SEBRING, Fla. (Jan. 20, 2026) – The Highlands County Tourism Office, in partnership with nationally recognized community strategist Shellie Phelps, will host a series of destination development meetings and trainings across Highlands County January 26-28. Destination development is about improving the experiences, amenities, and infrastructure that attract visitors while also benefiting the people who call the community home. These meetings are designed to engage community leaders, elected officials, business owners, and other interested stakeholders in meaningful discussions about tourism’s role in economic development, quality of life, and community pride.
Hospitality Training on Jan. 26
A free Hospitality Training “Everyone Matters” with Shellie Phelps will be held on Monday, January 26, from 9-11 AM at the Lake Placid Genesis Center. This interactive training is limited to only 25 people and designed for frontline staff, managers, business owners, and anyone who regularly interacts with visitors. The session will focus on elevating customer service, creating memorable guest experiences, and building a welcoming hospitality culture across Highlands County. Advanced registration is required and must be completed through this online registration link.
Stakeholder Meetings on Jan. 27-28
Three city-specific stakeholder meetings will be held to provide an opportunity for local voices to share ideas, identify opportunities, and discuss tourism priorities unique to each community. Conversations will focus on collaboration, destination strengths, and ways tourism can better serve residents and businesses. These meetings are open to the public and anyone can attend without advance registration. Attendance is encouraged for elected officials, business owners, nonprofit leaders, and residents interested in shaping the future of tourism in their city.
Tuesday, January 27:
9:00 AM – Lake Placid at the Lake Placid Chamber of Commerce (18 N. Oak Ave., Lake Placid)
1:00 PM – Avon Park at the Avon Park Community Center (310 W. Main St. Avon Park)
Wednesday, January 28:
8:30 AM – Sebring’s Coffee with the Mayor at Gavaghan’s Pub (213 Circle Park Dr., Sebring)
“These stakeholder meetings are about listening, learning, and aligning our efforts,” said Casey Hartt, Tourism Director for Visit Sebring/Highlands County. “Destination development is most successful when our communities are engaged and informed, and we encourage everyone with an interest in Highlands County’s future to attend.”
Tourist Development Council Board Meeting on Jan. 29:
The week concludes with the Tourist Development Council (TDC) Quarterly Board Meeting on
Thursday, January 29, at 8:15 AM in the County Commission chambers (600 S. Commerce Avenue in Sebring). Community members are encouraged to attend to hear department updates, learn about ongoing tourism initiatives, and hear directly from external TDC team members and partners. The meeting offers valuable insight into how tourism marketing, public relations, destination and facility development, sports tourism and partnerships that support the county’s economy and long-term vision. These are publicly noticed meetings and are open to anyone who wishes to attend.
For more information, contact the Highlands County Tourist Development (TDC) office at (863) 402-6909 or email PCruz@highlandsfl.gov. More information about the TDC can be found at VisitSebring.com.
