Transportation & Economic Development Budget Subcommittee — Meeting Packet (December 10, 2025)
Summary
Meeting packet for the Transportation & Economic Development Budget Subcommittee on Wednesday, December 10, 2025, at 1:00PM in Mashburn Hall (314 HOB). The notice lists Space Florida, a Strategic Plan for Florida and the Industry, and Visit Florida marketing campaigns, Florida's Return on Investment and local contributions. The Space Florida presentation by Rob Long, President and CEO, describes Space Florida as the state's aerospace finance, development, and spaceport authority. The Visit Florida presentation by Bryan Griffin, President & CEO, states that the Office of Economic and Demographic Research (EDR) calculates a return on investment for VISIT FLORIDA every three years, with a current working ROI of 3.3 (2024 EDR ROI Report).
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- Congressional materials
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- 2025 12 10 3284 Transportation Economic Development Budget Subcommittee Meeting Packets Fn
- Date
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- 2025 12 10 3284 Transportation Economic Development Budget Subcommittee Meeting Packets Fn Ted 12 10 25
Cite this document
“Transportation & Economic Development Budget Subcommittee — Meeting Packet (December 10, 2025).”
Original at www.flhouse.gov, dated 2025-12-10. Archived at Pandemic Darlings, https://pandemicdarlings.com/source-documents/2025-12-10-2025-12-10-3284-transportation-economic-development-budget-subcommittee-meeting-packets-fn-ted-12-10-25/
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Transportation & Economic
Development Budget Subcommittee
Wednesday, December 10, 2025
1:00PM
Mashburn Hall (314 HOB)
MEETING PACKET
Daniel Perez Jason Shoaf
Speaker Chair
Committee Meeting Notice
HOUSE OF REPRESENTATIVES
Transportation & Economic Development Budget Subcommittee
Start Date and Time: Wednesday, December 10, 2025 01:00 PM
End Date and Time: Wednesday, December 10, 2025 03:00 PM
Location: Mashburn Hall (314 HOB)
Duration: 2.00 hrs
Space Florida
Strategic Plan for Florida and the Industry
Visit Florida
Marketing Campaigns
Florida’s Return on Investment
Local Contributions
NOTICE FINALIZED on 12/02/2025 3:52PM by SKB
12/02/2025 03:55:08PM Leagis ® Page 1 of 1
Space Florida Presentation
House Transportation and Economic
Development Budget Subcommittee
Rob Long, Space Florida President and CEO
December 10, 2025
1 WWW.SPACEFLORIDA.GOV
WHO WE ARE +
WHAT WE DO
Space Florida, the state's aerospace finance,
development, and spaceport authority, launches
groundbreaking aerospace initiatives by combining
expertise in operations, business development, and
infrastructure. In 2006 a unique state statute was enacted
that would open the door to more creative financing
options and infrastructure access – simplifying treasury,
tax, and intercompany issues and making aerospace
ventures easier to launch.
Today, Space Florida offers leading aerospace companies
unrivaled experience, unmatched financial tools from
diverse capital programs, financial and tax efficiency
structures, and conduit financing to infrastructure
investment, and an unbeatable location for their new
initiatives.
Space Florida: Be Where New Ideas Take Off
2
HIGHLIGHTS
$5.6 BILLION 700+ AEROSPACE
CAPITAL INVESTMENT ESTABLISHMENTS
223 PROJECTS IN
PIPELINE $504M SPACEPORT
INVESTMENT
#1 ECONOMY, NEW & HI-TECH
BIZ FORMATION, &
HIGHER EDUCATION IN U.S. 1/3 OF DEGREES ARE SCIENCE &
ENGINEERING
25,000+ Manufacturing
Establishments #2 AEROSPACE
MANUFACTURING
3
STRATEGIC ADVANTAGE
Plus Nation-Leading Universities and Largest Federal Defense and
4
Space Partners
AEROSPACE IS A KEY INDUSTRY DRIVING GROWTH
Aerospace jobs = high-skill, high-wage that allow Florida
families to thrive.
Aerospace industry continues 2% to 20% growth depending
on subsector
This is where Florida’s next generation of
prosperity lies.
