Vision:
Florida is the No. 1 travel destination in the world
Mission:
Leverage the power of the Florida vacation brand to protect and grow Florida’s share of the global market and enrich the quality of life for Floridians.
VISIT FLORIDA, the state’s official destination marketing organization, serves the residents of Florida by driving 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, keeps Florida top of mind for travelers, and stewards Florida’s $162 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 drive a record-breaking 143.3 million visitors to Florida in 2025, while the state led the nation in both domestic market share (at 14.6%) and overseas market share (at 27.2%). Within a year, tourism 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.
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.
VISIT FLORIDA's corporate mailing address is P.O. Box 1100, Tallahassee, Florida 32302. The office can be reached at (850) 488-5607.
To learn more about VISIT FLORIDA, follow us on our industry social media channels:
LinkedIn and X @FloridaTourism
To give you a sense of the successful programs and projects we undertake each year, follow the links below.