– The Florida Restaurant and Lodging Association (FRLA) applauds today’s announcement by Florida Governor Rick Scott recommending a $24 million increase in the state’s investment in VISIT FLORIDA. This funding amount is in addition to the Governor’s $76 million recommendation and would allocate a total of $100 million for the state’s destination marketing corporation in the budget for fiscal year 2017-2018.
“We are extremely grateful for the Governor’s continued leadership and foresight to increase the state’s investment in Florida’s tourism industry. This announcement comes at a critical time when lawmakers are proposing dramatic cuts to VISIT FLORIDA’s budget. Florida’s economy depends on visitors selecting the Sunshine State as their leading destination. By providing VISIT FLORIDA with the tools necessary to boost visitation, we’re injecting tourist spending into local businesses and promoting job creation across all sectors of the state’s economy,” said Carol Dover, President and CEO of the FRLA.
According to the Office of Economic Demographic Research’s Return on Investment study of VISIT FLORIDA, for every $1 the state invests in VISIT FLORIDA, the state sees a $3.20 return. In 2016, Florida welcomed a record number of tourists with 112.8 million visitors to the state.
The FRLA represents and serves more than 10,000 independent and household name members across the state, including hotels, restaurants, theme parks and attractions.