The Palm Beaches: Building Community & Fostering True Hospitality
Learn how Discover The Palm Beaches employed several initiatives to unite residents and visitors alike as well as protect the environment, all while underscoring the undeniable role and impact of tourism in the local economy.
Palm Beach County is Florida’s largest geographic county, inclusive of 39 cities, 27 tropical beaches along 47 miles of coastline, and home to more than 1.5 million residents. Tasked with promoting this sprawling, beautiful destination as a premier location for leisure visitors and meeting professionals alike is the tourism marketing organization, Discover The Palm Beaches (DTPB). DTPB was recently tasked with several initiatives within the community, namely improving support for the tourism industry among local residents while also promoting sustainable endeavors to ensure their beach destination remains an attractive tourism destination for decades to come.
We met with Sergio Piedra, Senior Director, Community Engagement & Advocacy, to learn more about how the organization tackled each of these challenges, and how they are continually working to position tourism as a vital cog in the local economy.
“LOVE The Palm Beaches”: Building Community Connections
The tourism industry in Palm Beach County employs more than 90,000 people and generates billions of dollars in revenue annually. In addition to being a major draw for tourism, the county is also home to a long-time agricultural history and a growing number of financial industries. Recently, it was estimated that more than 250 financial firms have relocated to Palm Beach County, earning it the nickname of “Wall Street South.”
The success of the digital leg of the campaign soon manifested into tangible, large-scale "LOVE THE PALM BEACHES" letters, which were displayed at major events throughout the county. "Once we started showcasing these at events, we didn’t have to call anyone — they started calling us, asking to feature them at their events," Sergio noted. This visual focal point quickly became a recognizable symbol, strengthening the campaign's reach and impact.
In 2024, the Love The Palm Beaches campaign generated 15.7 million total media impressions, along with 21,327 engagements from residents showing the power of personal invitation to grow tourism. The Palm Beaches also launched a Love The Palm Beaches Facebook group, which quickly grew to over 45,700 followers to date.
After the 2023 campaign, a survey of 800 residents showed those exposed to the campaign were more likely to support tourism and feel that Discover The Palm Beaches makes a positive impact. Furthermore, that group was indexed as being more likely to take a staycation at local hotels in-county; to invite friends/family to visit and to extend more invitations than those unexposed. Friends/family invited by those exposed were more likely to stay in a hotel or other paid lodging per the results, contributing to county bed taxes.
"Sea To Preserve": Protecting Natural Resources Through Tourism
Beaches and natural areas are a cornerstone of the tourism experience in The Palm Beaches. Recognizing the importance of environmental sustainability, Discover The Palm Beaches launched the "Sea To Preserve" campaign to highlight how tourism revenue — especially bed taxes — funds beach restoration and environmental preservation projects. This ensures the natural beauty of the region remains protected for future generations.
"It’s not just about knocking down open land to build hotels or golf courses [...] it’s about preserving the fragile environment we have here," Sergio shared. The campaign emphasizes the importance of eco-tourism by encouraging people to explore and appreciate natural sites, like the Loxahatchee River, fostering a sustainable mindset. "Seeing is preserving," Sergio added, explaining that getting visitors out into nature helps build appreciation for the environment and strengthens efforts to protect it.
Through the “Sea to Preserve” initiative, DTPB found creative ways to promote sustainability in partnership with Palm Beach County Environmental Resources Management. A Sustainable Tourism Guide and other online resources provide locals and visitors with practical tips for eco-friendly travel and responsible tourism practices, reinforcing the vital connection between tourism and environmental stewardship. The campaign also promotes free, nature-focused events such as the annual LagoonFest that connect residents and travelers with the area’s natural wonders, encouraging sustainable engagement with the outdoors.
In 2023 alone, the campaign resulted in 30.2 Million total impressions along with collaborations with 15 influencers, generating 507K impressions. In 2024, The Palm Beaches partnered with local attraction and sea turtle rescue Loggerhead Marinelife Center for an Earth Day Beach Clean-Up, generating an additional 8.2M impressions and 5 influencer partnerships totaling 41K impressions. With The Palm Beaches support, the beach clean-up yielded a record-breaking number of volunteer participation, with 384 volunteers removing over 66.5lbs of marine debris.
Another leg of DTPB’s advocacy efforts is focused on building strong partnerships with local leaders and educating them about the economic impact of tourism. By conducting frequent “Tourism Advocacy Road Shows” in partnership with major community organizations and chambers throughout the county’s 39 cities — 12 of which are major tourism destinations — DTPB is able to present updates on the organization’s mission, showcase a brand new Advocacy video and align on common goals.
“We’ve worked hard to make sure local leaders understand how tourism drives our economy,” Sergio explained. “When 4 out of 10 restaurants and 1 out of 10 retail stores depend on visitors, tourism becomes a major part of the economic equation.”
At the state level, DTPB’s advocacy has focused on protecting tourism development taxes from being redirected for non-tourism uses. “There’s always a temptation to see tourism tax revenue as an untapped resource, but we’ve worked hard to show that reinvesting in tourism benefits everyone,” Sergio noted.
“When we started, many leaders had never engaged with us before. We didn’t just show them the numbers—we showed them how we’re involved in the community,” Sergio explained. This approach, combined with persistence and creativity, has positioned The Palm Beaches as a model for sustainable tourism development and community engagement.
Measuring Success and Looking Ahead
DTPB’s efforts have laid the foundation for the organization’s first-ever Tourism Master Plan, currently in development in collaboration with Palm Beach County and the Tourist Development Council, in conjunction with its agencies: the Cultural Council for Palm Beach County, the Palm Beach County Sports Commission, and the Palm Beach County Film & Television Commission. Sergio credits the "LOVE The Palm Beaches" and advocacy campaigns with building the trust necessary to embark on this comprehensive planning effort.
"Without the relationships we’ve built through these campaigns, we wouldn’t be moving forward with a Master Plan," Sergio said. Future plans include expanding environmental initiatives, developing educational programs, and continuing to engage residents and leaders to keep tourism central to the county’s growth.
Discover The Palm Beaches has successfully demonstrated how tourism, community engagement, and environmental sustainability can coexist. Through innovative campaigns like "LOVE The Palm Beaches" and "Sea To Preserve," and with a steadfast commitment to collaboration, DTPB continues to shape a future where tourism not only drives economic growth but also enriches and preserves the community and environment for generations to come.
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