Visit Tampa Bay

What Visit Tampa Bay does

Visit Tampa Bay is a not-for-profit, private 501(c)(6) corporation operating as the official Destination Marketing Organization (DMO) for Hillsborough County, Florida. Founded in 1985 as the Tampa Bay Convention & Visitors Bureau, it markets the destination to three primary constituents: leisure travelers (domestic and international), meeting and convention planners, and travel trade professionals. It holds accreditation under Destinations International's Destination Marketing Accreditation Program (DMAP) and operates a multi-channel marketing stack spanning Connected TV, paid social, out-of-home advertising, public relations, content marketing, and travel trade programs. Three operating subsidiaries — Tampa Bay Sports Commission, Film Tampa Bay (Tampa Hillsborough Film & Digital Media Commission), and Tampa Bay Trade & Protocol Office — extend the franchise into sports tourism, film production facilitation, and international trade diplomacy.

The organization's revenue model is structurally distinct from a commercial enterprise: it is funded primarily by Hillsborough County's Tourism Development Tax (bed tax) collected on overnight hotel and short-term rental stays, supplemented by partnership fees paid by over 1,000 local businesses (hotels, restaurants, attractions, venues) that receive convention leads, business listings, and co-marketing benefits via the SimpleView CRM-powered partner extranet. Commercial activity at its physical Unlock Tampa Bay Visitors Center (downtown Tampa) generates modest retail revenue. The organization's own financial figures are not publicly disclosed in available inputs, but the tourism ecosystem it stewards supports $6.0 billion in annual visitor spending, $9.5 billion in total economic impact, 61,667 jobs, and $691 million in state and local tax revenue.

Operationally, Visit Tampa Bay is led by President & CEO Santiago C. Corrada with a C-suite spanning COO (JoLynn Lokey), CMO (Patrick Harrison), CSO (Adam DePiro), plus VPs of Finance, Marketing, Global Sales, Multicultural Sales, and Destination Services. The team supports a network of National Account Directors across U.S. regions, Global Leisure Sales, Convention Sales, and Partnership functions. Technology dependencies include SimpleView CRM (partner extranet), Mailchimp (email), PayPal (payments), and integrations with Tiqets, OpenTable, and Blackbaud for partner ticketing and reservations. International expansion is signaled through a Brentford FC Premier League partnership, NYCFC sponsorship, and Official Destination Sponsorship of the 2026 London Art Fair.

Name

Visit Tampa Bay

Legal name

Tampa Bay Convention & Visitors Bureau, D.B.A. Visit Tampa Bay

Website

https://visittampabay.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Visit Tampa Bay is a not-for-profit 501(c)(6) destination marketing organization for Hillsborough County, Florida, accredited by Destinations International. It markets the destination to leisure travelers, convention planners, and travel trade professionals, funded primarily by Tourism Development Tax collections and over 1,000 local business partners.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Inbound DMCs (Full-Service Ground Handling) (THAKAEAA)

Keywords

• Destination marketing
• Convention sales
• Visitor center operations
• Tourism development
• Travel trade marketing

Headquarters

HQ city

Tompa

HQ country

Hungary

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tourism Development Tax: Funded by Tourism Development Tax (TDT) collections paid by overnight visitors staying in hotels and short-term rentals in Hillsborough County. These bed tax revenues support destination marketing, advertising, sales efforts, and partnership programs.
2. Partnership Programs: Local businesses pay partnership fees to join Visit Tampa Bay's partner program, receiving benefits including business listings, convention leads, networking events, and marketing exposure through the organization's multi-million dollar advertising campaigns.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Visit Tampa Bay is the official destination marketing organization (DMO) for Hillsborough County, Florida. It markets Tampa Bay as a leisure and meetings destination through advertising campaigns, convention sales, leisure sales, and a network of more than 1,000 local business partners, supported by an on-site visitor center and partner extranet. It is funded primarily by Tourism Development Tax (bed tax) collections from overnight visitors, supplemented by partnership membership fees.

