The Palm Beaches Court Canada Again
Discover The Palm Beaches has added Canadian PR to VoX's trade mandate. Canadian visits to the county fell sharply in 2025, so expect more trade incentives this winter.
Discover The Palm Beaches has expanded its contract with Toronto-based VoX International. VoX already ran the destination’s Canadian trade program and will now handle consumer PR in Canada as well. A destination marketing organization doesn’t add a second Canadian mandate when that market is doing well. The move signals that Palm Beach County wants Canadian travellers back and is willing to spend to win them.
The numbers behind it
Canada is The Palm Beaches’ largest international market. Discover The Palm Beaches counted about 369,500 Canadian visitors in 2024, The Palm Beach Post reported. In December 2025, WPTV, citing the organization, reported about 253,000 Canadian visitors for 2025, roughly a third below the usual annual total of about 370,000. Florida businesses quoted at the time pointed to the economy, tariffs and Canadians feeling unwelcome.
The broader data shows the market has stabilized, but at a lower level. Statistics Canada figures for August 2026 show Canadian-resident return trips from the US by air up 3.6% year on year, but still 22.7% below August 2024.
What VoX will do
VoX says it will run integrated campaigns and pitch Canadian media. The account is led by PR account executive Anchita Singla, with PR director Rosalyn Hunter overseeing. “Canada is a vital market for The Palm Beaches, and the right partnership has never mattered more,” said Milton Segarra, president and CEO of Discover The Palm Beaches.
President Susan Webb described the account as coming “back to VoX for PR,” so this is a return to an earlier arrangement rather than a first appointment. The destination covers 39 cities and towns from Boca Raton to Jupiter, and the release notes seasonal nonstop flights from Toronto and Montreal to West Palm Beach. Porter has flown Toronto–West Palm Beach since late 2024. The organization puts tourism’s annual economic impact in the county at $11.6 billion, supporting nearly 95,000 jobs.
For advisors
- Expect incentives. A destination rebuilding a market usually brings fam trips, co-op promotions and value-added hotel offers. Ask VoX what is available for winter 2026–27.
- Who to pitch: returning snowbirds and luxury clients who want Palm Beach, Boca Raton or Jupiter rather than Miami.
- Watch: the exchange rate and January air capacity into West Palm Beach. Both will determine whether the recovery shows up in the winter numbers.
Sources
- VoX International, ‘VoX Expands Discover The Palm Beaches’ Partnership to Include Canadian Public Relations Representation’, 7 Oct 2026
- Discover The Palm Beaches
- Palm Beach Post via Yahoo, 2024 Canadian visitors
- WPTV/WFLX, Dec 2025
- Statistics Canada data, August 2026
- Porter Airlines, West Palm Beach
Jeff Cameron is a chief operating officer who writes about the business of travel: operations, pricing, loyalty and the decisions behind the trips, seen through an executive lens.