – Marketplace / Tampa, FL

8/25–26 Maritz-Activate / TBA

8/25–28 Northeast Retreat Resources Mission / TBA

8/29 Hyatt Hotels Air & Water Show Chicago Client Event / Chicago, IL

SEPTEMBER 2026

9/8 Miami Beach Task Force Meeting / Miami Beach, FL

9/11–16 Motivation Luxury Summit / TBA

9/17 Miami Client Event / TBA

9/21–26 TSE Gold 100 / Palos Verdes, CA

9/23 Downtown Task Force Meeting / Miami, FL

TRAVEL INDUSTRY SALES

Global outreach to the Travel Trade... The Travel Industry Sales Division provides travel professionals with support and access to the resources they need for planning, marketing and selling the destination – a onestop trip-planning resource for travel professionals.

The leisure traveler frequently turns to travel professionals (tour operators, travel agencies, OTAs, and online guides and influencers) to inspire and plan their trips. Many of Greater Miami & Miami Beach’s overnight visitors rely on these sources throughout their trip planning and booking processes. To learn more, contact TravelTrade@GMCVB.com

WEBINARS

Conducted webinars with approximately 5.3K advisor attendees from travel trade organizations, including Travel Weekly, SIGNATURE Travel Network, ASTA, ACTA, Oasis Travel Network,

Outside Agents and Cruise Planners

TRADE SHOWS

LATAM – Attended 35 Trade shows in 6 countries

U.S. & Canada – Attended 72 tradeshows, with 8K attendees

Europe & Emerging Markets – Attended 11 Tradeshows in 6 countries

SALES MISSIONS

LATAM – Conducted 7 sales missions

(2 in Colombia, 2 in Brazil, 1 in Jamaica, 1 in Mexico and 1 in Orlando)

U.S. & Canada – Conducted 5 sales missions (1 in New York, 1 in Chicago and 3 in Canada)

Europe & Emerging Markets – Conducted 3 multi-country sales missions (Australia, France, India, Ireland, Japan, Netherlands, New Zealand and U.K.)

FAM GROUPS

LATAM – Conducted 5 FAMs from 3 countries (Argentina, Brazil and Mexico)

U.S. & Canada – Conducted 10 FAMs, with 170 participants

Europe & Emerging Markets – Conducted 7 FAMs from 3 countries (Australia, France and U.K.)

GREATER MIAMI & MIAMI BEACH TRAVEL SPECIALIST PROGRAM

683 enrolled travel advisors

590 Greater Miami & Miami Beach Travel Specialist graduates

33K travel advisors engaged/trained across multiple distribution channels (trade shows, sales missions, roadshows, sales calls, webinars and in-market rep trainings)

TRAVEL INDUSTRY

SALES EXPAND THE LUXURY TRAVEL SEGMENT

Strengthen Greater Miami & Miami Beach’s position as a premier luxury destination by actively engaging high-end travel advisors, luxury consortia and key industry partners. Through targeted outreach, training initiatives and participation in exclusive trade and consumer events, highlight Miami’s diverse portfolio of bespoke, world-class experiences, from award-winning hotels and fine dining to art, culture, wellness and yachting.

STRENGTHEN GLOBAL TRADE PARTNERSHIPS

Deepen engagement with luxury advisors, consortia and tour operators by strengthening trade training programs and enhancing personalized relationship-building efforts. By fostering closer connections and delivering high-value educational experiences, the team aims to increase product knowledge, advocacy and conversion within the luxury travel segment.

EXPAND INTERNATIONAL REACH

Continue to grow Greater Miami & Miami Beach’s presence in key international markets by expanding and intensifying targeted sales and marketing initiatives. Strengthen relationships with global distribution partners through sales missions, trade shows and training programs that highlight Miami’s diverse offerings, from luxury experiences and cultural attractions to culinary and wellness travel.

HOST STRATEGIC FAM EXPERIENCES

Increase the number of top tour operators and key travel agencies promoting the destination by implementing a series of carefully curated familiarization (FAM) programs. These programs will bring influential travel trade partners to experience the destination firsthand through immersive, in-market visits. The initiative aims to build stronger relationships with travel trade professionals, enhance their product knowledge, and inspire greater confidence in selling the destination to their clients.

EXPAND TRAVEL TRADE ENGAGEMENT

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

Engage and train 45K travel advisors across a diverse range of distribution channels, including trade shows, sales missions, roadshows, sales calls, webinars and in-market representative training. These multifaceted outreach initiatives aim to deepen relationships with key travel professionals, expand destination knowledge and empower advisors to more effectively sell Greater Miami & Miami Beach to their clients.

OVERVIEW OF ACTIVITIES

ONGOING ANNUAL SALES ACTIVITIES

• Familiarization (FAM) Tours / Greater Miami & Miami Beach

• Cruise Line Partner Destination Workshops

• Destination Workshops and Training

• Territory Sales Call Coverage

• Airline Partners and Tour Operators Destination Training

• Community Program Partnerships

• Destination Events and Road Shows with Visit Florida, Brand USA, Visit USA and Industry Organizations

OCTOBER

2025

10/1 ACTA Summit / Montreal, Canada

10/1–4 SIGNATURE Travel Network Destination Immersion FAM / Greater Miami & Miami Beach

