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#LOVEThePalmBeaches Summer Campaign Relaunches

#LOVEThePalmBeaches Summer Campaign Relaunches

Local Residents Can Share the Love and Be Entered to Win Staycation Prizes

#LOVEThePalmBeaches Summer Campaign Relaunches

Editor’s note: Images can be downloaded by clicking here.

WEST PALM BEACH, Fla.May 14, 2024 Discover The Palm Beaches (DTPB), the tourism marketing organization for Palm Beach County, announced the return of its popular “Love The Palm Beaches” summer campaign. The resident campaign began last year, and it will once again harness the power of its local community members and engage residents who live, work, and play in the area to become ambassadors for The Palm Beaches. The campaign encourages residents to showcase the area’s enticing attributes on their social media platforms and to extend a personal invitation to close friends and family to travel to the destination.

The campaign aims to drive visitation to the area during the county’s summer months and remind residents to enjoy and promote the tourism assets in their own backyards. Every visit to The Palm Beaches supports local restaurants, shops, museums, attractions, and more, which helps keep the destination strong as the best place to live, work, and play.

“The ‘Love The Palm Beaches’ campaign engages our residents and community members in an interactive way to invite their friends and family to visit,” said Milton Segarra, president and CEO of DTPB. “Our residents are often our best sales tool. They typically live here for the same reasons people vacation here, so they are the perfect ones to promote our destination and invite potential visitors. We brought this particular campaign back because 91% of people exposed to it last year invited a friend or family member to visit them.”

Additional proof points for last year’s campaign include the following metrics:

To empower Florida residents to become brand messengers, DTPB will award monthly prizes from May through September to those participating in the campaign. To be entered to win prizes, residents must follow @PalmBeachesFL, share their favorite photos or videos of Palm Beach County, and use the hashtag #LOVEThePalmBeaches on Instagram and Facebook. Monthly grand prizes will offer staycation packages, complete with a hotel stay, and tickets for local attractions and dining at restaurants. DTPB also has Palm Beaches-themed stickers that help residents showcase their love and make posting fun, which can be found by searching “The Palm Beaches” or “Love The Palm Beaches” on Instagram.

The “Love The Palm Beaches” resident campaign launched at this year’s SunFest in downtown West Palm Beach, and the campaign continues all summer through September 13. During the launch weekend, more than 650 people submitted entries and shared their love for The Palm Beaches at the event, which was a strong launchpad for the campaign as it is one the area’s largest and most “Instagrammable” festivals.

Residents who would like to participate in the contest without posting on social media can still enter to win the monthly prizes by visiting

Friends and family are the number one most trusted referral source for visitors, and leveraging the power of a personal invitation helps to support tourism in the destination. According to DTPB’s research, visiting friends and family accounts for approximately 40% of the motivation to visit The Palm Beaches across all target markets, which represents four out of every 10 travelers to the destination. This is a meaningful demographic of visitors significantly impacting the local economy. These visitors may end up staying with their friends and family, at local hotels or vacation rentals, and experiencing beach and family activities, cultural attractions, shopping, restaurants, and more, impacting the overall tourism economy and contributing to the record-breaking $7.1 billion in visitor spending in 2023.


About Discover The Palm Beaches
Discover The Palm Beaches is the tourism marketing corporation for the collection of 39 cities and towns known as The Palm Beaches in Southeast Florida, stretching from Boca Raton to Jupiter. Tasked with growing visitation and the local tourism economy, the organization works year-round to bring travelers to visit Palm Beach County. The Palm Beaches have a rich history as America’s First Resort Destination®, where genuine hospitality is a way of life among a vibrant and welcoming blend of people, cultures and coastal towns. Tourism is among the county’s major industries, generating an annual economic impact of approximately $10 billion and supporting more than 85,000 local jobs. For more information about The Palm Beaches, visit or follow on social media on Instagram, Facebook, TikTok, YouTube, X, Threads, Pinterest and LinkedIn.

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