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Get Ready for GC26! Standout Sessions, SoFi Center, and South Florida Sunshine
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Famous for its picturesque waterfront, lively entertainment districts, and vibrant arts scene, The Palm Beaches make it easy to slip into vacation mode between sessions. Turn on your OOO and secure your spot at the Sunshine State’s premier tourism event!
Join hundreds of passionate Florida tourism and hospitality professionals for three days of innovation, collaboration, and world-class networking at the 2026 Florida Governor's Conference on Tourism (GC26), taking place September 9–11 in West Palm Beach.
🚨 URGENT HOTEL DEADLINE: Make sure to reserve your room in our official hotel block today—the room block cut-off date is TODAY!
GC26 Highlights At-A-Glance
Our agenda is packed with expert-led sessions and powerful networking opportunities on and off the trade show floor:
- Inspiring Keynotes: Shawn Kanungo, Scott "Intake" Kartvedt of the Blue Angels, and Doug Lansky.
- 20+ Breakout Sessions: Insights from top leaders in tourism, marketing, research, and AI.
- Exclusive Events: An elevated networking experience at the state-of-the-art TGL Golf Arena at SoFi Center.
- Signature Activities: The Florida Tourism Industry Golf Tournament and Florida 5K Fun Run.
- Industry Celebration: The Florida Tourism Hall of Fame and the Annual Flagler Awards Ceremony.
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Fuel Our Social Feed: Submit Your Iconic Florida Eats
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Put your business in front of our highly engaged audience on social media. We’re currently looking for vertical photos and videos of: cheeseburgers, Cuban sandwiches, Cuban coffee, boiled peanuts, and key lime pie.
Video content is highly preferred, so send us those action shots of coffee pours, cheese pulls, and digging into mouthwatering pie slices! For more tips on the type of content we're looking for, please take a look at our submission resource guide. This is an exclusive Partner benefit.
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New Visitor Study Available
The 2025 Visitor Study is now available as a downloadable resource for Marketing Partners. This in-depth report provides a comprehensive look at the various travelers who choose Florida. Gain insights into key tourist demographics and trends, helping our industry better understand visitor behavior, strengthen their strategies, and identify opportunities for growth.
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Live Tourism as a Travel Motivator
Travelers are reorganizing their entire journeys around concerts, sports, and festivals. Live tourism has moved from a niche uplift for travel operators to a primary demand driver influencing yield, seasonality, and infrastructure planning. Marketing Partners can access Skift Research Reports like this one for free! Claim your subscription here.
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Colombia Workshop
Join us in Bogotá on October 21-23, 2026 for our annual Colombia Workshop. The event includes an Opening Networking Event, a full-day Workshop with one-on-one appointments with 20 leading wholesale travel managers, and a Travel Agent Training for 100 Bogotá-based travel advisors.
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Listings in the 2027 Vacation Guide
VISIT FLORIDA Marketing Partner get a complimentary business listing in the 2027 Official Florida Vacation Guide. Please take a moment to log into the Partner Portal to review and update your listing to ensure your information is correct before we go to print. All edits must be completed by September 21.
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AdventureCONNECT Palm Beach
Join the Adventure Travel Trade Association for a casual AdventureCONNECT networking event at the start of the GC26 on September 9 in West Palm Beach. Enjoy coffee and refreshments while you learn about the Florida Adventure Travel Network.
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Welcome Center Camp-Cation Day
Join us on September 25 at the Highway 231 Welcome Center for Camp-Cation Day! This free, Partner-exclusive event allows our campgrounds and RV parks to set up and promote their area to visitors. Join us for S'more Connections, S'more Exposure, and S'more Fun.
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Florida Tourism Golf Tournament
Tee off with your colleagues at the iconic PGA National Resort & Spa in Palm Beach Gardens on the first day of GC26. Experience this legendary, championship 18-hole golf course, known to be one of the finest in the entire country. Bring your team out for some unmatched networking.
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New Record Set for Central Florida Tourism Industry’s Economic Impact
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Central Florida's tourism industry generated a record-breaking $98.6 billion in total economic impact in 2025, representing a 4.4% increase over the previous year, according to a new study conducted by Tourism Economics.
Commissioned by Visit Orlando, Experience Kissimmee, Seminole County and the Central Florida Hotel & Lodging Association (CFHLA), the report demonstrates the powerful role tourism plays in driving economic growth across the region through visitor spending, employment opportunities and significant tax revenue that supports essential community services.
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