Greater Fort Lauderdale Convention & Visitors Bureau

Greater Fort Lauderdale Convention & Visitors Bureau
Name	Greater Fort Lauderdale Convention & Visitors Bureau
Formation	1980s
Type	Tourism promotion
Headquarters	Fort Lauderdale, Florida
Region served	Broward County
Leader title	President & CEO

Greater Fort Lauderdale Convention & Visitors Bureau The Greater Fort Lauderdale Convention & Visitors Bureau is a destination marketing organization serving Broward County, Florida, with a focus on leisure travel, meetings, conventions, and travel trade. It promotes Fort Lauderdale, Hollywood, Pembroke Pines, Coral Springs, Pompano Beach and other municipalities to domestic and international markets, partnering with airlines, cruise lines, hotel associations, and convention centers to increase visitation and convention bookings.

History

The bureau traces its origins to local tourism initiatives in Broward County and municipal visitor bureaus that emerged alongside the development of Port Everglades, Fort Lauderdale–Hollywood International Airport, and the South Florida hospitality industry. Early collaborations connected interests from the City of Fort Lauderdale, Broward County, Hollywood, Florida, and hotel owners near Las Olas Boulevard, Fort Lauderdale Beach, and Las Olas Isles. The bureau expanded its remit with the growth of cruise operations at Port Everglades, ties to airlines such as American Airlines, Delta Air Lines, and JetBlue Airways, and with regional developments including the Broward County Convention Center and the rise of corporate meetings and incentive travel in the 1990s and 2000s. Post-2000 efforts realigned marketing to compete with Miami, West Palm Beach, and international sun-and-beach destinations, while forging relationships with trade shows at venues like the Fort Lauderdale Convention Center and with events such as the Fort Lauderdale International Boat Show.

Organization and Governance

The bureau operates as a quasi-public destination marketing organization funded by tourism-related taxes, assessments from hotel operators, and public-private agreements with entities including the Broward County Commission, local chambers of commerce such as the Greater Fort Lauderdale Chamber of Commerce, and hotel associations like the Florida Restaurant and Lodging Association. Senior leadership traditionally includes a President & CEO, a Chief Marketing Officer, and a board of directors representing municipalities, hotels, resorts, marinas, and transportation partners like Fort Lauderdale–Hollywood International Airport and Port Everglades. Governance structures align with county ordinances and municipal tourism development plans, coordinating with state-level agencies such as Visit Florida and national organizations including U.S. Travel Association and the International Congress and Convention Association for strategic planning, compliance, and grant coordination.

Marketing and Promotion

Marketing campaigns have targeted leisure travelers, meeting planners, and trade buyers through partnerships with airlines, cruise lines, hotel brands such as Hilton, Marriott International, Hyatt Hotels Corporation, and event producers for expos and festivals. Promotion channels include co-op advertising with publications like Condé Nast Traveler, Travel + Leisure, National Geographic Traveler and partnerships with media platforms such as Expedia Group, Booking Holdings, Tripadvisor, and Airbnb. The bureau has engaged in international sales calls to markets including United Kingdom, Germany, Brazil, Argentina, Mexico, Canada, Colombia, Peru, Chile, and China, working with tour operators such as TUI Group and Thomas Cook Group affiliates and airline partners like Aeroméxico and British Airways. Event-driven promotion leverages signature events such as the Fort Lauderdale International Boat Show, music festivals, and film screenings, collaborating with production companies, talent agencies, and civic organizations to boost room nights and airport traffic.

Economic Impact and Statistics

Analyses commissioned by the bureau and independent consultants measure visitor spending, room-night generation, tax revenues, and job creation tied to tourism. Metrics commonly cited include transient occupancy tax receipts collected via county and municipal tax offices, visitor counts at Port Everglades cruise terminals, enplanement data from Fort Lauderdale–Hollywood International Airport, and hotel performance reported through data providers like STR, Inc.. Economic impact studies connect tourism to employment in hotels, restaurants, marinas, and attractions such as Bonnet House Museum and Gardens, NSU Art Museum Fort Lauderdale, and regional sports venues that host events involving organizations like Major League Baseball spring training or NCAA tournaments. Reports are used to inform budget allocations by the Broward County Commission and to negotiate public investments in infrastructure, transit, and convention facilities.

Partnerships and Programs

The bureau maintains public-private partnerships with municipalities across Broward County, hotel owners, cruise lines, airline marketing organizations, and cultural institutions including Broward Center for the Performing Arts, Museum of Discovery and Science, Las Olas Association, and waterfront marinas. Programs include meeting planner familiarization trips, incentive programs with the Florida Keys & Beaches cooperative, group sales initiatives for corporate clients and associations such as Meeting Professionals International, and workforce development initiatives coordinated with local educational institutions like Broward College and Florida Atlantic University hospitality programs. Sustainability and responsible tourism efforts have engaged partners like the Everglades Foundation and local environmental nonprofits to promote beach stewardship, marina policies, and waterway protection in collaboration with regulators such as the Florida Department of Environmental Protection.

Controversies and Criticisms

Criticism has arisen over allocation of taxpayer-funded tourism marketing dollars, disputes between hotel stakeholders and elected officials on assessment rates, and debates about the effectiveness of incentive programs to attract large conventions versus community impact. Controversies have involved scrutiny from local media outlets, oversight by the Broward County Auditor General or equivalent offices, and legal challenges related to procurement or contract awards involving advertising agencies and consultants. Additional criticism has focused on balancing tourism growth with environmental concerns for the Everglades, coastal erosion at Fort Lauderdale Beach, and infrastructure strain affecting residents and municipal services.

Category:Tourism in Florida Category:Organizations based in Fort Lauderdale