VISIT FLORIDA

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.

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

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

• State tourism marketing
• Destination promotion
• Travel planning platform
• Convention marketing
• Tourism advertising

Headquarters

HQ city

Tallahassee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. 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

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• State Agencies, Counties, and CitiesflagshipStrategic or Co-development Partner · 26 May 2026Coordination 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 FortuneflagshipGTM or Marketing Partner · 1 October 2025Week-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 KissimmeecoreStrategic or Co-development Partner · 23 July 2025DT 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 or Co-development PartnerStrategic 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 or Co-development PartnerStrategic 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 or Co-development PartnerStrategic Alliance Partner. SeaWorld Orlando is one of Florida's major marine theme park attractions included in Visit Florida's partnership ecosystem.
• Legoland FloridacoreStrategic or Co-development PartnerStrategic Alliance Partner. Legoland Florida is a family-focused theme park attraction featured in Visit Florida's promotional materials and destination marketing.
• PublixminorGTM or Marketing PartnerStrategic 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 or Co-development PartnerStrategic Alliance Partner. Margaritaville Resorts brand represents Florida lifestyle tourism featured in Visit Florida's destination marketing.
• Visit St. Pete-ClearwatercoreChannel Partner/ Reseller/ DistributorRegional 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 OfficialsminorStrategic or Co-development PartnerMeetings 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

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/visitflorida
• YouTubeyoutube.com/visitflorida
• Facebookfacebook.com/visitflorida
• Instagraminstagram.com/VISITFLORIDA
• Pinterestpinterest.com/visitflorida/_created
• LinkedInlinkedin.com/company/visit-florida

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VISIT FLORIDA