What We Do

Purpose:
Brighten the lives of all

Vision:
Establish Florida as the No. 1 travel destination in the world

Mission:
Enrich the quality of life in our communities

Values:
Make an impact
Work purposefully and live passionately
Persist

VISIT FLORIDA, the state's official tourism marketing corporation, serves as Florida's official source for travel planning to visitors across the globe. VISIT FLORIDA is not a government agency, but rather a not-for-profit corporation created as a public/private partnership by the Florida Legislature in 1996.

Florida's tourism industry was responsible for welcoming 79.8 million visitors in 2020, a decrease from the record 131.4 million visitors in 2019 attributable to the COVID-19 pandemic. Based on the latest economic impact study, Florida visitors contributed $96.5 billion to Florida's economy and supported over 1.6 million Florida jobs in 2019. According to the Office of Economic and Demographic Research, for every $1 the state invests in VISIT FLORIDA, $3.27 in state tax revenue is generated.

Each year, the Florida Legislature appropriates public funding to be allocated for tourism marketing. VISIT FLORIDA is required to match those public funds dollar-for-dollar, which is done by actively recruiting the state's tourism industry to invest as Partners through cooperative advertising campaigns, promotional programs and many other marketing ventures. Through this public/private partnership, VISIT FLORIDA serves more than 13,000 tourism industry businesses, including major strategic alliance partnerships with Busch Gardens Tampa, Disney Destinations, Hilton, LEGOLAND Florida Resort, SeaWorld Parks & Resorts Orlando and Universal Orlando Resort.

VISIT FLORIDA facilitates tourism industry participation in domestic and international travel trade and consumer shows, as well as media missions to the top global visitor markets. VISIT FLORIDA also works closely with travel agents, tour operators, meeting and event planners, and is responsible for operating Florida's four Official Welcome Centers.

VISIT FLORIDA has 76 positions in Florida and an international team of contracted staff covering Canada, Germany, Latin America and the United Kingdom. VISIT FLORIDA's corporate office is located at 2540 W. Executive Center Circle, Suite 200, Tallahassee, Florida 32301. The office can be reached at (850) 488-5607.

To learn more about VISIT FLORIDA, follow us on our industry social media channels:

Facebook and Twitter @FloridaTourism

To give you a sense of the successful programs and projects we undertake each year, follow the links below.

Strategic Plan

Marketing Plan

Annual Reports

Awards Received