10/4–5 Classic Travel Connection Pre-Seminar-at-Sea FAM / Miami, FL

10/4–5 Cruise Planners CPWorld / Fort Lauderdale, FL

10/5 Tour America Red Cow 2025 Sales Day / Dublin, Ireland

10/6–10 Colombia Sales Mission / Medellin, Bogota & Barranquilla

10/6–10 Divera Turismo Brazil FAM

10/6–10 PROUD Experiences & ILTM N. America / Nassau, Bahamas

10/8 TravelBrands Event / Toronto, Canada

10/9 TravelBrands Event / Montreal, Canada

10/13–15 BRT Brazil FAM

10/14 TRAVELSAVERS Training Tuesdays Webinar / Virtual

10/14 Discover America / Oslo, Norway

10/15–18 ALG Vacations ASCEND / Cancun, Mexico

10/16 Discover America / Stockholm, Sweden

10/20 ASTA Central Pennsylvania Symposium / Tannersville, PA

10/20–23 Blue Pineapple Travel FAM / Miami, FL

10/20–23 Brand USA Travel Week UK and Europe 2025 / London, England

10/22 ASTA Central Atlantic Fall Luxury Forum / Severna Park, MD

10/23 Straight Away Travel Summit / Miami, FL

10/25–29 Icelandair Nordic FAM

10/27 AWTA Fall Event / New Rochelle, NY

10/27–29 OTN Annual Conference / Boca Raton, FL

10/29 ASTA New Jersey Fall Event / Totowa, NJ

NOVEMBER

2025

11/2 Miami HEAT vs. Washington Wizards / Mexico City, Mexico

11/4–6 Visit Florida Cancun Sales Mission

11/4–7 Interep Luxury Brazil Fam

11/5–7 CruiseWorld / Fort Lauderdale, FL

11/7–9 Travel Counsellors Conference 2025 / Liverpool, England

11/10–13 SIGNATURE Travel Network Conference / Las Vegas, NV

11/10–14 Mexico Sales Mission / Monterrey, Mexico City & Cancun

11/12–14 SET (Specialists in Entertainment Travel) / New Orleans, LA

11/15–17 AAA ACG and AAA WCNY FAMs / Miami, FL

11/17–19 AAA Threads Conference / Providence, RI

11/18 TRAVELSAVERS Training Tuesday Webinar / Virtual

11/19–23 Glamour Tour Operator Italy FAM / Greater Miami & Miami Beach

11/21 ASTA Raleigh Event / Raleigh, NC

TBA Boutique Hotels Quarterly Meeting / Miami Beach, FL

DECEMBER

2025

12/1–4 ILTM Cannes 2025 / Cannes, France

12/2 ASTA South Florida Holiday Event / Fort Lauderdale, FL

12/7 Incentive Connection Travel Pre-Summit-at-Sea FAM

12/8–11 Key to the World Travel Conference / Anaheim, CA

12/10 TRAVELSAVERS Holiday Event / New York, NY

12/11 AWTA Holiday Ball / New York, NY

TRAVEL INDUSTRY SALES

JANUARY 2026

1/5–9

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

Honeymoon & Destination Wedding Leaders Alliance Summit / Curacao

1/10 Vincent Vacations Awards Gala / Oklahoma City, OK

1/11 Arizona Travel Expo / Phoenix, AZ

1/18–23 Brand USA India Sales Mission / Bangalore, India

1/22 ASTA Utah Event / Salt Lake City, UT

1/22–24 GTM Luxury / Los Angeles, CA

1/24 Northwest Indiana Travel Show / Valparaiso, IN

1/24–25 New York Travel & Adventure Show / New York, NY

1/26 TTG Train & Gain Day / Hampton Court, UK

1/26–28 New York Sales Mission / New York, NY

1/31 AAA Northeast Marketplace / Foxborough, MA

FEBRUARY 2026

2/2–4 Florida Huddle / Orlando, FL

2/11 Find Your Miami Event (Partnership with ASTA Greater Atlanta) / Atlanta, GA

2/12 Virtuoso Connects / Atlanta, GA

2/16–19 Canada Sales Mission with Visit FL / Vancouver, Canada

2/17

ASTA Houston Chapter Event / Houston, TX

2/19 ASTA Greater Austin Chapter Event / Austin, TX

2/23 Find Your MIAMI Event / St. Louis, MO

2/23–27 Aer Lingus Taste of America Roadshow / Belfast, Dublin, Limerick & Cork

2/26 Discover America / Copenhagen, Denmark

2/27–3/1 SoJourney Collective / Madison, GA

2/28 Swanson USA / Malmo, Sweden

MARCH 2026

2/27–3/1 SoJourney Collective / Madison, GA

3/5 Travel Leaders Regional / Nashville, TN

3/11 Travel Gossip Event / Birmingham, UK

3/11 Peninsula Show / Charlotte, NC

3/12 Travel Counsellors Takeover Day / London, UK

3/16 TTG Luxury Marketplace / Norwich, UK

3/16–20 Brand USA Travel Week South America / Brazil, Colombia, Argentina & Chile

3/20–22 Tour Connection LA / Palos Verdes, CA

3/23 Peninsula Show / Dallas, TX

3/23–25 Brazil Sales Mission / Sao Paulo, Belo Horizonte & Rio de Janeiro

3/25 Travel Leaders Regional / Baltimore, MD

TBA UNITE 2025 / London, England

APRIL

2026

4/7–8 Virtuoso On Tour / Toronto, Canada

4/12–15 OPULENCE by Outside Agents Luxury Symposium / Punta Cana, Dominican Republic

4/21–24 CLIA Cruise360 / Fort Lauderdale, FL

4/22 Peninsula Show / Cherry Hill, NJ

4/27 Peninsula Show / Boston, MA

TBA EXPO Mayorista / Guadalajara, Mexico

TBA TTG Luxpo / London, England

MAY 2026

5/1–2 TLN Luxury Forum / San Diego, CA

5/3–6 Travel Leaders EDGE / San Diego, CA

5/4–7 ILTM Latin America / Sao Paulo, Brazil

5/12–16 Las Vegas Travel Agent Forum / Las Vegas, NV

5/17–20 IPW 2026 / Fort Lauderdale, FL

5/19–20 SIGNATURE Travel Network Regional / Fort Lauderdale, FL

5/26–29 ASTA Travel Advisor Conference / San Diego, CA

JUNE 2026

6/1–4 LE Miami / Miami, FL

6/3–4 SIGNATURE Travel Network Regional / Los Angeles, CA

6/4–7 Post-LE Miami FAM / Miami, FL

6/8–11 GTC Arrive / Austin, TX

6/15–19 UK & Ireland Sales Mission 2026 / London, Manchester & Dublin

6/17–18 SIGNATURE Travel Network Regional / Chicago, IL

6/23–24 Travel Marketplace / Toronto, Canada

6/25–27 TAMS Conference / Murfreesboro, TN

TBA Visit USA Argentina Roadshow

JULY 2026

7/9–11 GTM Flagship / Hollywood, FL

7/29 TTG Around the World Event / London, UK

TBA Brand USA Japan Sales Mission

TBA Visit USA Colombia Roadshow

AUGUST 2026

8/4–6 GTM West / La Quinta, CA

8/8–15 Virtuoso Travel Week / Las Vegas, NV

8/20–23 ABTP Summit / Charlotte, NC

8/24–28 Argentina Sales Mission / Buenos Aires, Mendoza & Rosario

8/25–/29 Future Leaders in Travel / Riviera Maya, Mexico

TBA Encuentro Profesional de Turismo (EPTUR) / Mexico City, Mexico

TBA Boutique & Lifestyle Hotels Quarterly Meeting / Miami Beach, FL

TBA Mexico LUXE Mission

SEPTEMBER 2026

9/10 Travel Leaders Regional / Charlotte, NC

9/17 Travel Leaders Regional / Dallas, TX

9/22–26 Affluent Travel Symposium & TRAVELSAVERS TravelMarket / San Antonio, TX

9/23–26 SIGNATURE Travel Network Owner’s Meeting / San Antonio, TX

9/28–10/1 ILTM North America / Nassau, Bahamas

9/29 Virtuoso Connects / Dallas, TX

9/29 Travel Leaders Regional / Philadelphia, PA

TBA Grupo GEA Argentina (Grupo de Gestion de Agencias de Turismo) Tradeshow / Buenos Aires, Argentina

CREATIVE SERVICES

The Creative Services department is the GMCVB’s in-house marketing agency, designing and executing impactful marketing assets and promoting the destination across print publications, key points of entry such as MIA and PortMiami, visitor centers, local events and international markets. The team designs and produces key publications and creates videos for trade events, corporate communications and presentations.

