EXECUTIVEDIRECTOR EmanuelJ.Perry
561-233-3130
2195SouthernBlvd.,Suite500 WestPalmBeach,FL,33406 discover.pbc.gov/touristdevelopment
LEADERSHIP
(lefttoright,frontrow)ViceMayorSaraBaxter,MayorMariaG.Marino,Commissioner MariaSachs,(lefttoright,backrow)CommissionerGreggK.Weiss,Commissioner BobbyPowellJr.,CommissionerMarciWoodward,andCommissionerJoelG.Flores
TOURIST DEVELOPMENT COUNCIL BOARD OF DIRECTORS COUNTY ADMINISTRATION
(fromtoplefttoright)
MayorMariaG.Marino(Chair), JimMostad(ViceChair), CommissionerChristinaLambert,ElenaPeroulakis, DanielHostettler,DeputyVice-MayorRobLong,DonaldP Dufresne,Esq.,DavickaNicoleThompson,MabelMelton B O A R D O F C O U N T Y C O M M I S S I O N E R S
CountyAdministrator, VerdeniaC.Baker
AssistantCountyAdministrator, Dr.IsamíC.Ayala-Collazo
TDC STAFF
VannetteYouyoute,FiscalManager JoanHutchinson,Contracts&Grants ColtonHearn,Finance PatriciaRamirez,Administration
LETTER FROM THE EXECUTIVE DIRECTOR
EMANUEL J. PERRY
Palm Beach County has achieved a historic milestone,welcomingarecord9.9millionvisitors this past year. This remarkable level of visitation generated an impressive $10.5 billion in economic impact, reinforcing tourism as one of the most vital pillars of our local economy. These efforts help support more than 96,000 jobs across the county. Sustainability and long-term growth remain a priority as we invest $10.5 million in beach renourishment, preserving our coastlineforvisitorsandresidentsalike.
Our destination continues to shine through its diverse offerings. The arts and cultural sector drew nearly 4 million attendees, reflecting the strong appeal of our museums, galleries, and performances. We also proudly hosted over 200 sporting events, bringing athletes and fans from across the country to enjoy our top-tier venues andhospitality.
The Palm Beach County Convention Center continues to drive growth in group business, trade shows, and corporate meetings, while our thriving film and television sector welcomedover500productioncompaniesshowcasingthenaturalbeautyandversatility ofThePalmBeaches.
Tourismisnotjustaneconomicengine,it’sasourceofpride,communityconnection,and opportunity. We look forward to building on this momentum and continuing to elevate PalmBeachCountyasAmerica’sFirstResortDestination.
Sincerely,
Mission: To lead the promotion of tourism in Palm Beach County by empowering collaborative partnerships, advocating appropriate destination defining developments,andensuringthesteadygrowthofvisitors.
Vision: Palm Beach County will be a globally recognized destination that all travelers will want to visit and experience because of its culture, lifestyle and amenities.
The TDC is tasked with managing contracts and overseeing the operations of these four marketing agencies:
In addition to protecting our 47-miles of coast line, the TDC supports:
• CACTI Park of the Palm Beaches
• Roger Dean Chevrolet Stadium
• Palm Beach County Convention Center
• Palm Beach County Convention Center Garage
HOW“BED-TAXES”FINANCEPALM BEACHCOUNTY’STOURISMINDUSTRY
Unlike Ad Valorem tax dollars, Tourist Development Taxes (TDT) are established through Florida Statute 125.0104. While the taxes come with a restricted use, they are designed to allow a county to invest in future tourism.
Hotels&othershort-termrentals collectthe6%“Bed-Tax”
While each percentage has statutory requirements, the tax is applied to all stays within the County shorter than six months.
Hotels&othershort-termrentalsremit thosefundstotheTaxCollector’sOffice ofPalmBeachCounty
The Tax Collector’s Office then processes the payments, collects their fee, and turns the money over to the TDC for distribution.
