From the Executive Director

Be ready when Co-op Advertising opens

Many marketing budgets are stretched these days, making it more important than ever to get the greatest value from every dollar.

The 2026-27 Co-op Advertising Program combines your investment with the VCB’s buying power, helping your marketing dollars go further. That can mean lower costs per thousand impressions, access to valuable placements and precise targeting to reach the travelers who best support your business goals. Appearing alongside the official VCB brand also adds credibility to your message.

Join us in our downtown offices 9-11 a.m., Wednesday, Aug. 12, for a firsthand look at the opportunities available to accommodation, attraction and restaurant partners.

Advertising opportunities include:

• digital media
• email marketing
• international digital programs
• travel trade
• trade shows and sales events
• social media and website advertising

You’ll learn how each option works, what it costs and who it can help you reach, so you can make informed choices before the buy-in opens.

The co-op buy-in opens promptly at 10:30 a.m. on Thursday, Aug. 27, and opportunities are available on a first come, first served basis.

Pamela Johnson
Lee County VCB 
Executive Director

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

Our new digital Visitor Guide recently launched 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.

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

Double honors for TownePlace Suites Fort Myers Southeast

Congratulations to TownePlace Suites Fort Myers Southeast on earning two outstanding honors from Marriott International.

The hotel received the Most Improved Intent to Recommend Award, recognizing the property with the greatest year-over-year improvement in guest Intent to Recommend scores. TownePlace Suites Fort Myers Southeast was also honored with the prestigious Platinum Circle Award, celebrating exceptional overall performance and a commitment to delivering an outstanding guest experience.

Congratulations to the entire team on these well-deserved achievements and for their continued dedication to hospitality excellence.

Residence Inn Gulf Coast Town Center Celebrates Two Diamond Honors

Congratulations to Margarita Lopera, general manager of Residence Inn Gulf Coast Town Center, on receiving her second Residence Inn by Marriott Diamond General Manager of the Year Award for 2025. 

This prestigious recognition celebrates Lopera's exceptional leadership, unwavering commitment to excellence and dedication to creating an outstanding experience for both guests and associates.

Her passion and professionalism continue to inspire those around her.

Adding to the celebration, Residence Inn Gulf Coast Town Center also earned the 2025 Diamond Circle Award, recognizing the hotel's exceptional performance and commitment to delivering outstanding hospitality.

Congratulations to Margarita and the entire Residence Inn Gulf Coast Town Center team on these well-deserved achievements.

Photo, left to right: Margarita Lopez and Jessica Rybak, market director sales at McKibbon Hospitality. 

NEW! Nature Navigators Pass launches

Designed with young explorers in mind, the new Nature Navigators Pass encourages families to experience beaches, trails, wildlife cruises and other outdoor adventures throughout the Fort Myers area. Participants can check in, earn points and redeem prizes, including a grand prize getaway.

New VCB staff: Breanna Alexander, sales coordinator

Please join us in welcoming Breanna Alexander to the VCB team as our new sales coordinator.

Bre brings four years of marketing and communications experience from the Edison and Ford Winter Estates.

She says she was drawn to the VCB because of her love for our community, local attractions and connecting with people through communication.

Outside of work, she enjoys spending time with family and friends, attending concerts and caring for her Labrador retriever and two cats. 

Bre earned her bachelor's degree in communications from Florida Gulf Coast University.

VCB's Amanda Auer earns CDME designation

Congratulations to Amanda Auer, VCB director of operations, for recently graduating from Destinations International’s (DI) executive program in destination management.

Amanda received the Certified Destination Management Executive (CDME) designation at the DI Annual Convention, July 21-23 in Portland, Oregon. The program was established in 1993 and is recognized as the tourism industry’s highest educational achievement.

The CDME program prepares professionals to leverage their experience and apply their knowledge of destination management with a focus on vision, leadership, productivity and implementing business strategies.

As director of operations, Amanda supervises the operations team, oversees the VCB's fiscal department and budget processes and provides executive-level operations support.

Amanda joined the VCB in 2012. She holds a bachelor’s degree in biological sciences from Brock University in St. Catharines, Ontario, Canada.

Amanda lives in Fort Myers with her husband, Mike, their twin daughters and three dogs — two doodles and a retired greyhound.

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.

See you in Stuart, Florida, on Aug. 13!

Island Hopper Preview at Mad Beach sets the stage for September

A big thank you to Sheena Brook, Sonia Leigh, iHeartMedia's Cat Country 107.1 and Saltwater Hippie Beach Bar for hosting a fantastic Island Hopper Preview Party at Madeira Beach on July 23.

It was wonderful to see so many attendees celebrating the music, energy and community spirit that make Island Hopper Songwriter Fest such a special event. The preview offered a taste of what's to come as we count down to the festival, returning Sept. 18-27 with more than 60 BMI singer-songwriters performing across Captiva Island, Cape Coral, downtown Fort Myers and Fort Myers Beach.

Domestic Sales activities

Rotating panels include:

• (Panel 1) Northstar Social Ambassador Program FAM, June 2-5: Erin Lester, VCB, welcomed an HPN meeting planner and writer for a destination education visit.
  
  
• (Panel 2) Red Sox Media and Sales Event, June 14: Betsy Bush and Miriam Dotson, VCB, hosted corporate and association meeting planners and travel writers at Fenway Park with Donovan Holly, Crowne Plaza Fort Myers Gulf Coast; Rachel Katz, MMGY; and Sandra Keneven, The Westin Cape Coral Resort at Marina Village.
  