In addition, the department manages the Digital Asset Management tool, which provides partners, press and clients with access to a continually updated library of visual assets. This includes commissioning new photography and video to expand the collection.

Through editorial and design excellence combined with strategic branding, Creative Services enhances and elevates Miami’s reputation as a best-in-class global destination.

To learn more, contact Content@GMCVB.com

DIVE INTO MIAMI AT MIA

Created and produced the “Dive Into Miami” installation at the Miami International Airport baggage claim, an immersive and visually rich exhibit that welcomes visitors with stunning, large-scale photos of attractions from across Greater Miami & Miami Beach

PRINT PUBLICATIONS

Redesigned the Arts & Culture Insider Guide and Destination Guide & Map

Total print and digital circulation for all publications – including the Visitors Guide, Destination Guide & Map, and Meeting Planner Guides – reached 159.9K

DIGITAL ASSETS MANAGEMENT

Commissioned a new photo shoot of Miami-Dade municipalities to expand visual library

Reviewed nearly 11K assets, cleaning up old photos and videos, and added 783 new photos and videos

From January to September 2025, the number of new users nearly doubled to from 320 to 629, and a total of 4.4K assets are available

CREATIVE PRODUCTION

Designed and executed 1.2K internal and external projects for internal and external GMCVB partners

VISITOR CENTERS

Designed and installed 2 new visitor centers, in Wynwood and at Fruit & Spice Park, improving the visitor experience at key locations and bringing the total number to 18

EVENTS & VIDEO PRODUCTION

Produced videos for main industry events, including PCMA and IPW

CREATIVE SERVICES

2025/2026 GOALS & STRATEGIC PRIORITIES

CREATIVE EXCELLENCE

Represent the destination’s cultural diversity, hospitality, neighborhoods and municipalities through best-in-class publications, marketing collateral and visual storytelling.

PUBLICATIONS REDESIGN

Redesign and reorganize publications, such as the Visitors Guide and Destination Guide & Map, to enhance the user experience. Expand content based on traveler interests, including luxury, family, sports and culinary.

STORYTELLING

Deepen storytelling across print and digital platforms by highlighting authentic culinary, wellness, family travel, luxury and sustainability experiences.

PHOTO & VIDEO LIBRARY

Capture and catalog new, high-quality destination images and videos from all municipalities in Miami-Dade County in the Digital Asset Management (DAM) tool for use in print, digital and advertising.

VIDEO PRODUCTION

Expand video storytelling to showcase the destination’s energy, authenticity and diversity while strengthening engagement and connection with global leisure and business audiences.

VISITOR CENTERS

Continue updating Visitor Centers throughout Miami-Dade County with refreshed signage and design elements that reflect the unique character of each location.

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

CREATIVE PRODUCTION

Produce in-house advertising, signage and digital campaigns that support all GMCVB divisions with cohesive and impactful creative assets.

OVERVIEW OF ACTIVITIES

GMCVB PRINT GUIDES

The Creative Services team designs, writes and edits the following publications:

• Greater Miami & Miami Beach Visitors Guide

• Greater Miami & Miami Beach Multicultural Guide

• Greater Miami & Miami Beach Destination Guide & Map (printed in English, Spanish, Portuguese, French, German and Italian)

• Arts & Culture Insider (printed in English and Chinese)

• Miami Art Week Guide & Map

• The Pink Palm LGBTQ Travel Insider (in English, with digital version in Japanese, Spanish and Portuguese)

• South Dade: More to Explore brochure

• Explore Miami’s National Parks brochure

• Meeting Planner neighborhood brochures

• Miami Beach Convention Center Meeting Planner Toolkit

• Sports & Entertainment Venues Guide

• Greater Miami & Miami Beach Cruise Guide

• Miami Beach Architectural Guide

• Visitor Maps of Miami-Dade County Municipalities

• Annual Report & Business Plan

• Chauffeur Handbook (in English, Spanish and Haitian Creole)

Digital versions of these publications are also available on MiamiandMiamiBeach.com. The team creates postcards with QR codes linking to the digital versions. GMCVB sales teams distribute these postcards at trade shows to allow clients to access the digital versions through QR codes.

ADS AND SALES COLLATERAL MATERIALS

The Creative Services team creates ads and sales collateral for all GMCVB divisions. It also produces banners and signage for GMCVB events, visitor centers, Miami International Airport and PortMiami.

SPORTS & ENTERTAINMENT TOURISM

The mission of the Sports & Entertainment Tourism Division is to attract, promote and retain premier sporting events, conferences, conventions, and film and television productions that elevate the profile of Miami-Dade County as a global destination.

With Miami recognized as a leading hub for sports, leisure and entertainment, the team is dedicated to driving economic growth and community engagement by increasing visitor stays and encouraging repeat visitation. Through strategic partnerships and innovative programming, the team aims to position Miami as the go-to location for top-tier events and productions.

To learn more, contact SportsandEntertainment@ GMCVB.com

PREPARATIONS UNDERWAY TO HOST MARQUEE

SPORTING EVENTS IN 2026

• Miami will be at the center of the international sports stage, hosting FIFA World Cup™, World Baseball Classic, NHL Winter Classic, College Football Playoff National Championship and NASCAR Championship

• Leveraging 2026 to drive tourism, create local economic opportunities and build lasting legacies through community engagement and youth sports initiatives

• Actively coordinating with event organizers through detailed site visits, planning and logistical preparations to ensure smooth operations

FIFA CLUB WORLD CUP DREW RECORD CROWDS IN MIAMI GARDENS

• Participating Clubs: Al Ahly, Inter Miami, Boca Juniors, Benfica, Real Madrid, Al Hilal, Bayern Munich, Palmeiras, Mamelodi Sundowns, Fluminese, Flamengo, Juventus

• Averaged over 55K people per match (eight total matches) at Hard Rock Stadium

• Miami saw largest increase of any host destination in June international arrivals from five of nine regions (Africa, the Caribbean, Central America, Eastern Europe and Western Europe)

PGA TOUR ANNOUNCED RETURN TO DORAL

• First time PGA Tour will be in Miami-Dade County since 2016

• Signature event in Doral: April 27-May 3, 2026

• PGA’s 56th event at famed Blue Monster

MIAMI-DADE CONTINUES TO BE A MAJOR HUB FOR FILMING AND CONCERTS

• Notable projects: “Pulse” (Netflix medical-hospital series) and “Dexter: Origins” (a look at Dexter Morgan’s earlier years)

• Major artists had tour stops in Miami, including Taylor Swift, Shakira, Post Malone, Lady Gaga, Coldplay and The Weeknd

LATIN GRAMMYS RETURNED TO MIAMI FOR 25TH ANNIVERSARY

• Held at Kaseya Center on November 14, 2024

• Garnered nearly 25B impressions through PR, social media and broadcast

• Reached over 20M viewers across multiple TV and streaming platforms

SPORTS & ENTERTAINMENT TOURISM

2025/2026 GOALS & STRATEGIC PRIORITIES

PLAN FOR UPCOMING SPORTING EVENTS

Support the successful hosting of Miami’s major 2025/26 sporting events through coordinated planning, venue readiness and fan engagement.

