CONTACTS:
For Destinations Florida: Jennifer Fennell, (850) 597-0057, [email protected]
For Florida Restaurant & Lodging Association: Ashley Chambers, (254) 715-9040, [email protected]
Tallahassee, Fla. – Representatives of Florida’s tourism and hospitality industry, including the Florida Attractions Association, Florida Association of Museums, Florida Restaurant & Lodging Association, Florida RV Park and Campground Association, Destinations Florida and VISIT FLORIDA, will promote the value of tourism and tourism promotion during Florida Tourism Day at the Capitol.
Industry representatives will meet with legislators to highlight that tourism and hospitality are the state’s number one industry, is an economic driver for our state, a top employer, and a source of revenue that benefits communities across Florida.
Florida’s tourism and hospitality industry have a significant impact on state and local economies, as well as Florida’s job market. According to a recent study commissioned by VISIT FLORIDA:
- In 2024, travelers spent a record $134.9, an increase of 3 percent over the previous year.
- For every $1 spent by a visitor, 99 cents stayed in Florida’s economy, with 59 cents supporting worker salaries. This is up from 97 cents of every dollar being retained in the Florida economy in 2023.
- Taxes generated by travel and tourism in Florida grew 3.3 percent in 2024, reaching $33.6 billion.
- Tourism-supported employment in Florida grew by 1.8 percent in 2024, reaching 1.8 million jobs.
- Tourism-supported wages totaled $79.9 billion, including $44 billion in direct wages. This represents a 4.6 percent year-over-year growth from 2023.
Welcoming visitors to our state also provides benefits to residents. Thanks to tourism and the revenue tourism generates:
- Florida residents do not pay a state income tax making Florida one of only eight states without a state income tax.
- Every Florida household saves nearly $2,000 each year on state and local taxes.
- Communities can provide critical services residents rely on, such as education, public safety, infrastructure, and environmental programs.
Here’s what Florida tourism and hospitality leaders are saying regarding the impacts of tourism and tourism promotion on our state:
Bill Lupfer, President & CEO, Florida Attractions Association
“Tourism is a cornerstone of Florida’s economy, supporting jobs, communities, and public services statewide. No destination in the world matches Florida’s number, quality and diversity of guest experiences or the cutting-edge service delivered by our attractions, making continued investment in tourism essential to sustaining our global leadership.”
Malinda Horton, Executive Director, Florida Association of Museums
“Tourism is the heartbeat of Florida. It fuels our state and local economies, sustains our communities and offers lifelong careers to our residents. Even though we live, work and play in this beautiful state, there is so much that tourism offers Floridians. Visitors and residents alike get to enjoy the museums, arts programs and cultural organizations that offer educational and fun experiences, which all adds to the quality of life we have here in the State of Florida.”
Carol Dover, President & CEO, Florida Restaurant & Lodging Association
“Florida Tourism Day highlights what we can achieve when industry and government work together. Restaurants, hotels, and attractions are often a visitor’s first and last impression of our state, and they play a critical role in driving tourism, creating jobs, and supporting communities in every corner of Florida. We are proud to stand alongside our tourism partners to advocate for policies that protect Florida’s tourism economy, strengthen our workforce, and preserve the welcoming environment that keeps visitors coming back. The Florida Restaurant & Lodging Association remains committed to ensuring that Florida’s tourism and hospitality industry continues to thrive for generations to come.”
Bobby Cornwell, President and CEO, Florida RV Park and Campground Association
“Supporting Florida tourism and tourism promotion is vital for Florida’s economic growth, job creation, and local business benefits. It enhances infrastructure, promotes environmental conservation, and provides outdoor recreation opportunities to residents and visitors alike. Maintaining ongoing funding for tourism promotion through VISIT FLORIDA and Tourist Development Taxes is essential to a strong tourism industry that supports state and county budgets and improves the quality of life for all Florida residents.”
Robert Skrob, Executive Director, Destinations Florida
“The success of Florida’s tourism industry, and the economic and jobs benefits our state reaps from it, are the direct result of statewide and local tourism promotion efforts. Local Tourist Development Tax funded marketing campaigns are paid by visitors so we can attract more visitors to all of Florida’s unique destinations. Keeping visitors coming back to the Sunshine State not only helps keep the tax base low for residents, it also helps fund critical local services we all rely on, such as education, public safety, infrastructure and environmental programs.”
Bryan Griffin, President and CEO, VISIT FLORIDA
“Tourism drives the Florida economy, with $134 billion in economic activity generated in a year, which provides an annual estimated tax savings of nearly $2,000 per Florida family. VISIT FLORIDA remains diligently focused on partnering with Florida’s tourism industry and serving Florida’s residents through our important work. I thank everyone in attendance for Florida Tourism Day for their continued and steadfast support of VISIT FLORIDA.”
###