The Naples, Marco Island, Everglades Convention and Visitors Bureau (CVB) has launched ¡ARTE VIVA!, a yearlong celebration honoring the Hispanic cultures that make up nearly 30% of the region's population. The 2025-2026 season includes Día de los Muertos events at venues like the Marco Island Center for the Arts, Naples Botanical Garden, and Artis—Naples, featuring Calaveras sculptures by Ricardo Soltero, photography by Lizette Morales, and performances by Ballet Folklorica Jaliscience. Visual arts highlights include a Joan Miró exhibition at Naples Art Institute, a permanent collection show at The Baker Museum, and a public art installation by Michelle Tricca at Lipman Farms. Musical programming features Gulfshore Opera's Carmen, Latin Grammy nominee Leslie Cartaya, and Opera Naples Festival under Ramón Tebar.
This initiative matters because it positions the arts as a major economic and cultural driver for Collier County, as emphasized by CVB arts and culture manager John Melleky. By dedicating a full year to showcasing Hispanic heritage through museums, galleries, performances, and public art, ¡ARTE VIVA! strengthens community identity and tourism appeal. The celebration also highlights how regional cultural institutions can collaborate to amplify underrepresented voices, making it a model for destination marketing that prioritizes authentic cultural representation over generic tourism promotion.