COLLEGIATE & AMATEUR SPORTING EVENTS

Strengthen partnerships with sanctioning bodies like the USOC, NCAA and AAU to attract Olympic, collegiate and amateur events.

DRIVE GOLF TOURISM

Drive growth in golf tourism by leveraging the return of a premier PGA Tour event to Doral and drive increased play, bookings and visitor engagement across Miami-Dade County courses.

SPORTS & FILM INDUSTRY EVENTS

Represent Miami-Dade County at domestic and international trade shows, festivals and industry events focused on sports, film and entertainment verticals.

PROMOTE LOCAL FILM INDUSTRY

Expand promotion of Miami-Dade County as a premier global destination for film and television production by leveraging the GMCVB’s marketing networks and providing support to the film industry.

SPORTS & ENTERTAINMENT TOURISM

ONGOING

OVERVIEW OF ACTIVITIES

2026 FIFA World Cup™ Hosting Initiatives

Promotion of Film and Filming Projects in Miami-Dade County

Miami Dolphins Season (September – January)

Miami HEAT Season (October–April)

Inter Miami Season (February–October)

Miami Marlins Season (March–September)

OCTOBER 2025

10/8–9 Sports Summit Miami / Miami, FL

10/13–17 TEAMS Conference / Columbus, OH

10/25 Miami Dragon Boat Festival / Miami, FL

10/29–11/5 Miami Film Festival GEMS / Miami, FL

NOVEMBER 2025

10/29–11/5 Miami Film Festival GEMS / Miami, FL

11/6–9

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

World Polo Leage Beach World Cup / Miami Beach, FL

11/7–8 E1 Powerboat / Miami, FL

11/11–13 SoccerEx / Miami Beach, FL

11/14–16 Ocean Man at Haulover Beach / Miami, FL

11/14–16 Miami Short Film Festival / Miami Beach, FL

DECEMBER 2025

12/4–12/8 FilmGate Interactive Media Festival / Miami, FL

12/5–7 Celebrity Softball Game and Home Run Derby / Miami, FL

12/6–17 DETA Tennis Tournament / Miami, FL

TBA Dashing Through the Springs / Miami Springs, FL

JANUARY 2026

1/1

College Football Playoff Quarterfinal / Miami Gardens, FL

1/2 NHL Winter Classic / Miami, FL

1/15–29 Jewish Film Festival / Miami, FL

1/16–18 College Football Fan Central / Miami Beach, FL

1/19 College Football Playoff National Championship / Miami Gardens, FL

1/25 Lifetime Miami Marathon / Miami FL

TBA Junior Orange Bowl Festival / Miami, FL

FEBRUARY 2026

2/4–6 NATPE Global / Miami, FL

2/6–8 Miami Grit Classic / Miami Beach, FL

MARCH 2026

3/1 Gravel Miami / Homestead, FL

3/2–22 Houston Livestock Show and Rodeo / Houston, TX

3/6–17 World Baseball Classic / Miami, FL

3/12–15 Wodapalooza Miami / Miami Beach, FL

3/15–29 Miami Open Tennis Tournament / Miami Gardens, FL

3/27–29 CLASH Miami / Homestead, FL

APRIL 2026

4/9–19 Miami Film Festival / Miami, FL

4/19 GFNY Cycling / Miami, FL

4/30–5/3 PGA Tour / Doral, FL

TBA Miami-Dade Country Fest / Miami, FL

TBA Sportel Miami / Miami, FL

TBA UFC / Miami, FL

MAY 2026

4/30–5/3 PGA Tour / Doral, FL

5/1–3 Formula 1 Grand Prix / Miami Gardens, FL

5/23–24 Hyundai Air & Sea Show / Miami Beach, FL

5/27–31 American Black Film Festival / Miami Beach, FL

TBA H.O.T Challenge Golf Tournament / Aventura, FL

JUNE 2026

5/27–31 American Black Film Festival / Miami Beach, FL

6/15

6/21

6/24

6/27

FIFA World Cup 2026 Match 13 –Group Stage / Miami Gardens, FL

FIFA World Cup 2026 Match 37 –Group Stage / Miami Gardens, FL

FIFA World Cup 2026 Match 49 –Group Stage / Miami Gardens, FL

FIFA World Cup 2026 Match 71 –Group Stage / Miami Gardens, FL

TBA International Association of Golf Tour Operators / Miami Gardens, FL

JULY 2026

TBA Optimist International Junior Golf Championship / Doral, FL

7/3 FIFA World Cup 2026 Match 86 –Round of 32 / Miami Gardens, FL

7/11

FIFA World Cup 2026 Match 99 –Quarterfinal / Miami Gardens, FL

7/18 FIFA World Cup 2026 Match 103 –Bronze Final / Miami Gardens, FL

AUGUST 2026

TBA Orange Blossom Classic / Miami Gardens, FL

TBA Urban Film Festival / Miami, FL

SEPTEMBER 2026

TBA King of the Court / Miami Beach, FL

TBA AVP Volleyball / Miami Gardens, FL

TBA Sports Summit Miami / Miami, FL

RESEARCH & BUSINESS INTELLIGENCE

The Research & Business Intelligence Division supports the GMCVB’s various marketing programs by collecting data and analyzing industry performance. The division assists with effective business intelligence by conducting visitor research, tracking key industry benchmarks and providing ongoing, in-depth analysis of industry trends. Research & Business Intelligence also conducts research for festivals, sports and other events.

The division is also responsible for identifying and utilizing the best business tools to help the GMCVB’s internal and external stakeholders. Furthermore, the division publishes an annual State of the Industry report highlighting the industry’s performance for the prior year and providing the public with a comprehensive overview of tourism in Greater Miami & Miami Beach.

To learn more, contact Research@GMCVB.com

RESEARCH

Conducted online and in-person research at 15 local events

New events for 2025 included:

• Urban Film Festival

• American Black Film Festival

• Asian Culture Festival

• Wodapalooza Miami Fitness Festival

• Miami Grit Classic

BUSINESS INTELLIGENCE

Evaluated multiple AI tools for potential implementation by GMCVB for research and data collection

INDUSTRY RELATIONS

HSMAI Tri-County Luncheon – panelist for the state of tourism in Miami-Dade County

University of Florida – panelist for Miami-Dade Beacon Council meeting on the economy and tourism of Miami-Dade County for visiting students

University of Illinois – research presentation for visiting graduate students

Florida International University – visited marketing research course and made presentation for FIU undergraduates

South Florida Concierge Association – monthly presentation of tourism industry research

RESEARCH & BUSINESS INTELLIGENCE

2025/2026 GOALS & STRATEGIC PRIORITIES

AI RESEARCH TOOLS

Evaluate and implement AI tools for research and company-wide usage.

