La in America FY 2022 Budget Workshop - Andrea Gabel
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FY 2022 Budget Workshop
Latin America
Andrea Gabel
Senior Sales Manager
Latin America
FY 2021 Recap
Latin America
FY 2021 Sales Plan
RECAP
GOAL 1:
Increase awareness and knowledge of the St. Pete Clearwater area as a leisure destination to
key markets in Latin America: Brazil, Argentina, Mexico and Colombia.
• Contacted our key clients in Latin American (LATAM) markets for opportunities to
collaborate and provide virtual destination presentations in a webinar format. The team
successfully guaranteed our place with key tour operator companies and we trained 1,506
tourism trade professionals in 26 destination presentations.
• Some of the destination presentations were in collaboration with Visit Florida, Brand USA
and Florida Gulf Coast CVB’s. All destination presentations were in partnership with tour
operators, OTA (online travel agency) and/or travel agents.
• Introduced our destination to new tour and receptive operators and increased our goal
of having Brazilian operators focus on St. Pete Clearwater area by 6.45%.
• Participated in Brand USA Global Marketplace Virtual Trade Show Mexico on February 8-
9, 2021. The show provided the opportunity to connect with walk-in clients.
• Participated in Visit Florida – Huddle Virtual Trade Show on February 8-12, 2021. The
show provided one-on-one pre-scheduled virtual meetings with international buyers and
the opportunity to reconnect with tour operators in early 2021. We completed a total of
(16) Latin American appointments.
• Collaborated with Visit Tampa Bay in a virtual booth and participated in DESTINO
AVIAREPS LATAM Virtual Trade Show on February 24-25, 2021. The 2-day show offered
the opportunity to conduct one-on-one meetings with tour operators and luxury travel
and MICE agencies from 8 LATAM countries. The virtual event welcomed 500-600
tourism trade professionals and the countries represented were: Brazil, Colombia,
Mexico, Argentina, Chile, Ecuador, Panama and Peru. Our participation included the
opportunity for one partner to participate with their own set of appointments.
• Collaborated with the Leisure Travel Department and the Central Europe Director to
participate in Brand USA Global Marketplace Virtual Trade Show on March 15-17, 2021.
The show offered one-on-one pre-scheduled meetings.
• Working with Personal RGE Tours (receptive operator) on an in-destination interview
during their visit on April 13-14, 2021. I will provide support when Personal RGE visits
Latin America – FY 2021 Recap
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Latin America
FY 2021 Recap
destination partners onsite. This project was developed during our Florida Huddle
meeting and was extended to partners that connected with the operator during the show.
GOAL 2:
Digital Partnership: Continue to work with the Digital and Advertising Departments to create
St. Pete Clearwater brand awareness and metric movement by producing specific content and
marketing strategies for key Latin America markets.
• VSPC international marketing efforts are temporarily frozen due to the pandemic.
GOAL 3:
Host a minimum of 3 familiarization groups and Influencer visits to promote destination
awareness in key Latin America markets.
• The team has continued to monitor key Latin America countries with resumed travel upon
opening borders with the U.S.
• We welcomed “Vamos a Miami” media on February 17-19th, an Argentina-based media
company that promotes Florida destinations. “Vamos a Miami” is a travel lifestyle media
company that focuses on the high-end Argentinian traveler. Their website garners over
3k viewers daily and their social media platforms have a large following, with Facebook
having over 80k followers and a strong post engagement.
• In Partnership with Visit Florida’s PR team, we welcomed a Colombian press trip on March
11-13th. The visit included 5 digital travel influencers that promoted outdoor experiences
in our destination.
• In partnership with Visit Florida’s PR team, we will welcome Brazilian digital influencers
who are based in the U.S. to our destination on March 21-23rd. “Rota de Férias” is a
Brazilian website focused on travel experiences with 34K followers, readers profile class
A and B, Instagram 14.6k and Facebook 11k.
• Collaborating with Visit Florida and Viaje el Corte Inglés, a Mexico Tour Operator to
welcome 2 VECI VIP/Luxury travel advisors on April 14-15th. This is an added value
prospect as a result of our participation in the Visit Florida & VECI Co-op marketing
Program.
• The team contacted past familiarization groups with destination updates and conducted
7 virtual destination presentations.
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FY 2021 Recap
GOAL 4:
Produce collateral in Portuguese and Spanish languages to promote our region to key clients
from each market.
• Due to the unprecedented circumstances, we did not produce or print any Portuguese or
Spanish collateral.
