Hickey Creek Mitigation Park, Alva

A strong season, powered by our partners

As we reflect on our busiest tourism season of the year, I want to thank our industry partners for all you do to create an exceptional experience for our visitors. Your efforts continue to make a meaningful impact across our community.

From January through March, Lee County welcomed 1 million visitors, a 28.4% increase over the same period last year. Visitor spending reached $1.4 billion, up 24.1%, contributing to a total economic impact of $1.8 billion, a 23.6% increase year over year. These results underscore the power of the tourism economy and the important role each of you play in driving it forward. As we move into summer, we know demand will shift. Our focus is to drive incremental summer visitation to help you fill need periods. 

This momentum continues as we celebrate National Travel and Tourism Week, May 3-9. This year’s theme, “Travel Powers the Economy,” reinforces that travel is fundamental to America’s economy, workforce and way of life.

Sports Illustrated Swimsuit Issue, May 12

Keep an eye out for the upcoming Sports Illustrated Swimsuit Issue. The issue features the Fort Myers area alongside destinations including Botswana; Montauk, New York; Loreto, Baja California Sur, Mexico; and South Caicos.

The Fort Myers area hosted all-star models, professional athletes and NFL wives & girlfriends for photoshoots, resulting in more than 10 billion impressions from the coverage leading up to the May 12 issue drop.

As one SI social media post shared, “This is about representation and showing the world how there are so many ways you are allowed to exist and be celebrated as a woman.”

TDC Meeting, May 14
The next Tourist Development Council meeting will be held at 9 a.m. Thursday, May 14, and will feature guest speaker Steve Hennigan, executive director & CEO of the Lee County Port Authority.

Thank you for all you do. Have a wonderful May.

Tell us what you'd like to see on our new visitor website

We’re excited to share that a new AI-powered visitor website is in the works. It will be designed to better support how today's travelers explore and plan their trips.

As part of this initiative, we're asking you to complete a short survey by May 14 to share your feedback. Your perspective is incredibly valuable and will help ensure the new site works seamlessly for both our industry partners and our visitors.

Thank you, as always, for your insight, collaboration and support.

Thank you for attending our Sales & Marketing Meetings

What a great week of connecting with so many of you at our Sales & Marketing Meetings.

It was incredible to hear firsthand how your businesses are doing, and for the opportunity to share a bit about our plans and how we're working to promote our destination. A huge thank you to our friends at Tripadvisor for their knowledge in managing your online reputation.

And stay tuned, more meetings are coming later this summer! We can't wait to see you again.

New VCB staff: Brooke Prout, Operations Coordinator

The VCB welcomes Brooke Prout as its new Operations Coordinator.

A Southwest Florida native, Brooke brings a strong background in event planning, having founded Bash Events FL and spent the past five years creating memorable experiences for clients across the region. She is active in her community and looks forward to supporting the VCB team. 

NEW Kind Traveler introduces Every Stay / Adventure Gives Back in Fort Myers

The VCB is excited to introduce Every Stay / Adventure Gives Back. In partnership with Kind Traveler, a socially conscious booking platform that gives back to the community, participating partners contribute a set amount per booking to a designated local nonprofit – turning every tour, excursion or experience into a force for kindness. 

Adventure operators & experience providers are encouraged to join Kind Traveler’s Every Stay / Adventure Gives Back program to showcase your property’s commitment to Lee County’s future.

To join, contact the VCB's Nancy MacPhee, destination development manager, at nmacphee@leegov.com

As part of the program, your property will be featured on this landing page. 

Stay up to date on beach conditions, water quality 

The VCB, in partnership with MOTE and local agencies, closely monitors beach and water conditions across Lee County, delivering real-time updates that help guide visitors to the best possible coastal experience.

GM of the Year award goes to Yenior Marrero of Margaritaville Beach Resort Fort Myers Beach

Congratulations to Yenier Marrero, general manager of Margaritaville Beach Resort Fort Myers Beach, for being named General Manager of the Year. Marrero was selected from 32 Margaritaville Resorts in the U.S. and Caribbean.  

“Yenier has an impressive life story of climbing the ladder from the bottom up," said Tom Torgerson, owner of TPI Hospitality. "He is a passionate leader who earns respect, he doesn’t demand it. He is humble, takes care of his people, loves challenges and never accepts mediocrity.”  

TPI Hospitality owns and operates the property which has 430 employees. 

News items & updates

• RSW reports record monthly passenger traffic in March
• Taking an inside look at new developments changing Fort Myers skyline
• TPI announces plans for new Silver Sands Resort
• Fort Myers awards $396K contract for river park
• Lee County approves $2.1M deal to rebuild Sanibel pier
• By the numbers: How tourism compares across Lee, Collier and Charlotte counties
• Botanical Brewing relocates to Cape Coral Parkway

Happy 100th Anniversary to 3 unique places

Matlacha

Matlacha, the tiny town with its colorful buildings, art, shops, spectacular sunsets, fresh seafood and Old Florida fishing town charm, recently celebrated 100 years with the reconstruction of Little Pine Island Bridge. 

Shangri-La Springs

Since 1926, Shangri-La Springs in Bonita Springs has welcomed guests seeking restoration, inspiration and a deeper connection with nature. This milestone year honors the generations of stories, traditions and transformative experiences that make Shangri-La Springs a sanctuary unlike any other. Visit the events calendar for upcoming celebrations.

Tarpon Lodge

Over the years, the Pine Island lodge has been a fishing lodge, drug rehab center and even a Bible college. Today, the Old Florida feel is alive and well the classic throwback fishing lodge vibe is strong. Tarpon Lodge is a historic landmark with pre-Colombian Indian mounds of the Calusa right across the street. 

