Representatives from Florida’s tourism and hospitality sector gathered at the state Capitol for Florida Tourism Day to promote the industry’s role in the state’s economy. 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 legislators to emphasize that tourism is a leading economic driver in Florida. They noted its importance as a top employer and a source of revenue that supports communities throughout the state.
Recent data commissioned by VISIT FLORIDA shows that traveler spending reached $134.9 billion in 2024, marking a 3 percent increase from the previous year. Nearly all of this spending remained within the state’s economy, with 59 cents of every dollar supporting worker salaries. Taxes generated by travel and tourism grew to $33.6 billion in 2024, up 3.3 percent from the prior year. Employment supported by tourism increased by 1.8 percent to reach 1.8 million jobs, while total wages in these sectors rose to $79.9 billion—a 4.6 percent rise over 2023.
The industry also highlighted benefits for residents, including Florida’s lack of a state income tax—making it one of only eight states without such a tax—and annual savings of nearly $2,000 per household on state and local taxes due to tourism-generated revenue.
Bill Lupfer, President & CEO of the Florida Attractions Association, stated: “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, said: “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 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 protect Florida’s tourism economy, strengthen our workforce, and preserve the welcoming environment that keeps visitors coming back. The Florida Restaurant & Lodging Association remains committed to ensuring that Florida’s tourism and hospitality industry continues to thrive for generations to come.”
Bobby Cornwell from the Florida RV Park and Campground Association said: “Supporting Florida tourism and tourism promotion is vital for Florida’s economic growth, job creation, and local business benefits. It enhances infrastructure, promotes environmental conservation, and provides outdoor recreation opportunities to residents and visitors alike. Maintaining ongoing funding for tourism promotion through VISIT FLORIDA and Tourist Development Taxes is essential to a strong tourism industry that supports state and county budgets and improves the quality of life for all Florida residents.”
Robert Skrob with Destinations Florida added: “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. Local Tourist Development Tax funded marketing campaigns are paid by visitors so we can attract more visitors to all of Florida’s unique destinations. Keeping visitors coming back to the Sunshine State not only helps keep the tax base low for residents—it also helps fund critical local services we all rely on such as education, public safety infrastructure[,] [and] environmental programs.”
Bryan Griffin from VISIT FLORIDA concluded: “Tourism drives the Florida economy with $134 billion in economic activity generated in a year which provides an annual estimated tax savings of nearly $2[,]000 per Florida family[.] VISIT FLORIDA remains diligently focused on partnering with Florida’s tourism industry[,] [and] serving [Florida’s] residents through our important work[.] I thank everyone in attendance for [Florida] Tourism Day for their continued[,] steadfast support [of] VISIT FLORIDA.”
Florida continues not to levy a personal income tax on its residents due largely to revenue from industries like tourism; this contributes significantly toward funding public services such as education infrastructure[,] public safety[,] [and] environmental programs.
