Tourism Business Plan 2027

Check out Discover The Palm Beaches’ 2027 Tourism business plan.

Lettre du président et du directeur général

Dear Members of the Tourism Community,

Fiscal Year 2026 was a defining chapter for The Palm Beaches. Our destination delivered exceptional results across leisure, meetings and conventions; expanded global visibility; and benefited from once-in-a-generation events such as the FIFA World Cup and America 250. These achievements reflect the strength of our tourism ecosystem and the collective impact of our partners, setting both a solid foundation and elevated performance expectations as we enter FY2027.

The FY2027 Business Plan is grounded in our 2027–2029 Strategic Plan, which continues to guide our priorities and investments while ensuring alignment across the organization. This year’s plan reinforces our commitment to growth and accountability as we continue to evolve our brand and invest in technologies that strengthen our destination. Through a Marketing Mix Model, we have enhanced our ability to evaluate performance, optimize investments, and demonstrate clear return on investment across all marketing and sales channels. Coupled with our patented Destination Demand™ forecasting software, this data-driven approach ensures every dollar we deploy is focused on long-term value for Palm Beach County.

FY2027 also represents a pivotal step forward in how Discover The Palm Beaches approaches technology, organizational sustainability, and commercialization. We are accelerating the adoption of advanced digital tools, and AI-powered insights to better personalize the visitor journey and strengthen our influence across evolving travel discovery platforms. At the same time, we are realigning our commercialization efforts to ensure demand generation, partnerships, and revenue strategies work together more seamlessly to support long-term growth. We are also expanding our advocacy and resident engagement efforts to help more people understand tourism’s value and ensure community perspectives continue to inform our work. By fostering that dialogue, we can strengthen support for the visitor economy and the role it plays in enhancing Palm Beach County’s quality of life and quality of place.

We recognize that FY2027 will bring new challenges and require a different path to success. Without the major summer events that elevated FY2026 performance, we must work even more strategically to sustain high demand, particularly for the luxury and high-end experiences that distinguish The Palm Beaches. Our success will depend on attracting new meetings and events while expanding leisure visitation during summer and other need periods. Just as importantly, we must maintain a strong presence in key domestic and international feeder markets.

Our commitment remains unwavering: to protect and grow the economic impact of tourism while continuing to elevate the brand of The Palm Beaches. We are equally committed to ensuring we remain one of the nation’s most desirable travel destinations. This work is made possible by the extraordinary talent and professionalism of our team. Their dedication strengthens both our organization and our destination, and I am deeply grateful for the excellence they bring to our mission every day.

Thank you for your continued partnership and support. Together, we will build on the achievements of FY2026 and deliver another year of strong performance for The Palm Beaches.

Avec gratitude,

Milton Segarra, CDME
Président et directeur général
Découvrir les Palm Beaches

Milton Segarra, CDME
Président et directeur général
Découvrir les Palm Beaches