VISION GUIDE
IDEAS FOR SHARING THE POSITIVE IMPACT OF TOURISM
Campaign Overview
A DEFINING MOMENT
Let’s take a moment right now to champion the quality-of-life benefits associated with tourism in Miami-Dade County. Brought to You by Tourism is a unifying umbrella campaign that clearly demonstrates how tourism makes our community an even better place to live, work, play and visit.
But first and foremost, we want to begin by hearing your story! Check out Pati’s testimonial video below to get inspired, and visit our website to share your own.
Your job as a tourism champion begins today. Together, let’s share, recognize, and appreciate this industry for the way it continues to shape our community.
TO BEGIN THE PROCESS OF SHARING YOUR STORY, THINK ABOUT ASKING YOURSELF THESE QUESTIONS:
Can you share a personal story or insightful memory that really highlights the impact of tourism on your life, your family and your community?
How long have you benefited or been connected to the tourism industry and how has it impacted you, your family, friends or business?
Which part of Miami-Dade County do you live in?
How is your business growing and how does tourism lead to an increase in customers for local neighborhood businesses like restaurants, shops, hotels, grocery stores and other places not normally associated with tourism?
What else would you recommend to find those in our community who will share their stories?
Share YOUR Brought To You By Tourism story
Campaign Overview
Now picture this: Her luxury ocean view suite just saved a Miami area family $2,200 on taxes. How? Visitors pay one third of all sales taxes in Florida and those dollars circulate right back to us, directly impacting both our wallets and our community’s prosperity.
Campaign Messaging
Check out the following messages designed to help promote the Brought to You by Tourism campaign!
KEY MESSAGE #1: EDUCATE
Brought to You by Tourism educates Miami-Dade County residents about the role that tourism tax dollars play in enhancing our overall quality of life.
Tourism revenue actively improves our finances. In 2022, Miami-Dade welcomed 26.5 million visitors, who pumped over $20.8 billion into our economy. That means more than $2,500 in annual tax savings for every household right here in our county!
KEY MESSAGE #2: DEMONSTRATE
There is strength in numbers. Only 181 visitors are needed to generate one job in MiamiDade County. Brought to You by Tourism demonstrates the economic significance of tourism in stimulating job growth and creation in the local economy.
Our low unemployment rates are supported by 146,000+ jobs in the tourism sector.
KEY MESSAGE #3: EMPHASIZE
Brought to You by Tourism emphasizes the importance of tourism tax dollars in supporting public funding.
Have you ever thought about what keeps our festivals and cultural events thriving, setting our destination apart? It’s worth recognizing the role of tourists. Their spending and contributions through sales taxes play a crucial role in sustaining our arts, culture, and public spaces. Their impact is tangible, benefiting our communities through support for transportation, healthcare, public safety and education.
KEY MESSAGE #4: PROMOTE
Brought to You by Tourism provides an opportunity to highlight the role of the Greater Miami Convention & Visitors Bureau (GMCVB) tourism promotion which supports our local economy.
In order to ensure continued success and the benefits tied to Miami-Dade’s tourism economy, the GMCVB must direct breakthrough destination marketing and outreach efforts to attract visitors on a global scale.
Q. How does tourism directly improve the quality of life of residents in Miami-Dade County?
A. Every time a visitor spends money at our hotels or dines in our restaurants, they’re investing in Miami-Dade County. In addition to visitors paying tourist taxes, the state government collects sales tax in Tallahassee and directs it back to us. This funding supports essential functions such as education, transportation, public health, parks, arts, and programs for the homeless. A thriving tourism sector means more wins for us all. All Miami-Dade residents experience positive impacts to their daily lives thanks to tourism’s contributions.
Q. In what ways do visitors actually save each household in Miami-Dade over $2,200 annually?
A. Across the state, visitors contribute roughly one-third of all sales taxes. Whether here for leisure or business, their spending helps shoulder taxes that residents don’t have to. According to Visit Florida, the state’s official tourism marketing entity, the generation of state and local tax revenues associated with visitor spending in our county amounts to $2,535 in economic well-being for each resident household.
