CVB Update
VISIT FLORIDA on July 27 announced a major new commitment to the state’s 30 rural counties, officially designated as “Rural Areas of Opportunity” by FloridaCommerce.
Building on its longstanding commitment to feature multiple rural counties in its marketing efforts each year, VISIT FLORIDA is now significantly expanding this initiative. Starting in Fiscal Year 2026–2027, the organization commits to featuring all 30 rural counties in its marketing efforts every year.
“One of VISIT FLORIDA’s most important missions is ensuring that the enormous economic benefits of Florida tourism are felt broadly across the state,” said Bryan Griffin, President & CEO of VISIT FLORIDA. “If we can help bring more attention to Florida’s rural counties, main streets, and small businesses, we will. At my direction, VISIT FLORIDA will now ensure all of the state’s rural counties are featured in our marketing efforts every year.”
As a member of Florida’s Rural Economic Development Initiative (REDI) through FloridaCommerce, VISIT FLORIDA has supported rural counties since 2016 through public relations initiatives, social media campaigns, promotional programs, content development and other marketing efforts.
Annual marketing efforts may include advertising, public relations campaigns, social media, promotions, familiarization tours, trade shows, cooperative marketing programs, welcome center programs and/or new editorial content.
Visit Alexandria in Virginia, announced on July 29 that Juan Carlos Rivera is joining the organization’s leadership team as Director of Sales.
In this role, he will lead sales strategies, build relationships with member businesses and industry stakeholders, while positioning Alexandria as a top destination for meetings and group travel across key markets.
“I am beyond thrilled to begin this exciting new chapter with Visit Alexandria,” said Juan Carlos Rivera. “I’m honored to join an organization that plays such an important role in supporting the city’s hospitality industry. I look forward to building meaningful partnerships, attracting new meetings and events, and helping create opportunities that benefit our entire community.”
Rivera brings an extensive career spanning more than 20 years in hospitality and sales leadership, both at internationally recognized hotel chains and independently owned hotels in diverse and critically acclaimed markets, including Virginia, Dallas, Washington, D.C., Miami and San Juan, Puerto Rico.
Before joining Visit Alexandria, he served as Opening Director of Sales and Marketing at AC Hotel by Marriott Arlington National Landing, the largest AC
Hotel by Marriott in North America, where he led commercial strategy and guided high-performing sales teams.
“We are excited to welcome Juan Carlos to Visit Alexandria,” said Todd O’Leary, President & CEO of Visit Alexandria. “His collaborative leadership style and more than two decades of hospitality and sales experience make him exceptionally well suited to lead our destination sales team at this pivotal moment.
As we prepare to expand our focus on meetings and group business, Juan Carlos is the ideal person to help position Alexandria as a premier destination for these key market segments.”