Sunshine Matters

Today the VISIT FLORIDA board of directors accepted my resignation as President and CEO, allowing me to assume the same position at Brand USA, effective November 1, 2012.  These announcements begin new chapters for each organization and for me.

We owe much to the founding fathers of VISIT FLORIDA.  Several are my mentors and the greatest examples of the statewide, industry-driven nature of our public/private partnership with the state of Florida.  Beginning with their leadership and since, together, we have established a cooperative destination marketing organization that is the envy of our peers.

I will leave the Florida tourism industry and VISIT FLORIDA in great places – both are healthier than they’ve ever been.  Last year brought record visitation and spending.  Our industry’s advocacy platform has never been stronger.  VISIT FLORIDA’s credibility, trust and value proposition have never been greater.

I will also leave you in great hands.  Our volunteer leadership, through councils and committees rolling up to our board of directors, is committed and engaged.  Will Seccombe is ready, willing and able to lead the most creative, innovative and passionate professional staff and vendor partners to even greater levels of thought leadership and cutting-edge programs that truly make a difference in the way you and we do business.

Brand USA is a defining opportunity for our nation’s tourism industry to achieve comparable levels of success in partnership with the federal government.  October 1, 2012 begins the third of five years of initial authorization.  I am honored by the opportunity to build and lead a world-class organization that will increase the economic benefits and impacts of international visitation to and throughout the United States.

Finally, I choose not to view my departure as “walking away” from VISIT FLORIDA and the state’s tourism industry.  Instead, I choose to view my departure and arrival at Brand USA as a new opportunity for collective success.  Since one in five international visitors already travel to Florida, Brand USA’s success will be Florida’s success.  So please activate and engage with both organizations.

Thank you for your support over all these years.

Together, we will always be VISIT FLORIDA!