Visit Florida Keys & Key West Launches Next-Generation Website for the Future of Destination Marketing

FLORIDA KEYS, FL  (Oct. 28, 2025) – Visit Florida Keys & Key West today launched VisitFloridaKeys.com, introducing the first AI-powered destination website in Florida featuring the “Conch-cierge”—a multilingual virtual travel assistant that helps visitors plan trips in over 45 languages. This dynamic new platform represents a major leap forward in how visitors can plan, explore, and experience the Keys, with powerful new tools designed to benefit both travelers and tourism partners. 

Developed in partnership with MMGY Global, an industry leader in travel marketing innovation, the new website is set to deliver personalized travel experiences and position the Keys for the next generation of digital marketing, through intelligent technology, automation and structured data. This represents a new standard for how destinations can engage the modern traveler. 

"This launch marks a huge milestone in how we serve our community, partners, and future visitors," said Kara Franker, Visit Florida Keys president and CEO. “This is a broader evolution in how we market and manage the Florida Keys as a destination.”

The new website is part of Visit Florida Keys’ growing focus on artificial intelligence and data innovation. As travel planning shifts from search engines to AI chatbots like ChatGPT and Perplexity, the new website ensures Florida Keys businesses remain discoverable when travelers ask AI where to go. This is because the website acts as the primary source of verified information that AI agents and travel platforms can draw on, helping Keys businesses and experiences remain visible in an AI-powered future. 

A notable enhancement to the website is the “Conch-cierge,” an intelligent travel companion infused with the spirit of the Keys. The “Conch-cierge” (a nod to the Conchs, as local residents are called), is a ChatGPT-powered virtual assistant built on Matador Network’s GuideGeek platform. It’s fluent in over 45 languages, and instantly and intuitively helps travelers uncover hidden gems, local insights and the best ways to experience the community, making the Florida Keys more accessible than ever to a global audience. 

VisitFloridaKeys.com also features:

• AI-optimized listings for more than 2,000 tourism businesses, offered for free, and designed for maximizing visibility in AI travel searches

• Site-wide individual translation capabilities in multiple languages

• Dynamic event calendar integration, offering real-time updates for easier trip planning 

• Expanded content automation ensuring customized and engaging visitor experiences

• Co-op advertising opportunities helping local businesses to reach travelers directly

• Structured data integration that supports search engines and AI platforms to accurately describe local tourism businesses

“Building the site from the ground up let us focus on AI and digital-first innovation from the start,” said Jeanne Quinn, SVP of Partnerships and Technology at Visit Florida Keys. “We now have a best-in-class platform that we will continue to evolve to keep the destination and our tourism partners at the forefront of visitors’ minds, however and wherever they are doing their travel planning.”

Looking ahead, Visit Florida Keys expects that enhanced website features and the introduction of the “Conch-cierge” will drive a 20–25% increase in partner engagement over the next year, generating more opportunities for tourism businesses across the island chain. This reinforces the role of destination marketing in connecting a community, strengthening its sustainable growth, and sparking innovation as the industry and its travelers evolve.

“VisitFloridaKeys.com exemplifies how destinations can use AI to reimagine traveler engagement,” said Lisa Graves, EVP, Integrated Marketing, Americas, at MMGY Global. “Through its conversational, personalized features and intuitive design, the site delivers inspiration in real time, while giving the destination powerful data to shape future marketing. It’s been a joy to collaborate with such a visionary client in bringing this next-generation experience to life.”

Visit the new website and experience all the enhanced features for yourself at VisitFloridaKeys.com. 

Media images can be accessed through this link.

###