Nature, tranquility, and authenticity: Amelia Island's offering for today's traveler

What vision and objectives did you have when you came to this year's event?

This is my 15th IPW, and anyone who works in the industry knows this is the conference to attend. The amount of business and conversations generated in just three days can't be compared to what it would take a full year to accomplish.

I'm always excited to participate in IPW. It's probably the most exciting week of the year. But this year in particular was especially important for us. All destinations compete in a very dynamic industry, and it's not about reinventing yourself, but rather understanding how to authentically communicate your destination's story to the right audiences.

Many people have been coming to Florida for years, and rightfully so, but now they're looking for something different. And we're a destination that has intentionally remained underdeveloped. We represent Southern authenticity, with wide-open beaches, outstanding cuisine... These are things that can't be conveyed simply through a brochure. Dialogue with tour operators is needed, because they're the ones who, the other 364 days a year, can respond to that return traveler who says, "I've been there, I want something different, a unique destination, and I'm not sure what I'm looking for."

What new features are standing out this year?

Our focus is precisely on that idea of ​​uniqueness. We're a laid-back destination by nature. In small places like ours, it's not about building new theme parks or big towers. It's more about perfecting what we already have.

Our greatest strength is natural beauty, and today more than ever, that's trending. Today's traveler lives busy days, between work, family, and commutes. We all need to unwind. We've done a lot of research on this, and it's surprising how many people say all they want is a vacation where they can truly switch off and completely relax. And that, precisely, is what we uniquely offer.