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 a record-setting 140.6 million visitors in 2023, an increase of 2.3% from 2022. In 2022, Florida visitors contributed $121.5 billion to Florida's economy and supported 2 million Florida jobs. According to the Office of Economic and Demographic Research, for every $1 the state invests in VISIT FLORIDA, $3.30 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. VISIT FLORIDA’s public/private partnership works with tourism industry businesses across the state, including major strategic partnerships with Busch Gardens Tampa, Experience Kissimmee, 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'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:
To give you a sense of the successful programs and projects we undertake each year, follow the links below.