Visit Lauderdale hosted its 2026 Annual Marketing Luncheon on January 14 in the newly expanded Atlantic Ballroom of the Broward County Convention Center, drawing its largest audience since 2019 and setting the tone for a bold year in tourism marketing for Greater Fort Lauderdale.

The luncheon offered industry partners, travel trade professionals and local stakeholders a comprehensive preview of strategic initiatives for 2026, centered around the destination’s refreshed global brand campaign, “Never Lose Your Splash.” This new creative platform — crafted from extensive consumer research and inspired by the region’s extensive waterways, vibrant culture, and joyful coastal lifestyle — positions Greater Fort Lauderdale as a destination shaped by water and unforgettable experiences.

Stacy Ritter, President and CEO of Visit Lauderdale, emphasized the destination’s strong performance in 2025, noting continued growth in tourist development tax revenue, rising hotel demand, and significant increases in cruise passenger activity at Port Everglades. “Our focus is not just on being seen, but on being remembered,” Ritter said, highlighting how the refreshed brand identity will elevate the destination’s global presence and emotional connection with travelers.

Ritter also outlined Visit Lauderdale’s integrated marketing approach — spanning national and international partnerships, strategic storytelling, and experiential activations — designed to expand awareness in new audience segments. Among the highlights were the destination’s winter 2025 activation in Chicago, which reached thousands of visitors and generated substantial digital impressions.

A centerpiece of the program was the formal unveiling of the “Never Lose Your Splash” campaign, which debuted nationally during a CNN New Year’s Eve broadcast and will continue its rollout across major U.S. and international markets throughout 2026 via video, out-of-home, digital, and experiential channels. The refreshed campaign not only underscores the importance of water as a cultural and experiential cornerstone in Greater Fort Lauderdale, but also reinforces the emotional value of connection, joy, and authenticity for modern travelers.

The luncheon concluded with an invitation for ongoing collaboration across the tourism ecosystem as Visit Lauderdale prepares to host IPW 2026 — one of the travel industry’s most influential global events — further amplifying the destination’s story on the world stage.

Greater Fort Lauderdale’s combination of 24 miles of golden sandy beaches, over 300 miles of navigable waterways, year-round sunshine, and a rich cultural fabric uniquely positions it as a must-visit destination for leisure and business travelers alike.