GREATER FORT LAUDERDALE, Fla.—Visit Lauderdale spotlighted a new destination branding campaign and outlined tourism initiatives planned for 2026 at its annual marketing luncheon, while pointing to continued growth in visitor-related revenue across Greater Fort Lauderdale. The event was held Jan. 14 in the newly expanded Atlantic Ballroom at the Broward County Convention Center, and drew the organization’s largest luncheon crowd since 2019, according to Visit Lauderdale.
Tourism performance metrics released at the luncheon showed the destination generated $124 million in Tourist Development Tax revenue in 2025, a 0.3% increase from the previous year. Hotel demand rose 1.3%, and Port Everglades reported more than 4 million cruise passengers, a 16.2% increase from 2024.
“These results reflect more than demand; they reflect confidence in our destination,” says Stacy Ritter, president and CEO of Visit Lauderdale. “Our focus is not just on being seen but also on being remembered, and that intention is driving real economic impact for our community.”
Ritter outlined Visit Lauderdale’s integrated marketing strategy, which includes national and international partnerships and destination storytelling aimed at reaching new audiences. Among the highlighted efforts was a winter 2025 activation in Chicago, which reached more than 150,000 visitors and generated more than 200,000 digital impressions. The organization also announced the selection of Florida Panthers forward Anton Lundell as an official brand ambassador.
During the luncheon, Visit Lauderdale also formally unveiled its refreshed brand campaign, “Never Lose Your Splash,” which is rooted in consumer research and inspired by the area’s waterways, culture, and recreational lifestyle. The campaign positions Greater Fort Lauderdale as a destination where water plays a central role in shaping the visitor experience. Prior to the brand unveiling at the luncheon, the campaign made its national debut during a New Year’s Eve broadcast on CNN, reaching more than 4 million viewers and generating more than 85 million digital impressions. Visit Lauderdale plans to expand the campaign’s reach in 2026 through video, out-of-home advertising, and experiential marketing across major U.S. and international markets.
“Travelers today are seeking joy, authenticity, and connection,” Ritter says. “This brand reflects who we’ve always been and invites visitors to experience Greater Fort Lauderdale in a way that feels vibrant, elevated, and unforgettable.”
Visit Lauderdale is preparing to host more than 5,000 travel professionals at IPW 2026, May 17–21 at Broward County Convention Center.
