5-Year Visitor Industry Strategic Plan


Greater Miami and the Beaches continues to enjoy record numbers of domestic and international visitors and expenditures. In order to ensure our continued success, the Greater Miami Convention & Visitors Bureau (GMCVB) embarked on a process to develop a 5-year Strategic Plan for our Travel and Tourism industry.

In the fall of 2018, the GMCVB engaged InterVISTAS to assist in the development of a 5-year strategic plan for the visitor industry of Greater Miami and the Beaches. The GMCVB’s goal is to develop an action-oriented, forward thinking strategic business plan that will be a roadmap for identifying and taking action on the critical issues that will drive the Travel and Tourism industry forward for the next 5 years. Additionally, this plan will ensure the GMCVB has the tools to maintain its relevancy as a Destination Marketing Organization (DMO) in an ever-shifting competitive marketplace.

Over the next couple of months, the strategic plan will examine all aspects of Miami as a tourism destination, and align shared interests of stakeholders, visitors and the local communities that comprise Greater Miami and the Beaches. The strategic plan will continue to spread the message that tourism generates strong economic benefits by creating and supporting jobs and stimulating revenue.


Goal of Plan

Develop a 5-year strategic plan for the visitor industry of Greater Miami and the Beaches Action-oriented and forward thinking helping to identify key opportunities Taking action on critical issues Ensure most effective tools are available to maintain relevancy.


Strategic Plan Elements



The Strategic Plan will incorporate principals established by DestinationNEXT, a powerful tool developed by Destinations International to help destination organizations further entrench their rightful place in the visitor economy ecosystem. DestinationNEXT assists in the development of best practices, practical actions and strategies for destination marketing organizations (DMOs) to enhance their competitiveness in a changing world. More information can be found here.


Tourism Industry Background

Tourism is the largest component of Greater Miami and the Beaches economy in terms of employment and generation of tax revenues. In 2017, more than 15.8 million overnight visitors spent a record $25.9 billion dollars during their visit. Greater Miami and the Beaches has the highest mix of international visitors in the U.S. with half of overnight visitors coming from many parts of the world. The diverse culture and heritage of our community is found in vibrant neighborhoods throughout Greater Miami and is one of the key features that attracts visitors. During 2017, 86% overnight visitors were leisure travelers and almost 7% were here for business and conventions. Many of these conventions will benefit from the newly reimagined Miami Beach Convention Center, which welcomed its first convention in September 2018. Furthermore, during the same period, the number of jobs in hospitality grew to a record level of 145,100. In recognition of this, the GMCVB is leads the process in creating a comprehensive travel and tourism development strategy targeting key and emerging markets that are aligned with the destination’s product offerings.


For any questions or additional information about the Strategic Plan, please contact us at: