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Committees

As VISIT FLORIDA embarks on constructing our new strategic plan, both committees will provide vital insight, industry feedback, and strategic guidance to shape our upcoming programs.

Marketing Committee
The Marketing Committee will act as a Steering Committee for constructing VISIT FLORIDA’s strategic plan. A focus of the committee will be to incorporate and prioritize industry input with staff and committee expertise and continued research to create the framework of the planning system. They will collaborate to set clear, ongoing Key Performance Indicators (KPIs) and measurement criteria. This year, the committee will help VISIT FLORIDA create a new strategic planning system designed to be a living guide that incorporates ongoing evaluation, updates, and industry-led priorities.

Main Focus:

  • Evaluate all input to create long-term strategic objectives and marketing priorities and create the planning system for continual re-evaluation.
  • Examine and set clear KPIs so all stakeholders can see current progress and performance against goals.
  • Break down the multi-year plan into specific, bite-sized annual goals and marketing priorities.

Industry Services Committee
The Industry Services Committee will act as a Steering Committee for construction of VISIT FLORIDA’s strategic plan. A focus of the committee will be to inform the statewide input designed to ensure that every part of Florida’s tourism industry is represented in industry surveys, regional work sessions, and similar exercises. As this committee will represent a qualified panel of statewide stakeholder groups, it will guide the prioritization of strategic objectives and help define VISIT FLORIDA's role - leader, contributor/collaborator, or advisor - as opportunities and initiatives are crafted. This year, the committee will collaborate with staff to design and recruit for the input sessions to make sure we hear from every part of Florida's tourism industry.

Main Focus:

  • Collaborate with staff to communicate, recruit for and increase industry-wide input in the initial strategic planning process. This could include hosting worksessions or promoting stakeholder events.
  • Approve and distribute the annual industry and resident surveys making sure participation stays active and robust.
  • Create a system for gathering continuous industry feedback to keep the strategic plan updated and relevant after year one.
  • Align ongoing strategic and marketing priorities with industry stakeholder groups clarifying roles, minimizing duplication and adding efficiency to efforts.