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 137.4 million visitors in 2022, the highest number of visitors in the state’s history. 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, $3.27 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, Hilton, LEGOLAND Florida Resort, Publix Supermarkets, 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.

Advertising

Travel & Leisure

VISIT FLORIDA

VISIT FLORIDA's headquarters in Tallahassee, FL, United States

Dana Young

Brett Laiken

Craig Thomas

Shanna Pace

The Marketing Team at VISIT FLORIDA is responsible for developing and executing comprehensive marketing strategies to promote Florida as a premier travel destination to both domestic and international audiences. This team works collaboratively to create engaging content, manage brand image, and coordinate marketing campaigns across various media platforms. They also participate in travel trade and consumer shows, engage in media missions, and maintain relationships with strategic partners to maximize the reach and effectiveness of their tourism marketing efforts. Through these initiatives, the Marketing Team aims to increase visitor numbers, generate economic benefits, and support Florida's tourism industry.

Marketing Team

The Regional Partnership Management Team at VISIT FLORIDA is dedicated to fostering and maintaining strategic partnerships across various regions of the state. They work closely with local tourism businesses and stakeholders to develop cooperative advertising campaigns, promotional programs, and other marketing initiatives. Their efforts ensure the alignment and maximization of regional contributions to VISIT FLORIDA’s overall tourism marketing strategy, enhancing visibility and driving visitor engagement throughout Florida.

Regional Partnership Management Team

This department oversees organizational policies and decisions made at the board level.

Governance

This department focuses on managing promotional campaigns and coordinating marketing efforts to enhance brand visibility and engagement.

Promotions and Marketing

This department manages communication strategies and public image for the organization.

Public Relations

The Accounting team at VISIT FLORIDA is responsible for managing the company's financial records, ensuring accurate reporting and compliance with financial regulations. They handle budgeting, auditing, processing payments, and generating financial statements to support the public/private funding model. Their work ensures financial transparency and efficiency, facilitating the successful allocation and utilization of tourism marketing funds.

VISIT FLORIDA

Org chart

Teams

Marketing Team

Regional Partnership Management Team

Governance

Promotions and Marketing

Public Relations

Accounting

Offices

VISIT FLORIDA

Org chart

Teams

Marketing Team

Regional Partnership Management Team

Governance

Promotions and Marketing

Public Relations

Accounting

Offices

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