Representatives from Florida’s tourism and hospitality sector gathered at the state Capitol for Florida Tourism Day to advocate for the importance of tourism and its promotion. Organizations present 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 lawmakers to emphasize that tourism is a key economic driver in the state. They highlighted that it remains the top employer in Florida and generates significant revenue for communities statewide.
A recent study commissioned by VISIT FLORIDA found that traveler spending reached $134.9 billion in 2024, marking a 3 percent increase from the previous year. The study also showed that nearly all visitor spending—99 cents of every dollar—remained within the state’s economy, up from 97 cents in 2023. Of each dollar spent by visitors, 59 cents went toward worker salaries. Tax revenue generated by travel and tourism rose by 3.3 percent to $33.6 billion in 2024.
Tourism-supported employment grew by 1.8 percent last year to reach 1.8 million jobs across the state, while wages supported by tourism totaled $79.9 billion—a rise of 4.6 percent over the previous year—with $44 billion paid directly to workers.
The industry also noted benefits for residents: because of tourism-generated revenue, Floridians do not pay a state income tax—making it one of only eight states without such a tax—and households save nearly $2,000 annually on state and local taxes due to these revenues. Additionally, funds from tourism help support essential public services like education, safety programs, infrastructure projects, and environmental initiatives.
Industry leaders commented on these impacts:
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 of the Florida Restaurant & Lodging Association remarked: “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; they play a critical role in driving tourism creating jobs; supporting communities… We are proud to stand alongside our tourism partners… The [Association] remains committed to ensuring that [the] industry continues to thrive for generations.”
Bobby Cornwell President & CEO of the Florida RV Park & Campground Association added: “Supporting [tourism]… is vital for economic growth job creation local business benefits… enhances infrastructure promotes environmental conservation provides outdoor recreation opportunities… Maintaining ongoing funding for promotion through VISIT FLORIDA …is essential …and improves quality-of-life for all residents.”
Robert Skrob Executive Director Destinations Florida explained: “The success …and economic/jobs benefits …are direct result[s] …of promotion efforts…. Local Tourist Development Tax funded marketing campaigns are paid by visitors so we can attract more visitors… Keeping visitors coming back not only helps keep tax base low but funds critical local services such as education public safety infrastructure environmental programs.”
Bryan Griffin President & CEO VISIT FLORIDA concluded: “Tourism drives [the] economy with $134 billion …which provides an annual estimated tax savings nearly $2k per family…. VISIT FLORIDA remains diligently focused on partnering with [the] industry serving residents through important work…. I thank everyone attending Tourism Day for their continued steadfast support.”
