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Tourism

Visit Florida Hires New CFO to Restore Confidence as Budget Battle Rages

Dan Peltier

Photo Credit: Lake Worth Beach in south Florida draws surfers because the layout of the area makes it a consistently good surfing venue. Visit Florida / Peter W. Cross

Skift Take

Many tourism boards across the U.S. are closely watching what happens with Visit Florida's funding as CFO Hefren works to instill confidence that the organization will be more diligent with its finances.

As a funding battle rages on between Florida politicians over Visit Florida's budget, the destination marketing organization announced this week that it hired Cynthia Hefren as its new CFO. Hefren is the second C-suite executive appointment for Visit Florida following the departures of the organization's previous CEO, CMO and CFO in December after Miami rapper Pitbull tweeted his $1 million contract with the organization. Visit Florida CEO Ken Lawson, who was hired to replace ex-CEO Will Seccombe in January, announced Hefren's appointment on Visit Florida's blog this week. Hef

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