Discover The Palm Beaches (DTPB) – the official tourism marketing organization for Palm Beach County has hired Toronto-based VoX International to represent their Leisure Sales and Marketing initiatives in Canada.

The appointment means Canada will get much-needed awareness and attention of Palm Beach County to the country’s travel agents, tour operators and receptive operators interested in the Florida market.

VoX International already represents many destinations including Kissimmee, The Beaches of Fort Myers and Sanibel, Texas, Hawaii and Costa Rica.

“The Palm Beaches are a place where travellers can experience a unique mix of culinary, culture, wellness, adventure, and, of course, an escape from another Canadian winter. We’re excited to represent the destination and bring a fully integrated and original approach to promoting the vast tourism offerings of The Palm Beaches through impactful partnerships and effective consumer activations,” said Susan Webb, President and Founder of VoX International.

With this expanded presence, the representatives will disseminate relevant trends, as well as execute orientations, sales calls, presentations, trainings, destination reviews, and other related project – thereby increasing DTPB’s effectiveness in addressing client needs and providing exceptional service. The engagement of the new firm will also result in a year-round presence in Canada, as opposed to occasional trade events and sales visits.

Efforts will focus on education and training for agents and operators. They will also serve to influence product placements with travel trade in the respective market.

Senior Vice President of Marketing, Leisure Sales & Community Engagement Rich Basen at DTPB emphasized, “The expanded team will work to complement existing efforts to educate and entice key travel trade players in selling destination resorts, attractions and activities to interested travelers who may not yet be familiar with the world-class tourism offerings of The Palm Beaches.”

Canadian visitation accounted for 321,270 visitors, and 253,306 room nights to The Palm Beaches in 2017.