VISIT FLORIDA tourism statistics revealed that the Florida tourism brand reached a record $162 billion in 2026, a 14 percent increase in value from $142 billion in 2024, according to an independent valuation by Brand Finance.
Breaking Down the Brand Value
“The study found that $137.3 billion of Florida’s tourism brand value is generated by the businesses, products and services that make up the state’s tourism industry, said VISIT FLORIDA, adding that “$24.7 billion can be attributed to the state’s strength and appeal as a destination, the ‘Place Brand Effect,’ managed by VISIT FLORIDA.”
Economic Impact
“Florida has built the strongest tourism economy in the country, and this valuation demonstrates the worldwide appeal of the Florida vacation brand,” said Bryan Griffin, VISIT FLORIDA’s president and CEO.
“Through VISIT FLORIDA's work to keep our state top of mind for travelers nationwide and around the world, we strengthen a brand that supports businesses, jobs, and communities across Florida,” he added.
Rising Brand Strength
In other news, Florida’s Brand Strength Index increased to 81.2 in 2026, a 1.3-point rise from 2024, which VISIST FLORIDA said underscores the destination’s growing appeal and its role in supporting tourism and broader economic growth.
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