Dr. Rachel J.C. Fu
Chair of THEM dept & Director of EFTI at UF
Gainesville, Florida, United States
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Dr. Rachel J.C. Fu has many years of experience in the hospitality business. Rachel is the Chair and Professor of the Department of Tourism, Hospitality, and Event Management (THEM) at the University of Florida (UF), where she is also the Director of the Eric Friedheim Tourism Institute (EFTI). Rachel spearheaded the creation of AI/Data Science tracks in undergraduate and graduate certificate programs at UF. She is the author of two AI textbook in Hospitality Businesses. Rachel has published more than 260 papers, including refereed journal articles, conference papers, a magazine article, newsletters, technical reports, and book chapters. Rachel's work has been featured in various media outlets including the Wall Street Journal, Condé Nast Traveler, Carnival Cruise Line, NBC, BBC, Bottom Line Personal, CNBC, ABC News, the Philadelphia Inquirer, Popular Science, AARC, KCBS, Recommend Magazine, U.S. News and World Report, the Conversation, Business Insiders, and UF News.
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From Volume to Value: Florida’s Next Tourism Advantage
Florida has mastered scale. With record visitation, the next competitive edge is not more visitors. It is better value per visitor. This session reframes success from volume-driven growth to yield-driven strategy, aligning with VISIT FLORIDA’s forward vision. This session will share a practical roadmap to elevate visitor spend, experience quality, and long-term loyalty without increasing congestion. Key insights include: segmenting and targeting high-value travelers; destination-level yield management; aligning pricing with perceived value; and integrating data across attractions, lodging, and transportation to optimize the full visitor journey.
Drawing on hospitality analytics, AI-Driven forecasting, and real-world case applications, this session demonstrates how Florida can protect its #1 position. Attendees will leave with actionable tools to: (1) identify and attract high-spend segments, (2) design differentiated experiences, and (3) measure success through revenue per visitor.
Dr. Rachel J.C. Fu
Chair of THEM dept & Director of EFTI at UF
Gainesville, Florida, United States
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