Product overview

Visit Tampa Bay is a not-for-profit destination marketing organization (DMO) accredited by Destinations International's Destination Marketing Accreditation Program (DMAP). Rather than a unified software product, the organization offers a portfolio of tourism marketing services including destination promotion campaigns, a partner extranet portal powered by SimpleView CRM, physical visitor center operations, and specialized services through affiliated programs including Film Tampa Bay (film commission), Tampa Bay Sports Commission (sports tourism), and Tampa Bay Trade & Protocol Office (diplomatic trade). The organization supports the tourism ecosystem through research, media familiarization tours, convention sales, leisure sales, event promotion, and partner relationship management, all funded by Tourism Development Tax collections from overnight visitors.

Differentiator

Problem solved

Functional benefit

Products and services

• Tourism Marketing Services Core destination marketing services that promote Tampa Bay as a premier leisure and meetings destination through advertising campaigns, public relations, and sales efforts targeting out-of-state and international travelers.
• Unlock Tampa Bay Visitors Center Physical visitor center and gift shop at 201 N. Franklin St. Suite 102, Tampa, offering insider trip information, Tampa Riverwalk Attraction Passes for discounted admissions, and souvenirs from local artisans.
• Partner Extranet Portal Digital partner platform powered by SimpleView CRM that enables partners to manage business listings, access convention calendars, post events, update contacts, and receive RFPs and partner referrals.
• Tampa Bay Trade & Protocol Office Diplomatic trade facilitation service working with consuls, embassies, and trade commissioners to grow international investment and trade, managing outbound missions and sister-city relationships.
• Film Tampa Bay Film commission marketing Tampa Bay as a premier filming destination, assisting feature, television, and commercial productions with permitting, locations, crew, and vendor coordination.
• Tampa Bay Sports Commission Sports tourism organization bidding on and hosting premiere sports and entertainment events for the Tampa Bay area, working in partnership with Visit Tampa Bay.
• Destination Guide Fulfillment Mailing and digital fulfillment service providing destination guides and print materials to potential visitors upon request through an online form completion.
• Tourism Research & Statistics Research and statistical reports on tourism impact, visitor spending, and economic contributions available to the public and to partners.
• Media FAM Tours Familiarization tour program providing travel media with itinerary assistance and expense support to experience the destination for editorial coverage.
• Convention Sales Services Sales team managing convention and meeting leads, RFP distribution to hotel partners, bid presentations, and site visit coordination for corporate, association, government, and fraternal groups.
• Global Leisure Sales Sales team promoting Tampa Bay at domestic trade shows and consumer-facing events, conducting familiarization tours for travel professionals.
• Shop Tampa Gear (Visitor Center Gift Shop and Online Store) Retail merchandise offering Tampa Bay-branded souvenirs and local artisan gifts, available at the Unlock Tampa Bay Visitors Center (Suite 102) and through the online shop at shop.visittampabay.com.

Quantifiable outcome

• $6.0 billion in annual visitor spending and $9.5 billion total economic impact
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Partnerships

13 partnerships are on record, tiered core and flagship.

