Building Florida Tourism 2031: Our Strategic Planning Process
To maintain Florida's position as a premier global destination and deliver statewide value, VISIT FLORIDA is developing its 2027–2031 Strategic Plan.
In partnership with advisory firm no luggage, the plan is informed by research and a benchmark analysis of 30–40 destination strategy systems. It is designed to be industry-led, transparent, and flexible.
Rather than a static four-year document, our goal is an adaptive strategic system featuring ongoing reporting, live performance dashboards, and continuous industry engagement.
We are following a multi-phase roadmap to align strategic goals with operational logistics:
We are currently in the Engage phase. Thank you to everyone who participated in our initial discovery sessions. Over the next few months, we are hitting the road for regional workshops and dedicated working sessions.
Committee Guidance
To ensure our operational goals and strategic vision remain aligned, two key committees are guiding parallel tracks of work throughout the process:
Industry Services Committee: Directing the how and the who—recommending regional workshop sites, recruiting key local participants, leading outreach efforts, and building alignment across regions.
Marketing Committee: Sharpening strategic objectives—ensuring every priority initiative is directly paired with clear metrics and accountable performance indicators.
Industry Work Sessions
VISIT FLORIDA is hosting interactive working sessions across the state to inform our 2027–2031 Strategic Plan. Facilitated by no luggage, these sessions are designed as open, collaborative conversations—not standard presentations.
Who Should Attend: Connectors, local business owners, attractions, DMO partners, Chamber leaders, and frontline advocates across Florida’s tourism ecosystem. Current VISIT FLORIDA partnership is not required.
What to Expect: A focused 90-minute session to share community insights, evaluate emerging industry themes, and help guide where Florida tourism should go next.
How to Join: Browse the dates below and register via the provided links. You may attend any session statewide regardless of your home region.
October 20: Bonita Springs - Completed
Hyatt Regency Coconut Point Resort & Spa
107 attendees
October 29: Jacksonville - Completed
Florida Blue Conference Center
75 attendees
November 19: Orlando - Click to Register
9:00 - 11:00AM
Rosen Shingle Creek
December 3: Destin-Fort Walton Beach - Click to Register
9:00 - 11:00AM
Destin-Fort Walton Beach Convention Center
December 8: Fort Lauderdale - Click to Register
9:00 - 11:00AM
Marriott Hotel & AC by Marriott Hotel Fort Lauderdale Airport
2024 Strategic Plan
In 2020, representatives of the Florida tourism industry worked together to establish a set of shared ideas intended to inspire and align the entire industry, as a collective. This project consisted of extensive survey work, interviews with industry leaders, and workshops at Florida’s premier tourism conference. This document is the result of that effort and will guide Florida’s tourism industry through 2024.
View the full Strategic Plan (PDF)