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 his recognition that tourism is a cornerstone of Florida’s economic success.

“I thank Governor DeSantis for his commitment to the tourism industry in Florida and, in particular, his commitment to VISIT FLORIDA—which delivers a strong return on investment for Florida’s taxpayers,” said Bryan Griffin, VISIT FLORIDA President and CEO. “This proposed funding ensures we can continue generating billions in tax revenue, supporting Florida jobs, and serving our residents.”

Florida’s tourism performance leads the nation. In 2024, the state welcomed a record-breaking 143 million visitors, reaffirming its position as the #1 domestic travel destination and a global tourism powerhouse. Building on this momentum, quarterly figures in 2025 maintained or exceeded the previous year's success. This performance demonstrates the effectiveness of VISIT FLORIDA’s strategic marketing efforts and the value of Florida’s continued investment in the organization.

VISIT FLORIDA will continue to act transparently and responsibly with our budget to effectively market Florida to travelers worldwide, maintain our market shares, push for travel dispersion throughout the state, and assist local communities, when needed, after storms or unforeseen events. 

VISIT FLORIDA is proud to work alongside the DeSantis Administration to promote our state’s unmatched attractions and the freedom that defines the Florida way of life. Florida is the world’s vacation destination.