Following a successful IPW 2026, Visit Lauderdale is seeing stronger Canadian visitation, growing winter airlift, new attractions and renewed momentum behind its Never Lose Your Splash campaign for Canadian travellers, says Paul Mason, Senior Manager, Global Trade Development for Visit Lauderdale.
Travelweek caught up with Mason – just before he headed out on a Visit Lauderdale FAM tour – to find out more.
Travelweek: Visit Lauderdale hosted this year’s IPW, to great acclaim. What metrics and feedback can you share that underline the event’s success?
Paul Mason, Senior Manager, Global Trade Development for Visit Lauderdale
Mason: “As a first-time host Greater Fort Lauderdale could not be happier with how IPW went, and how the region was perceived by the international inbound community. Almost 5,000 suppliers, operators and media attended IPW 2026. For media, the Canadian media team ranked in the top for countries that attended IPW. Media stats included: 55% are more likely to promote the region; 70% believe attending IPW allowed for new experiences they would not likely have experienced; 57% will write stories on our luxury and wellness; and 50% will write on Pre/ Post cruise experiences. Eco-tourism and Arts & Culture are also story ideas that media are looking to create.
“A couple of interesting points regarding the buyers that attended IPW this year: 32% are more likely to book Greater Fort Lauderdale now that they have been here; and 41% of the buyers who have not booked Greater Fort Lauderdale plan to book in the next three years.
“Overall IPW 2026 in Fort Lauderdale was well-perceived by many attendees, and we view IPW as a win that allowed us the opportunity to showcase all that we are about to a global community. We will continue to showcase our region and use the groundwork that IPW provided our region.”
Travelweek: Many U.S. destinations have seen some small gains in Canadian inbound travel. What is Visit Lauderdale seeing from this market – and what’s the outlook for 2026 and into 2027?
Mason: “We are seeing improvement and increases in our Canadian visitations YOY. We have been very fortunate as our numbers did dip like other destinations but simply not as much. We have always been known as a place for Canadians to come to, for vacation, for snowbirds. We are generational for many families and truly consider our visitors from Canada as friends and family.
“We continue to promote our destination throughout Canada through our partners both in trade and media and will always showcase our commitment to their travellers and Canada as a whole. Our outlook continues to be strong, and we are excited about the future.”
Travelweek: For advisors looking to share the latest destination updates with their clients, what’s new in Fort Lauderdale especially in terms of hotels and attractions, and lift?
Mason: “There is always something new happening in the Greater Fort Lauderdale region. First and foremost, we have introduced our new branding campaign, ‘Never Lose Your Splash’, in early 2026 prior to hosting IPW 2026 in May. With ‘Never Lose Your Splash’ as its creative anchor, Visit Lauderdale came into 2026 and beyond with a bold, integrated strategy that celebrates the waterways, beaches and vibrant culture that define Greater Fort Lauderdale as a destination shaped by water. Travellers are invited to imagine themselves savouring waterfront dining, drifting along the Intracoastal, discovering local art and culture and enjoying moments of spontaneity that define the destination’s unmistakable vibe.
“The Jellyfish Museum opened in March in Pompano Beach as an interactive attraction centred on marine life and ocean education. The space is home to 25 species of jellyfish, showcased in custom-designed tanks inspired by ecosystems around the world, alongside interactive exhibits that engage visitors of all ages. Greater Fort Lauderdale also maintained our Michelin recognitions for 2026. The Chef’s Counter at MAASS in the Four Seasons maintains its Michelin Star (maassftl.com) and Heritage maintains Bib Gourmand status (heritageftl.com).
“On August 3, Greater Fort Lauderdale became the world’s first KultureCity-certified sensory accessible and inclusive beach destination. Through Visit Lauderdale’s Beaches for All campaign, six Broward County beach communities now offer sensory resources that help ensure residents and visitors of all abilities can enjoy Greater Fort Lauderdale’s golden sand beaches and vibrant outdoor lifestyle. KultureCity is the nation’s leading non-profit focused on sensory accessibility and acceptance, and participating beach communities including Fort Lauderdale, Hollywood Beach, Pompano Beach, Lauderdale-by-the-Sea, Dania Beach and Hallandale Beach. More information about our accessible ‘Travel for All’ initiative is at VisitLauderdale.com/
“We are also very excited about our lift from Canada. For November 2026 – March 2027 (inclusive) vs. November 2025 – March 2026, total flights are up 2.6%, and seat capacity is up 2.2%. We are seeing positive and incremental growth through all the Canadian airlines servicing FLL as we enter the winter season. It is slightly stronger heading into 2026–27 winter season than it was this time last year. For the winter season Nov. 1, 2026 – March 31, 2027 we are up 2.6% in flights and 2.2% in seats (lift) YOY.”
Travelweek: Visit Lauderdale kicked off 2026 with its ‘Never Lose Your Splash’ global brand campaign. What’s the underlying message with the campaign, and why is it an important proposition for travellers right now?
Mason: “‘Never Lose Your Splash’ is Visit Lauderdale’s bold new global brand campaign, designed to reignite joy, self-expression and discovery through emotionally driven storytelling rooted in water, play and human connection. The campaign reinforces water as the unifying element that connects our people, places and experiences. More than a tagline, ‘Never Lose Your Splash’ is a reminder and a rally cry – encouraging travellers to reconnect with the feeling of joy they may have forgotten and rediscover it in Greater Fort Lauderdale.
“The idea is rooted in the carefree confidence and vibrant energy that define Greater Fort Lauderdale. The campaign encourages visitors to bring their whole selves — and their sense of play — to the destination, and uses evocative storytelling and immersive visuals to showcase real, unscripted experiences across the destination. Rather than focusing on a single attraction, it highlights the feeling of being here. The creative also reflects the movement, diversity and welcoming spirit of Greater Fort Lauderdale.”
Travelweek: What travel trade resources available with Visit Lauderdale do you want to make sure Canadian advisors are aware of?
Mason: “We offer the Lauderdale Loyalist program which we use for our clients around the world (lauderdaleloyalist.com/login)
More information from Visit Lauderdale can be found at VisitLauderdale.com.