GOAL 5:
Collaborate with Florida Gulf Coast CVBs to encourage and increase overall visitation to the
Gulf Coast of Florida and St. Pete Clearwater.
• Participated in monthly meetings with Florida Gulf Coast CVBs (VSPC, Tampa, Naples, and
Fort Myers) to review opportunities to promote our destination to key trade clients. We
have conducted countless virtual destination presentations in partnership with this
coalition.
• Participated in a virtual trade show, DESTINO AVIAREPS LATAM, sharing a booth in
partnership with Visit Tampa Bay.
• Once a Co-op marketing program is signed, Florida Gulf Coast CVBs meet to strategize
potential collaboration to add value to campaign.
• Collaborating with Visit Tampa Bay in a receptive operator client event in Orlando and
Miami. We will provide an opportunity for destination stakeholders to participate to
expose their brand and network with trade and media clients at the event.
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Budget
Latin America
FY 2022 Budget Summary
Sales
(6) Trade Shows $34,500
(4) Sales Missions $15,000
Client Events $140,500
Other Sales $60,000
Total Sales $250,000
Travel $35,000
Total Budget Request $285,000
FY21 Budget $300,600
Variance* -5%
*Variance due to budget reductions to meet forecast.
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FY 2022 Budget Request
Location Dates Travel Sales Cost Total
Trade Shows
FESTURIS Gramado, Brazil November $3,500 $6,000 $9,500
Florida Huddle Trade Show* Tampa, FL January $800 $6,000 $6,800
Connect Travel Marketplace Orlando, FL February $1,900 $4,000 $5,900
ANATO Bogota, Colombia February $2,800 $5,000 $7,800
IPW 2022 Orlando, FL June $2,000 $10,000 $12,000
La CITA de Las Americas TBD, FL September $2,100 $3,500 $5,600
Total Trade Shows $47,600
Sales Missions
Visit Florida Brazil Roadshow 3 Cities TBD, Brazil December $3,000 $3,000 $6,000
ECTU Ladevi Workshop Buenos Aires, Argentina March $2,800 $5,000 $7,800
Visit Florida Mexico Sales Mission* TBD (key cities in Mexico) May $3,000 $3,000 $6,000
Price Travel Tour Operator Workshop Mexico City, Mexico June $2,800 $4,000 $6,800
Total Sales Missions $26,600
Client Events
Receptive Operator Golf Tournament* Orlando, FL November $1,500 $3,000 $4,500
Huddle Tour Operator FAM* Tampa, FL January $12,500 $12,500
Press Visits Trade Media, Social Media Influencers Year Round $25,000 $25,000
Tour Operators, Travel Agent Promotions
Familiarization Trips Year Round $60,000 $60,000
& Sweepstakes
Fam Transportation Year Round $30,000 $30,000
Orlando Receptive Operator Event* Orlando, FL TBD $600 $5,000 $5,600
Miami Receptive Operator Event* Miami, FL TBD $800 $5,000 $5,800
Total Client Events $143,400
Other
Co-op Advertising Programs* Brazil, Mexico, Colombia & Argentina Year Round $7,400 $60,000 $67,400
Total Other $67,400
Total Latin America Budget $35,000 $250,000 $285,000
* Indicates New Initiative Total Budget Request $285,000
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Show/Event Location Dates Benefit
Festuris Tourism Trade Show is targeted toward specific niche markets. During this show there are
FESTURIS Gramado, Brazil November continual destination training workshops. The event draws in more than 10,000 travel professionals
annually, and it is Brazil's 2nd largest show for the trade.
Florida Huddle is the Official Travel Trade Show for Florida and is the premier appointment
Florida Huddle Trade Show* Tampa, FL January tradeshow showcasing all the Sunshine State offers international and domestic tour operators,
wholesalers and media.
Hosted-buyer show that brings together active planners, suppliers and experts in corporate,
association, specialty, leisure, sports, meetings and events for preset appointments, general
Connect Travel Marketplace Orlando, FL February sessions, planner/supplier and quality networking. Attendance from LATAM & Brazil accounts have
been very strong, with 40-45 appointments each year. Show provides the opportunity to meet with
(40-45) key international buyers.
Colombia key trade show for the tourism industry. This show is attended by 15K+ Colombian and
ANATO Bogota, Colombia February Central American travel professionals along with all major LATAM airlines and press from the
region.
