Sunshine Matters

Ranked fifth among countries for international visitation to the Sunshine State in 2015, Colombia is an important global market for VISIT FLORIDA.  To ensure Florida stays top of mind for in-country travel trade, media and consumers, our International Sales & Market Development team recently completed a two-month activation program consisting of travel agent training workshops, a Florida Section at the 35th edition of ANATO, and a two-day on site sales activation in Bogota following the show with 11 of our Florida Industry Partners.

Last year, an estimated 598,000 Colombians traveled to Florida, spending more than $780 million while visiting.  Many cities in Colombia currently have direct service into Miami, Fort Lauderdale and Orlando, as well as numerous flight connections throughout the state.

In the two months leading up to ANATO, VISIT FLORIDA ran a promotion with American Airlines, Avianca, Copa Airlines and LAN for a trip to Florida. The airlines in turn offered special airfare rates to Florida specifically for Saturday and Sunday travel.

Next, the international team participated in Vitrina de ANATO in Bogota.  This event is the country’s largest travel trade show hosted by the Colombian National Association of Travel and Tourism.  With more than 37,000 travel agents, tour operators, airline and cruise representatives, journalists, students and consumers in attendance, VISIT FLORIDA and our Partners were able to share information about the statewide tourism product and offer details on individual destinations.

The Colombia activation, which was done in partnership with Ultra Viajes Group, took place immediately after the show at the Retiro Shopping Center in Bogota.  This was a comprehensive program that included training through webinars, promotions and incentive rewards to the travel agents via GoTravelRes, promotions to the consumer via DestinoJet and a Florida Fair at the mall selling direct to the consumer.  After the two days at the mall, DestinoJet reported $35,000 in incremental sales with several groups and individual sales still pending.  The mall remained branded for a week and Florida specials are still being promoted.

Many thanks to our Partners who participated with us at ANATO, including Discover the Palm Beaches, American Executive International and the Greater Fort Lauderdale CVB, as well as their partners Sawgrass Mills, Crowne Plaza Hollywood Beach and Rodeway Inn & Suites.  The mall activation program was incredibly successful with 11 Partners joining us, including Discover the Palm Beaches, the Greater Fort Lauderdale CVB, the Greater Miami CVB, Visit Tampa Bay, Visit St. Petersburg/Clearwater, Experience Kissimmee, SeaWorld Parks & Entertainment, Universal Orlando Resorts, the Kennedy Space Center Visitor Complex, Hertz and Macy’s.

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