Summer's heating up and so are we

It’s been a busy summer, and we’ve been hard at work promoting the destination near and far. In the updates below, you’ll see just how active it’s been — and how we’re helping partners plan for what’s next.

VCB goes global at IPW

At U.S. Travel Association’s IPW in Chicago, June 14-18, members of our sales, marketing and communications teams met with travel buyers and media from more than 60 countries. With 148 appointments, IPW reinforced our ongoing commitment to rebuilding and growing international visitation to Lee County. We look forward to attending IPW next year in Fort Lauderdale.

Also, while I was at IPW, I had the opportunity to be a guest on the podcast "View From Afar." We discussed how Southwest Florida is a world-class destination that offers much more than gorgeous beaches. Continue to scroll down a few screens to see the link. 

Plan your 2025-26 marketing with us
Join us from 9–11 a.m. Thursday, Aug. 7, in Room 118 of the Lee County Administration East Building, 2201 Second St., Fort Myers, for a preview of the VCB’s 2025-26 Cooperative Advertising Program.

Accommodation and attraction partners will learn about high-value marketing opportunities, including digital, email, travel trade, social and more.

Co-op buy-in opens at 10:30 a.m. Thursday, Aug. 21, at coop.leevcb.com and is first-come, first-served. Need portal access? Email Sydney Wilde at swilde@mmgy.com by noon Tuesday, Aug. 19.

Don’t miss this chance to plan ahead and maximize your exposure.

VCB Listening Tour: Let’s talk tourism
We’re hitting the road in August to meet with partners across Lee County. These Listening Tour sessions are your chance to share expectations, challenges and ideas directly with VCB staff in a relaxed, roundtable format.

Save the date for one of these three sessions:

• Tuesday, Aug. 5
  10:30 a.m.-12:30 p.m. | Estero Recreation Center
  3-4:30 p.m. | Residence Inn Fort Myers Sanibel
  
  
• Wednesday, Aug. 6
  8:30-10 a.m. | The Collaboratory, Fort Myers

Savor the Shore: One Last Helping
Now through mid-August, Savor the Shore highlights the flavors of Lee County’s neighborhoods and restaurants. This multimedia campaign asks, “What’s for dinner tonight?” and invites locals to “See what’s cookin’ in your neighborhood!”

Now in its third and final year, the campaign uses TV, digital, social and radio ads to help drive local traffic to area restaurants during the slower summer season.

Big results with Satellite Media Tour 

Our latest Satellite Media Tour is in the books! Called “Seashells & Sunshine: Fort Myers’ Island Jewel Welcomes Summer,” the campaign helps us celebrate National Seashell Day on June 20 — also the first day of summer.

A Satellite Media Tour is a series of fast-paced TV interviews conducted from one location. In this case, members of our Communications Team shared the Fort Myer’s story with audiences across the country from the brand-new Great Hall of Shells at the Bailey-Matthews National Shell Museum & Aquarium on Sanibel Island. 

Special thanks to our on-camera partners who brought the story to life:

• John Lai, Sanibel-Captiva Chamber of Commerce
• Dr. Jose Leal, Bailey-Matthews National Shell Museum & Aquarium
• Michael Miller, Green Flash Restaurant and Rosalita’s Cantina
• Bob Rando, Captiva Cruises
• Rob Wells, Tarpon Lodge and Cabbage Key

Each offered a personal, authentic voice to help promote the destination. 

The results? 970 airings, reaching more than 85 million people in 15 markets, including Tampa, Jacksonville, Miami, Seattle, Detroit and Columbus.

Wishing everyone a great month and a Happy Fourth of July! 
Thank you for all you do to support tourism in Lee County — we look forward to connecting with you at our upcoming August events.

Serve up support: Partner with Sizzle Dining to fight childhood hunger

In the past three years, Sizzle Dining participating restaurants have raised over $100,000 for Blessings in a Backpack SWFL, providing 25,000+ hunger-free weekends for 1,000+ local kids.

Offer a pre-fixe menu starting at $19 and be part of a community-wide effort. With every meal sold, $1 feeds a child in need.

