Worth International Media

What Worth International Media does

Worth International Media is a privately held, family-owned B2B media company founded in the early 1970s by Hal Herman and headquartered in the Hialeah/Miami, Florida area, operating approximately 30 employees. The company runs a portfolio of niche trade publications and services for the travel and meetings industry, anchored by three core brands: Recommend (a monthly magazine and digital platform serving 40,000+ North American travel advisors), Prevue Meetings + Incentives (a bi-monthly multiplatform publication reaching 40,000+ meeting and incentive planners), and unDiscovered Florida (an annual travel publication distributed through Smithsonian and Florida Welcome Centers in cooperation with VISIT FLORIDA). Supporting products include the edu.recommend.com advisor education portal (32,000+ registered users), weekly/bi-weekly email newsletters, webinar series, and the Visionary Summit in-person events for the meetings vertical.

The technology stack consists of digital magazine platforms, opt-in email broadcasting systems with geo-targeting and behavioral segmentation, webinar infrastructure, and a custom content management setup for educational courses and branded publications. Multi-platform content delivery across print, digital, email, and events is positioned as a differentiator, and the company operates both first-party databases of qualified B2B buyers and a custom publishing division that produces branded media for tourism boards and travel suppliers.

Worth monetizes primarily through advertising and sponsorships across its owned publications, email lists, and events, supplemented by fee-based custom publishing projects (e.g., VISIT FLORIDA annual guides) and education program partnerships. Pricing is quote-based and arranged by regional sales directors (including a dedicated Mexico Sales Director) under multi-year contracts. The go-to-market motion is sales-led B2B, targeting travel suppliers, hotels, resorts, cruise lines, destinations, tourism boards, and DMCs seeking access to qualified travel advisors and meeting planners. The company is in the midst of a generational leadership transition: Victor Diaz-Herman was appointed CEO in January 2026, with his mother Laurel Herman continuing as President/Editorial Director, and Laurie Millis joining as Managing Director in February 2026.

Name

Worth International Media

Legal name

Worth International Communication Corp., LLC

Website

https://worthit.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Worth International Media is a family-owned B2B media firm operating niche trade publications (Recommend, Prevue, unDiscovered Florida), an advisor education platform, custom publishing, and events serving 80,000+ North American travel advisors and meeting planners, monetized via advertising, sponsorships, and custom content.

Ownership category

akta.pro rank

Product category

Travel Trade Media & Publishing

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Miscellaneous Publishing (2741)

akta.pro primary industry

Travel & Outdoors Magazines (MPAJAEAH)

Keywords

• Travel trade publishing
• B2B media solutions
• Custom publishing services
• Travel advertising networks
• Meeting planner publications

Headquarters

HQ city

Hialeah

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Advertising & Sponsorships: Print and digital advertising across magazine publications (Recommend, Prevue), website advertising, email marketing campaigns, and event sponsorships. Advertisers include travel suppliers, destinations, hotels, resorts, cruise lines, and tourism boards seeking to reach travel advisors and meeting planners.
2. Custom Publishing: Custom content development and publishing for organizations including VISIT FLORIDA, destinations, and travel brands. Includes custom inserts, thought leadership content, and branded publications.
3. Education Programs: Travel advisor education programs through edu.recommend.com, webinar series, and FAM (familiarization trip) opportunities for suppliers to engage travel advisors.
4. Event Sponsorships: Visionary Summit events with sponsorship opportunities, meeting planner appointments, and brand visibility during conferences and trade events.
5. Subscription Revenue: Complimentary print/digital magazine subscriptions for qualified travel advisors and meeting planners, with subscriptions supported by advertising revenue model.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Worth International Media is a boutique B2B media solutions firm that publishes travel trade magazines (Recommend, Prevue Meetings + Incentives, unDiscovered Florida) and sells advertising, sponsorships, custom publishing, email marketing, webinars, and lead-generation services to travel suppliers, destinations, hotels, cruise lines, and tourism boards. Its content and educational platforms reach a verified audience of 40,000+ North American travel advisors and 40,000+ meeting and incentive planners.

Product overview

Worth International Media is a boutique media solutions firm operating a portfolio of specialized publications and services for the travel and meetings industry. The core offerings include Recommend Magazine (monthly publication for travel advisors with over 40,000 subscribers), Prevue Meetings + Incentives (bi-monthly publication for meeting and incentive planners with 40,000 subscribers), and unDiscovered Florida (annual Florida travel publication). The company also operates Recommend Education (an e-learning platform for travel advisors), Visionary Summits (in-person events), Custom Publishing Division, and various email marketing products including Prevue Breakout and Recommend Weekly newsletters. These products serve travel advisors, meeting planners, and travel enthusiasts through print, digital, email, and events channels.

