Miami Beach Unveils New Spring Break Marketing Campaign

The city's 2026 video focuses on fitness and wellness, a shift from past crackdowns on partying.

Published on Feb. 4, 2026

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Miami Beach officials have launched a new spring break marketing video for 2026 that focuses on the city's fitness and wellness offerings, a notable shift from past campaigns that emphasized law enforcement crackdowns and restrictions. The video features a man waking up from a 10-year coma expecting to return to the old party atmosphere of South Beach, only to find people working out, doing yoga, and enjoying healthy activities. The new campaign reflects the city's efforts to move away from the 'spring break chaos' of previous years.

Why it matters

Miami Beach has struggled with the challenges of spring break in recent years, imposing strict measures like beach closures and parking restrictions to try to curb unruly behavior. The new marketing campaign signals a shift in the city's approach, focusing on promoting a healthier, more wellness-oriented spring break experience.

The details

The new 2026 spring break video, developed by the city of Miami Beach and the Greater Miami Convention & Visitors Bureau, features a man waking up from a 10-year coma and expecting to return to the old party atmosphere of South Beach. Instead, he finds people engaged in fitness activities like working out at Muscle Beach, doing yoga on the sand, and going for a jog. The video also shows people enjoying sidewalk cafes and dancing in a club, with the man ultimately getting a massage on the beach and saying he could 'lay here for another 10 years.' The new campaign comes after the city imposed 'draconian' spring break measures in the past two years, which seemed to be effective in reducing crowds and incidents.

  • The new spring break marketing video was launched on February 5, 2026.

The players

Steven Meiner

The mayor of Miami Beach, who played the new video during his State of the City address.

Greater Miami Convention & Visitors Bureau

The organization that collaborated with the city of Miami Beach to develop the new spring break marketing campaign.

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What they’re saying

“This commission didn't waver in ending spring break chaos.”

— Steven Meiner, Mayor (Miami Herald)

What’s next

On Thursday, the Miami Beach City Commission is expected to vote on a proposal from the city administration to loosen some of the restrictions that were in place in 2025, including beach closures and parking restrictions.

The takeaway

Miami Beach's new spring break marketing campaign reflects a shift in the city's approach, moving away from the heavy-handed enforcement tactics of the past and instead focusing on promoting a healthier, more wellness-oriented spring break experience. This change in tone and emphasis could signal a new era for the city's management of this annual event.