Visit Lauderdale’s participation at FITUR 2026 in Madrid marked a key step in Fort Lauderdale’s international strategy to consolidate itself as one of the strongest emerging destinations in the United States for meetings, sports and high-value travel. The fair, considered the most important tourism trade show in the Spanish-speaking world, served as a platform to present the destination’s new growth phase to tour operators, travel agencies and specialized media.

One of the central messages was 2026 as a turning point year for Fort Lauderdale, driven by the recent expansion of its convention center and the opening of the new Omni hotel, with more than 800 rooms—an infrastructure upgrade that allows the destination to compete on the major international events circuit. This is further strengthened by the city’s selection as host of IPW in May, the leading travel trade show in the United States, a historic milestone for the destination.

During FITUR, Visit Lauderdale’s delegation, represented by Caitlan Etchevers, Senior Manager of Global Trade Development, focused on the growth of international markets and on strengthening ties with Latin America and Europe. Canada, the United Kingdom and Germany remain strategic markets, while Brazil, Argentina, Colombia and Mexico are showing strong momentum, driven by new air routes and by Port Everglades’ role as one of the country’s main cruise hubs.

Another highlight was the positioning of Fort Lauderdale as a complementary alternative to Miami, especially in the context of the FIFA World Cup, whose matches will be played in the metropolitan area. Greater Fort Lauderdale, which includes 31 municipalities, presents itself as an option with better connectivity, less congestion and a “quiet luxury” proposition: high-end hotels, beaches, marinas and a more relaxed experience, often at more competitive prices.

The brand strategy, under the concept “Don’t Lose Your Splash,” reinforces the destination’s maritime identity, known as the “Venice of the Americas” and the world’s yachting capital. Cruises, sports, meetings tourism and waterfront experiences are all part of a single narrative designed to attract both leisure travelers and the MICE segment.

Finally, gastronomy emerged as a new differentiating asset, with a scene described as “Floribbean,” combining Caribbean influences and seafood cuisine with international standards, including an emerging presence in the Michelin Guide. With this comprehensive proposal, Visit Lauderdale concluded its participation at FITUR 2026 by consolidating Fort Lauderdale as a destination in full transformation and with clear global ambitions for the coming years.