Differentiator

Problem solved

Functional benefit

Brands

• Recommend: Monthly travel advisor publication helping travel advisors sell travel with in-depth destination and travel product content. Reaches over 40,000 North American travel advisors.
• Prevue Meetings + Incentives
• Undiscovered Florida

Products and services

• Recommend Magazine Monthly B2B trade magazine helping North American travel advisors sell travel through in-depth destination and travel product content, with a verified subscriber base of 40,000+ travel advisors.
• Prevue Meetings + Incentives Bi-monthly multiplatform B2B trade publication that inspires meeting and incentive planners with immersive experiential travel coverage, professional development, and thought leadership; reaches 40,000+ North American meeting and incentive planners.
• unDiscovered Florida Annual consumer-facing Florida travel guide showcasing the state's nature, heritage, national and state parks, gardens, historic sites, cultural and Native American attractions; co-published with VISIT FLORIDA.
• Recommend Education (edu.recommend.com) E-learning and training portal serving 32,000+ travel advisors in the U.S. and Canada with destination education courses and brand-champion training programs sponsored by travel suppliers.
• Visionary Summits In-person events bringing together Prevue sponsors and qualified meeting and incentive planners for face-to-face appointments, deep-dive content, and high-value networking.
• VISIT FLORIDA Annual Meetings Guide Annual Florida Meetings Guide co-produced with VISIT FLORIDA and Prevue, distributed to 40,000+ North American meeting and incentive planners; a focused Florida marketing tool for destination suppliers.
• Prevue Breakout e-Newsletter Bi-weekly e-newsletter reaching 40,000 meeting, incentive, and group travel planners, featuring exclusive content curated from the print magazine and prevuemeetings.com; sold as a sponsorship and advertising vehicle.
• Custom Publishing Division Boutique custom-media service creating branded publications, custom inserts, thought-leadership content, and content-rich media solutions for destination marketing organizations and travel brands such as VISIT FLORIDA.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• VISIT FLORIDAcoreStrategic or Co-development PartnerVISIT FLORIDA is the official Florida travel industry guide. Worth International Media publishes unDiscovered Florida in cooperation with VISIT FLORIDA, an annual guide to Florida's nature and heritage sites distributed through Smithsonian and Florida's Welcome Centers. Worth also produces the annual Florida Meetings Guide received by 40,000+ North American Meeting and Incentive Planners in conjunction with Prevue.
• Smithsonian InstitutioncoreStrategic or Co-development PartnerunDiscovered Florida annual publication is distributed through Smithsonian channels, reaching Smithsonian members and visitors interested in cultural and heritage travel.
• Eric Friedheim Tourism Institute, University of FloridaminorStrategic or Co-development PartnerPresident and Editorial Director Laurel Herman appointed to the Industry Advisory Board at the Eric Friedheim Tourism Institute, University of Florida. This appointment supports Worth International Media's mission of fostering connections through travel and meeting planning while contributing to tourism education.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MeetingsNet: Digital-first B2B publication for corporate meeting and event planners covering strategy, technology, and destinations. Direct competitor to Prevue in serving the same meeting planner audience with editorial and advertising products.
• Northstar Travel Group: B2B travel trade media group publishing flagship travel agent and meetings titles (Travel Weekly, Meetings & Conventions, Successful Meetings, Business Travel Show). Direct competitor to Recommend and Prevue in serving travel advisors and meeting planners with advertising, events, and custom content.
• Questex: B2B media and events company operating across travel, hospitality, and MICE verticals including industry events, awards, and branded content. Highly comparable in business model: trade advertising, sponsored events, and custom content for travel/hospitality audiences.
• Trade Press Media Group: B2B travel trade publisher behind TravelAge West and TravelPulse, serving travel advisors with editorial content, advertising, and events. Direct peer to Recommend Magazine given overlapping travel-advisor audience and advertising sales motion.
• Smart Meetings: MICE-focused media brand producing editorial content, events, and awards for meeting, incentive, and event professionals. Direct competitor to Prevue Meetings + Incentives on the planner side of Worth's portfolio.
• Pace Communications: B2B custom content and publishing agency producing branded magazines, digital content, and content marketing programs for destinations and travel brands. Direct comparator for Worth's Custom Publishing Division (e.g., VISIT FLORIDA work).
• BizBash: B2B media brand covering the events and meeting planning industry via editorial, conferences (BizBash Live), and awards. Direct competitor to Worth on the events and MICE media side, with overlapping planner audience and sponsorship economics.

Emerging players

• Skift: Digital-native travel industry media and research company serving travel executives with news, research reports, newsletters, and events. Emerging direct competitor representing the digital-first model that Worth's traditional print-led model must contend with.

Broad incumbents

• Informa (Travel & MICE division): Global B2B events and media conglomerate with substantial travel, hospitality, and MICE event and media assets. A broad incumbent competitor that operates overlapping capabilities (events, trade media, content) at significantly greater scale than Worth.

Regional players

• MKG Group: France-based B2B media and events company specializing in travel, hospitality, and MICE with operations primarily in Europe. Comparable to Worth as a vertical-specialized boutique serving travel advisors and meeting planners, though operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/worth-international-media
• Facebookfacebook.com/worth.international.media

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Worth International Media