Executive Director's message

It's here! Check out the VCB's new Digital Visitor Guide

Our new digital Visitor Guide launches on a new platform that delivers a magazine-like experience on desktop and looks just as stunning on your smartphone. From the inspiring "Dream" section to the helpful "Plan" section, it entices future visits.

Explore all-new interactive features, including: 

• bird call sound gallery
• meditation video
• quiz that delivers a personalized family fun list
• and much more

Restaurateurs: Reserve your spot with Sizzle Dining, Sept. 1-30

Pink Shell earns Certified Guest Service Property plaque

Congratulations to Pink Shell Beach Resort & Marina for earning the Certified Guest Service Property plaque from the American Hotel Lodging Education Institute. This achievement recognizes the Fort Myers Beach resort’s exceptional commitment to hospitality excellence, with 221 frontline employees earning the Certified Guest Service Professional (CGSP) designation through their internal training program. Their dedication to employee development and creating memorable guest experiences continues to set a high standard within our local tourism community.

From left: Cecil Pendergrass, chair of Lee Board of County Commissioners and Tourist Development Council; Tamara Pigott, VCB executive director; Mary Rose, Pink Shell's director of talent and culture; Bill Waichulis, Boykin Management Co. president; Crystal Wanke, VCB. 

NEW! Nature Navigators Pass launches

Let curiosity lead the way this summer with the Nature Navigators Pass. Explore beaches, trails, wildlife cruises and family-friendly eco-adventures throughout the Fort Myers area. Check in, earn points and redeem prizes, including a grand prize getaway.

NEW! Family Fun Quiz helps personalize destination visit

Take the guesswork out of summer fun! With the all-new Family Fun Quiz, families can answer a short quiz and receive a personalized lineup of activities based on their children's ages and interests, from eco-adventures and wildlife encounters to sports, beaches and hands-on learning.

Encourage your guests to take the quiz and uncover their family's ideal itinerary in the Fort Myers area.

Mielke earns 2 top Florida sports tourism honors

Congratulations to Jeff Mielke, Lee County Sports Development executive director, on receiving two of Florida sports tourism's highest honors at the 2026 Florida Sports Foundation Summit: the Florida Sports Tourism Professional Award and the Larry Pendleton Leadership Award.

The rare double recognition celebrates Jeff's decades of leadership in growing Lee County as a premier sports tourism destination. Congratulations, Jeff, on this well-deserved achievement!

Access 26 Family Food Truck Park Breaks Ground on Fort Myers Beach

From left: The VCB's Jami Smith, Miriam Dotson, Natalie Duran, Pamela Johnson and Tamara Pigott, along with Dan Adams of Stevens Construction, participate in the June 8 groundbreaking ceremony for the Access 26 Family Food Truck Park on Fort Myers Beach.

New VCB staff: Dessa Bobosky, Marketing coordinator

Please join us in welcoming Dessa Bobosky to the VCB team as our new Marketing coordinator.

Dessa brings experience in digital content creation, website management and marketing project implementation, most recently with Vessel Vanguard and previously with Miles Partnership.

She has a passion for creating engaging content and a strong background in graphic design, photography, video editing and digital marketing. 

Dessa earned her bachelor's degree in graphic design from North Central College in Naperville, Illinois. 

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.

A special shoutout to Capt. Brian On The Water, the first local partner to join the Every Adventure Gives Back initiative.

Capt. Brian Holaway's early commitment sets the course for how tourism experiences can create a lasting positive impact in our community.

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.

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.

Domestic Sales activities

Rotating panels include:

• (Panel 1) Professional Convention Management Association Global Meetings Industry Day, May 5: Betsy Bush, VCB, attended the annual advocacy event in Washington, D.C., connecting with area satellite convention bureaus, national association representatives, third-party organizations and corporate meeting planners.
  
  
• (Panel 2) Smart Meetings Executive Meeting, May 17-19: Lauren Hyps, VCB, met with Wendy Harms, HelmsBriscoe, along with corporate and association meeting planners in Palm Springs, California.
  
  
• (Panels 3-4) ASTA Global Convention and AAA Sales Calls, May 26-29: Jennifer Walla, VCB, strengthened relationships with key feeder-market travel advisors and conducted sales visits with AAA offices in San Diego.
  