Sign up now — #DineWithPurpose.

84.4% of hotels in Lee County are open for business

Tourism news

• Bonita Fish Company on Fort Myers Beach plans announced
• Bubble Room on Captiva announces reopening date
• Indoor pickleball facility opens in Fort Myers with 12 air-conditioned courts
• Cape Coral's Slipaway Food Truck Park opens July 4
• Open for development: Cape Coral's ambitious plan to create an urban oasis near the water
• Bloom to bring affordable housing to essential workers
• Demand for art pops among shifting demo, FGCU report shows
• Lee County Commissioners pass smoking ban at beaches, parks
• State adds Bonita Estero Rail Trail to Florida Forever program
• Fort Myers locals weigh in on a potential carousel downtown as an attraction
• Key Lime Bistro locations reopen as owner leans on 'resilient spirit'
• A look at something new for hurricane season 2025

New VCB staff: Ashley Smith, brand campaign manager

The VCB welcomes Ashley Smith as its new brand campaign manager.

Smith is a results-driven marketing professional with a strong background in strategy, brand development, content creation and media buying, which will be valuable experience for us as we continue to work to promote the destination.

In her most recent role, Smith championed the development and production of national and regional campaigns for over 500 franchise locations at Godfather’s Pizza Inc., negotiated contracts and managed relationships with third-party vendors, directed brand refresh initiatives and managed cross-functional marketing teams. Before that, Smith was also a senior account director at OBI Creative advertising agency where she planned multi-channel campaigns and oversaw client engagement.

Originally from Nebraska, Smith earned a degree in journalism and mass communication with a focus on advertising from Creighton University in Omaha. Her passion for destination marketing began early in her career through work with an international voluntourism company. She is already familiar with Lee County, having frequently visited family in Cape Coral.

We look forward to her contributions as we continue to grow awareness and visitation to this lovely place we call home.

'View From Afar' podcast features Pigott

On this episode of View From Afar, Tamara Pigott, Lee County VCB executive director, shares how she’s helped transform Southwest Florida into a world-class destination that’s about more than just beaches. From hurricane recovery to cultural connection, Pigott discusses what it takes to shape the future of travel in a resilient, evolving region.

VCB's Performance Dashboard

Explore the Symphony dashboard, developed by the VCB in partnership with Tourism Economics. The dashboard combines all our destination data sources to make data insights more user-friendly and interactive.

Key insights 

• Hotel performance: Coastal property hotel room supply and demand increased year-over-year by 17.8% and 14.6%, respectively, with revenue up 36.3% compared to April 2024. Source: STR
• Visitor behavior: Domestic visitors averaged a 3.6-day length of stay (LOS) in April 2025, a 12.5% increase year-over-year. Overnight stays accounted for 82% of visits. International visitors averaged a 7.3-day LOS with Canada being the largest market in April 2025. Source: Near
• Booking pace: Total rooms sold in May increased 19.1% year-over-year. June’s booking pace is currently up 18% compared to the same time last year. However, July bookings are pacing approximately 5.5% lower year-over-year. Source: Amadeus
• Visitor spending: Domestic Visa card spending reached $140.2 million, a 9.5% increase over last year. International Visa card spending rose by 6.5%, totaling $10.1 million. Source: Visa Destination Insights

We direct thousands of potential visitors to our website to promote Island Hopper Songwriter Fest and we want them to know about YOUR business! We are calling for all deals and are open to all accommodations, restaurants, shops, attractions and more.

Email the VCB’s Vanessa Gomez at vgomez@leegov.com to submit your deal and thank you. 

Kind Traveler provides guests a way to give back

The VCB is proud to be the first destination marketing organization in Florida to partner with Kind Traveler, a socially conscious booking platform that gives back to the community. This collaboration supports several of our local conservation partners. 

Confirmed participating hotels and their associated nonprofit partners include: 

• Pink Shell Beach Resort & Marina and Captains for Clean Water
• Sanibel Siesta Beach Resort and CROW
  
• Sea Gypsy Inn and Keep Lee County Beautiful
• 'Tween Waters Inn & Marina and CROW

Lodging partners are encouraged to join Kind Traveler’s Every Stay Gives Back program launch and showcase your property’s commitment to Lee County’s future.

