The Greater Miami Convention & Visitors Bureau (GMCVB) unveils 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 an inspirational video produced in English, Spanish and Creole targeting future leisure and business travelers, as well as meeting planners. 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. Miami Shines 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 & CEO of the GMCVB. “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 leisure and meetings 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:

Miami Eats by the GMCVB: The Miami Eats program promotes restaurants offering delivery and/or takeout menus to encourage locals to enjoy Greater Miami and the Beaches’ vast dining options while at home. Completely free and open to all Miami-Dade County restaurants, the program features a website that serves as a hub for people to search more than 1,000 restaurants by location, cuisine type and price point. For the full list of participants, visit

Salutes: The GMCVB launched this initiative to show support for the heroic work front-line and first responders are undertaking on the community’s behalf. The program calls on hotels, restaurants and retailers to extend special offers to hospital workers, medical professionals, firefighters, paramedics, National Guard and law enforcement officers who are putting others before themselves during this critical time. An updated list of special offers is available at

Virtual Miami: Many of Miami’s cultural institutions and other attractions have quickly responded to closures due to the Coronavirus pandemic with amazing virtual programming. The GMCVB has gathered links to online/social media offerings and is promoting nationally as a way to keep the Miami brand top-of-mind with future customers and visitors. To learn more, visit

Open Hotels for Essential Lodgers: Following a Miami-Dade County emergency order to limit hotel reservations to Essential Lodgers (which include health care professionals, first responders and patients’ families, among many others), the GMCVB created a comprehensive list of hotels that remain open for these guests. That list is updated in real time to make it as easy as possible for those who meet the criteria to search for available hotels. It can be accessed at

Help for the Tourism Industry: In response to increasing need, the GMCVB launched a webpage listing all the resources and charitable opportunities available for the travel and hospitality industry. It provides the industry and other GMCVB partners a look at how to secure assistance or even offer help should they be in the position to do so. Visit for more information.

Miami Pandemic Response Fund: Hospitality industry workers are among the hardest hit in terms of business impact and job losses as a result of low demand related to COVID-19. Thanks to a partnership among the GMCVB, United Way, Miami Herald/el Nuevo Herald, Health Foundation of South Florida and The Miami Foundation, a fund has been created to support struggling families with emergency needs including food, supplies, utilities, rent/mortgage assistance and micro-grants. Those wishing to apply or donate to the fund may do so online at or by calling 1-800-226-3320.

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