  
• (Panel 5) Motorcoach Association of South Carolina–Georgia Motorcoach Operators Association Joint Meeting, May 27-29: Candice Cocco, VCB, and Lucie Wirgin, Holiday Inn Express & Suites Fort Myers Airport, hosted one-on-one appointments and connected with group tour operators and regional motorcoach professionals in Pigeon Forge, Tennessee.

International Sales activites

Rotating panels include:

• (Panel 1) Delta Back in Town, Copenhagen, May 7: Karin Gert Nielsen, VCB Scandinavia, attended the annual event hosted in collaboration with Delta Air Lines, KLM Royal Dutch Airlines and Air France. The event attracted 125 participants, demonstrating strong engagement and sustained interest from the Danish travel trade market.
  
  
• (Panel 2) IPW, Fort Lauderdale, May 17-22: Members of the VCB team attended this annual international travel trade and conducted 140 appointments. The event strengthened key international trade relationships, elevated the destination’s global profile and advanced long-term efforts to drive international visitation and economic impact for Lee County. Additionally, four accommodations partners attended this year as part of the co-op marketing program.
  
  
• (Panel 3) Travel Gossip Roadshow, Liverpool, May 19: The VCB UK team participated in this event which provided a platform to strengthen industry relationships and offer valuable market intelligence to support future trade engagement and visitation growth initiatives.
  
  
• (Panel 4) Travel News Market, Helsinki, May 27-29: The VCB Scandinavian team attended this key B2B workshop connecting international destinations with travel trade professionals for prescheduled meetings where they explored opportunities to drive visitation from the Finnish market.

July Sales events

July paid media placements

In FY 25/26 Q4, our efforts are focused on influencing fall visitation through the “Just Feels Right” campaign, while also building awareness for the Summer Nature Navigator Pass. In addition, we are targeting group audiences.

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

Consumer

• FSAE Source – print
• AFAR – social, custom content
• Sojern – native
• Tastemade – standard video
• Travel Desk – addressable

Meetings, weddings, travel trade

• Honeyfund – email
• Mobilefuse – standard
• Northstar Travel Weekly – custom content
• Travel Desk – native

Communications activities

Rotating panels include: 

• (Panel 1) Boston Red Sox Media & Sales Event, June 14: From left, Donovan Holly, Crowne Plaza Ft. Myers Gulf Coast; Miriam Dotson and Betsy Bush, VCB; Rachel Katz, MMGY; and Sandra Keneven, The Westin Cape Coral Resort at Marina Village. The annual media event at Fenway Park included travel writers representing The Boston Herald, Forbes, Matador Network and Boston-area freelancers.
  
  
• (Panel 2) Girls Gone Mild press trip, June 22-25: Focusing on relaxation, recharging and reinventing the typical girls trip, this press trip gave domestic travel writers new ways to get away. Travel writers included Sarah Lyon, Real Simple, New York Times; Rebecca Deurlein, Forbes, Wall Street Journal, Travel + Leisure; Abbey Bender, Woman’s World; and Natasha Decker, Travel Noire. 
  
  Thank you to our industry partners, including: 
  • Adventure Sea Kayak & SUP
  • Azaleas on the Corner
  • Cabbage Key
  • Chocolattes
  • Ella Mae's Diner at Luminary Hotel & Co. 
  • Hibiscus House
  • Hyatt Regency Coconut Point Resort & Spa
  • License to Chill at Margaritaville Beach Resort
  • Matanzas on the Bay
  • Oise Ristorante
  • Pink Shell Beach Resort and Marina
  • The Whale
  • Tiki Pub

Communications team earned media results

Visitor Services activities

Where in Southwest Florida have our volunteer Tourism Ambassadors been recently? They had the pleasure of participating in destination training tours at the Florida Repertory Theatre, Towne Place Suites by Marriott Fort Myers Estero and Coconut Point.

A big thank you to our valued destination partners for graciously hosting our volunteers and helping them gain valuable insights into all that our destination has to offer.

On June 21, our volunteer Tourism Ambassadors welcomed both arriving and departing visitors and residents at RSW all while handing out special shell-shaped lollipops and local shells in shellabration of National Seashell Day.