5
STATEWIDE PROJECT 39
PIPELINE
27
4
12
2
Southeast: 24 Projects
Southwest: 8 Projects
Central Florida: 30 Projects
Space Coast: 58 Projects 30 58
Tampa Bay: 19 Projects
19
Northeast: 12 Projects
West Central: 2 Project 8
Big Bend: 4 Projects
24
Northwest: 27 Projects
No Specific Region Selected: 39 Projects
TOTAL
147 Leads, 71 Opportunities, 5 Closing 223 OPPORTUNITIES
Project Pipeline valuation more than doubled since 2021
6
LEON: 1
BAY: 5 MARION: 2
GULF: 1 TAYLOR: 1 VOLUSIA: 6
FRANKLIN: 1 ORANGE: 28
LAKE: 1
PROJECTS BY COUNTY HILLSBOROUGH: 3
OSCEOLA: 12
PINELLAS: 7
MANATEE: 14
LEE: 6
BROWARD: 14
MIAMI-DADE: 13
7
BUSINESS GROWTH PHASE
HYPERGROWTH/
SEED/
IDEA STARTUP GROWTH EXPANSION MATURITY REBIRTH/
DEVELOPMENT
DECLINE
INNOVATION PROGRAM(S) (ISRAEL, SPACE GRANT, ETC.) SPACE FLORIDA TOOLS /
ENGAGEMENT
CAPITAL ACCELERATION
BRIDGE FINANCING
CONDUIT FINANCING / SYNTHETIC LEASING
SPACEPORT IMPROVEMENT PROGRAM
WORKFORCE INITIATIVES
SPACE FLORIDA ENABLING
UNIVERSITIES
PARTNERS
INCUBATORS/ACCELERATORS
ANGEL/VENTURE FUNDS
FINANCIAL INSTITUTIONS/PRIVATE EQUITY
8
FLORIDA’S SPACEPORT SYSTEM
SPACEPORT IMPROVEMENT
PROGRAM
6:1
State Investment
Leverage
Direct Jobs
Created 5,000+
9
Metric tons to space from Florida
2035 Goal:
6000
5000
Capacity to transport 4000
at least 5,000 metric 3000
tons to space annually 2000
from Florida
1000
0
2020 2022 2024 2026 2028 2030 2032 2034 2036
That’s equivalent to
219 Falcon 9 launches,
40 Starship launches,
111 New Glenn launches,
or 194 Vulcan
Launches each year
10
CAPE CANAVERAL SPACEPORT
INFRASTRUCTURE
WASTEWATER
The “Big Six” Infrastructure Focus Areas
WETLANDS
Work continues to remove or lessen potential
constraints to unlocking statewide spaceport
MARITIME SUPPORT growth
ROADS & BRIDGES
POWER
LIQUID NATURAL GAS 11
PROJECT UPDATES
Lunar Plant 1
12
PROJECT UPDATES
BAE SYSTEMS
Ill Williams
INTERNATIONAL
13
Building the
work force of
tomorrow …
Space Florida Academy Program is a
dynamic initiative that fosters the next
generation of aerospace job seekers by
offering students hands-on exposure to
skills including those not often thought of
as part of the “aerospace job market.”
26 Districts
Statewide
14
Fueled by World-Leading
Research
Florida University Space Research
Consortium
15
SUPPORTING INNOVATION
CAPITAL ACCELERATORS INNOVATION PROGRAMS
13th cycle started
23 events, $800M+ investments/exits 47 Awards since 2013
Notable Participants Notable Participants
16
Florida: The Center of the New
Space Race
Our advantage: innovation, efficiency, and a free-
market model that leverages private capital.
A proven multiplier: $1.1B impact generate annually;
state support returns $5-7 of private capital
investment.
Our toolkit supports the significant aerospace global competitors,
ensuring they succeed from Florida
• Accelerate Deal Flow to support Industry growth and investment
• Fast-track warfighter support infrastructure
• Grow space-focused workforce, education and research programs
• Expand International Innovation Program
17
Thank you
Lindsay Pierce
Director of Government Relations and External Affairs
Lpierce@spaceflorida.gov
334-268-8282
18 WWW.SPACEFLORIDA.GOV
Visit Florida Presentation
Bryan Griffin,
President & CEO
Presentation to the Florida House
Transportation & Economic
Development Budget
Subcommittee
12/10/2025
1
> Stewards Florida’s valuable vacation brand
> Markets Florida’s public assets
> Protects Florida’s investment in tourism
> Advances Florida’s market share of tourism
VISIT > Monitors Statewide Data & Trends
FLORIDA > Pushes for Dispersion
> Benefits Florida’s rural areas, small towns,
and small businesses
> Drives post-disaster response
> Markets Florida as the Most Veteran-
Friendly State
VISITFLORIDJX 2
“[T]ravel and tourism is a partnership–a partnership of industry, labor, the
Congress, and the administration. And we’ll do everything we can to keep it that
way.”
Remarks on Signing the National Tourism Week Proclamation, February 1, 1984
“The tourism industry is extremely important to the United States, contributing to our
employment, economic prosperity, and international trade and understanding. Each of
us benefits from the effects of tourism.”
Proclamation 5149 – National Tourism Week, 1984
President Ronald Reagan
“VISIT FLORIDA serves an important role in making sure that we get our communities back on [after disaster]. That
people realize that Florida is open for business and that we're able to overcome any misperceptions that may be out there.”