Explore more with Parks, Points & Perks Pass

Parks, Points & Perks is a free and fun way to discover the natural beauty of our islands, beaches and neighborhoods.

Now through May 2026, check in at more than 30 parks, preserves, and recreation spots using a digital pass to earn points toward prizes like a drawstring backpack, free memberships, parking passes and more.

Visit 20 sites and you’ll be entered to win the grand prize: a two-night stay at DoubleTree by Hilton Fort Myers and a Family Fun Day at Lakes Park.

Questions? Contact the VCB’s Vanessa Gomez at vgomez@leegov.com.

Nominate an outstanding hospitality worker for the E Awards

Destination flavors take center stage in Atlanta

A big thank you to Chef Melissa Donahue of Sweet Melissa’s Restaurant in Fort Myers for representing our culinary community alongside Nancy MacPhee, VCB product development manager, at last month’s Sunday Supper hosted by the Garden & Gun Club in Atlanta.

Partnering with local businesses like Sweet Melissa’s allows us to bring the authentic flavors of Fort Myers to new audiences and showcase what makes our destination shine.

#JustFeelsRight to share a taste of our paradise with hungry friends in Atlanta.

Fran Myers honored with emeritus status 

Fran Myers, the longtime owner of the former Red Coconut RV Resort on Fort Myers Beach, was recently honored by the Lee County Board of County Commissioners as an emeritus member of the Lee County Tourist Development Council after 40 years of service on the board.

Bailey-Matthews National Shell Museum & Aquarium

Industry partners interested in participating should contact Ray Sarracino, VCB communications director, for consideration. 

Domestic sales activities

Rotating photos include:

• (Photos 1-2) Flex Networking, May 15: Betsy Bush, VCB, connected with event planners from Strategic Meetings International and American Bankers Association in Fairfax, Virginia. 
  
  
• (Photos 3-4) American Society of Travel Advisors (ASTA) Global Convention, May 19-22: Jennifer Walla, VCB, showcased the destination at travel advisor trade show in Salt Lake City. This convention welcomed 1,100 attendees and featured a trade show and networking opportunities to engage with top producing travel advisors. 

International sales activities

Rotating photos include:

• (Photo 1) Canusa Florida Customer Event, Hamburg, Germany,  May 4-11: Nadia Bourgault, VCB Germany, attended the Florida-themed customer event hosted by the German tour operator CANUSA in Hamburg. More than 30 selected guests attended the event to enjoy Florida-inspired activities and learn about recent hotel openings, simplified entry into the U.S., and outdoor adventures such as kayaking along the Great Calusa Blueway and cycling on Sanibel Island.
  
  
• (Photo 2) Delta Back in Town, Copenhagen, May 8: Karin Gert Nielsen, VCB Scandinavia, attended the event in Denmark where she met with representatives from KLM and Air France and engaged with 130 travel agents to showcase the destination and encourage travel to the U.S.
  
  
• (Photo 3) Travel Leaders Network Mixer, Toronto, Canada,  May 13: Jeanette Faria, VCB Canada, participated in the Toronto Mixer event that included 120 travel advisors for a trade show, dinner and presentations.
  
  
• (Photo 4) Nordic Appreciation Dinner, Copenhagen, May 14: Karin Gert Nielsen, VCB Scandinavia, participated in this dinner hosted by Kissimmee CVB to meet with 10 tour operators and airline representatives in Copenhagen.

July sales events

Communications team activities

Rotating panels include: 

(Panel 1) Retro & Refreshed Group Press Trip, June 8-12: Four domestic travel writers experienced the destination, including breakfast at McGregor Cafe. From left, Jackie Parker, VCB; Dorian Smith-Garcia, freelance; Sarah Hernholm, Forbes; Chris Tygar, MMGY; Karon Warren, AAA & Atlanta Journal-Constitution; and Phoebe Skok, Matador. 

