If the rash of newly re-named tourism authorities is any indication, “convention and visitors bureaus” are on the way out. In their stead is an assortment of organizations urging leisure and group business to “visit” or “discover” their destinations.
Take, for example:
- Visit Oakland (formerly the Oakland, Calif., Convention & Visitors Bureau)
- Discover Torrance (a partnership between the city of Torrance and the Torrance Area Chamber of Commerce)
- Visit Orlando (the new name of the Orlando/Orange County Convention & Visitors Bureau)
“The bottom line is that ‘CVB’ doesn’t have the same meaning as it once did in today’s lexicon,” stated George Aguel, chairman of Visit Orlando. “To ensure our ongoing global success, we wanted a 21st-century name that would be easy to remember and enunciate, and ultimately communicate the desired action we hope consumers, meeting planners and meeting attendees take — to visit [our destination].”