VISIT FLORIDA Information

VISIT FLORIDA, the state’s official destination marketing organization, drives tourism through a public-private partnership that matches public funding dollar-for-dollar. Partnering with thousands of businesses across the state, it serves in a leading role within Florida’s tourism ecosystem, protecting and promoting Florida’s $142 billion vacation brand through global marketing, public relations, and travel trade efforts. Additionally, VISIT FLORIDA provides critical statewide support after hurricanes and other crises, helps destinations attract conferences and conventions, and operates Florida’s official welcome centers. VISIT FLORIDA helped attract a record-breaking 143.3 million visitors in 2025, and in 2024 secured #1 in domestic market share (15.5%), and #2 in overseas market share (24.4%). All that visitation generated $133.6 billion in economic impact, saving Florida’s 9+ million households nearly $2,000 each in taxes, and supported 1.8 million Florida jobs in 2024, making tourism a key economic engine benefiting Florida families. The Florida Legislature’s independent Office of Economic and Demographic Research calculates VISIT FLORIDA’s ROI as delivering $3.3 in return to the state for every public dollar invested, making VISIT FLORIDA one of the best performing economic development programs in state history.