TheTouristDevelopmentCouncilof PalmBeachCountyallocatesthefunds accordingtoCountyOrdinance
See the “Stretching the Pennies” page for a full explanation on how the County Ordinance distributes the Bed-Tax collections
Withcarefuloversight,thefundsare investedinpromotingandpreservingPalm BeachCounty
The TDC’s administrative team ensures that Bed Taxes are spent in accordance to Florida Statute, with the goal of not only creating a destination that attracts visitors, but also enriches the lives of our residents.
RESULT IN BED TAX COLLECTIONS ALL RENTALS
SHORT-TERM RENTALS INCLUDE HOTELS & HOME SHARING SITES LIKE AIRBNB & VRBO
STRETCHING THEPENNIE$
Penny
InfrastructureFunding
The first & fourth penny of Bed-Tax collections are used for renewal & replacement of facilities that bring national and international tourism to the County such as: Roger Dean Chevrolet Stadium, CACTI Park of the Palm Beaches, & The PBC Convention Center. 4th
Reinvested into Fueling Tourism
The remaining four pennies are combined and invested into County funded agencies that promote Palm Beach County as a premier tourist destination and protect our 47-miles of pristine Florida coastline.
FY24:BYTHE NUMBERS
AstourismcontinuestoflourishinPalmBeach County,FY2024broughtalongsomeinteresting trendsthatcontributedtothegrowthofour industryincluding:
Texasmarketsaregrowingwiththefocusof newtravelers
KeyinternationalmarketsoutsideCanada showingcontinuedgrowthdueto promotionalactivities
Marketsthatreceivedadditionalairlift/ marketingsupportsuchasDetroit, Cincinnati,Charleston,Indianapolis,&Los Angeles
VisitsfromFloridaWestcoastmarketssaw increaseswithhurricaneevacuees
IncreaseinvisitationfromWashingtonD.C. asaresultofthe2024election
SPENDING BY INDUSTRY
$500,000 WENT TO THE SPECIAL
$28.8M WENT TO DEBT SERVICES DEBTS SERVICES INCLUDE COSTS ASSOCIATED WITH CONSTRUCTION & MAINTENANCE OF VARIOUS TOURISM RELATED FACILITIES
CulturalCouncilfor PalmBeachCounty
FY24wasanotheroutstanding yearforartsandcultureinPalm BeachCounty.OurawardwinningSoMuchCulture–So LittleTimecampaigncontinued todrawrecord-breaking numbersofculturaltouriststo ThePalmBeaches andwith goodreason.Culturalvisitorsnot onlystaylonger,butalsospend more,makingthemavitalpartof ourtourismeconomy.
We’reproudtoofferanincredible rangeofculturalexperiences acrossthecounty fromscience centersandhistoricalmuseums tobotanicalgardens,theater, dance,andmusicprograms. Visitorsandresidentsalikecan enjoyhands-onart-making opportunities,livelyfestivals,and signatureeventsthatshinea spotlightonthediverseartists andorganizationsthatmakeThe PalmBeachestheircreative home.Truly,there'ssomethingfor everyone.
Noneofthiswouldbepossible withouttheinvaluablesupportof theTouristDevelopmentCouncil, alongwithitsdedicatedstaff, boardmembers,andpartner agencies.Together,we'vebrought innovativeinitiativestolife includingMOSAIC(Monthof Shows,Art,Ideas,andCulture), PalmBeachCountyOpen Studios,ourculturaltourism grantprogram,andmanyothers —allofwhichaffirmPalmBeach County’sstandingasFlorida’s CulturalCapital. NortonMuseumofArt “AfterDark”Series
PalmBeachCounty Film&Television Commission
OnbehalfofourentireteamatthePalm BeachCountyFilmandTelevision Commission(FTC),it’soursincereprivilege toservePalmBeachCountyandits municipalitiesbyofferinglocations assistanceandone-stoppermittingto productioncompaniesoperatingwithin ThePalmBeaches.Asamarketingagency ofthePalmBeachCountyTourist DevelopmentCouncil,theFTChas supportedtheentertainmentproduction industrysince1989,generatingapositive economicimpactthroughoutour communitieswhileenhancingtourism andpromotingourregion.
