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 destination marketing organization, drives 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, protecting and promoting Florida’s $142 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 attract a record-breaking 142.9 million visitors in 2024, and secured #1 domestic (14.8%) and #2 international (25.2%) market share in 2023. All that visitation generated $127.7 billion in economic impact and supported 2.1 million Florida jobs in 2023, making tourism a key economic engine benefiting Florida families.
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 office is located at 101 North Monroe Street, Suite 900, 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 X @FloridaTourism
To give you a sense of the successful programs and projects we undertake each year, follow the links below.