TOURISM INDUSTRY OUTREACH

Continued outreach to the Miami-Dade County tourism business community, identifying trends and needs of stakeholders and providing updates through the storytelling of data.

HOTEL PARTNER SUPPORT

Work closely with the GMCVB’s Meetings & Convention Sales & Services Department, attending all hotel task force meetings and supporting partners with forecasts and industry updates.

RESEARCH & BUSINESS

OVERVIEW OF ACTIVITIES

INTELLIGENCE LOCAL EVENT SURVEYS

The Research & Business Intelligence Division conducts intercept surveys at local events by sampling attendees to provide insight into who attends, where they are from, the type of lodging used and their impressions of the event. Utilizing mobile data in conjunction with surveying provides an even greater depth of understanding.

QUARTERLY OUTLOOK HOTEL SURVEYS

The Research & Business Intelligence Division updates Quarterly Hotel Industry Reports from STR to determine the outlook for local hotels on a countywide basis. These updates include Occupancy, ADR, RevPAR, Demand and Inventory.

• November 2025 - Release First Quarter Outlook Survey Results

• February 2026 - Release Second Quarter Outlook Survey Results

• May 2026 - Release Third Quarter Outlook Survey Results

• August 2026 - Release Fourth Quarter Outlook Survey Results

OVERNIGHT VISITOR RELEASE REPORT

The Research & Business Intelligence Division releases quarterly updates on the number of overnight visitors to Greater Miami & Miami Beach. These reports indicate whether the market is increasing or decreasing compared to the prior year.

• December 2025 - Top 10 Domestic and International Markets 9-Month Visitor Count

• June 2026 - Top 25 Domestic and International Markets 12-Month Visitor Count

• September 2026 - Top 10 Domestic and International Markets 6-Month Visitor Count

ONGOING VISITOR PROFILE SURVEY

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

The Research & Business Intelligence Division releases the Greater Miami & Miami Beach Visitor Industry Overview Annual Report, which provides information about major characteristics of overnight and day visitors. The GMCVB’s research partner conducts monthly surveys at Miami International Airport, Fort Lauderdale-Hollywood International Airport, local visitor centers, attractions and shopping centers throughout Miami-Dade County as well as online.

MONTHLY STATISTICS RELEASE

The reports listed below are statistics gathered every month from other sources that provide an outline of the Greater Miami & Miami Beach Visitor Industry.

TOTAL SEAPORT PASSENGERS

• PortMiami – Monthly Release

• Port Everglades – Monthly Release

HOTEL

OCCUPANCY – ROOM RATE –REVENUE PER AVAILABLE ROOM

• Miami-Dade Hotel Markets

• Top 25 U.S. Hotel Markets

• Top Florida Cities Hotel Markets

OVERNIGHT VISITORS – DOMESTIC, INTERNATIONAL AND FLORIDA RESIDENTS

• December 2025 - Release Q3 visitors

• March 2026 - Release Q4 visitors

• June 2026 - Release Q1 visitors

• September 2026 - Release Q2 visitors

• December 2026 - Release Q3 visitors

VISITOR INDUSTRY EMPLOYMENT

Employment in Accommodations and Food Services for Miami-Dade County is released on the third Friday of every month by the State of Florida.

PARTNERSHIP, BUSINESS DEVELOPMENT & EVENTS

The Partnership, Business Development & Events Division brings new partners to the organization and ensures that these partners receive exposure across GMCVB platforms. The division generates vital private sector revenue in support of GMCVB operations through partner dues revenue, event and program sponsorships, and in-house advertising sales. It also oversees the Miami Begins with Me customer service excellence program and Official Visitor Center partnerships.

To learn more, contact Partnership@GMCVB.com

PARTNERS & REVENUE

New Partners: 227

Combined New and Renewal Partner Revenue (PRIVATE REVENUE): $1.66M

Strategic Partnerships + Digital/Print Revenue (PRIVATE REVENUE): $119K

ONGOING/UPDATED PROGRAMS

Miami Begins with Me (MBWM) customer service excellence program

PARTNER EVENTS

Successfully executed 45+ partner training and networking events at a variety of partner locations, including:

• GMCVB Annual Meeting at the Hilton Miami Downtown

• GMCVB State of the Travel + Tourism Industry Meeting at Jungle Island

• GMCVB Annual Partner Planning Workshop at the InterContinental Miami

• Annual Partner Expo at Jungle Island (celebrated and supported Small Business Month)

Managed relationships with and opened two new Official Visitor Center locations

Generated new sponsors for Miami Spice Months, while further supporting program execution

REVENUE

Generate $1.73M in combined new and renewal partner revenue.

PARTNERSHIP BASE

Increase net partnership base by 60 new members to a total of 1,200 with a targeted focus on further enhancing onboarding programs and new partner recruitment efforts.

TARGET BUSINESS SERVICES MEMBERS

Develop targeted efforts to retain/attract Business Services members to further support the groups/meetings segment.

NEW HOTEL ENGAGEMENT

Ensure all hotels under development are engaged at the appropriate time to offer partnership and associated benefits to support successful openings and staff synergies. The team is currently tracking five key hotels scheduled to open in 2025/2026.

PARTNER RETENTION

Ensure a partner retention rate of 90%+ by enhancing account representative contact, utilizing the Partner Digital Tool Kit to further empower and engage with partners.

A new Official GMCVB Partner Window Cling will be created and mailed to all partners. A “You Have Been Visited” card will also be created and provided to GMCVB staff to leave behind when visiting partner locations.

TRAINING PROGRAMS

Continue to expand training programs in key priority areas, including Customer Service (Miami Begins with Me), Accessibility, an updated LGBTQ training course and Sustainability. This will leverage internal resources and partnerships with stakeholder organizations that have expertise in relevant areas.

NEW VISITOR CENTERS

Enhance visitor access to official destination information and guides with additional strategically placed visitor centers, including Coconut Grove, Doral and North Miami.

SMALL-BUSINESS PARTNER INITIATIVES

Work closely with the Multicultural Tourism & Development Department to further support new small GMCVB business partners to ensure they take full advantage of member benefits and are regularly engaged.

MARQUIS DEALS PROGRAMS

Work in tandem with the Digital Marketing team to oversee execution of and participation in the Miami Spice Restaurant Months and Miami Spa Months programs, and produce a 25 Years of Miami Spice Celebration Event. The Partnership team will continue to take responsibility for participation fee collection for these programs while continuing to sell program sponsorships.

PROMOTE EVENTS THROUGH SOCIAL MEDIA

Work closely with the Corporate Communications team to ensure there is content integration from the 45+ locally hosted GMCVB industry events, supporting partners on our Instagram channel to further amplify awareness and participation of our many events to GMCVB partners, the community and stakeholders.

