As Global Partner of WTE Miami 2025, the Greater Miami Convention & Visitors Bureau (GMCVB) is at the forefront of welcoming the world to Miami. Its Chief Operating Officer, Rolando Aedo, oversees marketing strategy, brand development and stakeholder engagement. He spoke with the Daily about Miami’s evolution as a destination, its international ambitions, and the GMCVB’s priorities for the future.

How is Miami evolving beyond its image as a sun-and-sand destination?
For decades, Greater Miami and Miami Beach have been globally synonymous with sun-drenched beaches and glitzy nightlife. But in recent years, the Greater Miami Convention & Visitors Bureau (GMCVB) has helped redefine the destination’s image as a multifaceted hub where culture, innovation and sustainability intersect. Neighborhoods like Little Havana, Wynwood, Little Haiti and Historic Overtown have emerged as living museums of our multicultural soul, drawing travelers in search of immersive, authentic experiences.
Meanwhile, Miami-Dade County’s culinary scene has taken a leading role in this transformation. With Michelin stars now glittering across the region and signature programs like “Miami Spice” drawing international foodies, we are positioning our destination as one of North America’s leading gastronomic capitals. And beyond arts and cuisine, sustainable tourism initiatives have become more prominent. We’re embracing opportunities to elevate marine conservation, inclusive economic growth and workforce development and to curtail energy usage.

What are the GMCVB’s goals for WTE Miami 2025?
The 2025 edition of WTE Miami is shaping up to be more than just a trade show—it is a global platform to position Miami-Dade County as both a travel destination and a gateway for international commerce. For the GMCVB, which is serving as both host and strategic partner, WTE represents a high-stakes opportunity to elevate Greater Miami’s presence across the Americas, Africa and Asia.
Our goals are clear: attract high-value travel buyers, spotlight Greater Miami’s top-tier travel infrastructure, from its award-winning airport to world-class cruise terminals, and strengthen the destination’s reputation as a launchpad for tourism investment. The focus is on cultivating relationships with emerging source markets, especially in Latin America, Europe and key African nations, where demand for U.S. travel continues to surge. With over 60 countries participating, WTE Miami 2025 is a chance for our destination to expand its global tourism appeal and reinforce its leadership in cross-border travel partnerships. By hosting the event at the Miami Beach Convention Center, we are sending a message to international partners: This is where the travel industry comes to do business.

What are the GMCVB’s priorities for the next few years?
The GMCVB is focused on a comprehensive, forward-thinking roadmap that balances global outreach with local impact. High on the list is the continued diversification of Greater Miami’s visitor base through expanded sales and marketing efforts in both traditional and emerging markets. At the heart of this strategy is a renewed commitment to the MICE sector, now supercharged by the arrival of the long-anticipated Grand Hyatt Miami Beach—Greater Miami’s first headquarter convention hotel—set to open adjacent to the beautifully reimagined Miami Beach Convention Center.
Together, this hospitality and convention duo forms a world-class campus capable of attracting high-caliber conventions, global summits and incentive programs that were once out of reach. The GMCVB is actively leveraging this momentum to court major national associations, international congresses and top-tier corporate groups—ensuring that Greater Miami not only draws visitors but also decision-makers, innovators and industry leaders.
But just as important to the GMCVB’s commitment to strategic destination management in the business and leisure travel space is promoting sustainable practices and ensuring the tourism economy continues to lift all communities and improve the quality of life of residents.
Internally, we are doubling down on workforce development and hospitality excellence, using initiatives like the BHI and Tourism Business Enhancement (TBE) programs to ensure a resilient, inclusive industry pipeline. Partnerships with organizations like the Miami-Dade Beacon Council reflect our strategic interest in positioning tourism as a driver of economic development—not just in terms of visitor spending, but as a bridge to business relocation, film production and international trade. In essence, GMCVB’s strategy isn’t just about filling hotel rooms—it’s about building a stronger, more sustainable destination.

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Miami’s World Cup moment is built to last

As Miami gears up to host the 2026 FIFA World Cup, building on its experience hosting the 2025 FIFA Club World Cup, preparation is in full swing. According to Rolando Aedo, efforts extend beyond infrastructure projects at Miami International Airport and new hotels and entertainment venues to embrace culture and authenticity. “Our preparation is not only physical; it’s cultural and experiential and leverages authenticity,” he explains. Special campaigns and seasonal offers during the tournament will showcase Miami’s year-round appeal, encouraging fans not only to extend their stay but also to return long after the final whistle.