Spotlight On: Emanuel Perry, Executive Director, Tourist Development Council of Palm Beach County
July 2025 — In an interview with Invest:, Emanuel Perry, Executive Director of the Tourist Development Council of Palm Beach County, said that strategic growth, community engagement, and infrastructure expansion are key to making Palm Beach County a premier tourism destination. “We’ve started working on our tourism master plan — a 20-year visionary roadmap designed to guide our county commissioners on how we want to grow and develop Palm Beach County.”
What changes over the past year have had the most significant impact on the Tourist Development Council of Palm Beach County, and in what ways?
A lot has changed. We’ve started working on our tourism master plan — a 20-year visionary roadmap designed to guide our county commissioners on how we want to grow and develop Palm Beach County. We’re proud to have the most land southeast of the Mississippi River, and key areas like branding, marketing, and infrastructure have all been central to our discussions. This plan will highlight tangible projects and initiatives we can implement to foster growth throughout the county.
Could you provide more details about the 20-year master plan and how it aims to position Palm Beach County as a premier tourism destination?
The first step in developing the plan was to engage with our residents and help educate them on the importance of tourism — why it matters, how tourism dollars support local infrastructure, and the jobs it sustains. We also gathered feedback from visitors, both domestic and international, asking why they choose certain destinations over others and whether they feel represented or welcomed. We wanted to better understand our consumers, our residents, and our stakeholders. We collected data through over 2,400 surveys, which we then shared with our county commissioners to help prioritize key infrastructure and branding initiatives that reflect the needs and desires of both the community and visitors.
What makes Palm Beach County such an ideal place to live, work, and play?
I would say it’s the culture. Palm Beach County is known as Florida’s Cultural Capital — we even have the trademark for it. When visitors come here, we want them to feel like they belong. Whether they’re interested in fine dining, luxury shopping, eco-tourism, or cultural events, we want to offer something that feels like a second home. We’re growing rapidly, and while growth is inevitable, we’re focused on growing in the right direction, thoughtfully and intentionally.
How would you describe the state of the tourism industry in Palm Beach County?
People want to explore Palm Beach. We’re getting attention on both the national and international levels. We’re home to four Major League Baseball spring training facilities, some of Florida’s best cultural institutions, and we have an exceptional convention space, which we’re looking to expand, just five minutes from the beach. We’re also in the process of growing our airport offerings, including the introduction of more locally sourced food options so visitors get an authentic taste of Palm Beach County when they arrive.
What marketing or promotional strategies is the Tourist Development Council working on to attract and retain visitors, and possibly even new investments?
We’re focusing on expanding our reach into key markets like Texas and California. The idea is: If you’re considering Texas, why not come to Florida? We may not have a professional sports team just yet, but who knows what the future holds? Our strategy is to market directly to our competition and ensure people know Palm Beach County is welcoming and vibrant. We love visitors and want them to keep coming back.
How is the Council partnering with the local hospitality and lodging industries to accommodate visitors?
We aim to drive business to local hotels and small businesses, whether it’s a family-run shop or a major hotel. We want every business to stand out and tell its own story. When visitors come, we want them to have the option to support local establishments instead of defaulting to national chains. As leaders, it’s our responsibility to help channel that traffic into our local economy.
How does the Council collaborate with other local agencies, like chambers of commerce or other promotional organizations?
We work closely with our local chambers to raise awareness about the importance of tourism. We’re also working on highlighting our agricultural industry. Even though this conversation is centered on tourism, agriculture plays a significant role in our regional economy. We want to promote initiatives like farm-to-table and create partnerships between local hotels and our agricultural reserve. We have some of the best produce right in our backyard. Why not make the most of it?
What are the main attractions or activities available in Palm Beach County?
We have world-class performing arts venues, like the Kravis Center, and unique museums, such as the Norton Museum of Art, which hosts events like Art After Dark. The Cox Science Center is another standout, and it’s expanding with a target completion by late 2026. We also have the Rapids Water Park, which attracts visitors from places like Tampa, Orlando, and Miami. Atlantic Avenue in Delray Beach is another gem — you can park and explore a vibrant strip of restaurants and shops. Downtown West Palm Beach is rapidly developing, with major new attractions like the North District and the Black Cultural Heritage Trail, which spans from Jupiter to Boca Raton and offers a deep dive into African American history in the county.
During spring training, we’re home to four Grapefruit League teams — the Washington Nationals, Houston Astros, Miami Marlins, and St. Louis Cardinals — playing at Roger Dean Stadium and Ballpark of the Palm Beaches. We’re also home to the world’s best equestrian and polo facilities in Wellington, including the Winter Equestrian Festival and the National Polo Center.
We host the Cognizant Classic in The Palm Beaches, a PGA tournament and the Delray Beach Open ATP event. One of the newest attractions is TGL — Tomorrow’s Golf League — a tech-forward, indoor golf experience developed by Tiger Woods and Rory McIlroy to engage a younger audience. And of course, I can’t forget our beautiful public beaches.
Are there specific segments within the tourism industry, including niche markets or experiences, that you see as underdeveloped?
One area we’re looking to better promote is our equestrian and polo centers, not just to visitors but to residents too. Many locals aren’t aware of the world-class facilities we have. The same goes for our two spring training stadiums and our partnerships with Florida Atlantic University. We want to drive more events and increase exposure for all these incredible assets.
Are there any upcoming developments, such as new hotels, restaurants, or entertainment venues, that could help attract more leisure and business travelers?
We’re planning to add a second headquarters hotel near the Convention Center, which we’re also working to expand. Growth can be uncomfortable, but with community buy-in, we can show why it’s necessary, especially in terms of job creation and reducing future tax burdens. It’s a powerful story to share.
What are the primary challenges you’re facing when it comes to attracting and retaining visitors in Palm Beach County?
The biggest challenge is competition. Some international markets are investing heavily to lure group business away from U.S. destinations, and that creates pressure. But what sets Palm Beach County apart is the quality of our offerings. We focus on quality over quantity, staying intentional with our messaging, and consistently delivering a high-caliber experience for visitors.
For more information, please visit:
https://discover.pbcgov.org/touristdevelopment/Pages/default.aspx
