Miami is to focus on specific hotels for the first time in a new marketing campaign called ‘Found in Miami’.
The campaign, which aims to showcase unique Miami experiences, will include focuses on individual properties such as the Fontainebleau (pictured).
Speaking at the IPW conference in Washington, Rolando Aedo, chief marketing officer for the Greater Miami CVB, said: “Talking about specific hotel experiences isn’t something we would normally do, but the hotel community is working with us as it recognises the role that these iconic properties can play.”
Miami welcomed a record 15.8 million overnight visitors in 2016, with 4.98 million cruise passengers also departing from the city. The UK is the city’s sixth largest overseas market.
Bill Talbert, chief executive of the GMCVB, said extensive hotel development, cruise infrastructure and investment in attractions such as the new Frost Science Museum was driving visitor numbers.
Talbert also hailed the imminent launch of the Brightline high-speed rail service, which will connect downtown Miami to Fort Lauderdale in 30 minutes and Palm Beach in an hour from mid-September. The second stage of the rail link will connect Palm Beach to Orlando.