Heidi Barfels, a veteran tourism marketing executive, is the new vice president of marketing and communications for Visit Florida Keys, the Monroe County Tourist Development Council’s operations organization.
Barfels is overseeing the island chain’s tourism marketing and communications strategy for advertising, branding, public relations, social media, website and content marketing. Previously, she was chief marketing officer of Colorado’s Visit Estes Park for three years.
“Heidi is a proven go-getter in the tourism industry and is the kind of innovative leader we need on the team,” said Kara Franker, president and chief executive officer for Visit Florida Keys. “Her first assignment is to breathe new life into our marketing plan and initiatives, and I have all the confidence in the world that she is going to knock it out of the park.”
Among other honors, Barfels’ work has earned the Hotel Sales & Marketing Association International’s Adrian Awards and the Colorado Tourism Office’s Governor’s Award.
She serves on Destinations International’s public relations & communications committee and is a member of the Public Relations Society of America. She co-authored a pioneering white paper on generative AI and is known as a technology and destination branding expert.
“The Florida Keys & Key West are a place where people disconnect from the ordinary and immerse themselves in something truly special,” Barfels said. “I’m honored to have the opportunity to build onto the already strong marketing efforts to highlight this wonderful community.”
Barfels previously held marketing management roles with Visit Lauderdale in Fort Lauderdale, and Four Seasons Hotels and Resorts and Mandarin Oriental Hotel Group in Miami. She was principal of her own communications company, and also worked with Lou Hammond Group publicizing luxury hotels and destinations including Panama City Beach and Charleston, South Carolina.
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