By the FL Innovation News editorial team · Community
As Tampa Bay Tech Week continues to position the region as a growing hub for innovation, the conversation is not limited to startups and software companies.
For Santiago Corrada, President and CEO of Visit Tampa Bay, technology is also reshaping how cities compete, attract visitors, and tell their story on a global stage.
Joining as a panelist, Corrada brought a different lens to the conversation, one rooted in tourism, economic impact, and the role of collaboration in driving growth.
From Billboards to Real-Time Marketing
Over the past decade, the way Tampa Bay markets itself has shifted dramatically.
What was once driven by traditional advertising, print, billboards, and television, has evolved into a fully digital, highly flexible strategy.
“Everything now is digital because it gives us flexibility,” Corrada said. “We can change messaging in real time, adjust what we’re promoting, and respond faster than ever.”
That shift is not just about convenience. It is about precision.
Digital tools allow Visit Tampa Bay to highlight experiences, restaurants, events, and attractions in a way that reflects what is actually happening in the city at any given moment, something traditional media could never match.
A Billion-Dollar Shift in the Visitor Economy
The results of that evolution are measurable.
When Corrada first stepped into his role over a decade ago, hotel revenue in Hillsborough County stood at $423 million.
Today, that number has more than doubled.
“We’ve had three consecutive years over a billion dollars, with $1.2 billion last year,” he said.
But the impact extends far beyond hotels.
Tampa Bay’s visitor economy now represents a $9.4 billion ecosystem, supporting restaurants, retail, attractions, and local experiences across the region.
“People aren’t just staying in hotels,” Corrada explained. “They’re going out, exploring, spending, and contributing directly to the local economy.”
Technology as a Tool, Not a Replacement
While technology has made marketing more efficient, Corrada emphasized that it should not replace what makes Tampa Bay unique.
“We always used to say our secret weapon was our people,” he said. “And that’s still true.”
As AI and automation continue to reshape industries, he sees a growing risk in relying too heavily on tools without maintaining authenticity.
“Use it to support your humanity, not replace it,” Corrada added, pointing to how human storytelling and real experiences remain at the core of effective marketing.
That balance is especially important in tourism, where emotion, connection, and experience drive decision-making.
Collaboration Is the Real Growth Engine
A recurring theme throughout Corrada’s perspective is partnership.
From hosting panels at Tampa Bay Tech Week to working with hotels, organizations, and local businesses, he sees collaboration as the foundation of Tampa Bay’s growth.
“We pride ourselves on being collaborators,” he said. “Everything we do is built on partnerships.”
That approach has helped position Tampa Bay not just as a travel destination, but as a coordinated ecosystem where industries, including tourism, technology, and business, are increasingly aligned.
Why Tampa Bay Tech Week Matters
For Visit Tampa Bay, events like Tampa Bay Tech Week are about more than local engagement.
They are a signal to the outside world.
“It’s exposure,” Corrada said. “It shows that Tampa Bay is a place where technology is part of the conversation, and that attracts more talent, more businesses, and more opportunity.”
As the region continues to grow, that visibility plays a key role in shaping perception and driving long-term economic impact.
A City That Is Still Evolving
Tampa Bay’s growth has been rapid, but according to Corrada, it has also been intentional.
Rather than expanding too quickly, the region has focused on building a balanced, sustainable model, one that integrates tourism, business, and innovation.
That evolution is what has turned Tampa Bay into a model for other cities looking to grow in a similar way.
And as technology continues to shape how destinations compete, the approach remains clear.
Leverage the tools.
Stay human.
And keep building together.
