VCB announces Sports Illustrated swimsuit feature for Lee County; staff report sales, international outreach and volunteer activity
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Summary
Lee County Visitor and Convention Bureau (VCB) told the TDC it will be featured in the 2026 Sports Illustrated swimsuit edition (South Seas hosting); staff also reported group sales progress, international trade activity, and volunteer-driven visitor services statistics for October–December.
The Visitor and Convention Bureau told the Tourist Development Council on Jan. 8 that Lee County will be one of four featured destinations in the 2026 Sports Illustrated swimsuit edition, a marketing opportunity officials said should provide editorial, digital and social exposure for the county’s coastal recovery message.
"We will be 1 of the 4 featured locations in the 2026 SI swimsuit edition featuring female athletes," said Brian Ossoski, chief marketing officer for the VCB, describing a partnership that includes editorial credits, digital bonus distribution and travel video content the bureau can reuse in other promotional efforts. Ossoski said South Seas Resort will host the shoot and that scouting and permitting remain subject to the magazine’s final decisions.
Wendy Nicodemus, director of commercial strategy for South Seas, thanked local partners and said the resort had just completed new openings and was ready to collaborate on the production: "We have been working through a really tough year, but we are coming through it…we are here to collaborate and work together," she said.
Beyond the Sports Illustrated announcement, bureau staff summarized sales and international outreach. Erin Lester, group sales manager, said the bureau is off to a strong start for the fiscal year on several goals but noted it is behind on RFP room-night submissions; she highlighted trade shows and the pipeline of RFPs that the VCB expects will translate to future bookings. The international presenter (standing in for Charm) told the council that the UK, German-speaking markets and Nordic countries remain priorities, noted Brand USA and ITB participation, and referenced industry reports that Canadian visitation nationally has declined about 15% but remains economically important because of higher per-visitor spend.
Simone Baer, director of visitor services, reported volunteer activity for Oct.–Dec.: volunteers assisted just over 2,000 visitors, contributed 8,845 hours valued at approximately $307,000, worked at nine events, supported inaugural flights and will continue expanded early-morning and evening shifts through mid-April.
Airport operations also factored in the discussion; airport representative Steve Hennigan said construction and expansion (14 new gates, new lounge/club spaces) create connectivity opportunities and that seasonal or trial routes (for example, Salt Lake City, Austin) have been extended or are showing demand. Council members discussed the prospect of direct international service and the importance of supporting new routes in their early seasons.
The bureau said the Sports Illustrated package is scheduled to hit stands in May, with accompanying digital and social assets the VCB will use to amplify the county’s marketing messages.