• FKQ Advertising + MarketingcoreGTM or Marketing Partner · 26 January 2026Agency of record developing comprehensive media plans including Connected TV, paid social, and out-of-home advertising campaigns. Developed the 'Go and You'll Know' brand platform.
• Disney (Connected TV)coreGTM or Marketing Partner · 26 January 2026Premium Connected TV advertising placement for high-impact reach in Tampa Bay's winter marketing campaign targeting out-of-state travelers.
• Adara Inc.coreGTM or Marketing Partner · 26 January 2026Travel-intent data targeting partnership for Connected TV advertising to reach consumers actively researching Florida destinations.
• New York City FCcoreStrategic or Co-development Partner · 22 January 2026NYC FC announced Visit Tampa Bay as an Official Tourism Partner, creating cross-promotional opportunities to reach soccer fans and travelers in the New York market.
• London Art FaircoreGTM or Marketing Partner · 1 January 2026Visit Tampa Bay served as Official Destination Sponsor for 2026 London Art Fair, with UK artist Rose Electra Harris debuting Tampa Bay-inspired artwork and custom activation promoting Tampa Bay to international art audiences.
• Brentford FCflagshipStrategic or Co-development Partner · 11 September 2025Visit Tampa Bay renewed its partnership as Brentford FC's North American Destination Partner for 2025/2026 Premier League season. The partnership includes marketing activations, fan festivals, and media campaigns to promote Tampa Bay to UK and international audiences.
• Tampa Bay Sports CommissionflagshipStrategic or Co-development PartnerPrivate non-profit 501c3 serving as the lead organization for bidding and hosting premiere sports and entertainment events. Works in partnership with Visit Tampa Bay providing one-stop-shop for sports event planners.
• Film Tampa BaycoreStrategic or Co-development PartnerTampa Hillsborough Film & Digital Media Commission markets Tampa Bay as a premier filming destination, helping boost marketing and economic development impact.
• Enterprise FloridacoreStrategic or Co-development PartnerState economic development organization integral to Tampa Bay Trade & Protocol Office's success in growing international investment and trade.
• U.S. Department of CommercecoreStrategic or Co-development PartnerFederal partner working with Tampa Bay Trade & Protocol Office and Visit Tampa Bay on international trade initiatives.
• Port Tampa BaycoreStrategic or Co-development PartnerLargest port in the Southeast serving as pleasure and industrial port. Homeports 10 cruise vessels from Carnival, Norwegian, Royal Caribbean, Margaritaville at Sea, and Celebrity Cruises.
• Tampa International AirportcoreStrategic or Co-development PartnerServing 25.2 million passengers with 24 airlines and 292 daily flights to 90 destinations. Ranked #2 Large Airport in North America for Traveler Satisfaction by JD Power.
• Over 1,000 Local Business PartnersflagshipChannel Partner/ Reseller/ DistributorHotels, restaurants, attractions, venues, and hospitality businesses receiving benefits including business listings, convention leads, RFPs, networking events, and marketing exposure through Visit Tampa Bay campaigns.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Visit Las Vegas: Official DMO for Las Vegas. Comparable destination marketing organization running convention sales, leisure marketing, and partner programs funded by room tax on a major U.S. tourism market.
• Los Angeles Tourism & Convention Board: Official DMO for Los Angeles. Comparable tax-supported destination marketing organization with parallel convention sales, global marketing, and partnership programs targeting leisure travelers and meeting planners.
• Destination DC: Official DMO for Washington, DC. Directly comparable as a tax-funded destination marketing organization driving leisure and convention visitation with similar partner extranet, convention sales, and international marketing functions.
• Greater Miami Convention & Visitors Bureau: Official DMO for Miami and Miami Beach. Comparable tax-funded destination marketing organization focused on leisure and conventions in Florida, competing for the same international visitor base.
• Visit Denver: Official DMO for Denver. Comparable not-for-profit destination marketing organization running convention sales, leisure marketing, and partnership programs with a similar operating footprint.
• NYC & Company: Official DMO for New York City. Comparable in operating model—tax-supported destination marketing with convention sales, international outreach, and partnership programs—at a larger scale.
• Choose Chicago: Official DMO for Chicago. Comparable not-for-profit destination marketing organization driving leisure and meetings demand with similar convention sales and partner engagement functions.
• Visit Orlando: Official DMO for Orange County, Florida. Directly comparable as a tax-funded destination marketing organization promoting leisure and meetings visitation within the same Florida competitive set.

Broad incumbents

• Brand USA: National destination marketing organization for the United States. Comparable in marketing mandate to drive inbound international visitation, operating as a public-private partnership funded in part by federal and private contributions.
• Visit Florida: State-level Florida tourism marketing corporation. Comparable DMO mandate at a broader geographic scale, marketing the entire state and coordinating with regional DMOs like Visit Tampa Bay.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/VisitTampaBay
• Facebookfacebook.com/VisitTampaBay
• Instagraminstagram.com/VisitTampaBay
• Xx.com/VisitTampaBay
• LinkedInlinkedin.com/company/visittampabay

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 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 Tampa Bay