This show is the premier international marketplace and largest generator of travel to the U.S. One
on One appointment show with about 70-80 Latin America meetings. The show attracts each year
IPW 2022 Orlando, FL June more than 1,300 exhibitor booths held by U.S. suppliers of USA travel products and destinations and
more than 6,200 attendees, including 1,300 international and domestic travel buyers and 500
journalists representing more than 70 countries. Largest tourism trade show in U.S.
Annual 1:1 tradeshow with Latin America buyers. The show counts with 65+ international buyers, 5
La Cita de Las Americas TBD, FL September receptive tour operators and 35+ international media. Opportunity to meet with buyers from key
Latin America markets in 2nd semester of the year.
Sales Missions
Repeat event with strategic new cities. The roadshow includes workshop, destination training and
client networking in Brazil’s capital cities that have an increasing number of flights and a
Visit Florida Brazil Capital Cities Roadshow 3 Cities TBD, Brazil December
considerable growth in the number of passengers. In each city is expected an attendance of 70+
professionals.
Annual trade fair for travel agents. Expected fair trade attendance of 700 professionals.
ECTU Ladevi Workshop Buenos Aires, Argentina March Opportunity to provide destination presentation to tour operators and travel agents. Show is
produced by Argentina key trade media.
Visit Florida will coordinate a week long sales mission to key cities in Mexico for Florida partners.
Visit Florida Mexico Sales Mission* TBD (key cities in Mexico) May The sales mission will have integrated PR components and will consist of one-on-one appointments,
training events, networking functions and receptions
Sales calls and destination presentation with tour operator in Mexico area. Workshop open to trade
Price Travel Tour Operator Workshop Mexico City, Mexico June and final consumer. Expected to have an attendance over 350 professionals and 3,500+
consumers. Price Travel is the largest tour operator in Argentina.
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Client Events Location Dates Benefit
First time project with Easy Time Travel, a Receptive Tour Operator located in Orlando area. They
Receptive Operator Golf Tournament* Orlando, FL November
specialize in golf tourism for luxury clientele from Latin American countries.
Showcase our destination to key international buyers and media from key Latin American countries
Huddle Tour Operator FAM* Tampa, FL January
in patnership with Visit Florida and Visit Tampa Bay.
Media, Social Media Media visits and Influencer are key components to a successful media relations strategy. LATAM
Press Visits Year Round
Influencers press trips consist of individual media visits or small groups, maybe up to 4 or 5 journalists at a time.
Partners, Tour Operators, Welcoming trade familiarization groups is a tool to promote our destination by creating an unique
Familiarization Trips Travel Agent, Promotions & Year Round experience including a maximum of activities and site inspections of our hotel and attraction
Sweepstakes partners.
Fam Transportation Local Year Round Local transportation budget for press and travel industry FAMS.
A client event to promote our destination to key Latin American Receptive Tour Operators located in
Orlando area. This event will be a partnership with Visit Tampa Bay and we will have the
Orlando Receptive Operator Event* Orlando, FL TBD
opportunity to offer availability to destination stakeholders to expose their brand and network with
trade clients and media.
A client event to promote our destination to key Latin American Receptive Tour Operators located in
Miami area. This event will be a partnership with Visit Tampa Bay and we will have the opportunity
Miami Receptive Operator Event* Miami, FL TBD
to offer availability to destination stakeholders to expose their brand and network with trade clients
and media.
Other
A Co-op Advertising Program is a one-stop shop for cooperative marketing programs, including
Brazil, Mexico, advertising, Sales, PR, promotions, Welcome Centers, and industry education opportunities. Co-op
Co-op Advertising Programs* Year Round
Colombia & Argentina Programs are created in partnership with Visit Florida, Brand USA, Wholesaler Bedbanks, Tour
Operator or Online Travel Agencies (OTAs).
*Indicates New Initiative
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FY 2022 Sales Plan
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FY 2022 Sales Plan
Our department has responded and reacted to the changes of this past year as visitation
and sales efforts in Latin America’s key international markets were abruptly halted. While
trade shows continue to change dates, the sales team adjusts accordingly and searches
for new opportunities to carry on our business meetings and maintain client relationships.
Throughout recovery, it will be important to maintain our presence with key tour
operators in Mexico, Brazil, Colombia, and Argentina through continued participation in
virtual destination presentations.
To remain relevant and keep our brand in the forefront, we will continue our sales efforts
towards negotiation and development of new incentive campaigns. These campaigns will
be created in partnership with tour operators from Brazil and Mexico, and will promote
our Destination Specialist Training that is available through the Brand USA Advisory
Program platform.
