Visit Florida
VISIT FLORIDA, the state’s official destination marketing organization, drives tourism through a public-private partnership that matches public funding dollar-for-dollar. Partnering with thousands of businesses across the state, it serves in a leading role within Florida’s tourism ecosystem, protecting and promoting Florida’s $142 billion vacation brand through global marketing, public relations, and travel trade efforts. Additionally, VISIT FLORIDA provides critical statewide support after hurricanes and other crises, helps destinations attract conferences and conventions, and operates Florida’s official welcome centers. VISIT FLORIDA helped attract a record-breaking 143.3 million visitors in 2025, and in 2024 secured #1 in domestic market share (15.5%), and #2 in overseas market share (24.4%). All that visitation generated $133.6 billion in economic impact, saving Florida’s 9+ million households nearly $2,000 each in taxes, and supported 1.8 million Florida jobs in 2024, making tourism a key economic engine benefiting Florida families. The Florida Legislature’s independent Office of Economic and Demographic Research calculates VISIT FLORIDA’s ROI as delivering $3.3 in return to the state for every public dollar invested, making VISIT FLORIDA one of the best performing economic development programs in state history.www.visitflorida.com
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Search complete. 22 mentions across 4 episodes found for "Visit Florida".
Oct 27, 2026
Anton FedorovGUEST
Worked probably with hundreds of DMOs, state tourism boards.
Anton FedorovGUEST
Since we are here at Visit Florida, Visit Florida was our client, is our client.
Anton FedorovGUEST
We work with their agency of record.
Anton FedorovGUEST
have some history there.
Larry AldrichHOST
We're here live at the Governor's Conference in West Palm, Florida.
Larry AldrichHOST
I'm joined with Brianna Green, Public Relations Manager with Visit Florida.
Larry AldrichHOST
Hello, Brianna.
Brianna GreenGUEST
Hi, thanks for having me.
Larry AldrichHOST
We usually start off our podcast and we talk about trends or things that are passionate or top of mind.
Larry AldrichHOST
So what are some of the things in your industry, NPR, public relations in Florida that you would like to have a discussion about or you would like to let the visitors know?
Brianna GreenGUEST
Yeah, so something that's really top of mind for us at Visit Florida is GEO, Generative Engine Optimization.
Brianna GreenGUEST
It's the new SEO, and it's something that I think that public relations professionals need to pay attention to, even more so than we were paying attention to SEO.
Brian LowackGUEST
So that's a good story and a good message that we wanna tell.
Brian LowackGUEST
But you've gotta get into details, and how do you do that? How do you attribute that the work that we're doing, the marketing that we're doing, and the places we're doing it to the people we're doing it to is actually moving the needle? What's that incremental visitation that's attributed to the work we're doing? And Visit Florida, they went in heavily on some of the great work that they're doing, some of the new programs and measurement tools they have, and specifically the technology that we have at our, our fingertips now, and we've brought some of this into our work here, is amazing.
Brian LowackGUEST
And so we can actually see so much of what we do is digital now, and we can actually see when we serve ads to certain people how many times they were served and then did they go book.
Brian LowackGUEST
Did it inspire them to look up the destination by going to our website? Did it inspire them to go into their AI and start researching Florida beaches, the destination? So it- It's easy for us to measure now.
Brian LowackGUEST
We have direct ROI.
Brian LowackGUEST
There's no disputing that, and that's a story that Visit Florida is leaning into, and it's certainly a, a story that we're gonna continue to lean into here in St. Pete/Clearwater.
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Crystal BauerHOST
I did a, um, I took a whole group of agents, uh, to Universal and the, like, the Orlando area.
Crystal BauerHOST
Um, it was with Visit Florida.
Crystal BauerHOST
We did it before we got onto a Royal Caribbean ship, uh, that we did, um, our conference on.
Crystal BauerHOST
So I had a whole-