I’mproudtosharethatFY24wasanother blockbusteryearfortheFTC.Ourteam trackedover$246millioninproduction spend,surpassingourfiscal-yeargoaland closingoutthe2024calendaryearwitha thirdstraightrecord-breakingtotalofmore than$253million.Since1991,theindustry hasspentover$4.3billionintheCounty. Lastyear,ourofficehelpedgeneratenearly 18,000hotelroomnightswhileissuing303 permitsandsupporting278additional productionsthatfilmedherewithout needingpermits.Meanwhile,lead generationrose40%,andweconverted nearly70%ofthoseleadsintoproduction businessforPalmBeachCounty.
Butourimpactgoesbeyondproduction logistics.Weexpandedourdestinationdrivencontentwith32.5hoursofnew programmingforThePalmBeachesTV, nowstreamingmorethan120hoursof family-friendlycontent.Throughourmedia partnershipwithWFLXFOX29’sSouth FloridaDaily,webroughtstoriesfromThe PalmBeachesintonearlyonemillion homeseveryday.
Collaborationremainscentraltoour mission,andweareinspiredbythetalent, drive,andstoriescomingfromour communityandbeyond.Thefutureoffilm andtelevisioninThePalmBeachesisnot justbright,it’sbreakingnewground.
PalmBeachCounty SportsCommission
ThePalmBeachCountySportsCommission enjoyedanincrediblejourneyoverthelast fiscalyear,establishingarecord-setting performanceforsportstourism,while creatingunforgettablememoriesforour residentsandvisitors.ThePalmBeachCounty SportsCommissionhosted213events, representing44differenttypesofsportsover thelastyear.Themilestoneyearconsistedofa diversifiedcollectionofevents,whichincluded avarietyofamateurandprofessionalsports servingawidearrayofagegroups.
ThePalmBeachesexperiencedatremendous economicimpactthroughsportstourism. Withaturnoutofover1.4millionattendees through213sportsevents,morethan452,000 roomnightswerecreatedinadditiontoan estimated$111,354,720inhotelandlodging revenueandupwardsof$316millioninvisitor spending.Sports-relatedattendeestraveled from48states&42nations.
Hometoiconicvenuesandanunrivaled collectionofeventsthatincludestheWinter EquestrianFestival,U.S.OpenPolo Championship,PGATour,ATPTour,Major LeagueBaseball,MajorLeagueSoccer, OlympicTrialsandQualifiers,NCAA Championships,astrongportfolioof internationalsports,someofthelargest amateurtournamentsinthenation,andan unprecedentedcatalogofyouthsportsevents.
PalmBeachCountyhasbeenrecognizedas oneoftheelitesportsdestinationsinthe UnitedStates.TheSportsBusinessJournal recognizedThePalmBeachesasaTopFive destinationintheUnitedStatesforattracting andhostingsportsevents.Furthermore, SportsETA(Events&TourismAssociation) selectedthePalmBeachCountySports Commissionasafinalistfor“Sports CommissionoftheYear”duetoitsrecordbreakingyearforsportstourism.ThePalm Beaches’sportstourismlandscape significantlycontributedtoFlorida’stop rankingincreatingeconomicimpactwithin thenation’ssportstourismeconomy,which wasrevealedbySportsETAStateofthe IndustryReport.
Wellington’sWinter EquestrianFestival
452,000
DiscoverThe PalmBeaches
InFY24,DiscoverThePalmBeaches(DTPB) strengthenedthedestination’sreputation asFlorida’sfinesttravelexperiencethrough dynamicsales&marketing,enhanced DestinationDemand™forecasting, strategicpartnershipsandcommunity alignment.