Latin American countries continue to promote virtual trade show platforms that have the
ability to connect buyers and suppliers in one-on-one meetings. Our Team will continue
to research the best opportunities to reconnect with our clients and create new contacts.
To ensure the success of our sales efforts, we will target opportunities that have the
greatest return on investment. This includes collaboration with Visit Florida and Brand
USA on Co-op Marketing Programs. These programs are created with a Tour Operator,
OTA (online travel agency), Wholesaler or Airline Company and incorporate the sales push
of our destination packages. Many co-op programs are negotiated in advance and shared
with DMOs for participation a few months prior to the start date.
Research shows key LATAM markets are destination indecisive and deals, info and ads
influence trip planning decisions.
88% look for deals before a decision.
82% say informative content from destinations can influence their
decisions
71% say ads can be influential in their decision process.
(Source: Expedia Group)
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(Source: Expedia Group)
Travelers are more likely to take trips from April to September 2021
(Source: Expedia Group)
NORAM = North America EMEA = Europe, Middle East & Africa
LATAM = Latin America APAC = Asia Pacific
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Flexibility is especially important to Latin American travelers
Travel insurance or trip protection
No concerns about health care expenses or coverage
Access to full cancellation and refunds on transportation and
accommodations
(Source: Expedia Group)
GOAL 1:
Increase awareness and knowledge of the St. Pete Clearwater area as a leisure
destination to key markets in Latin America: Brazil, Mexico, Colombia and Argentina.
STRATEGIES:
• Organize and execute sales missions in key Latin American markets. Attend
tradeshows and workshops in search of value-added opportunities to conduct
destination presentations.
• Virtual trade shows have provided our team the opportunity to stay connected
with established clients, but have not provided a lot of opportunities for meeting
new clients. Therefore, some in-person trade shows were kept in the FY22
reduced sales budget as an effort to meet face-to-face with new customers, as
well as established customers.
• Attend FESTURIS Trade Show in partnership with Visit Florida (December 2021) –
Exposure to one of the largest buyers shows in Brazil specializing in niche markets
(luxury, LGBT, MICE).
• Attend IPW International Pow Wow Trade Show (June 2022) – Opportunity to
meet face-to-face with our key clients in all Latin American markets.
• Collaborate with key wholesale, tour and receptive operators, travel agencies and
airline representatives to promote destination packages and drive air travel
demand.
Increase the percentage of tour operators/OTAs in key markets that focus
on the St. Pete Clearwater area by 5%.
• Evaluate opportunities to partner with Brand USA, Visit USA, and Visit Florida, to
promote our destination at trade shows, sales missions, and workshops in Latin
America.
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• Attend Florida Huddle Trade Show (January 2022) – Connecting with international
buyers from our key markets in one-on-one appointments. This will also provide
an opportunity to showcase our destination by hosting pre and/or post
familiarization (FAM) groups and trade media.
• Participate in Visit Florida’s Brazil Mission (December 2021) and Mexico Mission
(May 2022). Visit Florida coordinates sales missions in strategic cities that
demonstrate an increasing number of flights and considerable growth in the
number of passengers. Each sales mission includes destination training,
workshops, and networking opportunities. Visit Florida Brazil offers collateral
distribution to destination stakeholders.
• Act as a liaison between wholesale/tour operators and our hotel and attraction
partners in order to evaluate potential destination leads.
• Accompany key Latin American receptive operators when in destination for site
visits and provide language translation when needed.
• Provide initial email introduction and translation support.
• Create incentive campaigns with Brazilian and Mexican tour operators to promote
VSPC Advisory Training on the Brand USA Platform.
Target a 10% increase over FY21.
Continue to research opportunities to partner with Visit Florida and Brand
USA on destination presentations across all Latin American markets.
GOAL 2:
Digital Partnership: Continue to collaborate with the Digital and Advertising
Departments to create specific content and marketing strategies for key Latin America
markets that promote St. Pete/Clearwater brand awareness and provide metric
movement.
STRATEGIES:
• Maintain a year-round media/advertising presence in key Latin America markets
by creating promotional digital content in partnership with tour operators and
OTAs.
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• Collaborate with the Digital, Advertising and VSPC’s advertising agency, to ensure
clear communication of market needs, in order to continue developing destination
specific content to distribute in key markets.
GOAL 3:
Host familiarization groups and Influencer visits to promote destination awareness in
key Latin America markets.
In FY19 we hosted 2 groups and 4 media/influencers on familiarization tours in the
destination and in FY20 we hosted 1 group and 3 media/influencers.
