Writer: Jerrica DuBois
2 min read December 2023 — Gov. Ron DeSantis recently released the proposed Florida budget for 2024-2025, and the result is good news for tourism.
The state budget totals just over $114 billion, which is $4.6 billion less than what the governor proposed last year. While that means some penny-pinching, Visit Florida is slotted for a $5 million funding increase. The governor proposed $105 million for the state’s tourism organization, where the 2023-2024 proposed budget allotted $100 million.
“Tourism and hospitality are thriving,” Chris Southwick, general manager of The Tampa EDITION told Invest:. “Florida opened early after the COVID-19 pandemic, which allowed business and life to continue, fueling growth and change. We are seeing large convention hotels running at 80% to 90% occupancy rates, drawing in visitors who are adding room nights to these properties and economic impact to our tourism industry.”
The proposed budget will come under review when the next legislative session begins January 9. Tourism business is booming, however, and giving more support to Visit Florida stands to make it a win-win across the board. According to the organization’s estimates, in comparison to 3Q19, travel spending in Florida is up 11.3%. Nationally, travel spending only increased 3.9%. Additionally, it is estimated that Florida saw over 35.1 million visitors in 3Q23, an increase of 8% from the same period in 2019.
A thriving state is also the result of flourishing metropolitan areas, and Tampa Bay is putting up the numbers. According to Visit Tampa Bay, the region logged increases of more than 10% in tourist development tax collections and hotel revenue. While there was a decrease in average daily rate (ADR), Hillsborough County still tracked positively with ADR and revenue per available room (RevPAR) producing higher numbers than in 2019, 2021, and 2022, which were record years. Tampa Bay also broke the record for conventions this summer, pulling in $1.1 billion in taxable revenue.
“The Tampa Bay area is the richest, most well-rounded culture and arts asset community in Florida as a result of having some of the greatest cultural assets surrounding the Bay,” Michael Tomor, executive director of Tampa Museum of Art, told Invest:. “You are looking at six to seven significant art museums, the state aquarium and a secondary aquarium, one of the largest and most significant zoos in the state, our strong children’s museums and the 16th-largest performing arts facility in the country. Our scene is very, very robust.”
Marketing has also been key to the success of the tourism industry in the region and the state. Visit Florida has made a push to put attractions other than beaches and Disney into the spotlight. The organization recently launched a campaign highlighting the state’s 15,000 miles of trails, from hiking, biking, horseback, scuba diving, paddling, and kayak. The goal of Visit Florida is for tourists to think beyond the sun and sand and explore the rural areas as well. The more information tourists have about what the state has to offer, the more money comes into the coffers.
“The fact that tourists spend their money here helps everyone,” Janet Long, county commissioner for Pinellas County, told Invest:. “They come here on vacation as students, when their children are very young, and their children love it here because who doesn’t love the beach? If you don’t like the beach, there’s an awful lot of culture, fabulous restaurants, great universities and higher-education facilities within the region. The folks who are attracted to our medical hubs are our young interns who come and do internships here and then decide it would be a great place to move their families and live and work here. We wouldn’t have the numbers of folks moving to our region if they weren’t attracted by the region itself.”
Top image provided by Tampa Bay Sports Commission
For more information, visit:
https://www.visittampabay.com/
