The Lee County Visitor & Convention Bureau is preparing a digital marketing push aimed at potential travelers across the country, from audio spots on The New York Times Cooking app to sponsored content on Fort Myers Beach influencer Olive Mannella’s Instagram feed.
The effort is part of the bureau’s new Growing Together ad campaign and seasonal outlook, which tourism leaders outlined during the VCB’s annual public meeting Nov. 12. Speakers addressed a ballroom filled with guests over breakfast at the Hyatt Regency Coconut Point Resort & Spa in Bonita Springs.
A presentation slide features Fort Myers Beach influencer Olive Mannella, whose content will be part of the VCB’s digital strategy in the Growing Together campaign.
Evan Williams
VCB Executive Director Tamara Pigott highlighted the tourism industry’s economic impact during her 25 years with the bureau.
“I am eternally optimistic about our very, very bright future in Lee County,” she said.
Since 2000, bed tax revenues have supported nearly $220 million in beach and shoreline improvements and more than $50 million in events, marketing and other projects. Upcoming initiatives include the $7 million reconstruction of the Fort Myers Beach Pier, which was destroyed by Hurricane Ian in 2022 and will be rebuilt longer and wider.
The VCB is funded by a 5% tourist, or bed, tax collected on accommodations rented for six months or less.
VCB Executive Director Tamara Pigott presents the bureau’s Junonia Award to Toni Westland, who retired after 27 years with the U.S. Fish & Wildlife Service.
Evan Williams
Pigott also presented the bureau’s Junonia Award — named for the prized seashell — to Toni Westland, who retired in May after a 27-year career with the U.S. Fish & Wildlife Service. Westland served as supervisory refuge ranger at J.N. “Ding” Darling National Wildlife Refuge on Sanibel Island.
Marketing challenges remain, including the need to reassure prospective visitors that the region has recovered from recent hurricanes. The Growing Together theme reflects the hospitality industry’s resilience after Ian and last year’s active hurricane season.
“Perception continues to be a challenge,” VCB Chief Marketing Officer Brian Ososky said. “We want to let people know our area is open, it is vibrant and it is ready to welcome guests.”
In August, the VCB surveyed local businesses about their concerns for the upcoming season. Along with ongoing recovery, a sharp decline in international visitation has hindered the industry.
“What are your biggest concerns?” Ososky said. “It probably comes as no surprise — a noticeable loss of international travelers, especially our neighbors to the north (Canada).”
Staff members of the Lee County Visitor & Convention Bureau gather on stage at the annual tourism outlook meeting, where leaders unveiled the new Growing Together marketing campaign.
Evan Williams
The VCB plans to invest in loyalty marketing aimed at Canadians, though officials acknowledge they cannot influence the broader global issues affecting travel. Pigott pointed to one advantage.
“At the end of the day, it gets really cold in Canada,” she said.
Germany, England and Ireland remain key international markets for the bureau. More than half of its advertising investments are digital, with the remainder split among broadcast and integrated packages that include limited print placements.
VCB Chief Marketing Officer Brian Ososky discusses the tourism bureau’s new Growing Together campaign and efforts to boost visitor perception after recent hurricane seasons.
Evan Williams
The bureau’s messaging focuses on themes such as ecotourism, wellness, arts and culture, sports, local visitation and group business, especially small and mid-sized convention groups that often choose Tampa or Orlando instead.
The meeting’s keynote speaker, Brand USA President and CEO Fred Dixon, outlined the agency’s national marketing strategy. A major emphasis is America’s 250th birthday in 2026, which Brand USA plans to promote through campaigns that tap into the nostalgia of road trips. Dixon said he hopes both domestic and international travelers will set out on cross-country journeys.
“There is tremendous nostalgia around the world for road trips,” he said.