By enlisting both a local Olympic medalist swimmer and two high school marching bands, Visit Sarasota County is successfully expanding its spheres of influence.

The DMO sponsored two local high school bands ahead of their performance at the New Year’s Day Parade in London, viewed by a huge audience around the world. Prior to the big day, Visit Sarasota County produced a video filled with personal testimonials from band members talking about their pride in representing the hometown on a global stage.

“This word-of-mouth influence is among the most powerful drivers of travel and life changes, though it’s also one of the hardest to cultivate,” said Erin Duggan, CDME, President and CEO of Visit Sarasota County.

By investing in our community, we’re empowering locals to share their pride in Sarasota – a genuine enthusiasm no ad or sponsorship can replicate. This inspires visitors to come, stay, and build connections of their own. By focusing on meaningful engagement, we’re not just strengthening our community but ensuring Sarasota remains a place people love to recommend.”