Representatives from Florida’s tourism and hospitality sector gathered at the state Capitol for Florida Tourism Day to advocate for the continued support of tourism promotion. Organizations participating included the Florida Attractions Association, Florida Association of Museums, Florida Restaurant & Lodging Association, Florida RV Park and Campground Association, Destinations Florida, and VISIT FLORIDA.
Industry leaders met with legislators to stress that tourism is the leading industry in the state. They emphasized its role as a primary economic driver, major employer, and source of revenue that benefits communities throughout Florida.
Recent data commissioned by VISIT FLORIDA shows that in 2024 travelers spent $134.9 billion in the state—a 3 percent increase from the previous year. Of every dollar spent by visitors, 99 cents remained within Florida’s economy; this figure rose from 97 cents in 2023. The taxes generated by travel and tourism reached $33.6 billion in 2024 after growing by 3.3 percent. Employment supported by tourism increased by 1.8 percent to reach 1.8 million jobs statewide, while total wages paid out through these jobs amounted to $79.9 billion—a rise of 4.6 percent over last year.
The impact extends beyond economic metrics: because of tourism revenue, residents do not pay a state income tax—making Florida one of only eight states without such a tax—and each household saves nearly $2,000 annually on state and local taxes. Revenue from tourism also helps fund essential services including education, public safety, infrastructure projects, and environmental programs.
Bill Lupfer, President & CEO of the Florida Attractions Association said: “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 of the Florida Association of Museums stated: “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 at the Florida Restaurant & Lodging Association commented: “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 protectFlorida’stourismeconomy,strengthenourworkforce,andpreservethewelcomingenvironmentthatkeepsvisitorscomingback.TheFloridaRestaurant&LodgingAssociationremainscommittedtoensuringthatFlorida’stourismandhospitalityindustrycontinuestothriveforgenerationstocome.”
Bobby Cornwell President & CEO at the Florida RV Park & Campground Association said: “Supporting FloridatourismandtourismpromotionisvitalforFlorida’seconomicgrowth job creation,andlocalbusinessbenefits.Itenhancesinfrastructure,promotesenvironmentalconservation,andprovidesoutdoorrecreationopportunitiestoresidentsandvisitorsalike.MaintainingongoingfundingfortourismpromotionthroughVISITFLORIDAandTouristDevelopmentTaxesisessentialtoastrongtourismindustrythatsupportsstateandcountybudgetsandimprovesthequalityoflifeforallFloridaresidents.”
Robert Skrob Executive Director at Destinations Floridastated:“ThesuccessofFlorida’stourismindustry,andtheeconomicandjobsbenefitsourstatereeosfromit,aarethedirectresultofstatewideandlocaltourismpromotionefforts.LocalTouristDevelopmentTaxfundedmarketingcampaignsarepaidbyvisitorssowecanattractmorevisitorstoallofFlorida’suniquedestinations.KeepingvisitorscomingbacktotheSunshineStatenotonlyhelpskeepthetaxbaselowforresidents,italsohelpsfundcriticallocalservicesweallrelayon,suchaseducationpublicsafety,infrastructureandenvironmentalprograms.”
Bryan Griffin President & CEO at VISIT FLORIDA added:“TourismdrivestheFloridaeconomywith$134billionineconomicactivitygeneratedinayearwhichprovidesanannualestimatedtaxsavingsofnearly$2 ,000perFloridafamily.VISITFLORIDAremaindiligentlyfocusedonpartneringwithFlorida’stourismindustryandservingFlorida’sresidentsthroughourimportantwork.IthankeveryoneinattendanceforFloridaTourismDayfortheircontinuedandsteadfastsupportofVISITFLORIDA.”
