[1] Tourism is the state's largest industry and was responsible for welcoming 122 million visitors in 2021.
[1] Each year, the Florida Legislature appropriates public funding to be allocated for tourism marketing.
Visit Florida is required to match public funds, which is done by actively recruiting the state's tourism industry to invest as Partners through cooperative advertising campaigns, promotional programs, and many other marketing ventures.
Through this public/private partnership, the organization serves more than 12,000 tourism industry businesses, including major strategic alliance partnerships with Busch Gardens Tampa, Disney Destinations, The Hertz Corporation, LEGOLAND Florida Resort, SeaWorld Parks & Resorts Orlando, Simon Shopping Destinations, and Universal Orlando Resort.
[1] Visit Florida facilitates tourism industry participation in the domestic and international travel trade and consumer shows, as well as media missions to the top global visitor markets.