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. [...]