Greater Miami CVB to Expand Global Sales, Marketing, PR Efforts

The Greater Miami Convention & Visitors Bureau (GMCVB) is expanding its sales, marketing and public relations efforts to bring more visitors to the destination from the Caribbean and Latin America, Europe and Asia. GMCVB said all market segments have experienced growth in the last several years.

Argentina, Colombia and Venezuela have consistently been strong markets for Greater Miami, but Brazil became the destination’s first billion-dollar market in 2010. The GMCVB was one of the first U.S. destinations to establish a tourism office in Brazil 20 years ago. In the last six months, Brazil’s visitor numbers to Greater Miami are up 11.4 percent.

In 2011, Brazil became Miami’s number one international market. The GMCVB has appointed a new representative in Bolivia and the Caribbean. With the new addition of Bolivia, Miami now has representation in all South American countries.

The GMCVB expects even more volume from Latin America as progress is made on visa waivers, and visa wait times continue to decrease. New airlift from Latin America and the Caribbean continue to contribute to increased volume.

Already strong in Germany and the UK, GMCVB said emerging middle classes in several European countries are fueling travel to Miami. With demand in France, Scandinavia, Spain, Russia and the Netherlands rising, it is adding support in these markets in a number of ways. A new office will open in Stockholm, and a new representative will be appointed in Moscow. The GMCVB has also recently hired a new public relations firm in France and Italy.

Aligning efforts with the Miami International Airport’s Asia strategy, the GMCVB offices have expanded its force in China, Japan, and India by working with Visit Florida representatives who have offices in Shanghai and Mumbai. Moreover, the GMCVB has plans to conduct a travel/trade sales activity in Tokyo in the near future.

In other developments, the GMCVB updated brand campaign has evolved with such new cultural attractions as the New World Center, New Marlins Stadium and upcoming openings of the Miami Art Museum and Miami Science Museum. It also showcases the emerging art, design and downtown districts. Visitors have more choices with the new hotels and renovations and easier travels with the $7 billion investment in Miami International Airport’s new and expanded facilities.

GMCVB’s “It’s So Miami” advertising campaign was created on the heels of the highly successful 2011 launch of Brand USA, a public private-partnership with the mission of promoting increased international travel to the U.S. More than 97 percent of all visitors to Greater Miami and the beaches arrive by air, and more than 48 percent of overnight visitors are international -- the highest percentage of any destination in the U.S. As the number two port of entry into the U.S., Greater Miami is well positioned to benefit from the Brand USA initiative.

As a U.S. Travel Association (USTA) board member and chair of the USTA Brazil Committee, GMCVB President and CEO William D. Talbert III is actively engaged in efforts to secure visa waiver status for such countries as Brazil, Argentina and Chile, while encouraging efforts to reduce visa wait times. Significant progress was made in Brazil this year with visa wait times reduced from a high of more than 100 days to less than five days.

With representation in 38 countries covering 45 international locations, the GMCVB is working in concert with representatives of Visit Florida, the state’s tourism and marketing agency, to meet the growing demand of the Brazil, Russia, India and China markets.

http://www.travelpulse.com/greater-miami-cvb-to-expand-global-sales-marketing-pr-efforts.html