VISIT FLORIDA is the state’s official destination marketing organization, driving tourism through a unique public-private partnership that matches every public dollar with private investment. By working with thousands of tourism businesses across Florida, VISIT FLORIDA plays a leading role in sustaining the state’s $142 billion vacation brand through global marketing, public relations, and travel trade initiatives. Beyond promotion, VISIT FLORIDA provides vital statewide support in times of crisis, such as hurricanes, assists destinations in attracting conventions and conferences, and operates the state’s official welcome centers. These efforts have helped Florida achieve record-breaking milestones, including welcoming 143 million visitors in 2024. In 2023, Florida secured the #1 domestic market share (15.5%) and the #2 international market share (25.2%), with tourism generating an economic impact of $127.7 billion and supporting 2.1 million jobs statewide. According to the Florida L...