VISIT FLORIDA
VISIT FLORIDA is Florida's official state tourism marketing corporation, a public-private partnership funded by $80 million in annual state appropriations that promotes the state domestically and internationally through its visitflorida.com platform, AI-enabled trip planning, broadcast media partnerships, and coordination with regional DMOs and major attractions.
- Company typePrivate
- Founded1997
- HeadquartersTallahassee, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What VISIT FLORIDA does
VISIT FLORIDA is Florida's official state tourism marketing corporation, a public-private partnership headquartered in Tallahassee that promotes Florida as a travel destination across domestic and international markets. Established in the mid-1990s under Florida state legislation and operating under the legal name Florida Tourism Industry Marketing Corporation, the agency coordinates marketing activity with regional destination marketing organizations (Visit St. Pete-Clearwater, Experience Kissimmee, Visit Space Coast), anchor attractions (Universal Orlando, Walt Disney World, SeaWorld, Legoland, Busch Gardens), and broadcast media partners to drive visitation. Its customer base spans domestic tourists (91.5% of Florida's 143.3 million visitors in 2024), overseas international travelers (a record 2.29 million), Canadian visitors (declining 12.1-15% YoY), and B2B segments including meeting planners and travel professionals.
The agency's core product is visitflorida.com, a comprehensive tourism guide platform offering destination content across eight Florida regions, beach finders, events calendars, deals, accommodation listings, and AI-powered trip planning via a third-party Mindtrip integration. The site is available in five languages (English, German, Spanish, French, Portuguese). Separate B2B portals serve meeting planners (visitflorida.com/meeting-planners), travel professionals (visitflorida.com/travel-professionals), and industry partners (visitflorida.org). Recent content initiatives include the 'America 250: A Portrait of Florida' seven-episode docuseries launching in 2026 for the U.S. 250th anniversary. Marketing channels span broadcast TV partnerships (Wheel of Fortune), paid digital campaigns, organic social media across five major platforms, trade show participation, and earned media.
VISIT FLORIDA does not generate commercial revenue. Its primary funding is $80 million in annual state appropriations, approved for the third consecutive year, which underwrites all marketing operations, campaigns, partnerships, and content production. The agency measures success through visitor volume (143.3 million in 2024), economic impact ($133.6 billion in 2024), and tax revenue generation (~$40 billion annually). Leadership transitioned in 2025 with Governor DeSantis' former communications director Bryan Griffin appointed CEO succeeding Dana Young, signaling tighter alignment between the agency's strategic direction and the Governor's office.
VISIT FLORIDA firmographics
Firmographics- Name
- VISIT FLORIDA
- Legal name
- Florida Tourism Industry Marketing Corporation, d/b/a VISIT FLORIDA
- Website
- https://visitflorida.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- VISIT FLORIDA is Florida's official state tourism marketing corporation, a public-private partnership funded by $80 million in annual state appropriations that promotes the state domestically and internationally through its visitflorida.com platform, AI-enabled trip planning, broadcast media partnerships, and coordination with regional DMOs and major attractions.
- Ownership category
- akta.pro rank
VISIT FLORIDA industry classification
Industry- Product category
- State Tourism Marketing
- NAICS
- Convention and Visitors Bureaus (561591)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK)
Keywords
Where VISIT FLORIDA is headquartered
LocationHeadquarters
- HQ city
- Tallahassee
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
VISIT FLORIDA business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Technology or R&D, Others
Revenue model
- State Funding: Public-private agency receiving $80 million in annual state funding from the Florida government for tourism marketing activities. This is the primary funding source supporting all marketing operations, campaigns, and partnerships.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
VISIT FLORIDA product offering
Product offeringCore offering
VISIT FLORIDA is Florida's official state tourism marketing corporation that promotes Florida as a travel destination through its consumer website visitflorida.com, broadcast and digital advertising campaigns, content production (including the America 250 docuseries), and partnerships with regional destination marketing organizations, attractions, and travel trade. It operates dedicated B2B portals for meeting planners, travel professionals, and industry partners, and supports Florida's tourism industry that delivered 143.3 million visitors and $133.6 billion in economic impact in 2024.
Product overview
VISIT FLORIDA is Florida's official state tourism marketing corporation operating a unified platform centered on visitflorida.com. The core product is a comprehensive tourism guide website offering destination discovery, travel planning tools, and booking resources across eight regional areas of Florida. The platform integrates an AI-powered travel assistant (Mindtrip), provides regional destination guides, beach finding tools, events calendars, and deals. The organization produces content initiatives including the America 250 docuseries and maintains separate portals for media and industry professionals. Multi-language support is available in English, German, Spanish, French, and Portuguese.
Differentiator
Problem solved
Functional benefit
Products and services
- VISIT FLORIDA Tourism Platform Florida's official state tourism marketing website providing comprehensive travel planning resources including destination guides, beaches, attractions, events, deals, and accommodations across eight regional areas, with AI-powered trip planning via Mindtrip. Target users are leisure travelers, meeting planners, and travel professionals.
- America 250: A Portrait of Florida Docuseries Seven-episode original docuseries celebrating the U.S. 250th anniversary through the lens of Florida, produced and distributed by VISIT FLORIDA. Target audience is domestic and international travelers and general public viewers seeking inspiration for Florida travel.