“[Florida’s tourism industry] is really important for so many people whose livelihoods
depend on everything that people do in this room… but it also is something—and I
learned this personally during COVID when I would talk to people who would be visiting
I would find people that were strangers that I didn't know from other states and they
would just thank me profusely and I'm like ‘what did I do?’ And they’d say ‘Florida was
the place where I was able to go and regain my sanity; I was able to be here my family
my kids they needed a break from the madness we came to Florida.’ So we're proud of
our residents here, we're proud of the folks that work in the [tourism] industry, and we're
also proud that we've been able to be a source of happiness for so many families not
just throughout the United States but throughout the world..”
Governor Ron DeSantis, 2025 Remarks to the Governor’s Conference on Tourism
3
Total Visitation to Florida
Total Visitation
45M
40 _1 M 41 .2 M 41 .0 M
40M
33 _6 M 34.3 M 34.5 M
35M 32.3 M
30M
25M
20M
15 M
10 M
SM
OM
Q1 Q2 Q3 Q4
■ 2019 ■ 2023 ■ 2 024 ■ 2025
4
VISIT FLORIDA operates on evidence, not assumptions. We
collect and assess data to make responsible investments. We
consistently evaluate industry data, consumer insights,
DATA market trends, and conduct our own surveys to identify
trends, optimize our approach, and drive measurable
results. These data and insights are derived from our own
custom efforts or trusted industry sources.
VISITfLORIDJX
5
Research
Travel Industry Data
> National Travel and Tourism Office
Syndicated Insights • Overseas visitation data
> D.K. Shiftlet TraveLab > Xboarder
• Domestic travel syndicated insights • Canadian visitor profiles and travel intentions reports
> Omnitrak TravelTrak > Airline Data, Inc.
• Domestic travel & key segment syndicated insights • Airline data (schedules, O&D, T100)
> GlobalWebIndex > STR
• Domestic + select international market & attitudinal • Hotel performance data
syndicated insights + market trends > KeyData Dashboard
• Accommodations performance data (traditional vacation rentals,
hotels, short-term accommodations)
Ad Measurement
Surveys
> Omnitrak Integrated Marketing Effectiveness Study
• Campaign impact measurement (Survey of awareness, > Welcome Center Data
perceptions, behaviors, plans) • Visitor counts, visitor intercept surveys
> Arrivalist > Resident survey
• Campaign impact measurement (Arrivals and traveler • Floridian survey of Florida tourism industry perceptions
spend attribution data) > International Surveys
> Tourism Economics an Oxford Economics company • Survey of selected source market travel perceptions, behaviors,
• Campaign impact measurement (Arrivals and broad and plans
economic impact data) > Direct VISIT FLORIDA influencer Study
• Custom survey of domestic travelers, tracking influencers of travel
decisions
VISITfLORIDJX
6
The Office of Economic and Demographic Research
(EDR) Return on Investment (ROI) for VISIT FLORIDA
> The Florida Legislature’s EDR calculates an ROI for VISIT FLORIDA every three years.
> VISIT FLORIDA consistently surpasses the definition of success - which is 1:1 and ranks
in EDR’s “high” category.
> Current working ROI of 3.3. (2024 EDR ROI Report).
> Highest ROI ever for VISIT FLORIDA
> More than tripling the state’s investment
VISIT FLORIDA is a well-performing investment
VISIT FLORID~
7
EDR’s Methodology
> Excludes all spending from visitors that it determines “would have come anyway,”
and includes only those visitors it determines were induced by marketing
> Excludes all spending from visitors it determines may have been attributable to non-
VISIT FLORIDA marketing (e.g. private companies, local DMOs, etc.)
> Excludes all beach related spending activity categorically, attributing all beach
spending to the state’s beach restoration investments
> Excludes private match dollars generated by VISIT FLORIDA
> Does not include in calculations economic benefits other than state sales tax
directly attributable to VISIT FLORIDA activities
VISIT FLORID~
8
VISIT FLORIDA’S Economic Impact Study
> Annual study that assesses the full economic contribution that out-of-state visitors make to the
Florida economy, utilizing a commonly used economic impact model (IMPLAN).
> Produced annually for VISIT FLORIDA by Rockport Analytics.
