What I Took Away from the Destinations Florida May Conference
As someone who has spent years navigating the world of destination marketing, I can confidently say there’s nothing quite like a Destinations Florida conference. This May, I had the pleasure of attending the annual gathering at The Westin Cape Coral Resort at Marina Village, and I walked away feeling both inspired and energized.
Let’s be honest: we don’t just market cities. We don’t sell beaches, murals, or seafood platters. What we truly offer—what any great destination marketing organization (DMO) provides—is a story. A story that visitors want to immerse themselves in, experience, and share when they go back home.
That was the key takeaway from this year’s Destinations Florida Marketing Summit, where Aqua, a BrennSys Company, proudly participated as a Gold Sponsor. We didn’t just come to exchange business cards—we came to connect, listen, and lead with purpose. Because if there’s one thing the most forward-thinking DMOs in Florida are making clear, it’s this: the old playbook is broken.
Flooding channels with generic ads and hoping for clicks doesn’t just feel outdated—it’s tone-deaf. In today’s attention economy, trust is everything. And it was clear: the most forward-thinking DMOs in Florida are ready to stop interrupting and start inviting.
From Strategy to Storytelling
We heard from inspiring voices—like Adeta Gayah from Visit Orlando, who’s building a diverse creator network not to “check a box,” but to make space for more authentic, resonant stories. Because if your destination only speaks with one voice, it only reaches one kind of visitor.
We appreciated Frida Bahja, PhD, from Experience Kissimmee, who shared a powerful reminder: surveys aren’t just about collecting data—they’re about building trust. The way we design and ask questions directly impacts the honesty and quality of the responses we receive. Empathy in survey design fosters more meaningful insights.
We also learned from John Solomon from Franklin County, who reminded us that size doesn’t matter—strategy does. His case study demonstrated how smaller DMOs can stand out by focusing on what makes their communities truly unique. By embracing the local charm and telling the right story, even a small destination can make a big impact.
And AI? Robert Skrob showed us that it’s not the future—it’s now. His roadmap focused not on technology for technology’s sake but on curiosity, creativity, and making smarter connections with the people we serve.
Why We’re Here
Destinations Florida reinforced a truth we’ve always believed at Aqua: the best marketing isn’t about selling—it’s about connecting with purpose.
Yes, Aqua is a proud Service-Disabled Veteran-Owned Small Business. But more than that, we’re a team of strategic creatives who believe in marketing with meaning. Not just better ads—better stories. Stories that capture attention, build belonging, and reflect the spirit of your place.
Because the best destinations aren’t just seen. They’re felt. And that’s work worth doing.
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