Q. Why is it so important to prioritize and support tourism in Greater Miami and Miami Beach?
A. Beyond being the primary economic driver, tourism emerges as the unsung hero of our economic development in Miami-Dade County. The initial experiences of vacationers or business travelers in our region shape their perception of what it’s like to live, work and play in our community. These impressions can materialize into reality when visitors return to establish a business, move for job prospects or choose to settle down due to the exceptional quality of life we offer.
Q. To what extent does the tourism industry offer a diverse range of job opportunities?
A. Let’s take a moment to grasp the wide array of job opportunities within our local tourism sector. From air traffic controllers to event planners, tour operators to marketing managers, this industry covers a vast spectrum of roles. Whether in transport, events sales, marketing tourism development or administration, from entry level to senior management, tourism offers career options and lifestyle flexibility creating a niche for everyone.
Q. How exactly do the various taxes associated with tourism work, and where do they come from?
A. Our tourism industry’s financial backbone is sustained by two key revenue streams: sales taxes and tourist taxes. A sales tax is levied on all good and services within Miami-Dade, and a noteworthy 30 percent of this revenue is contributed by visitors.
On the other hand, tourist taxes, which encompass bed tax, food and beverage tax contributions toward homelessness and domestic violence initiatives,
collectively referred to as Tourist and Convention Development taxes, have a more intricate genesis. For stays lasting six months or less, a 6 percent tax is appended to a visitor’s bill, in addition to the 6 percent Florida state sales tax. These funds play a pivotal role in bolstering public safety, enhancing transportation infrastructure, and fortifying educational endeavors. Less than 12% of these taxes support the Greater Miami Convention & Visitors Bureau’s considerable marketing campaigns, driving demand that sets Greater Miami and Miami Beach apart as the premier choice for vacations, meetings and events, outshining significant global competition.
Brand Guidelines
LOGOS
TYPOGRAPHY
COLORS
CMYK: 52, 3, 0, 0
RGB: 98, 202, 250 HEX: #62cafa
CMYK: 75, 64, 0, 0
RGB: 76, 101, 245 HEX: #4c65f5
CMYK: 83, 39, 4, 0
RGB: 0, 131, 191
HEX: #0083bf
Photo Library
Download Photo Library Here
Social Media Posts
Let’s spread the social buzz about #BroughtToYouByTourism! Check out our social media messaging to help craft your own posts, or feel free to use one of the sample posts below! Show us how the tourism industry has positively enhanced your life. Make sure to use the #BroughtToYouByTourism hashtag and tag GMCVB on X and LinkedIn!
We encourage you to help spread the word about the benefits of tourism in Miami-Dade County using all available communication channels! Below is a sample newsletter template for the Brought To You By Tourism campaign for consideration.
It’s not every day you get asked to jump on a bandwagon, but this one is truly special. Brought to You by Tourism is a dynamic GMCVB initiative that celebrates the influential factors shaping the quality-of-life advantages enjoyed by Miami-Dade residents. It’s a campaign that is anchored in storytelling and takes us down a path that truly allows us to appreciate how visitors make our community an even better place to live, work, play and visit.
We need you to get onboard now and help amplify the message of how tourism is driving progress and prosperity in Greater Miami and Miami Beach.
How you can participate:
• Employee participation: Dear [insert name of company] employees, Let’s rally around tourism’s ability to provide an economic boost in Miami-Dade. Your personal stories are powerful and are too valuable to go unnoticed. Here’s an opportunity to highlight tourism’s significance to everyone in our community. Visit: www.BroughttoYoubyTourism.com to learn more.
Newsletter Template Here
• Share Your Story: Tell us how tourism has impacted your business or organization. Your narrative could be featured in campaign materials, helping showcase the importance of tourism to our community. Visit: www.BroughttoYoubyTourism.com to share your business story.
• Spread the Word: Share campaign updates, posts and stories on your social media channels. Use #BroughttoYoubyTourism to join the conversation.
• Take a moment to learn how destination marketing works. A single idea mushrooms from a brainstorming session based on research and trends to become a full-blown marketing campaign that attracts millions of visitors every year. Visit www.gmcvb.com to gain insight into the Greater Miami Convention & Visitors Bureau’s programming.
Fact Sheets
Sheets Here
Creative Assets
Zoom Background
Download Zoom Background Here
Profile Photo
Download Profile Photos Here
THANKS FOR SHARING YOUR STORIES
and for all your efforts in driving home the importance of tourism’s benefits.