> The study breaks out the economic contributions of visitors in a number of key areas, including:
○ Gross state product (total economic impact)
○ Tax collections – Federal, state, and local
○ Employment
○ Wages & salaries
> The study includes county and region-level impacts, which is valuable information to communicate to
Florida residents
VISIT FLORID~
9
-$2,000 SAVED
PER HOUSEHOLD EACH YEAR
By taxes generated from tourism in Florida
Flori 00 $33.68
Tax Revenue
generated
1.8 Million
Florida Jobs
e=:=::> Supported
Economic t
99 cents of
$79.98
In 202 Wages & Salaries
Paid
every dollar
retained
in state
VISIT FLORID~
10
Florida Tourism’s Economic Impact in 2024
Tourism and Impact Jobs & Wages Tax Revenue Generated
$133.6 Billion $17.8 Billion $15.8 Billion
$134.9 Billion $1.8 Million Total State and
Total Economic Total Traveler Spending Total Federal Tax
Tourism Spending Local Tax
Impact Supported Jobs
$7.6 Billion $7.8 Billion
$38.9 Billion $69.6 Billion Social Security Sales Tax
Lodging Direct 1.1 Million
Direct Jobs
$6.2 Billion
$1.2 Billion
$34.2 Billion $29.0 Billion Personal Income
Local Hotel Tax
Food & Beverage Indirect 303,701
Indirect Jobs $3.9 Billion
Other Fed Taxes $6.8 Billion
$26.3 Billion $35.1 Billion Other State &
Transportation Induced 360,645 Local Tax
Induced Jobs
$18.6 Billion
$33.6 Billion
Shopping $79.9 Billion Total Tax Revenue
Total Wages
$16.9 Billion
Entertainment &
Recreation
VISIT FLORIDA 11
VISIT FLORIDA’s Marketing Effectiveness Study
> VISIT FLORIDA works with Omnitrak to run a large monthly Integrated Marketing Effectiveness (IME)
survey across its audience to understand how campaign efforts are driving the following, using a test /
control method:
○ Awareness of Florida as a vacation destination
○ Travel intentions and actions taken
○ Perceptions on travel attributes important to consumers
○ Creative and media performance / resonance
> Survey reaches more than 13,000 people across 19 different key markets over the course of a year
> Compares those aware of our marketing versus those not aware (test / control) ensure we are
utilizing dollars effectively.
VISIT FLORID~
12
VISIT FLORIDA’s campaigns are memorable, drive
favorable travel perception, and drive travel intentions
Campaign Impact on Brand Attributes
Campaign Recall
- 20 pls
118 pls
I 17 pts 11 7 pts 11 / pt.s
<Ci)> 47% Aware -t-1 6 pt.s -t-1 6 pts
(S) 53% NotAware Good va lue for .A.ffordubl e Unique local Easy l o Good for Au lhenl ic loeul Fine D ining
money c:u isine navigate/get shopping culture
around
Campaign Impact on Travel Inte ntions
■ Not Aware
■ Aware 40% 53% 43%
28%
+13% +15%
Interest Next 24 Months Plans Next 12 Months
VISIT FLORIDA
13
Source: VISIT FLORIDA Omnitrak Campaign Impact (AKA IMC IME) Study Fiscal Year 2024 / 2025
VISIT FLORIDA drives longer trips & higher spending
Campaign lmpacton In-Month Actions
Target audience members aware of VISIT
FLORIDA campaigns took Florida trips at a
Sought more info 19% higher rate than those not aware.
Total Target Audience: Travel Party Spend
Booked trip, lengthed
trip, or added trip
attractions Travel Party Spend on $2,720
Last Florida Trip $2,501
More than 60% of target audience members Trave l Party Spend in $5,168
aware of VISIT FLORIDA campaigns Florida Past 12 Months $4,002
followed exposure with an action beneficial
to Florida tourism that they otherwise
would not have taken (booked, increased ■ Unaware Aware
stay, added attractions, etc.)
VISIT FLORIDA 14
Source: VISIT FLORIDA Omnitrak Campaign Impact (AKA IMC IME) Study Fiscal Year 2024 / 2025
VISIT FLORIDA Direct Influence Study
> The Direct Visit Florida Influence (DVFI) study is a monthly ongoing survey that is used to measure
the influence of VISIT FLORIDA’s marketing efforts on Florida visitors’ decision to come to the
state.
> The survey is administered online every month by Nielsen to a representative sample of 500 U.S.
adults between the ages of 25 and 75, excluding residents of Florida, Alaska, and Hawaii.
> Respondents who report having traveled to Florida in the past year are shown a list of OVER 20
information sources that may have been used in planning a Florida vacation and are asked to
rate the importance of each source on their decision to select Florida using a scale of 1-5.
> Five of the information sources are attributable to VISIT FLORIDA and are called VISIT FLORIDA
influencers.
> Visitors are considered to be significantly influenced by a source if they rate the influencers with a 4 or
5.
VISIT FLORID~
15
VISIT FLORIDA Direct Influence Study
VISIT FLORIDA DIRECT INFLUENCERS
These 5 VISIT FLORIDA
The VISIT FLORIDA website at influencers are shown to
WWW.VISITFLORIDA.COM respondents within a list of 20+
sources of information potentially
VISIT FLORIDA social media (i.e. Facebook, Twitter,
used to plan a vacation.
