The Greater Miami Convention & Visitors Bureau (GMCVB) has unveiled Miami Shines, a tourism recovery campaign created in preparation for the gradual reopening of Miami-Dade County’s travel and hospitality industry. The GMCVB adds Miami Shines to a growing list of pre-recovery efforts designed to help drive business back to hotels, restaurants, museums and attractions. The campaign rolls out initially with a pre-recovery phase including a video produced in English, Spanish and Creole targeting future travelers.

The program includes a Miami local-pride initiative and offers residents a Miami Shines Toolkit encouraging locals to share their #MiamiShines moments on social media. With its message of hope, Miami Shines will serve as the foundation for a full recovery campaign supported by advertising, social media and public relations once hotels are open for leisure and business travelers.

The program is designed to ensure that the destination is positioned to recover as quickly as possible, offering relief in due time to Greater Miami’s tourism and hospitality industry, which accounts for the economic backbone of the community. The campaign centers around what makes Greater Miami and the Beaches such a special place: its diverse community, people, places, neighborhoods, experiences and, naturally, its weather and sunshine. Creative assets will showcase the serenity of the destination’s outdoors, nature and beaches while reflecting the community’s energy, which draws visitors, conventioneers, businesses, entrepreneurs and others from around the globe.

“The GMCVB is focused on creating programming aimed at helping businesses and workers who depend on tourism for their livelihood. We see this as an integral part of what we do to support the local economy,” says William D. Talbert III, CDME, president and CEO of the GMCVB, in a statement. “As a destination marketing organization, the GMCVB has helped Greater Miami’s community navigate challenging crises in the past, including the Gulf Oil Spill, 9/11, Zika and countless hurricanes. We are resilient, and with the support of our community partners we will soon shine brighter than ever.”

Miami Shines will include local, regional and national components to help drive business back to hotels, restaurants, museums and attractions. Miami Shines is part of a series of programs designed by the GMCVB to educate guests and industry, mitigate effects from the coronavirus pandemic and at the appropriate time stimulate demand for the hospitality industry.

More information about the GMCVB’s response efforts and updates related to COVID-19 are available here.

For more inspirational stories about future travel, go to #AmazingDaysAhead.