Tourism Business Plan 2025

Click Here to View the 2025 Tourism Business Plan.

Letter from the President & CEO

Dear Esteemed Stakeholders,

As I embark upon my second year as President & CEO of Discover The Palm Beaches, I am filled with immense pride and gratitude for the continued success and evolution of our destination and organization. It has been a remarkable journey thus far, and I am honored to lead such a dedicated team in showcasing The Palm Beaches as a premier destination.

Over the past year, we have witnessed significant achievements and milestones that have further solidified our position in the competitive leisure and meetings & conventions global travel space. Our commitment to excellence and innovation remains unwavering as we strive to enhance the experiences of our visitors and the prosperity of our community.

Through collaboration with the Tourist Development Council of Palm Beach County (TDC) and our sister agencies under the TDC umbrella – the Cultural Council for Palm Beach County, the Palm Beach County Sports Commission, and the Palm Beach County Film & Television Commission – a comprehensive 20-year “Love The Palm Beaches Tourism Master Plan” has now been launched. This ambitious initiative aims to ensure the sustainable growth and development of our tourism sector, fostering a vibrant and thriving community for years to come.

Furthermore, we are dedicated to enhancing the stewardship of our investments in marketing activities by developing a new attribution model to assess ROI across multiple channels. This strategic approach will enable us to continue making informed and enhanced, data-driven decisions that drive growth and deliver exceptional value to our stakeholders.

In addition, we will keep expanding our use of emerging Marketing Technology. By leveraging these innovative tools, we will reshape the way consumers plan, purchase, experience, and share their vacations in The Palm Beaches. Our goal is to create seamless and memorable experiences that leave a lasting impression on our visitors.

The vitality of our local tourism economy is fundamentally driven by visitation. As we often emphasize, “It starts with a visit.” Visitors are captivated by the allure of our destination, leading them to consider it as a place to live, work, and invest. This cycle of discovery and investment fuels further business opportunities and economic growth within our community.

Looking ahead, I am excited to see the future of destination promotion. We will harness the power of transformational travel and leverage the dual impact our destination brand has on visitors and residents. By reimagining partnerships and alliances, we will further strengthen our position and enhance our holistic approach.

I extend my heartfelt thanks to each of you, our Board of Directors, and County elected officials for your support and partnership. Together, we will continue to elevate The Palm Beaches as an iconic destination. I look forward to another year of shared success and remarkable achievements.

With gratitude,

Milton Segarra, CDME
President & CEO
Discover The Palm Beaches

Click Here to View the 2025 Tourism Business Plan