Thank you to our industry partners, including:

• Bruno's of Brooklyn
• Cabbage Key
• Captiva Cruises
• Edison and Ford Winter Estates
• Farmer's Market Restaurant
• Luminary Hotel & Co.
• Pink Shell Beach Resort & Marina
• RC Otters 
• Sip & Sizzle
• TrueTours
• Veranda Restaurant

(Panel 2) Kayla Williams, June 19-22: Kayla Williams, a golf writer from Canada, visited the destination with her team. Since leaving CP24 in Toronto, Williams has created her own personal brand, Mama & HER, a podcast focused on motherhood, lifestyle and wellness. Clockwise from left, Grace Tabar; Ray Sarracino, VCB; Kayla Williams; and Desiree Tremblett at Silver King Ocean Brasserie at Luminary Hotel & Co.

Thank you to our industry partners, including:

• Beacon Social Drinkery
• Chip's Sports Pub
• The Clutch
• Ella Mae's Diner
• Hyatt Regency Coconut Point Resort & Spa
• Luminary Hotel & Co. 
• Saltleaf Golf Preserve
• South Seas
• Tanglewood
• Tarpon Lodge

(Panel 3) Germany Group Press Trip, June 21-26: Five travel writers from Germany were able to learn about the destination and beat the heat during their visit to Azaleas on the Corner in downtown Fort Myers. They hand-painted journals using stencils made by Marie Dyer, a local artist and co-owner of Azaleas. From left, Lara Feser, Nurnberger Presse; Christin Bredl, Passauer Neue Presse; Jackie Parker, VCB; Yvonne Asel, Front Row Society; Heidi List, Call Magazine; Susanne Deiss, Touristbook; and Rebecca Endrich, VCB Germany. 

Thank you to our industry partners, including:

• Adventures in Paradise
• Backyard Social
• Bailey-Matthews National Shell Museum & Aquarium
• Cabbage Key
• Captiva Cruises
• Crow's Nest
• Doc Ford's Rum Bar
• Edison and Ford Winter Estates
• Ford's Garage downtown
• Gulfside City Beach Park
• Luminary Hotel & Co.
• Magic Bus Ice Cream & Caffeine
• Margaritaville Beach Resort
• Miromar Outlets
• Sanibel Lighthouse Beach
• Shima
• Six Mile Cypress Slough Preserve
• Sundial Beach Resort & Spa
• Sweet Melissa's Restaurant
• 'Tween Waters Island Resort & Spa
• Wickies Lighthouse Restaurant

Communications earned media results

July paid media placements

Our efforts in FY24/25 Q3 are largely to influence fall visitation to the destination, as well as to support the groups/meetings business. Here is a snapshot of our upcoming paid media placements launching in July.

Consumer:

• Dotdash Meredith – display, social
• Bridal Guide – print
• News-Press – email, custom content, print

Meetings, weddings, travel trade:

• Travel Desk, meetings – display, native, video, rich media
• Travel Desk, weddings – display, native, rich media
• FSAE – display, print
• Florida Weekly – email, print

Visitor Services activities

Rotating photo panels include: 

• (Panel 1) Where in Southwest Florida have our volunteer Tourism Ambassadors been recently? They had the pleasure of experiencing a destination training tour at the beautiful Burrough’s Home and Gardens. A big thank you to our wonderful destination industry partner for graciously hosting our volunteers and helping them gain valuable insights into this historic gem.

• (Panel 2) On June 20, our volunteer Tourism Ambassadors welcomed both arriving and departing visitors and residents at RSW – all while handing out special shell-shaped lollipops in shellabration of National Seashell Day.

VCB adopts, then plants baby mangroves

Through Coastal Watch's Adopt-A-Mangrove program, the VCB team has been caring for tiny red mangroves for six months. Last month, the team planted their mangroves at a restoration site on Sanibel Island. Planting these mangroves will help provide natural solutions to shoreline erosions.

Thank you to Sanibel-Captiva Conservation Foundation for helping our team give these future shoreline superheroes the perfect start.