Fast Facts

Impact of Florida’s Tourism Industry

• Since the inception of VISIT FLORIDA 11 years ago, the value of tourism marketing has been demonstrated:
  • Tourism spending has increased 72 percent from $37.8 billion to $65 billion.
  • Tourism state tax revenue has increased 72 percent from $2.3 billion to $3.9 billion.
  • Domestic and international visitors have increased 87 percent from 44.8 million to 83.9 million.
  • Tourism industry employment has increased 24 percent from 776,000 to 964,700 jobs.

Figures based on 2006 data.

Rationale for Additional Public Funding

• VISIT FLORIDA and tourism industry partners are facing the highest advertising costs in years with a 43 percent increase since 1997. A dollar spent on advertising in 1997 now only buys 57 cents worth of exposure.
• Florida is currently being out-funded and out-spent as more destinations; including Pennsylvania, South Carolina, Texas, Hawaii and California aggressively increase their marketing efforts. According to the Travel Industry Association of America, Florida lags behind Hawaii, Illinois, Pennsylvania and Texas for public funding of tourism marketing.
• A loss of one percent of the tourism activity in Florida reduces general revenue collections by approximately $37.2 million.
• For every media dollar VISIT FLORIDA spent in fiscal year 2006-2007, VISIT FLORIDA produces an additional $1.33 through its matching/private sector funds – additional money that is supplied by Florida’s private tourism industry Partners.
• Repeat visitors are returning to Florida less frequently with the majority not returning to Florida again for one to three years.
• For every dollar invested in VISIT FLORIDA, more than three dollars are returned in additional sales tax revenue paid by visitors – not residents.