YouTube, Pinterest)
A stop at an Official Florida Welcome Center on a
Of the respondents surveyed
previous Florida trip
during FY 24/25, 59% reported
VISIT FLORIDA radio, TV, online, magazine/newspaper their decision to vacation in
ad, not destination specific Florida during the past year was
directly influenced by at least one
A sweepstakes/contest by VISIT FLORIDA heard or seen VISIT FLORIDA influencer.
on radio, TV, or online
16
Florida Resident Sentiment Survey
The Florida Resident Survey is a statewide study VISIT FLORIDA conducts to better understand the
needs, perceptions, and opinions of residents regarding the state and tourism.
Tourism is Very Important to Florida's
Economy Tourism is an Important Part of Florida’s Future
87% 80% 85% 84% 87% 85% 78% 81% 81% 84%
41% 42% 37% 37%
47% 42% 47%
61% 55% 56%
43% 45% 44% 47%
33% 36% 34%
26% 30% 30%
2020 2021 2022 2023 2024 2020 2021 2022 2023 2024
■ Agree ■ Strongly Agree ■ Agree ■ Strongly Agree
87%
of Florida residents believe tourism
84%
see tourism as an essential part of
is very important to the state’s economy Florida’s future
VISIT FLORID~
17
Florida’s Valuable Brand
Location brands generate value through both the combined value of product brands that operate within the
destination (Corporate Brand Effect) and the value generated through the destination’s general appeal
(Place Brand Effect). An estimated 85% of the total Florida Tourism brand value is generated through its
Corporate Brand Effect, and an additional 15% is through Florida’s Place Brand Effect.
Corporate Brand Effect
$121.5 billion
Value generated by all products, services and brands Total Value of Florida
contributing to the tourism industry in Florida. Tourism Brand (USD)
$142.0 billion
Place Brand Effect
$20.5 billion
Value of Place Brand Effect, managed by VISIT FLORIDA
VISIT FLORID~
18
VISIT FLORIDA Budget Breakdown
Veterans
Research Welcome Centers
MARKETING CAMPAIGNS 1.3%
Domestic Hispanic
Pub lic Relations 2.4% 1%
4.3%% 2.9%
Impulse Families
Promotions
5.9% 18.5%
Arts & Culture
3%
4.0%
Brand Launch
15.6%
Winter
19.1%
Outdoor Nature &
Trails
7.2%
Always On
25.4%
INTERNATIONAL SPEND BY MARKET
Germany
3.7%
Canada
Latin 19.10%
America
43.7%
19
Marketing Approach and Outlook
Compilation of our campaigns aligning across markets, audiences, and seasons. Designed for a consistent,
presence that drives demand and grows visitation.
JUL '25 AUG '25 SEPT 25 OCT '25 NOV '25 DEC '25 JAN '26 f'EB '26 MAR '26 APR '26 MAY '26 JUN '26
WINTER
r::AMILIES
OUTDOOR NATURE & TRAILS
ARTS & CULTURE
IM PULSE TRAVE LERS
GENERAL TRAVELERS Brand Launch Sept 15
CANADA
UK
LATIN AMER ICA
GERMANY
VISIT FLORID~
20
Brand Refresh
We conducted extensive quantitative and qualitative research to gain insight into the key drivers of travel
consideration. Then we established a task force with representation from destinations throughout the state, each
bringing their unique insights. All the while we talked to thousands of people, held hours of focus groups and
scoured industry reports. The love of what's known combined with the desire to see something new are two key
traits that define the modern traveler.
Qualitative Focus Red Thread Qualitative Focus
Groups Workshop Groups
Lift Off Meeting Secondary Research More deeply explored Presentation of Taskforce Explored platform
Team onboarding Supplemental perceptions of Florida, research finding and Workshop: insight messaging Platform
and stakeholder audience trend and unmet needs and potential Red Thread gathering and Brand perceptions and Launch
discussion Industry research opportunity areas territories map exploration creative treatment.
(April) (April) (June) (July) (August) (April) (Aug - Sept)
T I I I I I T
I I I I I
Creative Platform
I
Creative Platform
Existing Research Quantitative Survey 5 Signs Presentation Taskforce Review &
Intake Explored traveler Share initial findings Alignment Development Production
Reviewing existing perceptions, preferences and and discuss remaining Review and align with Define refreshed Define refreshed
research provided by behaviors in general and research questions industry taskforce on creative platform creative platform
VISIT FLORIDA relative to VISIT FLORIDA’s (June) research and brand (Sept - March) (May - July)
(April - May) existing marketing efforts strategy direction
(June) (August)
21
Brand Refresh
People love Florida for our well loved icons - the beaches, theme parks and famous sunshine. But as they
crave more variety, we must prove that Florida is uniquely positioned to deliver on that. Here travelers find
the carefree mindset that opens them up to the possibility of new experiences and off the beaten path
adventures. We invite travelers to ‘find the new in the known.’
