The Palm Beaches is doubling down on the Canadian market as the Florida destination marks a record-breaking first half of 2026 and expands its partnership with VoX International.

VoX, which already works with Discover The Palm Beaches (DTPB) on Canadian travel trade initiatives, has taken on public relations efforts for the destination marketing organization, with a mandate to strengthen The Palm Beaches’ presence in Canadian media and raise awareness among travellers.

VoX will develop integrated campaigns and identify media opportunities highlighting the destination’s beaches, outdoor adventures, luxury stays, wellness experiences, culture and dining.

“We’re so happy to welcome Discover The Palm Beaches back to VoX for PR and expand our relationship beyond the travel trade work we’re already doing together in Canada,” said Susan Webb, president, VoX International. “We’ve really enjoyed working with the destination over the years, and we’re looking forward to building on that relationship and finding fresh ways to share The Palm Beaches with Canadian media and travellers.”

The account will be led by Anchita Singla, PR account executive at VoX International, with Rosalyn Hunter, public relations director, providing senior-level guidance and oversight.

“Canada is a vital market for The Palm Beaches, and the right partnership has never mattered more. VoX’s market expertise, collaborative spirit and deep understanding of the destination will help us strengthen our brand presence and foster meaningful connections with the Canadian travel trade, media and visitors,” said Milton Segarra, president and CEO of Discover The Palm Beaches.

Just north of Miami, The Palm Beaches encompass 39 cities and towns and are accessible from Canada with seasonal direct service from Toronto and Montreal to West Palm Beach.

Canadian Visitation On The Rise

The expanded Canadian PR effort comes as The Palm Beaches reports record visitor numbers for the first half of 2026.

The destination welcomed 6.09 million visitors during the period, up 6.4% year over year. Canadian visitation increased 1.8%, bucking a statewide trend that saw visitation from Canada to Florida decline 13.9%.

Momentum from the Canadian market accelerated in the second quarter, with visitation rising 12.5% compared with a 4.2% decline across Florida.

Lodging performance also reflected the strong demand, with room night revenue climbing 11% to US$918 million and hotels recording an average occupancy rate of 77% during the first half of the year.

Looking ahead, lodging demand continued to show gains in the third quarter, increasing 3.6% in July and 2.5% in August, while room night revenue rose 14% and 7%, respectively. September lodging demand is forecast to increase 15%, supported in part by the Miss America competition held in West Palm Beach.

Source: Travelweek