Welcome Members of the Marketing Committee September 10, 2025
Suzette Espinosa Fuentes
Vice President, Communication
Adrienne Arsht Center for the Performing Arts
Marketing Committee Chair
President's Message
Miami-Dade County Hotel Performance
Miami-Dade County Hotel Performance
Miami-Dade County Hotel Performance
Miami-Dade County Hotel Performance
Thursday, November 6, 2025
3 p.m. - 5 p.m. reception to follow
Coastal Convention Center
Fontainebleau Miami Beach 4441 Collins Avenue
Miami Beach, Florida 33140
• Industry Performance
• Highlights of Summer Efforts
• FY25/26 Planning
• Open Discussion
Industry Performance
Top US Hotel Markets Hotel Performance:
MIA Domestic & International Arrivals: Jan - Jul 2025
& Weekly
Weekly Total Arrivals
% YOY
Q1/Q2 2025 Miami-Dade County Total Visitation
(1,000s)
Miami-Dade County VISA Card Spend: Q1/Q2 2025
Miami-Dade Regional Hotel Performance: Past 28 Days
Source: STR, as of August 30, 2025
Miami-Dade County – Reserved Hotel Occupancy
This year Last year
Highlights of Summer Efforts & What's Ahead
Marketing Communications – Summer Highlights
Marketing Communications – Summer Highlights
Marketing Communications – Summer Highlights
Marketing Communications – Summer Highlights
70M impressions
Marketing Communications – Summer Highlights
Impressions: 9.4B (already quadrupled)
Impressions: 1.68B (tripling from last year)
Marketing Communications – Summer Highlights on Social
Marketing Communications Earned Media Goals
Miami Spa Months
• Total Participants: 38
• First Time Participants: 8
• Neighborhoods Represented: 13
• Signature Spa Experiences: 8
o 2025 Web Page Sessions: 12K
o 2024 Web Page Sessions: 4.8K
§ 156% Increase in 2025
• Miami Spa Months Web Page Sessions
o July - August 2025: 109K
o July – August 2024: 85K
§ 25% Increase in 2025
Marketing Communications Earned Media Goals Miami Spice Restaurant Months
• Total Participants: 387
• Highest restaurant participation
• 6% participation increase this year
• First Time Participants: 119
• Neighborhoods Represented: 34
• MICHELIN Restaurants: 22
o One Star: 4
o Bid Gourmand: 3
o Recommended: 15
• Signature Dining Experiences: 20
• Web Page Sessions
o August 2025: 257K
o August 2024: 211K
o 21.47% Increase in 2025
• Search Optimization
• Enhanced web page filters
Miami Spice Restaurant Months
Flighting: 07/18/2025 - 09/30/2025
Markets: Tri-County and Florida Drive Markets
Channels: Search / OOH/ Paid Social
Media / Display / DOOH / Email
Impressions: 20.6M Impressions*
Restaurant Visits: 14.4K
*Impressions through 8/31
Meet in Miami and Miami Beach
Launch Date: 10/01
Markets: LA, Houston, Atlanta , DC, Chicago, Orlando, FLL, Tampa, Vegas, Philadelphia, San Francisco, NYC
International: UK, Canada and Mexico
Channels: Display, Linkedin and Meta, Trade Publications, Industry Partnerships, Search, Email, Event and OOH
Strategy supported by key trade shows presence and activations at:
• PCMA Convening Leaders (Jan)
• IMEX Frankfurt (May)
• MPI WEC (June)
• The Meetings Show (June)
• IBTM Americas (Aug)
• ASAE (Aug)
• Connect (Aug)
• IMEX Americas (Oct)
• IBTM World (Nov)
NEW Program - Fall for the Arts
Objective
Ignite local pride in Greater Miami’s arts scene by driving attendance, inspiring long-standing investment, and growing memberships across museums, galleries, and performing arts venues.
Target Audience: Art Aficionados
● Tri-County residents & Florida drive-market visitors within 150 miles
● Culturally engaged, HHI $50K, age 25+
● Affluent locals & high-value cultural travelers
Flight Dates: October 1 - December 7
Channels: Streaming radio, display, digital OOH, paid social, search, rack cards, Art/Culture magazine, SFCA concierges
Performance metrics
● Primary: Foot traffic to participating cultural venues
● Secondary: Site traffic, CTR%, engagement
Website Performance Metrics
Marketing Communications Performance Metrics
Advertising Performance Metrics
Note: Actuals include Adara and Expedia data through August 2025; Hotel Bookings reflect Adara only.
