As part of ANATO 2025, Travel2latam spoke with Aubrey Brown, Public Relations Account Executive at VISIT FLORIDA.
What are the objectives and strategy of VISIT FLORIDA in ANATO?
ANATO is a key event for us in Colombia. Beyond meeting with colleagues and partners, we hold meetings with media, content creators, tour operators and travel agents. Our goal is to strengthen relationships, promote Florida and explore opportunities such as familiarization trips or new tourist packages. In addition, this type of event allows us to share news and highlight everything Florida has to offer.
VISIT FLORIDA is not alone in ANATO. Which partners are supporting them?
We are here with several partners from Florida, including destinations and tourist attractions. These include Universal Parks & Resorts, SeaWorld, Kennedy Space Center, Rosen Hotels and the St. Pete Clearwater destination. In addition, Miami, Orlando and Kissimmee have their own presence at the fair, demonstrating Florida's strong interest in the Colombian market.
What are the next steps and strategies for this season?
We are closing our current fiscal year and already planning for the next one, which begins in July. Colombia is a priority market for Florida, so we will continue with our marketing and public relations strategies, including press and familiarization trips. These efforts have worked well and we want to keep the momentum going.
What other markets are growing for Florida?
Six of the top ten international markets for Florida are Latin American, demonstrating the relevance of the region. Our strategy is to maintain strong relationships in each country, strengthen our marketing and public relations efforts, and ensure that Florida remains a priority destination for travelers from Latin America.
Any news on new air connections to Florida?
Yes, great news is the new direct route between Bogota and Tampa. This is a great development for both Colombians and Floridians, as it opens a direct gateway to Florida's west coast. In addition, Florida is a very accessible state by car, which will allow travelers to easily explore new regions from Tampa.
