Greater Fort Lauderdale, Fla. (Jan. 16, 2026) — On Wednesday, January 14, Visit Lauderdale hosted its Annual Marketing Luncheon in the newly expanded Broward County Convention Center’s Atlantic Ballroom, marking its most attended luncheon since 2019. The event provided industry partners and stakeholders with a detailed preview of the “Never Lose Your Splash” campaign and its activation across multiple channels throughout 2026.
Greater Fort Lauderdale continued to demonstrate economic strength in 2025, generating $124 million in Tourist Development Tax revenue, a 0.3 percent increase year-over-year. Hotel demand rose 1.3 percent, and Port Everglades welcomed over 4 million cruisers, representing a 16.2 percent rise from 2024. These results reflect strong performance across key industries.
“These results reflect more than demand, they reflect confidence in our destination,” said Stacy Ritter, president and chief executive officer of Visit Lauderdale. “Our focus is not just on being seen, but on being remembered, and that intention is driving real economic impact for our community.”
Throughout the program, Ritter highlighted the destination’s integrated marketing approach, including national and international partnerships, and storytelling designed to expand awareness across new audiences. Notable efforts included the 2025 winter activation in Chicago, which reached more than 150,000 visitors and generated over 200,000 digital impressions. Another highlight was naming Florida Panthers star Anton Lundell as the official brand ambassador.
A key moment of the event was the official unveiling of Visit Lauderdale’s refreshed brand campaign, “Never Lose Your Splash.” Grounded in consumer research and inspired by the destination’s waterways, culture and sense of joy, the new brand positions Greater Fort Lauderdale as a place where water shapes not just the landscape, but the visitor experience itself.
The campaign debuted nationally during a New Year’s Eve broadcast on CNN, reaching more than 4 million viewers and garnering over 85 million digital impressions, and will continue rolling out across major U.S. and international markets in 2026 through video, out-of-home and experiential placements.
“Travelers today are seeking joy, authenticity and connection,” Ritter added. “This brand reflects who we’ve always been and invites visitors to experience Greater Fort Lauderdale in a way that feels vibrant, elevated and unforgettable.”
The event concluded with a call for continued partnership as Visit Lauderdale prepares to host IPW 2026 and advance future marketing initiatives designed to drive sustained visitation and long-term economic growth.
With “Never Lose Your Splash” as its creative anchor, Visit Lauderdale is entering 2026 with a bold, integrated strategy that celebrates the waterways, beaches, and vibrant culture that define Greater Fort Lauderdale as a destination shaped by water.
About Greater Fort Lauderdale
With 24 miles of golden sand beaches and 300+ miles of navigable waterways, Greater Fort Lauderdale is known as the Venice of America and the Yachting Capital of the World. The area boasts an average year-round temperature of 77˚F, has 3,000+ hours of annual sunshine, and is home to 31 unique municipalities, including eight distinct beach communities. Residents hailing from 170 countries, speaking 147 languages, call this destination home. And there’s good reasons, including the area’s unwavering commitment to accessibility and inclusion. Upon arrival at Fort Lauderdale-Hollywood International Airport (FLL), a five-minute drive will get you to the beach, Port Everglades, the newly expanded Greater Fort Lauderdale/Broward County Convention Center, and a bustling downtown.
Experience 4,000+ eateries, a thriving arts and culture scene, craft breweries, stunning rooftop bars, fishing, diving, and the unmatched beauty of the Florida Everglades. From world-class shopping, to boating, yachts and superyachts all moored at the area’s many marinas, it’s no wonder Greater Fort Lauderdale is one of the most desirable places to stay, work and play. The destination has more than 38,000 unique lodging accommodations at a variety of hotels, luxury spa resorts, and beautifully appointed, boutique properties, all reflecting the area’s cosmopolitan vibe. Find inspiration for your next trip at visitlauderdale.com and follow @VisitLauderdale on Facebook, Instagram, X and YouTube.
About Visit Lauderdale
Visit Lauderdale is the official destination marketing organization for Greater Fort Lauderdale and serves as the tourism department for Broward County, Florida. Visit Lauderdale promotes the area’s 31 municipalities to a global audience of leisure and business travelers and books conventions into the Greater Fort Lauderdale/Broward County Convention Center and area hotels and resorts. Find more information at visitlauderdale.com and follow @VisitLauderdale on Facebook, Instagram, X and YouTube.