The Palm Beaches, Fl Establishes Brazilian Representation with AVIAREPS Brazil

Discover Palm Beach County


Palm Beach County, FL (Oct. 28, 2013) — Discover Palm Beach County (DPBC), the official tourism marketing organization representing the 47-mile coastal South Florida destination just north of Miami known as The Palm Beaches, today announced it has signed with AVIAREPS Brazil as their agency of record to represent the destination in this key South American tourism market. The commencement of the partnership marks the initiation of the agency’s travel-related sales services on behalf of The Palm Beaches, with the goal of expanding the destination’s awareness and increasing visitation from the Brazilian travel market.

“The establishment of Brazilian representation marks a very important milestone for our destination. Although we’ve been steadily increasing efforts and resources into this critical tourism market over the past years, contracting with AVIAREPS is the first time we will have aggressive, on-the-ground, daily work being done to help us capture a greater share of Brazilian travelers,” said Discover Palm Beach County President and CEO Jorge Pesquera. “We already know that the visitor experiences we offer here in The Palm Beaches are great interest to Brazilians and cannot be enjoyed anywhere else in Florida. Now, we have a way to ensure Brazil’s traveling population knows about us and can get to why we are the best that Florida has to offer.”

Primary responsibilities that AVIAREPS Brazil will oversee on behalf of Discover Palm Beach County include participating in travel tradeshows and events in Brazil, such as ABAV and World Travel Market; providing recommendations on advertising placements and in tour operator material; coordinating destination reviews in The Palm Beaches with qualified participants; distributing a regular e-newsletter to its Brazilian trade and consumer database, as well as translated press releases among media contacts; reviewing and advising on incoming PR opportunities initiated by Brazilian media; assisting in developing a strategy for securing international air charters or scheduled air service; and building, maintaining and fostering relationships with tour operators, travel agencies, retail agencies, airlines and car rental companies, meeting planners, and incentive companies, among others.

“We are excited to be on board with The Palm Beaches, because we know that the destination holds such great potential among future Brazilian travelers looking for a new and affluent destination for their next U.S. vacation,” said Sales Manager of AVIAREPS, Klaus Becker. “We are already in the planning process to ensure that The Palm Beaches is top of mind among Brazil’s travel trade and consumers.”

Over the past few years, DPBC has already begun to implement marketing and sales efforts to directly target fast-growing South American travel markets to the U.S. Since the appointment Doug McLain as DPBC’s Senior Vice President of Global Sales and Rodrigo Trujillo as Director of International Sales, both in 2012, The Palm Beaches has established a presence and strengthened awareness in several of these key markets. Currently, a sizable portion of DPBC’s international travel trade media budget is dedicated specifically to Latin American media, and the destination is looking to increase its media presence even more through co-op programs with VISIT FLORIDA, and Brand USA. Marketing and media material has been created in Portuguese and Spanish to target Brazil and other Latin American markets, and dedicated web pages in both Spanish and Portuguese to supplement the Google translate tool available for full translation of the entire DPBC website,

The U.S. is the number one international destination for Brazilians, with Florida receiving the greatest share of all 50 states. Miami International Airport captures more flights from Brazil than the rest of the U.S. combined. The Palm Beaches, which are located just one hour north of Miami and two hours south of Orlando, carries great potential to garner a strong piece of that market share through these new aggressive, dedicated sales and marketing efforts.

Additionally, efforts lead by the US Travel Association and the Department of State to reduce visa wait times for most countries has lead to exponential growth in the U.S’s visa processing capacity, particularly among Brazilians traveling into the state of Florida. It is anticipated that Brazil will be granted the coveted “visa waiver” status in the not too distant future. Worldwide, the State Department processed nearly 20% more non-immigrant visa applications for travel into the U.S. in 2012 as they did the year prior.


Media Contacts:

Klaus Becker/ AVIAREPS Brazil / (11) 3106-2386
Carli Brinkman/Discover Palm Beach County, / 561-233-3030
Media Resource Center:

About Discover Palm Beach County
Discover Palm Beach County, formerly the Convention and Visitors Bureau, is the official tourism marketing organization that promotes the collection of 38 cities and towns and 15 tourism districts, commonly referred to as The Palm Beaches Florida. Tourism is among Palm Beach County's major industries generating a direct annual economic impact of more than $5 billion in the local economy, producing $30 million dollars in bed-tax revenue and lodging sales of approximately $623 million.