When the news came out that Greater Miami and the Beaches had welcomed a record 13.4 million overnight visitors in 2011, an increase of 6.7% over 2010, no one was happier than William Talbert III, president and CEO of the Greater Miami Convention & Visitors Bureau (GMCVB). Talbert discussed the factors fueling the dramatic visitor growth, the surge in visitor spend and the buzz surrounding Miami with Senior Editor Gay Nagle Myers.
Q: What accounts for the dramatic rise in visitors in 2011?
A: Miami is a global brand now that caters to and satisfies many diverse markets. We've added new four- and five-star hotels, with more on the way; we have an emerging and dynamic downtown area; the fastest-growing airport in the U.S., with a new rail service from the airport to downtown and a state-of-the-art rental car center; and a cruise port that will welcome three new ships this year. More than 7% of our visitors are cruise passengers who come before the ship sails and stay after it has returned to port. Best of all, we've got the Miami Marlins playing baseball in a half-a-billion-dollar, 38,000-seat, retractable-roof ballpark on the historic Orange Bowl site.
Q: Where are your visitors from, what do they spend and how long do they stay?
A: Of our 13.4 million overnight visitors last year, 6.5 million were international, a 7.2% jump over 2010; 6.9 million were domestic visitors, up 6.2%. Latin America fueled the international surge, accounting for more than 4.4 million visitors, a 9.2% jump. Brazil led the pack, surpassing Canada with more than 634,000 visitors to become our No. 1 international market. Brazilians spent the most: Their spend was up 16% last year, and they stayed the longest, about eight days on average. The GMCVB has had a presence in Brazil for 22 years, and we're adding a third office in Recife this year.
Q: How does the GMCVB keep the momentum going?
A: One key is events and promotions. We've loaded the calendar as part of the bureau's strategy to establish Miami as a year-round tourism destination. Various months are themed to museums, restaurants, spas, attractions, golf, films and even romance in June with a special Marry Me in Miami promotion. Wine and food festivals, Nascar events, tennis tournaments and the Beach Polo World Cup keep the buzz alive.
Q: What are your strategies and priorities going forward?
A: Stay on message. In 2011 we aggressively supported efforts to raise awareness among legislative leaders of the need to improve Visa Waiver wait times and ultimately to secure visa waivers for countries such as Brazil, Argentina and Chile. Wait times to get an appointment and interview to apply for a visa in Brazil, for example, are down from 100 days on average to two weeks. President Obama said in a Jan. 19 speech that he wants the U.S. to be the top tourism destination in the world. Visa Waiver is an important step toward that goal.
Q: So what would you suggest to a first-time visitor planning a trip to Miami?
A: I'd let that visitor know that Miami is on a bay and on a river. We've done a bad job of letting people know that we are on the water. Everyone knows Miami Beach has beaches, but Miami is on the water too. I'd suggest a ride on the new rail connection from the airport, book a hotel in downtown, walk to our museums, performing arts center, restaurants and our fashion and shopping districts, jump on the new water taxi along Biscayne Bay, and take in a baseball game at the new Marlins Park.
Follow Gay Nagle Myers on Twitter @gnmtravelweekly.