Spotlight on Kara Franker, CEO and President of Florida Keys and Key West

An attorney by trade, Kara Franker, CEO and president of the Florida Keys and Key West, the DMO representing a 125-mile tropical island chain connected by the Overseas Highway, is used to making her case to an audience. The big difference: There are lot more than 12 members of a jury handing down a verdict.

The millions of visitors and noticeable growth in tourism are proof the first 1.5 years of Franker’s time in the country’s southernmost tip are paying off. The April 2026 occupancy rate was an astounding 89.5%, up 4% from a year ago.

That doesn’t mean it’s been easy. As ideal as the Keys are to visit, there are many bucket-list destinations to choose from. Franker understands this more than most, as she left another dream destination, Visit Estes Park in Colorado, to return to Florida. She says there are differences promoting the beach instead of the mountains, but some fundamentals are true.

“Whether you’re leading a mountain destination or an island destination, the responsibility is ultimately the same: tell an authentic story, strengthen the visitor economy, and protect the place that makes the story possible,” she says.

Inspired Insights caught up with Franker to discuss what’s new in the Florida Keys and in destination marketing, in general.

1. What innovative campaigns or initiatives has the Keys launched recently?

One of our most exciting recent initiatives is Keys Season, a campaign created specifically to drive demand during our slower travel periods. We started by listening to our stakeholders, who told us they wanted a campaign built around packages, added value and reasons to book. From that input, we developed the tagline: “One Road. Miles of Savings.” It is practical, playful and true to the geography of the Keys.

At the same time, we have been building toward the launch of our new destination brand campaign, Play In Your Own Key. That work grew out of a nine-month destination brand study that included stakeholder interviews across our island communities. The campaign is designed to celebrate the individuality of the Keys: each island has its own personality, rhythm and story, and every visitor can find the version of the Keys that resonates with them.

We also have some exciting brand partnerships launching in the coming months, including collaborations with YETI and Matador, which align beautifully with the outdoor, adventure and conservation-minded spirit of the Keys.

The Lower Keys Underwater Music Festival attracts crowds in July. Photo credit: Frazier Nivens/Florida Keys News Bureau.

2. What role does data and analytics play in shaping your marketing decisions, and how do you measure success?

Data is central to our decision-making. It informs the markets we target, the creative we run, the timing of our campaigns and how we allocate every media dollar.

We look at a combination of visitor sentiment, stakeholder input, campaign performance, lodging data, revenue indicators and destination-level economic impact. We also use tools like Net Promoter Score, intercept surveys and the key performance indicators built into our marketing plan to understand not only whether people are visiting, but how they are experiencing the destination.

For us, success is not measured by one number. It is a combination of demand, revenue, visitor quality, resident and stakeholder confidence, and long-term brand health. We want our marketing to perform, but we also want it to support the long-term sustainability of the destination.

3. How has the rise of digital platforms and social media influenced your strategy?

Digital platforms have completely changed how travelers dream, plan, and book. People are not moving through a simple, linear path anymore. They may see a destination on social media, search for it weeks later, compare options across platforms, read reviews, watch short-form video, and then finally book after multiple touchpoints.

Our strategy has evolved to reflect that reality. We have placed a much greater emphasis on digital storytelling, social content, performance media and platforms that allow us to meet travelers where they are already spending time. The goal is not just to be visible. It is to be useful, inspiring and credible at each stage of the traveler journey.

For a destination like the Florida Keys, social and digital platforms are especially powerful because the product is so visual and emotional. The water, the wildlife, the road trip, the characters, the sunsets, the history, those are stories people want to share.

4. What are the standard preconceived notions of the Keys, and how are visitors surprised?

One of the biggest misconceptions is that the Florida Keys are simply a beach destination. We are islands, but we are not a traditional beach destination in the way many people imagine. We are a tropical island chain you can drive to, connected by one extraordinary road over the sea. There is no other place quite like it in the United States.

Visitors are often surprised by the depth and diversity of the Keys. Yes, we have beautiful water, but we also have world-class fishing, diving, boating, culinary experiences, wildlife refuges, historic sites, artists, writers, musicians and generations of independent characters who have shaped the destination’s identity.

The way we overcome outdated assumptions is by leaning into what is true. The Keys have always attracted people who are a little adventurous, a little unconventional and drawn to life on the edge of the map. From Henry Flagler to Ernest Hemingway to Jimmy Buffett, the Keys have inspired people for generations. Our job is to tell that story in a way that feels fresh while staying rooted in the destination’s authentic spirit.

Ernest Hemingway (and his lookalikes) loved spending time in the Keys. Photo Credit: Mark Hedden/ Florida Keys News Bureau.

5. Looking ahead, what trends in destination marketing do you see shaping the future and how does AI fit in?

The future of destination marketing will be shaped by trust. In an AI-driven world, travelers will have access to more content, more recommendations and more automated planning tools than ever before. The question is: who will they trust?

I believe DMOs have an essential role to play in that future. We are the stewards of the destination’s official story. We have the relationships with local businesses, community leaders and residents. We understand the nuance of place in a way that generic content cannot.

AI is going to transform how we work, and we are leaning into that thoughtfully. The Florida Keys was selected as one of just four DMOs nationally for the 2050 City AI Roadmap, and we created an internal AI Task Force that has already become a framework other destinations are looking at. We are applying AI across marketing, sales, HR and finance, but always with human judgment at the center.

AI can help us move faster, analyze better and personalize more effectively. But the heart of destination marketing will still be human storytelling, local expertise and trust.

More About Kara:

1. First job in the tourism/travel space?

After working as a criminal prosecutor in Miami, I was hired by VISIT FLORIDA to serve as its Entertainment & Luxury Insider. It was essentially a niche-specific influencer role before “influencer” was a mainstream term.

2. Your biggest influential industry mentor?

Early in my DMO career, Bill Hanbury pulled me aside and helped me see what my career could become if I aimed for the CEO seat. I have always been grateful for that moment and for the guidance he has given me along the way.

3. Your proudest moment?

Building teams that can win no matter what is thrown at them. I have done that across multiple destinations, and watching people rise, grow and meet the moment is what makes me proudest.

4. What would you like your legacy to be in this industry?

I hope my legacy is that I built things that lasted, solved hard problems, and helped the next generation see more possibility for themselves. I want to be remembered as someone who championed up-and-comers, believed in people before they fully believed in themselves, and left organizations stronger than I found them.

Main Image courtesy of The Florida Keys and Key West.