STRATEGIES:
• Evaluate groups requesting a familiarization tour to our destination by assessing
the tour operator’s markets and numbers to Florida.
In partnership with an airline (American, Copa, Latam, Aerolíneas
Argentinas, United or Azul Airlines), we will evaluate the opportunity to
host 1 tour operator FAM from each region (Brazil, Mexico, and Colombia).
In partnership with Visit Florida or Brand USA, we will host digital
Influencers from Brazil, Mexico, Argentina and Colombia. Influencers will
be responsible for providing destination digital content on their
platform(s).
• Create unique experiences and activities during site inspections that promote our
destination, as well as our hotel and attraction partners.
• When traveling to Latin America for sales missions and trade shows we will follow
up with tour operators that were recently in destination with a FAM tour, to
discuss potential future business opportunities.
• Host key LATAM buyers attending Florida Huddle and IPW trade shows in a pre or
post familiarization tour of our destination.
GOAL 4:
Produce collateral in Portuguese and Spanish languages to promote our region to key
clients from each market.
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STRATEGIES:
• Continue to translate and produce Gulf to Bay Magazines in Portuguese and
Spanish for distribution to our Latin American clients: wholesaler, receptive and
tour operator, travel industry, airline industry, and consumers.
Produce and distribute 5,000 magazines in Brazil, 5,000 in Mexico, 4,000
in Argentina and 4,000 in Colombia.
• Create and design a new Portuguese and Spanish destination brochure for 2022.
Produce and distribute 4,000 destination brochures in Brazil, 4,000 in
Mexico, 2,000 in Argentina and 2,000 in Colombia.
• Create, design and update our Latin America partner hotel and attraction
brochures in both Portuguese and Spanish.
Produce and distribute 3,000 in Brazil, 3,000 in Mexico, 2,000 in Argentina
and 2,000 in Colombia.
GOAL 5:
Collaborate with Florida Gulf Coast CVB’s to encourage and increase overall visitation
to the Gulf Coast of Florida and to St. Pete Clearwater.
STRATEGIES:
• Consolidate efforts, budgets and contacts to strengthen our position and
partnerships in Latin American key markets.
• Continue monthly communications with Florida Gulf Coast CVB’s to review
opportunities to collaborate. Opportunities can include destination
presentations, sharing virtual or in-person trade show participation, creation of
destination brochures and communication with tour operators to promote all
destinations in one package (St. Pete Clearwater, Tampa, Naples and Fort Myers).
• Assist wholesale, receptive and tour operators with creation of itineraries to
ensure partner hotels and attractions that are featured in our packages, are
included.
• Continue to share updated destination content to stay relevant in wholesaler/tour
operator programs.
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• Introduce new clients to our partner DMO’s, which in turn will provide the
opportunity for us to connect and sell our region to new potential clients.
• Capitalize on opportunities provided through collaboration with Florida Gulf Coast
CVB’s such as, the opportunity to have our destination collateral available at
shows we don’t attend.
• Collaborate with Visit Tampa Bay to promote a Florida Receptive Operator client
event that will allow destination stakeholders the opportunity to expose their
brand and network with trade clients and media.
GOAL 6:
Increase local and international brand awareness and destination visitation through
internal collaboration with VSPC departments and external collaboration with local
airports.
STRATEGIES:
• Identify opportunities to collaborate with Leisure, Sports & Events, and
Community & Brand Engagement Departments to increase local and international
brand awareness of our destination.
• Participate in Brand USA Global Marketplace in collaboration with the Leisure
Department.
• Collaborate with the Leisure Department to host key LATAM buyers attending
Florida Huddle and IPW in a pre or post familiarization tour of our destination.
• Collaborate with the Leisure Department to host a Receptive Operator event
when promoting our destination in the Orlando area.
• Collaborate with Sports and Community & Brand Engagement Departments to
promote a golf project to the Brazilian market in partnership with Easy Time Travel
Receptive Operator.
Identify opportunity to work with Easy Time Travel Receptive Operator on
a future golf project that will be hosted in our destination.
Identify opportunities for activations at Latin events throughout the
Southeastern U.S.
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• Collaborate with the Film Commission on the production of Spanish and
Portuguese destination videos that promote our region in the respective
languages.
• Collaborate with local airports, St. Pete Clearwater International Airport (PIE) and
Tampa International Airport (TIA), to support airline development in key LATAM
markets.
Latin America – FY 2022 Sales Plan
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