ADVERTISING & SPONSORSHIP REVENUE

Generate additional private revenue through GMCVB print guide and website partner advertising placements and GMCVB program sponsorships.

PARTNERSHIP, BUSINESS

DEVELOPMENT & EVENTS

OCTOBER 2025

OVERVIEW OF ACTIVITIES

10/7 Miami Begins with Me / InterContinental Doral

10/8 GMCVB Networking Breakfast / Embassy Suites

10/15 GMCVB Networking Reception / Shelborne Hotel

10/22 GMCVB Networking Reception / The National Hotel Miami Beach

NOVEMBER 2025

11/6 GMCVB Annual Meeting / Fontainebleau Miami Beach Coastal Convention Center

11/19 GMCVB Networking Event / Waldorf Towers South Beach

DECEMBER 2025

12/3 GMCVB Networking Event / TBA

12/9 New Partner Orientation

12/10 Holiday Reception / Bayshore Club

TBA Miami Begins with Me Training / TBA

JANUARY 2026

1/14 GMCVB Networking Event / TBA

1/21 GMCVB Networking Reception / Nusr-Et Steakhouse Miami

1/28 GMCVB Networking Reception / Biscayne Bay Cruise

FEBRUARY 2026

2/4 GMCVB Networking Reception / Ciao Havana

2/11 GMCVB Black History Month Breakfast Networker / Oasis at Miami Gardens

2/17 New Partner Orientation (Virtual)

2/25 GMCVB Networking Reception / Double Knot Miami

MARCH 2026

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

3/2 Miami Begins with Me Training / TBA

3/4 GMCVB Networking Luncheon / InterContinental Doral

3/11 GMCVB Networking Event / TBA

3/18 GMCVB Networking Event / TBA

APRIL 2026

4/8 GMCVB Networking Event / TBA

4/15 GMCVB Networking Event / TBA

4/22 GMCVB Networking Event / TBA

MAY 2026

5/19 New Partner Orientation (Virtual)

5/20 GMCVB Networking Event / TBA

TBA Miami Begins with Me / TBA

TBA GMCVB Annual State of the Industry Presentation / TBA

JUNE 2026

6/10 GMCVB Networking Event / TBA

6/17 GMCVB Networking Event / TBA

JULY 2026

7/13 Miami Begins with Me Training / TBA

7/15 GMCVB Networking Event / TBA

7/28 New Partner Orientation (Virtual)

7/29 GMCVB Networking Event / TBA

TBA July Annual Partner Marketing Workshop / TBA

AUGUST 2026

8/5 GMCVB Networking Event / TBA

8/12 GMCVB Networking Event / TBA

8/24–26 Annual Partner Expo / TBA

SEPTEMBER 2026

9/15 Miami Begins with Me Training / TBA

9/16 GMCVB Networking Event / TBA

9/23 GMCVB Networking Event / TBA

TBA White Glove Award/ TBA

CORPORATE

COMMUNICATIONS & EXTERNAL AFFAIRS

The Corporate Communications & External Affairs Department plays a key role in strengthening the GMCVB’s brand by highlighting the quality-of-life benefits of tourism and the industry’s economic impact. The department also helps emphasize the need for tourism marketing, which ultimately makes Miami-Dade County an even better place to live, work, play and visit.

By proactively engaging with travel industry stakeholders, business leaders, local and regional influencers, and residents about our community’s number one economic engine, this department amplifies the message that everyone, everywhere, every day in Miami-Dade County benefits from a wide range of tourism activities. To learn more, contact CorpComm@GMCVB.com

COMMUNICATIONS AND EXTERNAL AFFAIRS

Surpassed targeted goal of South Florida media coverage of Miami Beach

BROUGHT TO YOU BY TOURISM CAMPAIGN

Via a PSA public affairs effort, generated more than 37M impressions for the Brought to You by Tourism campaign at discounted rates

MUNICIPAL PLAN OUTREACH AND ENGAGEMENT

Established quarterly cadence of outreach with municipal public information officers and participated in centennial committee meetings

BEACON COUNCIL PARTNERSHIP

Formalized official partnership with the Miami-Dade County Beacon Council to develop Brought to You by Tourism campaign story leads and sales leads for the GMCVB’s Convention Sales & Services Department

MIAMI DADE COLLEGE PARTNERSHIP

Formalized an agreement with Miami Dade College to secure Brought to You by Tourism student and alumni story leads

WHAT’S HAPPENING E-NEWSLETTER

Published the biweekly GMCVB executive newsletter to 6K subscribers, incorporating new enhancements that deliver an industry-leading 50% open rate and 12% click-to-open rate

SOCIAL MEDIA VIDEO CONTENT

Expanded on social media content and increased followers on LinkedIn and Instagram platforms

LinkedIn: Continued growth of 12%, from 16.2K in Sept. 2024 to 18.1K in Sept. 2025

Instagram: Secured 1.7K followers since July 2024 channel launch to Sept. 2025, a 249% increase

H.O.T. CHALLENGE GOLF TOURNAMENT

Publicized and supported the VIC’s H.O.T. Challenge fundraising goals

Improved on best-ever fundraising effort in organization history: $250K

CORPORATE

& EXTERNAL AFFAIRS

2025/2026 GOALS & STRATEGIC PRIORITIES

BROUGHT TO YOU BY TOURISM CAMPAIGN INITIATIVE

Launch an interactive digital Brought to You by Tourism “gamified” initiative in which residents/ stakeholders can learn about the quality-of-life benefits/impact of tourism and why supporting tourism marketing is so vital to our destination.

BROUGHT TO YOU BY TOURISM INFLUENCER COLLABORATIVE

Create a Brought to You by Tourism influencer collaborative. The influencers will conduct semi-scripted “man-on-the-street” Q&A multiple-choice interviews with Miami-Dade County residents on the quality-of-life benefits of tourism.

COMMUNITY PARTNERSHIPS – ELECTED LEADERSHIP VIDEO SERIES

Launch municipal tourism elected leadership video series that features mayors highlighting the tourism attributes of the 34 municipalities/13 districts in Miami-Dade County.

COMMUNITY PARTNERSHIPS – IMPACT FACT SHEETS

Create Miami-Dade County district tourism impact fact sheets in partnership with respective commissioner offices.

ENHANCE PATRONAGE OF CORPORATE COMMUNICATIONS

SOCIAL MEDIA PLATFORMS

Develop an expanded local social media content strategy aligning under key pillars and incorporating new video content.

WHAT’S HAPPENING E-NEWSLETTER ENHANCEMENTS

Grow the subscriber base for the biweekly executive “What’s Happening” executive newsletter, building on current content and distribution strategies to further increase readership, open rates and audience engagement.

NOTE: Overview reflects major scheduled activities based on the planning process. Additional activities are considered throughout the year and others are subject to change.

