Sunshine Matters

To leverage international travel trade already visiting the Sunshine State to attend Florida Huddle, VISIT FLORIDA organized five highly successful pre- and post-familiarization (FAM) tours of several Florida destinations.  Co-hosting these FAMs with local CVBs and other tourism businesses allowed key international travel trade representatives to experience for themselves all that Florida has to offer so they can share their personal experiences with clients back home.

In the days leading up to Florida Huddle, 27 tour operators and buyers from Germany, China, the U.K. and France who package tours to Florida participated in specialized FAMs based on their interests.  To aid them in adding new items to their Sunshine State itineraries, VISIT FLORIDA arranged for the German group to visit sites in  Miami, Key Largo and Fort Lauderdale, while the groups from the U.K. and France took in sites in Miami, Bradenton and Sarasota and the China group toured sites in Miami.

In the week following Florida Huddle, the eight participants in the China group continued their FAM tour in Orlando and St. Petersburg/Clearwater, while a new group of tour operators from India visited sites in Fort Lauderdale, Tampa and Orlando.  VISIT FLORIDA also hosted a post-FAM tour in Miami and the Florida Keys & Key West for a group of international travel media.

In addition to taking the FAM groups to well-known Florida attractions, VISIT FLORIDA placed a focus on showing off unique, low-key travel experiences as well.  Here are a few examples:

• During the pre-Huddle FAM, the China tour operators experienced a culinary walking tour on Miami Beach which included different meals from multiple restaurants; they learned first-hand about Florida craft beers and wines as part of a behind-the-scenes tour of Schnebly Redland’s Winery and Brewery in Homestead; and had the chance to pick and eat fresh strawberries at Sam & Philly’s U-Pick and Market.
• As part of their post-FAM tour, the China group stayed at the new retro-themed Cabana Bay Beach Resort at the Universal Orlando Resort.  The group then visited the Innisbrook Resort and Golf Club in Palm Harbor where they had an opportunity to play glow-in-the-dark golf.
• The U.K./France tour operators had dinner at the brand new Corsair Restaurant at Turnberry Isle Miami and met owner and award-winning chef Scott Conant.  The group also visited the Mixon Fruit Farm where they toured the facilities, had breakfast and watched the juicing process.
• In Orlando, the India FAM group experienced the unique and thrilling new iFLY Orlando, which is a 12-foot, open flow, 1,000 horsepower vertical wind tunnel that simulates skydiving.

A few of those on the trade FAM also took part in the annual Travel Women International Golf Society (TWIGS) charity golf tournament and awards dinner.  TWIGS, now celebrating their 26th anniversary, organizes the special event for leading international and domestic tour operators and travel professionals in association with Florida Huddle each year.  VISIT FLORIDA hosted a luncheon following the golf tournament for more than 100 participants, including 50 qualified buyers.

Special thanks to our hosts: Greater Fort Lauderdale CVB; Visit Orlando; Greater Miami CVB; Visit St. Petersburg/Clearwater; The Florida Keys and Key West; Naples, Marco Island, Everglades CVB; Visit Tampa Bay; Sarasota County CVB; Bradenton Area CVB; Universal Orlando Resort; SeaWorld Parks and Entertainment; Disney Destinations and all other Partners who contributed to making the FAMs a huge success.

To learn more about our many international travel trade outreach opportunities, please check out the VISIT FLORIDA Marketing Planner or contact me at bbryant@VISITFLORIDA.org.