A driver for the core
The unique and unexpected The iconic attractions in
motivations for travel - seeking
discoveries in Florida that are Florida that are familiar to both
discovery, connection,
within reach for everyone new and returning travelers
transformation
I __ _1 __ _
- ■ - ■ - ■ - . - . _I. - . - .
FIND THE NEW IN THE KNOWN
-■-■-■-■-■---·~•-■-■-■-■-■-■-
Speaks to both what travelers are seeking in the destination of their
trips, as well as the personal transformation within themselves.
VISIT FLORID~
22
Live More Floridays
Life is too short for ordinary days. We invite people to Live More Floridays. These are the days that
people feel alive and can only be experienced in America’s number one vacation spot.
23
Marketing Campaigns
A Cohesive, Data-Driven Strategy Keeping Florida Top-of-Mind and Driving Action Year-Round
Brand Launch
> Goal: Build broad awareness for the new Floridays brand; drive meaningful engagement across
key audiences.
> Strategy: We maximize reach and engagement through high-impact placements, storytelling, and
strategic testing, ensuring Floridays becomes top-of-mind for travelers across priority segments.
Winter Impulse
> Goal: Drive visitation and economic impact during winter.
> Strategy: A low-funnel, conversion-focused campaign leveraging proven
tactics and data-driven innovations to efficiently drive bookings, maximize
ROI, and deliver measurable economic outcomes.
Families
> Goal: Guide families from awareness to booking for spring/summer vacations; highlight
Florida’s iconic and hidden attractions.
> Strategy: We engage family travelers with a full-funnel approach, showcasing Florida’s
diverse attractions to inspire trips and drive bookings, turning inspiration into measurable
economic impact.
24
Marketing Campaigns
A Cohesive, Data-Driven Strategy Keeping Florida Top-of-Mind and Driving Action Year-Round
Outdoors, Nature, Trails
> Goal: Position Florida as a leading destination for outdoor enthusiasts; elevate perceptions of
natural beauty and adventure.
> Strategy: Through upper-funnel awareness tactics, we highlight Florida’s premier landscapes,
trails, and outdoor experiences to attract travelers seeking nature-based adventures.
Spring Impulse BOOK NOW
> Goal: Drive economic impact in spring through increased bookings and revenue.
> Strategy: A comprehensive, funnel-driven strategy combining awareness,
targeted digital and social campaigns, and precision retargeting to convert
interest into bookings and measurable economic results.
VISIT FLORID~
25
International Marketing
Canada Winter Campaign
> The Canada Winter Campaign positions Florida as the preferred winter getaway for Canadians, particularly Millennials and Gen Z
travelers ages 18–39, guiding them from consideration to conversion through a multifaceted strategy of high-impact digital, video,
paid social, partnerships, custom content, and collaborations with trade and airline partners, while addressing concerns about
cost and convenience and driving all conversions to VF landing pages in English and French.
UK Spring and Families 0
"'SJI S
> The UK Families campaign targets value-driven families ages 35–54 using the new HE BES
Floridays brand creative to showcase Florida’s iconic attractions and hidden gems,
encouraging exploration beyond familiar destinations, promoting day trips and diverse
experiences, and aligning with top sales promotions to drive travel bookings. AMiii+
Latin America
> Latin America campaigns target upscale Gen X and Millennial travelers—both couples and families—in
Mexico and Brazil, using paid social, publisher programs, and tour operator co-ops to inspire travel beyond
gateway cities, drive traffic to tour operator landing pages, and support both core Florida destinations and
off-the-beaten-path experiences through integrated, always-on marketing efforts.
VISIT FLORIDA
THERE ARE DAYS...
26
AND THERE ARE FLORIDAYS
Small Partner Assistance: Apalachicola
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'Please help us': Residents in APALACHICOL.IS
Apalachicola plead as water crisis
leads to tourist exodus JULY 3RD
Jeff Burlew
Tallahassee Democrat
WATERFRONT
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Joir1u,for an.1m.cin51holid ay"'"" lcinFrankli r,Caunty' Exploreourchaorming loa!Shops.
water issue that led to putrid water. VISIT
aou1iques, G•ll.,ries. •nd lwstaur•m·• ,,, uke • !rip wtth"""' c f cu , ""f)tiio-nced Fi•hit1 51 Guides in
4 p,a lad,icol-.. St Georg,t 11!,nd. Jr>d <.MtpOint_ ~-m~r to Shop LouL E• t l oc.1. ar.d F~h l oal
Th~nk )'CJ<.I lo, Mlping supper! cu, cornmurlily!
