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.
Upcoming Working Sessions
October 16 - Destinations Florida Annual Meeting: Florida Tourism 2031
Format: 90-Minute Interactive Working Session (Facilitated by no luggage)
Florida tourism’s next strategic plan needs the perspective of the leaders shaping destinations across the state. Join VISIT FLORIDA for a focused 90-minute working session to inform the 2027–2031 Strategic Plan and a new approach to ongoing industry input. Facilitated by no luggage, the session will share early themes from the planning process and invite candid discussion on priorities, tradeoffs and where statewide efforts can add the greatest value. Through peer conversation and focused breakouts, you’ll help evaluate emerging ideas, challenge assumptions and sharpen the strategic choices that will guide VISIT FLORIDA and Florida tourism forward.
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 - Click to Register
11:30 - 2:00PM
Hyatt Regency Coconut Point Resort & Spa
October 29: Jacksonville (Registration Coming Soon)
Florida Blue Conference Center,
November 19: Orlando (Registration Coming Soon)
November 2026: Southeast Session (Registration Coming Soon)
December 3: Fort Walton Beach (Registration Coming Soon)
Destin-Fort Walton Beach Convention Center
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.
