Sunshine Matters

In the last few weeks, VISIT FLORIDA has coordinated three separate familiarization (FAM) tours bringing international travel trade and media from Canada, Germany and Australia to the Sunshine State.  VISIT FLORIDA teamed up with our Destination Marketing Organizations (DMOs) and other Florida industry Partners in hosting these trips, which allow foreign journalists and other international trade representatives to experience first-hand the wide variety of travel experiences our state has to offer and, in turn, relay that information to their clients and  readers.

Keeping trade and media up-to-date on what’s new in Florida is a win-win for all involved.  FAMS are a great marketing resource for both our clients and host destinations since they allow them to build product  knowledge of the destinations, as well as build relationships among each other.

During the first event, VISIT FLORIDA hosted five targeted journalists from Canada on a “Florida for Foodies” FAM to Fort Lauderdale, Palm Beach and Delray Beach.  The journalists took full advantage of the opportunity to experience authentic food and culinary arts specific to these Florida destinations, as well as spend quality time with several award-winning chefs from the area.

Canada is an important market for VISIT FLORIDA, with the country ranked No. 1 for both international visitation to Florida and visitor spending.  More than 3.6 million Canadians either drove or flew to the Sunshine State in 2012, spending over $4.3 billion.

The second FAM VISIT FLORIDA coordinated brought five journalists from Germany to tour St. Petersburg, Clearwater, Treasure Island, Crystal River and Tampa.  The “Old Florida – New Florida” FAM allowed the media to experience for themselves the rich art and culture of the area.  One of the highlights for the journalists was having the opportunity to swim with the manatees in Crystal River.

Europe was once again the top region for overseas visitors to Florida in 2012, accounting for over 3 million visitors. Germany is a vital European market for VISIT FLORIDA, ranking No. 7 for visitation to Florida and No. 10 in visitor spending last year.

For the third FAM tour, VISIT FLORIDA teamed up with Brand USA, Quantas Airlines, Visit Orlando and the Greater Miami Convention & Visitors Bureau to bring 11 Australian travel trade and media to Florida.  A few of the off-the-beaten-path highlights of this FAM for the agents and media included an airboat ride through Boggy Creek and taking in the nightlife at a revitalized Church Street Station.

I would like to thank all the sponsors and those who worked with the CVBs to host these three incredible FAMs.  The travel trade and media in attendance all had wonderful experiences in the Sunshine State that they can now share first-hand with their clients and readers back home.

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