FY25/26 Priorities
Marketing – Strategic Priorities
INTRODUCE A REFRESHED BRAND PLATFORM
Create and roll out a refreshed brand framework that unifies messaging and supports all organizational communications, ensuring consistency and impact across channels.
STRENGTHEN GROUP BUSINESS OUTREACH
Expand marketing initiatives aimed at the meetings and conventions sector to boost destination’s appeal by elevating awareness, generating stronger demand and increasing the destination’s consideration among group planners.
LEVERAGE MAJOR EVENTS FOR GLOBAL VISIBILITY
Capitalize on the worldwide spotlight from marquee sports and music events in 2025 and 2026, along with other key tentpole moments, to position Greater Miami as a must-visit destination and draw new visitors.
ATTRACT HIGH-VALUE VISITORS
Build on current efforts to continue to attract affluent and high-spending travelers with refined and targeted marketing initiatives. Continue to align with premium partners who share the same target audiences.
FOSTER BRAND CONNECTION AND ENGAGEMENT
Leverage user-generated content that aligns with our content strategy, catering to diverse audiences and interests. Harness social conversations to strengthen brand engagement and continue to grow our follower base across key social media platforms.
Marketing Communications – Strategic Priorities
DEEPEN INTEGRATED STORYTELLING
Continue to expand the Creator Collective into a fully integrated content engine that fuels earned media, social channels, and web platforms. Flagship and tentpole events will serve as narrative anchors, supported by unified story packages that maximize amplification across all channels.
ELEVATE DATA-DRIVEN DECISION MAKING
Our focus will expand beyond growth metrics to impact metrics, measuring audience quality, and engagement. Bringing together earned, owned, and social performance for a holistic strategy .
ADVANCE LOCAL-TO-GLOBAL PARTNERSHIPS
Deepen neighborhood and municipal storytelling to highlight the multiple and diverse range of experiences while aligning with partner priorities. These authentic community stories will be elevated through local, national and international campaigns, reinforcing our unique identity and competitive edge.
MAXIMIZE GLOBAL EVENT PLATFORMS
Mega and iconic events will be leveraged as once-in-a-generation megaphones. Integrated campaigns across PR, social, and owned platforms will further reinforce our destination as the global intersection of sports, entertainment and culture.
STRENGTHEN MEETINGS & CONVENTIONS LEADERSHIP
With the announcement of the Grand Hyatt headquarter hotel connected to the Miami Beach Convention Center, we will take a bolder B2B communications approach. Press conferences at major industry events, supported by digital and social storytelling, will position our conventions and meetings product as a premier destination, reinforcing its dual role as both a leisure capital and a business powerhouse.
Web – Strategic Priorities
Visitor Growth
Increase the number of visits to MiamiandMiamiBeach.com, driving more travelers to explore the destination online and ultimately convert interest into overnight stays.
Deeper Engagement
Enhance the quality of time visitors spend on the website by creating new content and optimizing navigation and design to encourage users to explore more pages and interact with partner businesses.
Partner Visibility
Expand opportunities for GMCVB partners by increasing the volume of partner referrals, generating stronger connections between visitors and local businesses.
Email Automation
Enhance the GMCVB’s customer database to deliver relevant messages throughout the visitor journey. Refine newsletter sign-ups to include interest categories, ensuring communications resonate with travelers.
Let’s Hear from You!
Where do you see the greatest opportunity to grow our tourism and hospitality economy in the year ahead?
The Slido app must be installed on every computer you’re presenting from
What is the biggest challenge you anticipate in the year ahead?
The Slido app must be installed on every computer you’re presenting from
What’s one idea or priority you’d like us to keep top of mind as we continue to shape the year ahead?
The Slido app must be installed on every computer you’re presenting from
Next Marketing Committee Meeting
Thursday, January 15, 2026
Thank you
Addendum
Convention Sales – Strategic Priorities
HQ Hotel
Establish a 5-year foundation (2028 - 2032) with the Hyatt/Hyatt NSO/MBCC team, including a financial campaign to secure immediate business for 2028-2032.
Marketing
Align sales and marketing efforts to attract new business.
Strategic Partnerships
Increase visibility and marketing through following channels:
PCMA, ASAE , MPI, Maritz, Conference Direct, BCD, HB, & American Express
Vertical Campaign
Develop white papers to drive market segmentation in areas like Medical and FinTech.