Chief Operating Officer
Visit Florida’s recent ad campaign brags that it “Must Be the Sun” luring travelers to the Sunshine State, but there’s more than solar power in Will Seccombe’s arsenal. Seccombe, CEO of Florida’s official tourism marketing agency, intends to fulfill Governor Rick Scott’s goal of raising the number of Florida visitors to 100 million per year, bringing the state much-needed economic relief. “There’s an art and science of marketing,” states Seccombe, who relies upon increasingly sophisticated analytics to “target the right people at the right time.” Seccombe can boast a 400% increase in Visit Florida’s return on investment for advertising over the last five years.
Seccombe launched his tourism career in Colorado’s ski industry before serving as Vice President of the Denver Metro Convention & Marketing Bureau, and heading up his own travel marketing firm. Seccombe joined Visit Florida in 2008 as Chief Marketing Officer, before rising to the position of CEO in 2012.