The Hospitality Sales & Marketing Association International (HSMAI) Adrian Awards Competition has recognized VISIT FLORIDA with a Silver Merit Award for public relations excellence for its winning entry that premiered at the North American International Auto Show held in Michigan in 2003. VISIT FLORIDA�s public relations campaign to promote the Worth The Drive guidebook in a major Florida tourism market in Michigan was a resounding success.

The 2003 HSMAI Adrian Awards Competition is the largest and most prestigious travel event of its kind in the world. This year�s contest attracted more than 1,500 entries from 50 countries and destinations around the world, with entries judged by teams of experts from all sectors of the industry. VISIT FLORIDA�s new Worth the Drive guidebook, includes a series of driving tours throughout the state of Florida for visitors who plan on driving to or through the state.

�Given both the quality and quantity of the other entries, we are delighted that our submission was selected for this great honor,� said Bud Nocera, VISIT FLORIDA�s president and CEO. �We are indeed fortunate to have a highly skilled and creative staff and this award is a tribute to their abilities.�

HSMAI is the leading organization of sales and marketing professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI has become the industry leader in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality and sales and marketing management disciplines. The official voice for Florida tourism, VISIT FLORIDA was created by the Florida Legislature in 1996 as the operating company for the Florida Commission on Tourism, a private/public partnership.

VISIT FLORIDA markets Florida tourism worldwide, directing advertising, sales, promotions, public relations and visitor services programs both domestically and internationally. It works with the worlds� major travel writers and broadcasters, and produces print and broadcast promotions to consumers and travel influencers. VISIT FLORIDA maintains offices in Tallahassee, New York and Chicago and has international offices in London, Paris, Toronto and a dedicated office serving Latin America.

VISIT FLORIDA has more than 3,300 tourism industry Partners and four major strategic alliances, with Alamo Rent A Car, American Express Travel Related Services, AirTran Airways, and the Florida Hotel & Motel Association. It also operates the state�s five Official Florida Welcome Centers at I-10 in Pensacola, U.S. 231, I-75, I-95 and the Florida Capitol. Approximately 77 million visitors came to Florida during July 2002-June 2003, maintaining Florida as one of the top travel destinations in the world. Florida tourism generates about a $50 billion economic impact each year. To learn more about VISIT FLORIDA�s public relations programs, visit www.media.VISITFLORIDA.org. To view the consumer web site, please visit www.FLAUSA.com. For more information, contact VISIT FLORIDA at (850) 488-5607 ext. 377 or e-mail Vanessa@visitflorida.org. ###

For more information, contact: Vanessa Welter, Public Relations Director (850) 488-5607 ext. 377 or Vanessa@VISITFLORIDA.org www.media-VISITFLORIDA.org