According to the press release, the rebranding is "a call to action to travelers planning to visit Central Florida." Executive Director Shelly Mancini explains, “Today’s traveler doesn’t simply want to stay in a destination. They want to experience a destination. Our mix of attractions and accommodations, proximity to the theme parks, natural attractions and smaller entertainment offerings are perfectly suited to giving visitors the involvement and exploration they want in a vacation destination.”
The new name is also accompanied by a shiny new Pinterest board, Decade of Kissimmee Memories, where visitors can post their own images to a Flickr account in the hope of seeing them go up on Pinterest. And there is also a special contest web page which shares the board's name, and that's the place to go to win 10 years of Central Florida vacations.One grand prize winner and up to five guests of their choice win a decade of vacations (10 trips total), including airfare, car rental, accommodation at Westgate Resorts, and $25,000 cash.