- VISIT FLORIDA Media Portal Media resources portal at visitfloridamedia.com providing journalists and press with destination images, press releases, visitor statistics, and story resources for coverage of Florida tourism.
- VISIT FLORIDA Industry Portal B2B portal at visitflorida.org for tourism industry professionals, attractions, and hospitality businesses seeking partnership, marketing, and collaboration opportunities with VISIT FLORIDA.
- Meeting Planners Portal Dedicated B2B portal at visitflorida.com/meeting-planners offering meeting planners venue information, destination options, and planning resources for Florida-based conferences, corporate events, and incentive trips.
- Travel Professionals Portal Dedicated B2B portal at visitflorida.com/travel-professionals providing travel agents and tour operators with resources to package and sell Florida travel experiences.
Quantifiable outcome
- 143.3 million visitors and $133.6 billion economic impact in 2024
- +2 more outcomes
Companies that use VISIT FLORIDA
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
VISIT FLORIDA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
VISIT FLORIDA partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- State Agencies, Counties, and CitiesflagshipCoordination with Florida state agencies, counties, and cities on America 250 commemorative initiatives including a golf trail, Founding Father statue series, statewide road trip, and docuseries production.
- Wheel of FortuneflagshipWeek-long Florida promotion showcasing five destinations (Pensacola, Kissimmee, Florida Keys & Key West, Tampa Bay, St. Petersburg-Clearwater) with nightly prize packages and online sweepstakes. Delivered 13-15 million nightly viewers, 40% traffic increase for Tampa, and 90,000 online contest sign-ups.
- Experience KissimmeecoreDT Minich, President and CEO of Experience Kissimmee, appointed to Visit Florida Board of Directors for term through June 2026. First leader from Experience Kissimmee to serve on the board, bringing over 30 years of tourism industry experience.
- Busch Gardens Tampa BaycoreStrategic Alliance Partner listed on Visit Florida website. Busch Gardens Tampa Bay is a major Florida theme park attraction featured in Visit Florida's promotional ecosystem.
- Universal Orlando ResortcoreStrategic Alliance Partner and anchor attraction. Universal Orlando's Epic Universe opening in 2025 drove record 34.4 million Q2 visitors. Featured prominently in Visit Florida marketing.
- SeaWorld OrlandocoreStrategic Alliance Partner. SeaWorld Orlando is one of Florida's major marine theme park attractions included in Visit Florida's partnership ecosystem.
- Legoland FloridacoreStrategic Alliance Partner. Legoland Florida is a family-focused theme park attraction featured in Visit Florida's promotional materials and destination marketing.
- PublixminorStrategic Alliance Partner. Publix is Florida's largest grocery chain with significant brand presence throughout the state, included as a partner in Visit Florida's ecosystem.
- Margaritaville ResortsminorStrategic Alliance Partner. Margaritaville Resorts brand represents Florida lifestyle tourism featured in Visit Florida's destination marketing.
- Visit St. Pete-ClearwatercoreRegional DMO partner representing Pinellas County. Collaborated on Wheel of Fortune promotion and reports on tourist development tax collection. Key channel partner for Central West Florida marketing.
- Canadian Tourism OfficialsminorMeetings with Canadian officials in Toronto and Vancouver to address declining Canadian visitation (down 15% to 507,000 in Q3 2025) amid Trump travel controversy and political tensions.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
VISIT FLORIDA competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights6 records
Customer concentration
VISIT FLORIDA social profiles
Digital presenceVISIT FLORIDA financial estimates
Financial estimateRevenue estimate
Valuation estimate
VISIT FLORIDA leadership team
Management profileNumber of profiles
Profiles2 records
VISIT FLORIDA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VISIT FLORIDA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VISIT FLORIDA
What does VISIT FLORIDA do?
VISIT FLORIDA is Florida's official state tourism marketing corporation that promotes Florida as a travel destination through its consumer website visitflorida.com, broadcast and digital advertising campaigns, content production (including the America 250 docuseries), and partnerships with regional destination marketing organizations, attractions, and travel trade. It operates dedicated B2B portals for meeting planners, travel professionals, and industry partners, and supports Florida's tourism industry that delivered 143.3 million visitors and $133.6 billion in economic impact in 2024.
Is VISIT FLORIDA a public or private company?
VISIT FLORIDA is a private company. It is classified as state government owned and is currently operating.
When was VISIT FLORIDA founded?
VISIT FLORIDA was founded in 1997. It employs 101 to 250 people.
Where is VISIT FLORIDA based?
VISIT FLORIDA is headquartered in Tallahassee, United States, in the North America region.
How does VISIT FLORIDA make money?
One revenue line is on record: state Funding.
Does VISIT FLORIDA have an API?
No public API is recorded for VISIT FLORIDA.
What industry is VISIT FLORIDA in?
VISIT FLORIDA's product category is State Tourism Marketing. Its primary akta.pro industry code is THALAFAK, Destination & Local Services Marketplaces (Transfers, Guides, City Passes). Its NAICS code is 561591 and its SIC code is 7900.