OVERVIEW OF ACTIVITIES

ONGOING

The Corporate Communications & External Affairs Department produces the biweekly “What’s Happening” e-newsletter. This keeps GMCVB partners and stakeholders informed about the latest happenings and activities of all divisions at the GMCVB.

OCTOBER 2025

10/21–23 Destinations International Advocacy Summit / Sacramento, CA

NOVEMBER 2025

11/6 Greater Miami Convention & Visitors Bureau Annual Meeting / Miami Beach, FL

JANUARY 2026

1/26 Florida Tourism Days

FEBRUARY 2026

2/10–11 Miami-Dade County Days / Tallahassee, FL

FINANCE & ADMINISTRATION

The Finance & Administration Department is responsible for the GMCVB’s Finance & Accounting, Human Resources, Information Technology and Facility Management divisions.

The team’s primary purpose is to provide a solid foundation of support to the organization, specifically the Sales & Marketing departments, to allow them to carry out the Bureau’s mission and annual Program of Work.

The F&A Department also manages the annual H.O.T. Challenge golf tournament, which raises money for the VIC scholarship program.

To learn more, contact FinanceAdministration@GMCVB.com

2024/2025 HIGHLIGHTS

FINANCE & ACCOUNTING

• Achieved 34th consecutive clean audit with no management letters

HUMAN RESOURCES

• Continued ongoing staff training and development initiatives

• Provided onsite CPR & AED Certification training to maintain employee safety preparedness and workplace emergency standards

• Expanded functionality tools available through the UKG Payroll and Human Resource platform to include employee PTO tracking and the Performance Review application

INFORMATION TECHNOLOGY

• Continued maintenance and support of GMCVB infrastructure, including all cloud-based applications, security systems and the latest audio/visual tools

• Introduced ongoing Security Awareness training for GMCVB end users

• GMCVB Helpdesk serviced over 300 tickets in support of staff IT needs

GMCVB EXTRANET

• The GMCVB Extranet is available to all GMCVB partners, providing service account management and a lead management portal

• Over 100 ongoing live virtual Extranet classes were offered via Zoom

• Launched new online version of GMCVB Extranet e-Guide, which offers a library of 17 topic pages, most with video tutorials, which have been viewed over 10K times

ANNUAL H.O.T. CHALLENGE GOLF TOURNAMENT

• Hosted the 32nd Annual H.O.T. Challenge golf tournament, attracting 255 players and guests

• Raised a record $250K to support the VIC scholarship program

FINANCE & ADMINISTRATION

2025/2026 GOALS & STRATEGIC PRIORITIES

GMCVB STAFF TRAINING

Enhance and expand technical training programs, incorporating advanced modules for Microsoft Office Suite (Word, Excel, PowerPoint), Adobe and emerging tools relevant to departmental needs. Introduce specialized training tracks for Sales, Communications and IT staff, focusing on industry-specific software and skills to boost efficiency and innovation. Implement quarterly skill assessments to tailor training content and ensure measurable improvement across all GMCVB departments.

IMPLEMENTATION OF SUSTAINABLE PROCEDURES

Continue to expand paperless operations, including payroll, accounts payables, performance review, employee attendance reporting and new hire onboarding. Expand ACH payment adoption to staff and vendor transactions, streamlining financial operations and reducing processing times. Introduce eco-friendly IT practices, such as energy-efficient hardware and cloud-based solutions, to reduce the department’s environmental footprint.

H.O.T. CHALLENGE GOLF TOURNAMENT

Host the 33rd Annual H.O.T. Challenge golf tournament, aiming to surpass the previous record of $250,000 for the VIC scholarship program. Increase event participation through targeted outreach and enhanced marketing efforts.

GMCVB AWARDS & RECOGNITION

Greater Miami Convention & Visitors Bureau teams and employees received numerous awards and accolades this year for their dedication to promoting the destination. The destination as a whole was also recognized.

MARKETING, ARTS, SPORTS, MULTICULTURAL & LGBTQ

John Copeland – Director, Arts & Culture Tourism

• Florida Attractions Association Outstanding Associate Member of the Year

Amanda C. Ford – Manager, Sports & Entertainment Tourism

• Miami Beach Chamber Badass Woman of the Year Finalist

Connie Kinnard – Sr. Vice President, Multicultural Tourism & Development

• Women in Power Honoree by Glitz & Girlpower

• Miami-Dade County School Board Recognition & Proclamation

Herlinda Lombardi – Program Manager, Multicultural Tourism & Development

• Ford Motor Company’s Mujeres Legendarias

Gisela Marti – Sr. VP, Tourism & Marketing

• International Women’s Day Achievement Award

Mat Ratner – Director, Sports & Entertainment Tourism

• Florida Sports Foundation (FSF) Sports Tourism Professional of the Year

Dan Rios – Director, LGBTQ Tourism Marketing

• Legends Honors Award / Best LGBTQI+ Leader

• Tourism Professional of the Year Nomination

TRAVEL INDUSTRY SALES

Debra Lee – Director, U.S., Canada and Cruise Niche, Travel Industry Sales

• TravelPulse’s Most Influential Women in Travel

TRAVVYs Nomination

• Best Travel Agent Academy Program

ADVERTISING, EVENTS & MARKETING COMMUNICATIONS

Flagler Awards

• Best in Show: Spring Campaign

• Best Integrated Marketing Campaign: Spring Campaign

• Integrated Marketing Campaign: Breaking Up With Spring Break

• Out-of-Home: Find Your Miami

• Specialty Marketing: Find Your Play

Global Influencer Marketing Awards Finalist

• @VisitMiami’s Instagram Growth/Creator Collective

HSMAI Silver Award

• Find Your Voice Social Media Campaign

Platinum PR News Awards

• Best Use of Social Media

MEETINGS & CONVENTIONS

Smart Meetings Smart Stars

• Best CVB/DMO

Miami Beach Convention Center

• Best Convention Center U.S. & Other Venues – Skift IDEA

• Venue Excellence Award – IAVM

• Centers of Excellence Award – Exhibitor Magazine

• Prime Site Award – Facilities & Destinations

• Distinctive Achievement Award – Associations, Facilities and Destinations

• Silver Stella Award – Northstar Meetings Group

• Green Key Meetings Certificate – 4 Keys Rating by Green Key Global

BUREAU-WIDE

Fired Up!

