Florida tourism and hospitality heavyweights will show up in force Wednesday at the Capitol to highlight the Sunshine State’s signature industry and make the case for continued state investment.
Groups participating in Florida Tourism Day at the Capitol include the Florida Attractions Association, Florida Association of Museums, Florida Restaurant & Lodging Association, Florida RV Park and Campground Association, Destinations Florida, and VISIT FLORIDA, the state’s tourism marketing arm.
The cohort will spend the day meeting with lawmakers to emphasize the industry’s role as one of Florida’s primary economic drivers, top employers and major state revenue generators.
“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,” said Destinations Florida Executive Director Robert Skrob.
Florida Attractions Association President and CEO Bill Lupfer added, “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.”
According to a recent VISIT FLORIDA study, travelers spent a record $134.9 billion in the state in 2024 — up 3% from the prior year — and nearly all of it remained in Florida’s economy, with 59 cents of each dollar going directly to worker salaries. Meanwhile, tourism-related tax revenue reached $33.6 billion, while tourism-supported employment grew to 1.8 million jobs statewide.
VISIT FLORIDA President and CEO Bryan Griffin said the topline numbers translate to an estimated $2,000 in tax savings per Florida family, adding that his agency “remains diligently focused on partnering with Florida’s tourism industry and serving Florida’s residents through our important work.”
