Florida Tourism Brand Value Reaches $162 Billion
August 28, 2026
TALLAHASSEE, Fla. — Florida’s tourism brand continues to grow in strength and value, reaching an all-time high of $162 billion in 2026, according to a new independent valuation by Brand Finance. The value represents a 14 percent increase from $142 billion in 2024. Like companies or other well-known products, tourism destinations have brands that carry value. [...]
Read moreVISIT FLORIDA Expands Commitment to Florida's Rural Communities
July 27, 2026
Every one of Florida’s 30 rural counties will be featured in VISIT FLORIDA marketing efforts every year. TALLAHASSEE, Fla. — VISIT FLORIDA today announced a major new commitment to the state’s 30 rural counties, officially designated as “Rural Areas of Opportunity” by FloridaCommerce. Building on its longstanding commitment to feature multiple rural counties in its marketing efforts [...]
Read moreNew Data Demonstrates Effectiveness of VISIT FLORIDA Marketing
June 09, 2026
TALLAHASSEE, Fla.— VISIT FLORIDA received results from its mid-year Integrated Marketing Effectiveness Survey, showing growth in campaign awareness and demonstrable, positive impact on traveler behavior, perceptions of Florida, and the visitation to the state. The Integrated Marketing Effectiveness study, or IME, measures how VISIT FLORIDA’s paid, owned, and earned marketing efforts influence traveler awareness, perceptions, intent [...]
Read moreQ1 2026 Florida Tourism Remains Strong; Updated Data Shows Higher-Than-Previously-Estimated Canadian Visitation in 2025
May 22, 2026
TALLAHASSEE, Fla.— Today, VISIT FLORIDA released updated 2025 visitation estimates alongside preliminary first quarter 2026 visitation data, showing Florida’s record-breaking tourism industry remains strong as the state continues to welcome steady domestic and international travel demand. Revised 2025 estimates show a significantly adjusted Canadian visitation rate. Florida welcomed 3.17 million Canadian visitors in 2025, approximately 270,000 [...]
Read moreFlorida Unveils Docuseries Highlighting Florida’s History and Contributions to the Republic for America 250FL Celebrations
May 12, 2026
The docuseries is designed to encourage people to travel the state and experience Florida and American history. TALLAHASSEE, Fla. (May 12, 2026) — In commemoration of America’s 250th anniversary, and to encourage travel and celebration, VISIT FLORIDA is bringing Florida history to life through a new docuseries, “America 250: A Portrait of Florida.” The seven-episode series [...]
Read moreGovernor Ron DeSantis Announces Another Record-Breaking Year for Florida Tourism: Florida Welcomes 143.3 Million Visitors in 2025
February 20, 2026
TALLAHASSEE, Fla.—Today, Governor Ron DeSantis announced preliminary estimates from VISIT FLORIDA indicating that Florida welcomed 143.3 million visitors in calendar year 2025: another record-setting performance for the Sunshine State. In the fourth quarter of 2025, an estimated 33.5 million visitors traveled to the state, making it the highest fourth quarter visitation on record. Preliminary estimates show [...]
Read moreFlorida’s Tourism Industry Maintains Year-Over-Year Growth in Q3 2025 Over Record-Breaking 2024
December 31, 2025
TALLAHASSEE, Fla.— Today, VISIT FLORIDA announced that Florida welcomed an estimated 34.3 million travelers in the third quarter of 2025, reflecting continued year-over-year growth in visitation. This steady performance underscores Florida’s enduring appeal and the state’s commitment to ensuring visitors enjoy a safe, fun, and unmatched vacation experience. Preliminary estimates show that domestic travelers accounted for [...]
Read moreVISIT FLORIDA Applauds Governor Ron DeSantis’ Floridians First Budget
December 11, 2025
TALLAHASSEE, Fla. – VISIT FLORIDA commends Governor Ron DeSantis for his continued commitment to strengthening Florida’s economy and maintaining the state’s position as the world’s premier travel destination through the investments he has proposed for the coming fiscal year. The proposed $80 million investment reflected in the 2026–2027 Floridians First Budget reflects the Governor’s support of VISIT FLORIDA and [...]
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