“Yesterday, the Florida Office of Economic and Demographic Research (EDR) released a report that demonstrated that every dollar spent on tourism promotion through VISIT FLORIDA yielded the state $3.27 in tax revenue. This is a significant return on investment and an increase over the previous calculation of VISIT FLORIDA’s return on investment. The report also highlights that two other tourism‐heavy states – California and New York – had tourism growth rates that were significantly lower than Florida’s.
This is a direct result of tourism promotion efforts both at the state and local levels. By investing in tourism promotion, Florida invests in one of its top industries, its leading employer and one of its largest sources of revenue.
The growth in return on investment also substantiates that Florida’s model of a public-private partnership for tourism promotion is working. A strong state tourism promotion effort by VISIT FLORIDA promotes Florida’s brand. Local tourism promotion organizations communicate about their specific destinations within that strong brand. The private sector markets their unique businesses adding to the tourism promotion efforts and marketing spend. This layered, collaborative approach brings dollars and jobs to the state.
As we face the ongoing challenges of the pandemic and look to rebound, continued investment in tourism promotion both at the local and state levels will be critical to Florida’s economic recovery and a return to prosperity.”
Destinations Florida is the statewide association that serves local tourism promotion organizations. It serves as the unifying voice representing Florida’s destination marketing organizations and strives to increase the effectiveness of local tourism promotion organizations’ efforts.