ILoveFL
FLORIDA responded immediately by deploying
targeted emergency marketing to restore
traveler confidence ahead of the July 4th
weekend. Within days, bookings rebounded
and the destination saw record visitation.
VISIT FLORID~ 0
0 Com"""'!
::.~s:-:' th,t mos t bnutiful pla-::u to visit. Wt. mi u you ~,1. ....
27
0
Comment as VISIT FLORJDA (Of.fault)
Hurricane Response and Recovery
After a hurricane or disaster, VISIT FLORIDA jumps into action to counteract
negative messaging, advertise that un-impacted areas are still open to tourists,
and assist impacted areas as soon as they are reopened.
> Phase 0 (Leading up to and during storms): Updating industry, visitors and state officials with
information
> Phase 1 (After storms): Support for areas near impact that have not been affected by storms
> Phase 2 (After storms): Support for those affected by the storm that are ready for visitors with a
short term recovery
> Phase 3 (After storms): Support & specialized targeting for those impacted by the storm when they
re-open after a long term recovery
VISITfLORIDJX
28
Hurricane Response and Recovery
Ex. Helene & Milton (2024)
Phase 1 – “Sun Is Shining”
Objective: Correct misperceptions & support unaffected destinations
> 187.5M impressions | 19.8M completed views
SoutlKJnlJ\111!,(
These Florida Towns Are Open After Hurricane
> In-state creator push generated 525K+ PR impressions Milton And Need Your Business
t Jl•Liked by jeffehonea and 3,041 others T_.. Mno<>Ylell McCay
lovefl We're relieved that Hurricane Milton Tue;October29.2024.-t6:26PMEDT 6rnin,ead
.!. 0 9
has passed, and our heart s are with the
many affected Floridians... more
View all 42 comments
Q (±)
Phase 2 – Rebound Messaging
Objective: Reintroduce recovering destinations & restore statewide demand
> 138.2M paid social impressions, 7.3M completed views
> In-state social delivered 87.2M impressions, 3.6% engagement rate, 75,941 clicks
> Domestic digital drove 71.3M impressions, 14.1M completed views
VISIT FLORID~ > PR amplification added 262,500 impressions and $205K media value SUNSH IN E'S~ The Sun and Fu
~
READY IN ,o STA RTS HERE 0
29
PA N AMA C ITY B EAC H .- FORT MYERS
Hurricane Response and Recovery
Ex. Helene & Milton (2024)
EATER Conde Nast Traveler • with Visit
r.Mllr Bradenton Gulf Islands.
Phase 3 – Assisting Recovery for Severely
Impacted Destinations
Objective: Provide targeted, high-value support to
the counties most affected by Helene and Milton
when they reach readiness. More It.an just wh1to-s,+,d boochcs, 1hIs emerging culinary hot spot !tl<>Ud be an your radar
cntraveler.com
The Best Places For A Family-Friendly
Vacat ion in Florida
1it Like Q Comme<>t e0 Share
> Provided Co-op media funding for Sarasota,
(9 Send
C)0 1.1K 107shares
Pinellas, Manatee, Taylor, Dixie, and Levy
Counties to develop their own marketing and
showcase their recovery in real time.
VISIT FLORID~
30
America250FL VISIT FLORIDA O @VISITFLORIDA • Nov 14 0 ...
National parks, historic forts, and miles of coastline; Florida's treasures are
pa rt of Ame rica's story. Who's exploring the Sunshine State for some star-
spangled ad ventures? ~ @America250FL
T: Fort Pickens, Santa Rosa Island; Fort Jefferson; Jacksonville Beach
> Docu-Series: Florida’s Journey: An America’s
250 Celebration
> Founding Fathers Statues
> Marketing Co-Op Opportunities
> America250FL.com
> Advertising Florida Historical Sites
VISIT FLORID~
31
Veterans Florida
~ VETERANS
~ FLORIDA
> Strengthen statewide efforts to attract, welcome, and support
veterans and their families. Some call it paradise ...
> Provide funding to support Veterans Florida’s marketing and
promotional efforts.
> Develop veteran-focused promotions that showcase the best of
Florida’s destinations and experiences.
> Host special contests and events that invite veterans to explore and
enjoy Florida communities.
> Serve as a strategic advisor to Veterans Florida on future marketing
initiatives.
VISIT FLORID~
32
Public Relations
The VISIT FLORIDA PR team partners with traditional media and content creators in target markets to
garner positive earned media coverage for Florida through the following tactics:
> In-market domestic and international media missions and receptions
> Individual and group press trips
> Content partnerships
>
>
Satellite Media Tours
Pitching and press releases
'Ill!!