• Culture Achievement Award

TRAVVYs Nomination

• Best Tourism Board

DESTINATION-WIDE

Burson

• Top Sports Destinations in the World (8th)

Food & Wine Magazine

• Top U.S. Cities for Food & Drink (7th)

• Top U.S. Cities for Pastry (7th)

• Top U.S. Cities for Coffee (8th)

• Top U.S. Hotels for Food and Drink (The Setai – 8th)

• Top U.S. Airports for Food and Drink (MIA – 9th)

• Top U.S. Restaurants (Sunny’s – 13th)

Google’s Year in Search

• Top Trending Searches (3rd)

Newsweek

• Best Outdoor Music Festivals (Jazz in the Gardens Music Fest – 10th)

Resonance

• Top 100 Cities in America (6th)

Rolling Stone Magazine Travel Awards

• Best Music Cities in America

Travel + Leisure

• Best City in the U.S. for Food Lovers

• Top U.S. Honeymoon Destination (Miami Beach)

Travel Weekly Reader’s Choice Award

• Best U.S. City Finalist

TRAVVYs Nominations

• Best City, Domestic

• Best Culinary Destination

• Best Honeymoon Destination

Trekaroo

• Most Accessible U.S. Cities (Miami Beach – 11th)

Tripadvisor Travelers’ Choice Awards

• Best of the Best U.S. Destinations (Miami Beach – 17th)

World Travel Awards – North America

• North America’s Leading City Destination (Miami Beach)

• North America’s Leading Cruise Port (PortMiami)

COMMUNITY IMPACT

Tourism is vital to Miami-Dade County’s economy. Spending by visitors supports jobs for local residents and generates tax revenue that supports services for locals.

In addition to attracting visitors and conventions to bolster this revenue, the GMCVB is committed to working with local community groups to make Greater Miami & Miami Beach an even better place to work, live and play.

The GMCVB’s commitment to community is tied to embracing strong pillars of support for organizations involved in everything from small business development, arts and culture, and youth sports to social service organizations, educational institutions and more.

TOURISM’S ECONOMIC IMPACT

• More than 28M individuals visited Miami-Dade County in 2024. The vast majority stayed overnight (71%) and were visiting for leisure purposes.

• Almost half (46%) of all visitors were from other U.S. states (domestic), followed by Florida residents (31%) and international (23%).

• Tourism played a significant role in Miami-Dade County’s 2024 economy with visitor spending on lodging, food and beverage, retail, transportation and entertainment contributing $22B in revenue.

• Direct spending was 4% above 2023 and 23% over 2019.

• Tourism accounted for approximately $31B in overall economic output and over $20B in Gross Domestic Product (GDP), representing 9% of Miami-Dade County’s total GDP.

• Direct impacts account for two-thirds of the industry’s impact on Miami-Dade County GDP.

• Tourism accounted for 209K jobs in 2024 (10% of all Miami-Dade County jobs).

• Tourism drove $12B in wages.

• Tourism generated $5.2B in combined annual tax revenues for county, state and federal coffers.

• Miami-Dade County and state of Florida annual tax revenues accounted for $2.2B of the combined annual tax revenue, resulting in tax savings of more than $2.2K per household (or $787 per person living in the county).

Integrated Insight – Source: IMPLAN 2023 Data / 2024 Spending for model region Miami-Dade County.

TOURISM CARES

The GMCVB partners with Tourism Cares to connect travelers with impactful local organizations through the Meaningful Travel Map. In 2025, Greater Miami & Miami Beach welcomed the Meaningful Travel Roadshow, providing visitors and industry leaders with opportunities to engage directly with community impact partners.

AUTISM CERTIFICATION (IBCCES)

The GMCVB expanded certification training with the International Board of Credentialing and Continuing Education Standards (IBCCES) to include visitor centers, emphasizing the organization’s commitment to accessibility and inclusive travel. The Miami Children’s Museum proudly achieved certification from IBCCES, demonstrating its dedication to serving autistic and sensory-sensitive visitors with specialized staff training and accommodations.

GMCVB & EXPEDIA GROUP MONTH OF CARING

In September 2025, the GMCVB collaborated with Expedia Group for its 14th Annual Month of Caring program. The focus was on sustainability and community support. GMCVB employees and partners volunteered with Feeding South Florida, Miami Rescue Mission, Miami Learning Experience School, Clean the World and International Coastal Cleanup Day at MacArthur Causeway.

SUSTAINABILITY (GREEN KEY GLOBAL)

The GMCVB is engaging with 100 hotel partners to pursue Green Key Global certification, with 19 hotels currently certified. This program showcases partners’ sustainable practices, enhances environmental stewardship, attracts eco-conscious guests, and expands meeting opportunities with planners seeking verified green venues. Notably, the Miami Beach Convention Center achieved a 4 Green Keys rating.

ACCESSIBILITY (WHEEL THE WORLD)

The GMCVB partnered with Wheel the World to verify accessibility details with more than 30 local hotels, attractions, visitor centers and the Miami Beach Convention Center, helping travelers with all disabilities confidently explore Greater Miami & Miami Beach. This partnership also launched a dedicated accessibility campaign to help visitors plan their next Miami adventure with ease.

CORPORATE PARTNERS

The Greater Miami Convention & Visitors Bureau thanks the following organizations for their continued corporate-level partnership.

To learn about becoming a corporate partner, contact Partnership@GMCVB.com

Adrienne Arsht Center for the Performing Arts of Miami-Dade County arshtcenter.org

American Airlines aa.com

Azamara Club Cruises azamara.com

Bank of America bankofamerica.com

Baptist Health South Florida baptisthealth.net

Berkshire Hathaway HomeServices EWM Realty ewm.com

Blacklane North America, Inc. blacklane.com

Brickell City Centre brickellcitycentre.com

Carnival Cruise Line carnival.com

Celebrity Cruises celebritycruises.com

The Dana Agency thedanaagency.com

Estiatorio Milos estiatoriomilos.com

Expedia Group expediagroup.com

Faena District faena.com

First Horizon Bank firsthorizon.com

Florida Power & Light Co. fpl.com

Greater Miami & the Beaches Hotel Association gmbha.com

Greater Miami Chamber of Commerce miamichamber.com

Greenberg Traurig PA gtlaw.com

Grove Bay Hospitality Group grovebaygroup.com

Hard Rock Stadium hardrockstadium.com

Homestead-Miami Speedway homesteadmiamispeedway.com

Inter Miami CF intermiamicf.com

Major Food Group majorfood.com

Miami Design District miamidesigndistrict.net

Miami Herald Media Co. / El Nuevo Herald miamiherald.com

Miami International Airport miami-airport.com

Miami Marlins mlb.com/marlins

Miami New Times miaminewtimes.com

The Miami-Dade Beacon Council beaconcouncil.com

Miami’s Community Newspapers communitynewspapers.com

Miccosukee Tribe of Indians of Florida miccosukee.com

MSC Cruises msccruisesusa.com

Norwegian Cruise Line ncl.com

Oceania Cruises, Inc. oceaniacruises.com

Outfront Media outfrontmedia.com

Phillip and Patricia Frost Museum of Science frostscience.org

PortMiami miamidade.gov/portmiami

RBB Communications rbbcommunications.com

Regent Seven Seas Cruises rssc.com

Royal Caribbean Group royalcaribbean.com

SP+ A Metropolis Company spplus.com

Suviche Hospitality Group suviche.com

Taco Bell Cantina, Miami Beach livingmas.com/cantina

Vida & Estilo Hospitality Group vehospitality.com

VMLY&R vmlyr.com Waymo waymo.com