The Greater Miami Convention & Visitors Bureau (GMCVB) held its annual meeting on November 6 at the Fontainebleau Miami Beach, highlighting a year of resilience and growth for Miami-Dade County’s tourism sector. With total visitor spending of USD 21.3 billion (up 3% year over year) and 28.2 million visitors (up 4.5%), the destination confirmed its appeal to leisure travelers, business travelers, and mass events.
Miami has not only recovered its pre-pandemic tourism pace; it has surpassed it. Through a mix of global events, infrastructure investment, and a sophisticated marketing strategy, the destination is solidifying itself as the epicenter of luxury, sports, and culture tourism in the Americas.
About GMCVB:
The Greater Miami Convention & Visitors Bureau is the official tourism-promotion organization for Miami-Dade County, responsible for positioning the destination globally through marketing strategies, partnerships, and support for the local business ecosystem.
To view the full annual report and the 2025–2026 business plan, visit gmcvb.com.
Key achievements (July 2024 – June 2025):
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Strong domestic demand: 31% of visitors were Florida residents, reflecting domestic-market strength.
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Steady domestic visitation: 46% of total visitors came from other U.S. states, signaling a steady rebound.
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Rising hotel rates: the daily average rate increased by 2.4%, placing Miami among the country’s most profitable destinations.
Strategies behind success:
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Iconic marketing programs: such as Miami Spice, promoting 59 MICHELIN-starred restaurants in the destination.
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High-profile sporting events: the calendar included PGA Tour stops, NASCAR, and preparations for FIFA World Cup 2026.
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Infrastructure investment: the upcoming Grand Hyatt Miami Beach Convention Center Hotel will bolster meetings and conventions tourism.
2026 outlook: The year of mega-events
Miami is preparing to host:
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FIFA World Cup 2026 (matches at Hard Rock Stadium)
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College Football Playoff National Championship
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World Baseball Classic
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NASCAR Cup Series Championship
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F1
David Whitaker, GMCVB president and CEO, emphasized: “Our momentum is clearly defined: we will leverage these global events to showcase our luxury, culture, and gastronomy.”
New leadership on the board:
Four key executives joined:
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Mickael Damelincourt (Trump National Doral Miami)
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Christine Duffy (Carnival Cruise Line)
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Robin Jacobs (Miami Beach Convention Center)
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Florencia Tabeni (MDM Hotel Group)
Strategic directions for 2026:
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Marketing aimed at luxury travelers with high purchasing power
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Professional development in the hotel sector
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Integration of music and culture as pillars of tourism promotion
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Community engagement to ensure inclusive growth
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