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Tourism delivers $134B economic impact, saves average taxpayer $2K

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New data shows travel and tourism generated $133.6 billion in economic impact in 2024 and saved Florida’s more than 9 million households nearly $2,000 each in annual state and local taxes, VISIT FLORIDA’s 2024 Economic Impact of Tourism study reveals.

Most of the economic impact, $134.9 billion, came from out-of-state visitors, a 3% increase over 2023. Americans were the largest impact drivers, accounting for $120.1 billion of the total economic impact last year. International visitors generated a $14.8 billion economic impact.

The data shows that 99% of all all money spent by tourists last year stayed in the state’s economy.

Tourism also remains a major job creator, with 1.8 million jobs representing nearly $80 billion in wages.

Tourism-related activity produced $33.6 billion in federal, state, and local taxes.

“Our tourism industry is critical to Florida’s strong economic position,” Gov. Ron DeSantis said. “Florida remains the top destination for travelers from across the country and the world because we prioritize freedom and safety. Tourism fuels jobs and keeps Florida’s economy strong.”

Other 2024 tourism highlights include record-breaking numbers of visitors, at 143 million. The travel and tourism sector last year represented nearly 8% of Florida’s Nominal Gross State Product. And tourism spending that remains in the state, at 99-cents per dollar, is a two-cent increase from 2023.

Taxes generated by travel and tourism last year reached $33.6 billion, a 3.3% increase over 2023.

In all, VISIT FLORIDA estimates Floridians would pay $1,730 more annual on average in state and local taxes to sustain current revenue levels if tourism revenue was not available.

“Tourism drives Florida’s economy,” VISIT FLORIDA President and CEO Bryan Griffin said. “This new data from VISIT FLORIDA’s economic impact study demonstrates the value of Florida’s investment in tourism and tourism marketing. Florida’s 9.1 million households are saving nearly $2,000 a year because of the tax revenues generated by Florida tourism. VISIT FLORIDA will continue to responsibly steward this valuable investment for Florida’s residents.”



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Matt McCullough joins race to replace Matt Carlucci on Jacksonville City Council

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A third candidate has joined the race in Jacksonville City Council at-large Group 4 to replace term-limited Matt Carlucci.

“After thoughtful discussions and with the support of my family, I am excited to officially announce my candidacy,” Matt McCullough said in a statement announcing his bid.

McCullough, a former Navy pilot who flew during the global war on terror in Operations Iraqi Freedom, Enduring Freedom and Active Endeavor, and has received two Air Medals, Navy Commendation Medals, a Meritorious Service Medal, and recognition as both Combat Aircrew of the Year and Pilot of the Year.

He currently is North Florida’s Navy Emergency Preparedness Liaison Officer, and believes that his military background is a unique value-add as he enters politics.

“As a veteran, I know what leadership and delivering results looks like. Jacksonville deserves a city government that works to put our residents first, keeps our neighborhoods safe, and invests responsibly in our future,” McCullough said. “I’ve had the honor of wearing our nation’s uniform and lead under pressure. I am ready to bring that leadership to City Hall on day one and continue my service on the Jacksonville City Council.”

Carlucci has yet to endorse in this race between three Republicans, in which a real front-runner has yet to emerge.

April Ethridge, an Army vet with an MBA, has raised just $1,550 after being in the race for the better part of 2025.

Andrew McCann, who made his career in medical services before he “made the pivotal decision to step away from corporate life to focus on his family, personal growth, and the betterment of Jacksonville,” raised and self-funded $13,100 since entering the race at the end of October.

Qualifying runs from noon on Jan. 11, 2027, to noon on Jan. 15, 2027. The First Election is March 9, 2027, while the General Election, which sees the top two finishers square off regardless of party label unless someone gets a majority in March, is May 18.



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Nicole Gomez Goldmeier, Jackie Arboleda promoted at LSN Partners

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Two weeks after announcing its first round of 2026 promotions, LSN Partners is following up with a couple more as it continues expanding its local, state and federal practices.

Round 2 includes the elevation of Nicole Gomez Goldmeier to Chief Growth Officer and Jackie Arboleda to Chief Marketing and Community Relations Officer.

Gomez Goldmeier previously held the COO title at LSN Partners. In her new role, she will drive revenue growth and business development for the firm with a focus on strengthening long-standing client relationships, advancing expansion into key markets driven by client demand, and supporting strategic engagement.

She will remain actively involved in the firm’s Republican Governors and Mayors practice, reinforcing LSN’s position as a trusted bipartisan adviser.

“Nicole understands our clients and the public-sector landscape in a way that few people do,” said Alex Heckler, founder and Managing Partner of LSN Partners. “She has played a central role in how we build relationships, identify opportunities, and position the firm for long-term success. This role formalizes the work she has already been leading.”

Arboleda, meanwhile, will oversee the firm’s marketing, communications, brand positioning and community engagement, ensuring that LSN’s messaging, events and external presence reflect the firm’s strategic priorities and client-focused initiatives.

LSN said she will continue serving as a leader within the firm’s health care practice while working directly with clients as a project manager, adding that her dual focus on marketing leadership and project management strengthens the firm’s ability to deliver results to clients across markets nationwide.

“Jackie has helped shape how clients experience and engage with LSN and how the firm is perceived in the market,” Heckler said. “Her understanding of our clients, our culture, and our mission allows her to deliver results at the highest level, whether in our healthcare practice or driving the firm’s communications strategy.”



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Florida’s signature industry shows up for Tourism Day at the Capitol

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Tourism spending produces an estimated $2K in tax savings per Florida family, VISIT FLORIDA says.

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.”



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