Visit Florida
Travel Trade Engagement Bolsters Florida's Appeal to Colombian Travelers
Visit Florida Case Study

The United States is the top destination for Colombians traveling abroad, receiving three times more visitors than Mexico and Spain, and Florida is one of the most popular destinations within the country, with significant growth potential to attract event more Colombian travelers. VISIT FLORIDA contracted PTG Consulting to increase its brand awareness and showcase the state’s top attractions with a goal of increasing tourism product in the Colombian market and, in turn, helping increase arrivals, length of stay, and spend.

Visit Florida
The Solution
PTG Consulting developed and implemented an integrated sales and marketing strategy targeting the Columbian travel trade to raise awareness of Florida as a top tourism destination, with a focus on Orlando and Miami, and grow the availability of tourism product that would appeal to the market. Tactics involved a Florida specialist program, educational webinars, and travel trade media partnerships.
The Results
Trained 768 Colombian travel advisors through educational webinars
Registered 195 Colombian travel advisors in VISIT FLORIDA’s Travel Pro specialist program
Developed and launched one contest for Colombian travel advisors in partnership with tour operator Travel Depot, engaging 500 travel agents; the program ultimately resulted in the development of 15 new Florida itineraries
Developed and promoted 11 new Florida itineraries with major tour operators in Colombia
Launched one large-scale media brand awareness campaign with LADEVI, a travel trade media platform, reaching more than 26,000 travel professionals in Colombia
Conducted a survey of 50 travel advisors in Colombia to measure current and future traveler sentiment amidst the COVID-19 pandemic from an industry perspective
Travel advisors trained via educational webinars
Travel advisors registered to Travel Pro specialist program
Travel professionals reach via brand awareness campaign
New itineraries developed with major tour operators
Client Testimonial
Share this case study