Sunshine Matters

Last night, the Florida Legislature passed the state budget which included a $10.5 million increase in VISIT FLORIDA funding for a record $74 million in FY 2014-15.  This allocation includes $5 million for medical tourism marketing and $1.3 million to promote the Sunshine State to veterans and active duty military.  I would like to thank Governor Rick Scott and the Florida Legislature for their visionary leadership and for their extraordinary support of VISIT FLORIDA and the state’s tourism industry.

The fact that VISIT FLORIDA funding has more than doubled in the last four years is a clear indication that our state leaders recognize the importance of tourism and our industry’s role in strengthening the Florida economy and creating jobs for Floridians.  It is also a strong endorsement of the industry-driven nature of our public/private partnership and our success in generating a substantial return on the state’s investment in VISIT FLORIDA’s cooperative marketing programs.

I would also like to thank our Florida tourism industry Partners on the VISIT FLORIDA Board of Directors and marketing committees, the Florida Restaurant & Lodging Association, the Florida Association of Destination Marketing Organizations, the Florida Attractions Association, the Florida Association of RV Parks and Campgrounds, the Florida Association of Museums, the Florida Retail Federation, the Florida Association of Broadcasters, Enterprise Florida and the Florida Chamber for their collective leadership, support and advocacy.

The industry is well-positioned to build on three consecutive years of record visitation, and I have no doubt that we will achieve our goal of welcoming 100 million visitors and establishing Florida as the No. 1 travel destination in the world.