CONGRATULATIONS!
VISIT TAMPA BAY’S JANETTE CARTER BAKER HONORED AS A 2024 HSMAI ‘TOP 25’ EXTRAORDINARY MIND
Marketing Maven Recognized for Professional Excellence Benefitting Tampa Bay Tourism
Tampa, FL (February 19, 2025) – Visit Tampa Bay is proud to announce that Vice President of Marketing, Janette Carter Baker, was honored Tuesday evening as a Hospitality Sales & Marketing Association International’s (HSMAI) “Top 25 Extraordinary Mind” for 2024. This is the 22nd year HSMAI has compiled the list, which annually recognizes exemplary achievement and leadership in hospitality sales, marketing, revenue optimization, and distribution.
"It is with great pride that we honor HSMAI's 2024 class of Top 25 honorees in hotel sales, marketing, revenue optimization, and distribution," remarked Brian Hicks, President and CEO of HSMAI. "These outstanding professionals, through their creativity, dedication, and commercial acumen, have not only excelled in their domains but have also set new standards of excellence for the industry, inspiring us all.”
Carter Baker joined an exclusive list of professionals during HSMAI’s reception at the New York Marriott Marquis on February 18, following in the footsteps of Visit Tampa Bay’s President & CEO, Santiago C. Corrada, who was recognized as one of HSMAI’s “Extraordinary Minds” in 2013, and Chief Marketing Officer, Patrick Harrison, who received the honor in 2018.
As Visit Tampa Bay’s Vice President of Marketing since 2020, Carter Baker has overseen the destination’s multi-channel campaigns in both domestic and overseas markets. Janette’s leadership, vision, and marketing expertise contributed to four consecutive years of tourism growth and new benchmarks in hotel revenue, including more than $400 million in revenue growth since 2021, culminating in an unprecedented $1.16 billion in 2024.
“Janette’s creativity and determination are only surpassed by her leadership and love for the Tampa Bay region,” said Santiago C. Corrada, President and CEO of Visit Tampa Bay. “She’s dedicated to telling Tampa Bay’s story, knowing her team’s work has a direct impact on our hospitality professionals and the region’s economic growth. This honor reflects her commitment and the excellence she brings to our industry.”
The 2024 “Top 25” honorees were judged by a panel of senior industry executives for their recent work based on the following criteria: creativity and innovation, cutting edge sales or marketing campaigns, triumph in challenging situations, and/or efforts that resulted in dramatic gains.
In addition to honoring Carter Baker’s achievement in New York February 18, Visit Tampa Bay was also recognized with four prestigious Bronze-level Adrian Awards. The laurels included Tampa Bay’s Guide to Social Inclusion integrated campaign, All Are Welcome in Tampa Bay digital video, From Stadium to Sunshine: Tampa Bay’s Game-Changing Partnership with Brentford FC digital contest, and Tampa Bay Takes Over: A Matchday Adventure with Brentford FC public relations special event.
“For 68 years, the Adrian Awards have honored excellence in travel marketing,” said Corrada, “and Visit Tampa Bay’s award-winning marketing initiatives continue to serve as examples for others in the hospitality and destination marketing industry to emulate.”
ABOUT VISIT TAMPA BAY
The heart of Florida’s Gulf Coast beats in Tampa Bay. Visit Tampa Bay encourages adventure with a relaxing vibe to create vacation experiences that are authentically Tampa Bay. As a not-for-profit corporation certified by Destinations International’s Destination Marketing Accreditation Program (DMAP), we work with hundreds of partners to tell the world the story of Tampa Bay. Treasure awaits. For more information, visit our website.