  
• (Panel 3) Central Florida Travel Agency Sales Mission, June 15-17: Jennifer Walla, VCB, strengthened relationships with Central Florida travel advisor partners during a sales mission with Alana Mendez, Hyatt Regency Coconut Point Resort & Spa, and Pat Stockford, Hilton Garden Inn Fort Myers, encouraging future engagement and destination awareness.
  
  
• (Panel 4) Southeast Meeting Planner FAM, June 15-19: Erin Lester, VCB, welcomed meeting planners from the Southeast for a destination education visit, showcasing the destination's meeting facilities and experiences.
  
  
• (Panel 5) SITE Chicago Networking Event, June 25: Lauren Hyps, VCB, hosted incentive meeting planners at the annual client networking event during a Chicago Cubs game, strengthening relationships with key industry contacts.

International Sales activites

Rotating panels include:

• (Panel 1) Bob Family Travel’s 6th Annual Industry Event Toronto, June 11: Jeanette Faria, VCB Canada, attended this annual event that brought together nearly 100 travel industry professionals, advisors and business development managers to network and build industry relationships. 

• (Panel 2) TravelPress Live Conference , Toronto, June 16-17: Jeanette Faria, VCB Canada, participated in the inaugural travel industry event featuring interactive exhibits, educational sessions and networking opportunities with more than 50 travel suppliers. The Fort Myers Islands, Beaches & Neighborhoods booth featured an AI photo booth that allowed travel advisors to place themselves in destination, creating a memorable engagement opportunity while providing them with a branded keepsake to share. 

• (Panel 3) Baxter Agents Choice Awards, Toronto, June 18: The VCB Canada team attended the annual Baxter Agents’ Choice Awards Gala, which brought together 450 travel industry professions to recognize top-performing travel brands and organizations across 48 categories.

• (Panel 4) Visit USA Germany Experts Event, Bremen, June 19: Nadia Bourgault, VCB Germany, conducted 10 workshops to educate travel advisors about Fort Myers Islands, Beaches & Neighborhoods. Highlights included the Frankfurt-Fort Myers air connectivity, beach conditions and accommodations to generate increased engagement and interest. This event attracted 225 travel professionals and provided valuable opportunities to connect with advisors and industry partners during the FIFA World Cup Watch Party. 

• (Panel 5) U.S. Consulate’s 250-year USA Anniversary Event, Frankfurt, June 23: Nadia Bourgault, VCB Germany, attended a reception celebrating America's 250th anniversary. The event brought together leaders from the diplomatic, political and tourism sectors, providing an opportunity to strengthen relationships and reinforce Fort Myers’ presence within key international tourism and government networks.

August Sales events

August paid media placements

Our efforts in Q4 of FY25/26 are focused on driving fall visitation through the "Just Feels Right" campaign for consumer leisure, groups and international, while building awareness for Island Hopper Songwriter Fest, Sept. 18-27.

Here is a snapshot of some of our paid media efforts running in August: 

Consumer

• Clear Channel – Island Hopper out-of-home
• TravelDesk – Island Hopper display
• Tripadvisor – Custom video package

Meetings, weddings, travel trade

• Skift Meetings – Custom article package 

International

• Expedia – Germany, Canada and UK display
• Sojern – Germany, Canada and UK display

Communications activities

Rotating panels include: 

• (Panel 1) What's New on the Water press trip, July 21-24: This press trip gave domestic travel writers new water experiences. Travel writers included Starr Bowenbank, ELLE and Cosmopolitan; Bethany Kandel, SheBuys Travel, The Extra Mile; Nitya Rao, Mental Floss; and Gaye Swan, StyleBlueprint.
  
  Thank you to our industry partners, including: 
  • Bailey-Matthews National Shell Museum & Aquarium
  • Beacon Social Drinkery
  • Brightwater Lagoon
  • Casa Ybel Resort
  • J.N. "Ding" Darling National Wildlife Refuge
  • Farmer's Market Restaurant
  • Gramma Dot's
  • The Green Flash Waterfront Restaurant
  • Lazy Flamingo
  • Lighthouse Cafe
  • Luminary Hotel & Co. 
  • Mucky Duck
  • Over Easy Cafe
  • Sanibel Sea School
  • Sanibel Moorings Resort
  • Silver King Coastal Kitchen
  • Wickies Lighthouse Restaurant
    
    
• (Panel 2) Thomas Hawkins, The Sunday Post (Scotland), July 26-30: This press trip included a multi-generational approach with Hawkins' family of five in tow. 
  
  Thank you to our industry partners, including: 
  • Bailey-Matthews National Shell Museum & Aquarium
  • The Bubble Room
  • Cabbage Key
  • Captiva Cruises
  • Cheeburger Cheeburger
  • Doc Ford's Rum Bar & Grille
  • J.N. "Ding" Darling National Wildlife Refuge
  • Pink Shell Beach Resort & Marina
  • Shima Japanese Steakhouse & Sushi Bar
  • Sundial Beach Resort & Spa
  • Tarpon Bay Explorers

Communications team earned media results

Visitor Services activities

Where in Southwest Florida have our Tourism Ambassadors been recently? They enjoyed their visit and learned all about the SpringHill Suites by Marriott Fort Myers Airport. We are truly thankful for our industry partners for hosting our volunteers.