Tourism Business Plan 2026

Check out Discover The Palm Beaches’
2026 Tourism business plan.

Letter from the President & CEO

Dear Esteemed Stakeholders,

As the tourism landscape continues to evolve, Discover The Palm Beaches remains focused on advancing our destination through thoughtful innovation and strong community collaboration. Our work is guided by the belief that both visitors and residents are equally essential to the success and sustainability of Palm Beach County’s tourism economy.

Over the past year, we have strengthened our marketing reach, expanded data capabilities, and enhanced long-term strategies to support responsible growth. These efforts have been made possible through close collaboration with the Tourist Development Council (TDC) of Palm Beach County, our sister agencies – the Cultural Council for Palm Beach County, the Palm Beach County Sports Commission, and the Palm Beach County Film and Television Commission – and other key partners, including the Palm Beach Convention Center, the Donald J. Trump International Airport (DJT), formerly known as Palm Beach International Airport (PBI), and Palm Beach County Environmental Resources Management.

This progress has also been informed by Project Futuris, an initiative that examined the future of our destination through Talent Development and Organizational Culture, Technology Development, and Organizational Sustainability and Growth. The insights from Project Futuris have shaped the development of the Advance Destination Promotion and Sustainability (ADPS) Model.

The ADPS Model integrates data, technology, and inclusive civic engagement to strengthen tourism’s overall value to Palm Beach County. It provides a platform for real-time forecasting, performance tracking, and resident engagement, and tools that support more informed decision-making and transparency in how we promote and sustain our destination.

In addition, we are strengthening accountability through a Marketing Mix Model, developed in partnership with Nielsen, to help measure campaign impact and more effectively guide future investments.

The ADPS framework is built around three strategic pillars:

• Advanced Destination Promotion: Using real-time data, analytics, and technology to reach key audiences and maximize marketing effectiveness.
• Sustainable Financial Models: Exploring complementary revenue alternatives through new and innovative partnerships, potential visitor contribution models, and grants that can be reinvested in destination and industry priorities.
• Community and Stakeholder Integration: Creating new opportunities for residents, local leaders, and businesses to participate in shaping tourism initiatives and ensuring that growth reflects community values.

Together, these pillars provide a path forward for further strengthening both our visitor economy and the well-being of our local community.

We appreciate the continued guidance and collaboration of our Board of Directors, County leadership, and partners across the TDC, our sister agencies, and other key stakeholders.

Your engagement and support remain vital to the continued success of Palm Beach County as a place that welcomes visitors and enriches the lives of those who live here.

With gratitude,

Milton Segarra, CDME
President & CEO
Discover The Palm Beaches