VISIT FLORIDA

VISIT FLORIDA: the state's official tourism marketing organization

VISIT FLORIDA is the official destination marketing organization for the state of Florida. It operates through a public-private partnership that matches public funding dollar for dollar and collaborates with thousands of businesses across the state. Its role is to keep Florida top of mind for travelers and steward the state's vacation brand through global marketing, public relations, and travel trade efforts.

Tourism promotion and results

According to data published by the organization itself, VISIT FLORIDA helped drive a record-breaking 143.3 million visitors to Florida in 2025. The state led the nation in both domestic market share (14.6%) and international market share (27.2%). Within a year, tourism generated an economic impact of $133.6 billion, saved Florida's more than 9 million households nearly $2,000 per household in taxes, and supported 1.8 million jobs in the state.

The Florida Legislature's independent Office of Economic and Demographic Research calculates that VISIT FLORIDA's return on investment is $3.3 for every public dollar invested. The organization presents itself as one of the best-performing economic development programs in the state's history.

Crisis support and attracting conferences

In addition to tourism promotion, VISIT FLORIDA provides critical statewide support after hurricanes and other crises, helps destinations attract conferences and conventions, and operates Florida's official welcome centers.

Resources for planning your trip

VISIT FLORIDA's website brings together information for organizing visits to the state: maps, beaches, events, deals, photos, hotels, activities, and attractions. The platform allows you to explore Florida's distinct regions—Northwest, North Central, Northeast, Central, Central East, Central West, Southeast, and Southwest—and offers links to popular topics such as beaches, deals, eat and drink, events, places to stay, things to do, travel ideas, places to go, attractions, theme parks, and travel guides. It also includes Florida webcams and toll road information, and allows you to request a free visitor guide.

Languages and reach

The site is available in German, English (US), Spanish, French, and Portuguese.

Location and contact

P.O. Box 1100, Tallahassee, Florida 32302 · Phone: (850) 488-5607