The International Inbound Travel Association (IITA) has selected Visit Lauderdale, the official destination marketing organization for Greater Fort Lauderdale, as its September 2026 Sustaining Member Spotlight. The recognition highlights the destination’s ongoing efforts to strengthen its position in the international inbound travel market and showcase Greater Fort Lauderdale beyond its traditional image as a beach destination.

The spotlight comes following IPW 2026, held in May, and focuses on Visit Lauderdale’s international strategy, including its new global brand campaign, “Never Lose Your Splash.” The campaign puts the destination’s waterways, beaches, culture, culinary scene and outdoor experiences at the center of its international tourism message.

Greater Fort Lauderdale’s identity is closely connected to water, with 24 miles of beaches and more than 300 miles of waterways. Visit Lauderdale is using these natural assets as a foundation for a broader destination proposition that includes waterfront dining, cruising along the Intracoastal, water-based activities, arts, culture and entertainment.

Beyond the Beach

One of the key elements highlighted by IITA is Visit Lauderdale’s effort to encourage international travelers to explore experiences beyond the destination’s well-known beaches.

Among the newer attractions is the Jellyfish Museum in Pompano Beach, which opened in March and offers an interactive marine-life and ocean-education experience featuring 25 species of jellyfish.

Greater Fort Lauderdale is also highlighting its culinary scene, including The Chef’s Counter at MAASS at the Four Seasons, which maintains its Michelin Star, and Heritage, which retains its Bib Gourmand designation.

Nature and outdoor experiences are another important part of the destination's international offering, including opportunities to explore the unique ecosystem of the Florida Everglades, alongside festivals, shopping, cultural attractions, restaurants and entertainment venues.

Accessibility as Part of the Visitor Experience

Accessibility has also become an important component of Greater Fort Lauderdale’s tourism strategy.

In August, the destination became the world’s first KultureCity-certified sensory accessible and inclusive beach destination. Through Visit Lauderdale’s Beaches for All initiative, six Broward County beach communities—including Fort Lauderdale, Hollywood Beach, Pompano Beach, Lauderdale-by-the-Sea, Dania Beach and Hallandale Beach—offer sensory resources designed to help visitors with different needs enjoy the area’s beaches and outdoor experiences.

Visit Lauderdale also provides accessibility resources that include the Hidden Disabilities Sunflower Program and the Wheel the World location certification program.

Strengthening International Partnerships

IITA’s spotlight also recognizes Visit Lauderdale’s work with international travel advisors, tour operators and other tourism partners.

The destination emphasizes communication, transparency and understanding of individual international markets as important elements in developing successful inbound tourism partnerships. Regular destination updates, information about new products and events, and direct communication with trade partners are part of this approach.

Visit Lauderdale has also hosted IITA’s Inbound Insider Steps to Success™ training for local tourism stakeholders. Its Global Trade Team organizes quarterly partner meetings featuring market updates, guest speakers and resources focused on international travelers.

The destination also operates programs such as Lauderdale Loyalist and Lauderdale Local, designed to strengthen knowledge of Greater Fort Lauderdale among tourism professionals and local partners.

International Markets and Longer Stays

International visitors remain an important part of Greater Fort Lauderdale’s tourism strategy. According to IITA, Canada continues to be the destination’s leading international market, while Mexico, the United Kingdom, Brazil and Colombia are also significant markets.

Visit Lauderdale is also seeing more cruise travelers extending their stays before and after their cruises, creating additional opportunities for hotels, restaurants, attractions and other tourism businesses throughout Greater Fort Lauderdale.

Cruising remains a major component of the destination’s international tourism economy. Greater Fort Lauderdale is home to Port Everglades, one of the world's major cruise ports, and the destination continues to promote pre- and post-cruise experiences as part of its broader visitor proposition.

A Broader International Tourism Message

The IITA recognition comes at a time when Greater Fort Lauderdale is seeking to communicate a more complete picture of the destination to international travelers.

With “Never Lose Your Splash” as its new global brand platform, Visit Lauderdale is combining the destination’s established strengths—sunshine, beaches, waterways and cruising—with gastronomy, culture, nature, accessibility and outdoor experiences.

For IITA, the destination’s participation in major international trade events such as IPW 2026 provides an important platform for establishing long-term relationships with travel professionals, international operators and media.

The organization notes that the work following IPW continues through appointments, FAM trips, events and media and public relations programs designed to maintain those international connections.

The selection of Visit Lauderdale as IITA’s September Sustaining Member Spotlight places Greater Fort Lauderdale in focus as it continues to develop its international inbound tourism strategy and communicate a broader vision of what travelers can experience across the destination.