“ThePalmBeachesCollection”brand campaignlaunched,invitingvisitorsto curatetheirpersonalizedvacationsacross keydestinationpillarslikeoutdoors, fashion,sports,cultureandculinary. Marketingeffortsachieved2.5billion impressionsanda61%growthinsocial followers.Websiteusersroseto7million, enhancedbyAI-drivenpersonalizationand improvedaccessibilityinitiatives.Public Relationsearned382millioneditorial impressionsinnationaloutletssuchas PeopleMagazineandCondeNastTraveler, andnationalbroadcastfeatureson EntertainmentTonightandAccessDaily.
Saleseffortsformeetings,conventions,and leisuretraveldrovean8%year-over-year increaseincontractedgrouproomnights, generating$100millioninfuture economicimpact.Programslike"Keepitin theCounty"andexpandedindustry partnershipscontributedtostrongeryearroundhotelperformance,whileleisureand traveltradecampaignssecured85,000 additionalroomnightsandnearly$30 millionindirectrevenue.Siteinspections drove130,000definiteroomnights, buildingabaseofoccupancyforyearsto come.
Communityengagementenhanced workforcedevelopmentthroughthe Hospitality&TourismJobFairandCareer Day Throughinnovation,strategic collaboration,andanunwaveringfocuson sustainabletourismgrowth,DiscoverThe PalmBeacheshelpeddeliverahistoric year,ensuringthattourismremainsavital driverofeconomicprosperityand communitywell-beingacrossPalmBeach County.
49,318 61%
2.5Billion
Convention Center
InJulyof2024,thePalmBeachCountyConventionCenter (PBCCC)washonoredwithaPrimeSiteAwardfromthe2024 Facilities&DestinationMagazine,whichcelebratestop entertainment,sports,andspecialeventvenues.
Demonstratingastrongcommitmenttothelocalcommunity, thePBCCCparticipatedinvariouscharitableinitiatives, including: MealsonWheels:PieitForward VolunteersofthePalmBeaches ThanksgivingDrivefortheHomeless ToyDrivewiththeWPBPoliceDepartment&HiltonWPB ChefforaDaywithQuantumHouse Theseeffortshighlightthecenter'sdedicationtosocial responsibilityandcommunitysupport.
GeneralManager(Operations), DaveAnderson
Additionally,thePBCCCcontinueditscommitmentto environmentalsustainabilitybyimplementingpracticessuchas: Recyclingover91,000lbs.ofpaperandcardboardannually UsingGreenSealCertifiedcleaningproducts
Minimizingdisposableutensilsbyutilizingwashablecatering dinnerware
Outsideofrecord-breakingeventbookings,OVGHospitalityatthe PalmBeachCountyConventionCenterhasbroughtthedining experiencetothenextlevel.Withdynamicrotatingseasonalmenus preparedwiththefreshest,locallysourcedingredientswhenever possible.Afeastfortheeyesandthepalate,ourcuisinetrulyleavesa lastingimpression.OVGHospitalitybringstothePalmBeach CountyConventionCenterinnovativecookingtechniques,trend settingbuffetdecorandhighendcateringcartspairedwithan awardwinningculinaryteam.Uniqueculinaryofferingssatisfyeven themostdiscerningtastesandbudgets OVGHospitalityservices 7,800square-footkitchenensuresthatthegrandesteventsreceive thegreatestcuisine.InNovember2024,thePalmBeachCounty ConventionCentersetasingle-dayrecordforfood&beveragesales ofover$1,000,000.
Afterseveralmonthsofmeetings,PalmBeachCountyhasenteredintoacontractwith CSL Consulting, the leading advisory and planning firm specializing in providing consulting services to the sports, entertainment, convention and leisure industries.