⚽ Soccer fan savings – Submit your offers ⚽

Our Soccer Fan page is now live and we’ll be targeting U.S. travelers heading to matches in Miami — encouraging them to turn downtime between games into a visit to our destination.

This is a prime opportunity to capture high-intent visitors already planning travel to Southwest Florida.

Want to be featured? Submit your offer through the partner portal, including:

• Lodging packages or special rates
• Attraction discounts
• Watch party details
• Soccer-themed specials

Important:
To be included on the page, please use the phrase “Soccer Fan Savings” in your offer (we are unable to use “World Cup” in advertising).

Let’s give fans a reason to extend their stay and experience everything our destination has to offer.

The VCB directs hundreds of thousands of potential visitors to our website to promote Island Hopper Songwriter Fest and we want them to know about your business!

Make sure you're included by adding a deal and getting free marketing to boost your accommodations, restaurants, shops, attractions and more.

Attractions Marketing Funding webinar, May 12

The Attractions Marketing Funding Program opens with a webinar at 3 p.m. Tuesday, May 12. Lee County nonprofit attraction partners are welcome to apply for funding.

This webinar is mandatory to apply for funding. Click here to learn more about this program.

Questions? Contact Alison Giesen at agiesen@leegov.com

Domestic Sales activities

Rotating panels include:

• (Panel 1) Travel and Adventure Show, March 7-8: Jennifer Walla, VCB, connected with travel advisors for both consumer and travel trade audiences in Long Beach, California.
  
  
• (Panel 2) Expedia Travel Agent Affiliate Program Webinar, March 12: Jennifer Walla, VCB, increased awareness and engagement for the destination among Expedia TAAP’s travel advisor network.
  
  
• (Panel 3) Smart Meetings National, March 22-24: Betsy Bush, VCB, met with association planners at one of the leading networking events for the meetings and hospitality market.
  
  
• (Panel 4) Peninsula Tradeshow and Roundtables, March 23-26: Jennifer Walla, VCB, connected with independent travel advisors in four major Texas markets.
  
  
• (Panel 5) Christian Meetings and Conventions Association, March 23-26: Candice Cocco, VCB, and Cindy Hinson, Marriott Sanibel Harbour Resort & Spa, met with faith-based planners in Miramar Beach. 
  
  
• (Panel 6) Destination Florida Association Client Event and FSAE Women’s Summit, March 25: Erin Lester, VCB, engaged with association professionals through targeted networking and educational sessions.

International Sales activities

Rotating panels include:

• (Panel 1) ITB Berlin, March 3-5: The VCB team attended ITB Berlin, one of the largest global B2B trade shows. The team held 32 meetings with the travel trade and media, and hosted the annual Discover Airlines dinner event with the Lee County Port Authority and Naples, Marco Island, Everglades Convention & Visitors Bureau.

• (Panel 2) Travel Gossip Roadshow, March 11: The VCB's UK team connected with frontline travel professionals from across the northern region of the UK, providing an opportunity to raise destination awareness, share the latest product updates and highlight key experiences and itinerary ideas. There were 50 travel advisors in attendance. 

• (Panel 3) Family Traveller Live, March 21-22: The UK team delivered a pickleball activation and exhibit area during this two-day consumer event. The Pink Shell Beach Resort & Marina contributed a four-night stay for a family of four as a featured prize. 

May Sales events

Communications team activities

Robert Annis, Go RVing, April 23-25: In destination to write about camping and saltwater fly fishing, Robert Annis beat the odds and caught a juvenile tarpon his first time out with Capt. Robby Lacey of Smokehouse Charters at Fort Myers Beach. Jackie Parker, VCB, met with him for dinner at Gramma Dot's during his stay on Sanibel at Periwinkle Park & Campground. Thank you to our partners, Encore Tranquility Lakes and Capt. Lacey Kelly, for making his visit a memorable one. 

Canada group press trip, April 27-30: The VCB's Canadian contractor, Andrew Ricketts of VoX, brought three journalists to the destination. The group included: Kendall Bistretzan, freelancer with blogTO; Madeline Forsyth, Narcity Canada; and Shereen "Red" Sheriff, Toronto radio personality on ENERGY 95.3 FM and "The Red Print podcast." Miriam Dotson, VCB, had lunch with the group at Nervous Nellie's and was with them aboard Captiva Cruises to Cabbage Key. Jackie Parker, VCB, had lunch with them at McGregor Cafe. Thank you to our partners, Shalimar Beach Resort, Doc Ford's Rum Bar & Grille, RC Otters, Mucky Duck, Bubble Room, Lighthouse Cafe, Bailey-Matthews National Shell Museum & Aquarium and Pink Shell Beach Resort & Marina. 

Communications team earned media results

May paid media placements

Our efforts in FY25/26 Q3 are largely to influence summer visitation through our "Just Feels Right" campaign, as well as to support the groups/meetings and international business. 

Here is a snapshot of our paid media placements launching this month:

Consumer

• People Inc. – display
• Afar – display, custom content, email, social
• VISIT FLORIDA – CTV co-op seasonal 

Meetings, weddings, travel trade:

• Northstar AGENTatHOME – native
• David's Bridal – custom content
• Skift Meetings – custom content
• Northstar Travel Weekly – native, email, custom content

International

• Elite Media Group – native, standard for World Cup
• Tripadvisor – display

Visitor Services activities

We recently celebrated our Tourism Ambassadors at the VCB’s 36^th annual Tourism Ambassador Appreciation Luncheon at the Westin Cape Coral Resort at Marina Village. 

In 2025, our ambassadors worked 32,349 hours and assisted a record number of 878,178 visitors and residents while staffing the information booths and roaming the terminal at the Southwest Florida International Airport.

This is a savings of $1,125,422 to Lee County, Lee County Port Authority and the VCB.