The Ministry of Tourism, Investments and Aviation is today launching a series of regional sales and marketing missions targeting one of The Bahamas’ most lucrative and closest markets, Florida.

A delegation led by Chester Cooper, deputy prime minister and minister of tourism, investments and aviation, will host events on 10 and 11 June. The group includes the Ministry of Tourism and Aviation’s director-general, Latia Duncombe, and other senior officials.

With the Miami–Fort Lauderdale market generating the highest number of US arrivals in January and February 2025, and year-over-year growth continuing from the same cities as well as Orlando, Tampa and Boca Raton, the Ministry of Tourism said in a statement that it is seeking to capitalise on this momentum to drive long-term growth and deepen partnerships with the private sector.

“Our mission to Florida is vital because it strengthens connections with a market that drives significant revenue into the Bahamian economy. By refreshing these ties and targeting key niche travellers, we ensure that more bookings flow directly to Bahamian businesses and communities,” said Mr Cooper.

“This collaboration strengthens the bond between our two destinations, unlocking new opportunities and driving multi-destination travel that amplifies tourism’s positive impact throughout The Bahamas. We are forging a future where tourism fuels sustainable growth.”

Following the launch of its latest advertising campaign, ‘It’s not one island, it’s a lifetime of them’, the Ministry of Tourism said itself and Bahamian private sector stakeholders will emphasise that The Bahamas offers far more than a single getaway, inviting visitors to return repeatedly to discover the country’s rich diversity.

The delegation will engage with a broad range of tourism industry professionals including wholesalers, travel specialists, journalists, potential investors, airlines and corporate partners. The Ministry of Tourism said these meetings will enable it to build connections with product specialists, participate in in-depth discussions during question and answer sessions, and explore new product developments.

Mrs Duncombe added: “Florida is a key market and an essential part of our growth strategy. These missions reinforce our most strategic partnerships and showcase the depth and diversity of product offerings across our 16 island destinations.

“Every engagement drives booking potential, unlocks new trade opportunities and strengthens tourism’s contribution to national development. That is the true spirit of a lifetime of islands.”