The Tourist Development Council Board & Board of County Commissioners had a vision to create a Tourism Master Plan (TMP), which will outline a 20-year visionary mapfortheCounty.The18-monthprocesswillservekeypurposesincluding:
THE VISION CONSENSUS BUILDING
THE
PLAN
GUIDANCE FOR INVESTORS
This plan will also help stakeholders understand where to direct their efforts as the tourism vision is realized
THE
The Tourism Master Plan (TMP) seeks to assist in creating agreement amongst stakeholders involved in tourism-related development This will allow tourism to grow to new levels in Palm Beach County
Bepartof theplan! PALM BEACH COUNTY IS INVESTING IN OUR TOURISM FUTURE
RESULT BALANCING SUPPLY & DEMAND
Finally, the plan will help align the experiences desired by residents and visitors, with the activities and experiences offered by stakeholders
TOURISM IS BOOMIN
BUTDON’TJUSTTAKEOURWORDFORIT
American Cornhole League
The Palm Beach County Sports Commission partnered with American Cornhole League for the first time to host the 2024 American Cornhole League Kick-off Battle on April 3-7, 2024, at the Palm Beach County Convention Center. The American Cornhole League (ACL) promotes and develops cornhole as a sport for any age and skill level. The organization establishes the rules and regulations to govern the sport around the world – stating that “Anyone Can Play, Anyone Can Win ” The American Cornhole League Kick-off Battle is represented by 300 coed athletes mostly ranging from the ages of 18-35.
The Palm Beaches Student Showcase of Films (SSOF) is the largest student film competition and award show in the state of Florida It serves as the cornerstone of the Palm Beach County Film and Television Commission’s education outreach, celebrating Florida’s student filmmakers since 1995. This unique program is specifically designed to inspire and recognize talent within Florida’s award-winning educational system, with the goal of strengthening the workforce in Palm Beach County and throughout the state. PBCFTC and the County partner with the Jupiter Maltz Theatre and together with our generous sponsors, have awarded more than $45 million in cash, prizes, scholarships, equipment, and in-kind services over its lifetime
The 2024 Cognizant Classic in The Palm Beaches, held at PGA National Resort, significantly boosted Palm Beach County's economy. Attracting over 200,000 spectators, the tournament generated more than $40 million in economic impact, contributing to local businesses, hospitality, and tourism Beyond its economic influence, the event demonstrated a strong commitment to community welfare In 2024, it distributed over $65 million to more than 50 philanthropic organizations, including a $2 million donation to the Nicklaus Children’s Health Care Foundation Additionally, the tournament launched the "Growing the Game Grant Program" in partnership with PGA TOUR Superstore, providing new golf equipment to local nonprofits and making the sport more accessible to people of all ages and backgrounds
2024 Cognizant Classic 29thStudentShowcaseofFilms MOSAIC: Open Studios 2024
For the seventh year running, the Cultural Council for Palm Beach County presents MOSAIC Month of Shows, Art, Ideas, and Culture Throughout May, the locale’s vanguard of arts institutions treated residents and visitors alike to a special slate of programming and deals on experiences
Over 25 organizations participated in 2024, including several of the area’s staples Running May 1 to 31, MOSAIC offered deals on admission and experiences at museums, animal encounters, and dance, theater and musical performances-among other cultural activities Open studios, part of the MOSAIC, will again be invited to engage with Palm Beach–based painters, glass blowers, photographers, jewelry makers, sculptors, printmakers, and more, either at one of these sites or in the creative’s home studio It’s an unparalleled opportunity to get to know an artisan’s creative process and take an artwork home
THE PALM BEACHES TV: A DESTINATION CHANNEL
Live It, Share It!
A dynamic streaming platform, The Palm Beaches Television (PBTV) showcases original, tourism-focused programming. The diverse range of shows highlight the County’s multicultural landscape, inclusive spirit, and unique local offerings. Content is designed to inspire travel and encourage longer stays.
by the support of Palm Beach County’s Tourist Development Council, PBTV offers over 120 hours of original programming that shine a spotlight on the County’s tourism assets while generating new business opportunities for the local production community.