Mercado & Eventos m o.
> Media website Visit Florida's new CEO highlights plans to expand its presence
in the state among Brazilian tourists.
> Content creator campaigns © 3 minutes
Janalna Brito
. '
$90 Million
- Published - Wl712025 - 4,26 PM
Earned Media VISIT
Value in FY 24/25
VISIT FLORID~
33
Travel/Trade
The Trade Team partners with tour operators, travel agents, receptives and wholesalers in 8 markets
to educate the industry on Florida to better sell it and to make new travel products:
> Familiarization Tours
> Sales Missions
> Trade Shows and Industry Events
> Virtual and in-person Trainings
> E-Learning
5,175
Travel Agents Trained
In FY 24/25
VISIT FLORID~
34
Promotions FY 2024-2025 (FINAL)
● Media Value: $115.9M
> The Promotions Team executes promotional ● Impressions: 1,044,890,271
activities that invite partner entities (TV programs, ● Promotions: 198
● ROI: 53:1
radio stations destinations) to contribute to Florida
travel by offering trips and other giveaways FY 2025-2026 (BOOKED)
> VISIT FLORIDA Partners with broadcast media ● Media Value: $88.9M
● Impressions: 733,202,057
around the country to run contests with partner- ● Promotions: 99
supplied Florida vacation prizes ● ROI: 76:1
> The on-air exposure provided by promotions keeps
Florida top-of-mind and generates media value
contributions for Florida.
VISIT FLORIDA
35
Industry Relations
Responsible for the recruitment, engagement and retention of
tourism-based businesses into our Partnership Program.
> Partnership Sales, Service, and Retention
> Development and sales of Co-op Marketing Programs
> Industry Communications
○ Industry facing social media, News to Use, webinars
> Event sponsorship sales and support for Signature Events
(Florida Governor’s Conference on Tourism, Florida Huddle,
and Florida Encounter)
> Partners are featured in the VISIT FLORIDA Vacation Guide
VISIT FLORID~
36
Industry Relations
Engagement Dashboard
1,525 Partners See your engagement with VISIT FLORIDA's programs and services by department for FY 2024-2025 through the
present. Metrics prior to FY 2024-2025 are available by request. Please contact your Regional Partnership Manager with
questions.
Types of Partnerships CO-OP PARTICIPATION CAMPAIGN INCLUSION PUBLIC RELATIONS
● Core Tourism (5B $234,202 0 Coming Soon
ng§ 1 $16,571,927
Saved Media Value Received
● Lodging
● Destination Marketing Organization
PROMOTIONS SOCIAL & WEBSITES RESEARCH
$832,776 79 1.111 $6,045
● Business-to-Business Media Value Received Mentions Data Value
● Airport and Port WELCOME CENTERS EVENTS EDUCATION & ASSISTANCE
● Educational Institution (]JJ 3,375,381 ~ 70 4
Reach Events Time(s) Assisted
● Strategic Alliance
Partnership Benefits
Online & Print Exposure Meetings & Conventions / Travel Trade
visitflorida.org/partner
Research Welcome Center Programs
VISIT FLORID~ PR & Promotions Education, Training & Resources
37
Content Creation
> Videos
> Photos
> Vacation Guide - our annual printed magazine
> VISITFLORIDA.com - consumer facing website
> Organic and Paid Search
> Hurricane recovery asset collection post-storm
38
Content Creation in a Year
> 124 unique videos
> 513 video versions
> 912 full-rights photos
> 322 locations filmed
> 260 businesses featured
> 44 counties covered
> 401 partners showcased
> Website Metrics FY2024/25
○ 4 million users Video Locations
○ 27,902,124 sessions
○ 36,581,307 page views
VISIT FLORID~
39
Official Florida Welcome Centers
The staff at the five Florida Welcome Centers greet, promote and provide Florida travel information to
over 1.3 million visitors annually.
Welcome Center Programs:
> Own a Welcome Center
> 888 Live Consumer Hotline
> Brochure Rack Program
> Transparency Lease Program
> Lobby Booth Program
> Kids Corner
> Florida Welcome Center Outdoor Displays
> 57 Florida Certified Visitor Information Center
Program
> 76 year World Famous Florida Orange and ● I-10 west of Pensacola
Grapefruit Juice promotion with the Florida ● I-75 at Jennings
Department of Citrus
● I-95 north of Yulee
VISIT FLORID~ ● US 231 Campbellton
● Florida Capitol 40
Thank you!
VISIT FLORIDA LEGISLATIVE CONTACT:
Katie Juckett
Director of Legislative Affairs
850-545-0174
kjuckett@visitflorida.org
VISIT FLORIDA
41
St. Augustine
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