VISIT FLORIDA Official Media Newsroom

Topic: Corporate Information

Selling the Sunshine: 42nd Annual Governor’s Conference on Tourism-New 24-hour Format Designed to Save Time and Money

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FOR IMMEDIATE RELEASE: August 4, 2009

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TALLAHASSEE, Fla. (August 4, 2009) — The 42nd Annual Governor's Conference on Tourism will be held August 23-24, 2009 at the Fontainebleau Miami Beach resort. The Governor's Conference provides the opportunity for members of the travel industry from across Florida to learn the latest in marketing strategies, receive critical research data and share best practices.

“In response to recommendations from the industry, the Governor’s Conference has been completely re-designed to help maximize attendee benefits,” said Ed Fouché, Chairman of the VISIT FLORIDA® Board of Directors and Senior Vice President of Travel Industry Sales for Disney Destinations, LLC. “The condensed nature of this year's conference makes it more economical to attend, while still offering powerful hands-on marketing solutions for destination marketing.”

The theme of this year’s conference is “Selling the Sunshine,” which speaks to the Florida tourism industry’s focus on maintaining a competitive edge in marketing the Sunshine State. VISIT FLORIDA staff will be on hand to coach, advise and answer questions in open formats regarding Public Relations, Advertising, Promotions and Sales. VISIT FLORIDA’s integrated marketing plan for the new fiscal year also will be presented, including a sneak preview of the new advertising creative developed by DDB Miami, its new general advertising agency.

“VISIT FLORIDA’s marketing plan is optimized to help our Partners with the marketing and sales functions that create and add value,” said Chris Thompson, President and CEO of VISIT FLORIDA. “Our goal is to deliver the right message, through the right medium, to the right audience, at the right time in order to maximize the economic impact of travel to and within Florida.”

The conference also will feature renowned researcher, Richard Florida, who will explore the ability to maximize bottom lines for crucial long-term success. Special achievements of the tourism industry also will be recognized.

As the state’s number one industry, tourism is responsible for welcoming more than 80 million visitors each year, which results in over $60 billion in taxable sales revenue and employs in excess of 1 million Floridians. For every $1 spent on tourism marketing, VISIT FLORIDA – the state’s official tourism marketing corporation – generates more than $55 in tourism spending and $3 in new sales tax collections, paid by visitors, not residents. VISIT FLORIDA promotes tourism to Florida through sales, advertising, promotions, public relations, new product development and visitor services programs. As a public/private partnership VISIT FLORIDA has more than 3,100 tourism industry Partners and major strategic alliances with American Express Travel Related Services, AirTran Airways, Disney Destinations, Dollar Rent A Car, The Hertz Corporation, SeaWorld Parks & Entertainment and Universal Orlando. To learn more about VISIT FLORIDA, visit www.VISITFLORIDA.org.