Barfels will be overseeing the island chain’s tourism marketing and communications strategy for advertising, branding, public relations, social media, website and content marketing. Previously, she was chief marketing officer of Colorado’s Visit Estes Park for three years.

Among other honours, Barfels’ work has earned the Hotel Sales & Marketing Association International’s Adrian Awards and the Colorado Tourism Office’s Governor’s Awards. 

She serves on Destinations International’s public relations & communications committee and is a Public Relations Society of America member. She co-authored a pioneering white paper on generative AI and is known as a technology and destination branding expert.

"The Florida Keys & Key West are a place where people disconnect from the ordinary and immerse themselves in something truly special," Barfels said. "I’m honoured to have the opportunity to build onto the already strong marketing efforts to highlight this wonderful community." 

Barfels previously held marketing management roles with Visit Lauderdale in Fort Lauderdale, and Four Seasons Hotels and Resorts and Mandarin Oriental Hotel Group in Miami. She was principal of her own communications company, and also worked with Lou Hammond Group publicising luxury hotels and destinations including Panama City Beach, Florida, and Charleston, South Carolina.