Brian Lowack, President & CEO, Visit St. Pete-Clearwater

In an interview with Invest:, Brian Lowack, president and CEO of Visit St. Pete-Clearwater, emphasized the region’s swift recovery from recent storms and its readiness to welcome travelers. Key achievements include global marketing efforts, new international flight routes, and a cutting-edge booking engine designed to simplify trip planning.

Reflecting on the past year, what have been the organization’s key highlights and achievements?

The past year has been one of growth and transformation. Since joining two years ago, I’ve worked with our team to bring in fresh perspectives and new leadership. This has strengthened partnerships across film, sports, group business, and more, ensuring our programs deliver meaningful value to the community.

Our marketing team continues to set industry standards, earning recognition at the Flagler Awards, ESTO, and HSMAI Awards. While these achievements are exciting, the real focus is on maintaining and building upon them. Reaching all-time highs in 2023 was fantastic, but staying at the top requires innovation and collaboration.

At our core, our mission remains clear: visitors come here for the incredible offerings of our partners — hotels, restaurants, events, and more. Our job is to spotlight what makes St. Pete-Clearwater special, ensuring we keep driving attention to the destination. It’s been an incredibly rewarding journey, and I’m proud of the collective efforts of our partners and team.

What drives tourism and business visits to St. Pete-Clearwater?

While our beaches and weather are iconic, what truly sets us apart is the variety and quality of our offerings. From historic luxury properties like The Vinoy and The Don CeSar to newer accommodations like the JW Marriott and Opal Sands, we have something for every traveler. The Sheraton Sand Key has been a beloved fixture for over 50 years, and its loyal visitors reflect the deep connections people have to this area.

For group and corporate travel, St. Pete-Clearwater offers unmatched advantages. Beyond our beaches, we’re home to world-class arts, culture, dining, breweries, and parks, all conveniently located in one of the country’s most attractive regions. Few destinations can offer such a well-rounded experience, making us a top choice for both leisure and business travel.

As we move forward, we’re leaning into this unique appeal in our messaging. Visitors don’t come here for just one reason, they come for the combination of beaches, culture, cuisine, and everything else. That diverse appeal is what makes St. Pete-Clearwater truly special.

What travel trends have emerged in the past few years?

Coming out of the pandemic, Florida rebounded quickly, with Pinellas County leading the recovery. Initially, travelers flocked here due to limited international options. But once Europe reopened, many shifted focus to long-postponed trips abroad. Now, visitors are returning to their favorite Florida destinations, especially during spring and snowbird seasons.

One key trend we’re seeing is that travelers want new experiences at familiar destinations. International visitors, in particular, are planning longer multi-destination trips. For example, they may visit Orlando’s theme parks before heading to St. Pete-Clearwater for our beaches and cultural offerings. We’re working to position ourselves as a must-visit stop on these extended journeys.

How is Visit St. Pete-Clearwater capitalizing on new international flight routes?

The addition of international routes, like Delta’s Amsterdam flight, Aeromexico’s Mexico City connection and, most recently, Avianca’s direct flight to Bogota, Colombia has been a game-changer. These routes not only bring direct visitors but also open access to broader networks across Europe and Latin America. For example, Amsterdam connects us to major European markets, while Mexico City expands opportunities throughout Latin America.

The demand has been incredible. Delta’s Amsterdam route performed so well that it’s now a year-round service, and Aeromexico’s Mexico City flight has also seen strong interest. These routes succeed because of regional collaboration. Tampa International Airport leads the charge, but efforts are bolstered by partners that include us, Visit Tampa Bay, local economic councils, and even our sports teams. It’s a collective win for the entire region.

How are you addressing seasonal travel dips and adapting to shifting demographics?

We’re fortunate to have a diverse range of accommodations catering to different audiences, including family travelers and corporate groups. With about 30 properties tailored to group business, we’re well-positioned to attract meetings and events that help offset slower seasons.

Being strategic is key. Rather than attending every trade show, we focus on standing out at the right ones and building meaningful connections. Collaboration with hotel partners ensures our sales teams are aligned to capture the best opportunities.

We’re also paying close attention to younger travelers. As they start families and advance in their careers, their preferences are changing. They represent the future of travel, so we’re tailoring our messaging to engage them and meet their expectations.

How are you collaborating with partners to ensure sustainability and care for natural assets like the beaches?

Sustainability starts with our beaches, which are both our greatest asset and our first line of defense. Since our beaches are man-made, maintaining them relies heavily on bed tax contributions from visitors. These funds allow for regular renourishment, ensuring our beaches remain welcoming and protective.

We work with organizations like Clearwater Marine Aquarium and Keep Pinellas Beautiful to support conservation efforts, including turtle nesting programs and beach cleanups. Events like the Great Clearwater Cleanup bring residents, business owners, and visitors together to care for these vital resources.

Group travelers are also showing interest in sustainability. Many corporate groups now request eco-friendly excursions as part of their itineraries, and we help connect them with partners who ensure they leave the destination better than they found it.

How is Visit St. Pete-Clearwater leveraging technology to support partners?

We use technology to provide valuable insights to our partners, helping them make data-driven decisions. Through our website and tools, we gather data on visitor behavior and preferences, which we share with businesses, hotels, and local governments.

For example, we collaborate with Tampa International Airport to analyze travel trends and align marketing efforts. Next year, we’re introducing a new technology platform that will give partners even deeper insights. It’s been in development for some time, and we’re excited to see how it enhances collaboration and visitor engagement across the region.

How does Visit St. Pete-Clearwater foster collaboration among local partners?

This year, we introduced several initiatives to strengthen partnerships. One highlight is our quarterly coffee chats. These are open forums where industry stakeholders share ideas, discuss opportunities, and network. Additionally, our marketing and sales leaders host specialized groups for professionals across the county, fostering collaboration and idea-sharing.

Our annual meeting is another key event, bringing hundreds of partners together to review achievements, preview upcoming initiatives, and network. The return of the Best of St. Pete-Clearwater Awards has also been a hit, celebrating excellence across the destination and further strengthening community ties.

What are your top priorities for the next two to three years?

Our top priority will always be our team. Ensuring they have the tools, support, and satisfaction they need is critical to our success. When our team thrives, the destination thrives.

Collaboration with partners is another priority. We get to showcase how fantastic St. Pete-Clearwater is, but it’s our partners who create the experiences visitors love. Strengthening those partnerships is essential to our shared success.

Finally, innovation will remain a focus. While we rely on proven strategies, we’re also exploring new opportunities to keep the destination competitive and fresh.

What new initiatives are on the agenda for Visit St. Pete-Clearwater?

One of our most exciting projects is our new booking engine. For the first time, visitors can explore, fall in love with, and directly book their trips on our website. This eliminates the need to jump between platforms, making planning seamless.

Beyond simplifying bookings, the engine allows us to package events, accommodations, and experiences in innovative ways. It’s a game-changer for our partners and the destination as a whole.

It’s just one example of how we’re building a framework for long-term success, ensuring St. Pete Clearwater remains a thriving, world-class destination.