Santiago Corrada, President & CEO, Visit Tampa Bay

Tampa Bay’s tourism sector has developed rapidly throughout this decade, helping put the West Coast of Florida on the international map. Visit Tampa Bay President & CEO Santiago Corrada shared why, telling Invest:, “Our goal is to ensure that international visitors feel welcome and see Tampa Bay as a must-visit U.S. destination,” said Corrada.

Over the past year, how has Tampa Bay’s tourism industry performed, and what key factors have driven its growth?

Our success has been driven by a combination of strategic destination marketing and sales efforts, public-private collaboration, and Tampa Bay’s ever-evolving visitor experience. We’ve prioritized data-driven decision-making and launched innovative campaigns to keep Tampa Bay top of mind. To maintain this momentum, we’re focused on diversifying our visitor base, expanding our international reach, targeting higher-yield and luxury travelers, and ensuring a high-quality experience for both leisure and business guests.

Tampa Bay’s tourism industry continues to outperform expectations, with consistent gains in hotel occupancy, average daily rate, and visitor spending. The destination has achieved a streak of record-breaking periods in hotel revenue—reflecting strong demand and the success of our strategic marketing and sales efforts.

This sustained growth is fueled by a surge in leisure travel, high-impact conventions, the ability to host major sporting events, and ongoing investment in our top geographic and psychographic markets. Additionally, Tampa Bay’s reputation for safety, cleanliness, and cultural vibrancy continues to resonate with travelers seeking dynamic and welcoming leisure and business experiences.

How has the tourism sector contributed to Tampa Bay’s broader economic development, including job creation and business opportunities?

Tourism is one of Tampa Bay’s most powerful economic engines. In Hillsborough County alone, the sector supports over 61,000 hospitality jobs and generates significant revenue for local businesses, from restaurants and retailers to transportation providers and cultural institutions. The constant influx of visitors contributes to a vibrant local economy and encourages further investment in infrastructure, development, and amenities that benefit both residents and visitors.

Beyond job creation, tourism plays a strategic role in shaping perceptions of Tampa Bay as a place to live, work, and do business. Visit Tampa Bay actively collaborates with the Tampa Bay Economic Development Council on initiatives like the Make It Tampa Bay campaign, which promotes talent relocation and showcases the region’s lifestyle, career opportunities, and community assets. By inspiring both short-term visits and long-term relocation, tourism serves as a gateway to economic growth and workforce development across multiple industries. This alignment between tourism and economic development helps attract top talent, new businesses, and continued investment in the Tampa Bay region.

What unique attributes make Tampa Bay an ideal destination for both leisure and business travelers, and how does it differentiate itself from other markets in Florida and beyond?

Tampa Bay offers an unmatched blend of world-class attractions, waterfront views, culinary diversity, and authentic cultural experiences. We are the only Florida destination to boast Cuban, Spanish, and Italian influences so deeply ingrained in daily life. Additionally, our walkable downtown, state-of-the-art convention facilities, and vibrant entertainment options give us an edge in both the leisure and meetings markets.

What truly sets Tampa Bay apart is our welcoming spirit—all are welcome here—and that sense of inclusivity resonates with visitors from around the world. Whether traveling for business or pleasure, people feel a strong connection to the community and culture that define our region.

Tampa Bay, in proud partnership with the Tampa Bay Sports Commission, holds the distinction of being the first city to host the NCAA Women’s Final Four a record four times—a testament to our reputation as a premier sports destination. This achievement reflects our continued success in attracting high-impact events that generate visitation, media exposure, and community pride. From Super Bowls and NCAA championships to major wrestling and international competitions, sports tourism remains a powerful driver of growth, fueled by Tampa Bay’s professional teams and world-class hosting capabilities.

We’re also seeing a noticeable trend of visitors reallocating their spending from traditional attractions to outdoor experiences—likely driven by a growing preference for more affordable, flexible, and wellness-focused activities. This shift aligns perfectly with Tampa Bay’s strengths, from scenic riverwalks and waterfront parks to guided eco-tours and outdoor sporting events, including the Tampa Bay Rays’ recent move to play games outdoors in Tampa.

Wellness and eco-tourism are gaining traction as today’s travelers seek more meaningful, health-conscious, and sustainable experiences. In response, we’re exploring innovative partnerships and developing new programming to expand offerings in these segments—further diversifying Tampa Bay’s appeal and supporting long-term tourism growth.

Following the impacts of hurricanes Helene and Milton, Visit Tampa Bay launched an “open for business” campaign. How effective was this initiative in revitalizing the local tourism economy, and what lessons were learned for future crisis management?

The “READY” campaign was instrumental in restoring confidence and momentum across the tourism industry. Branded under “Ready to Play. Ready to Connect. Ready for You,” the campaign delivered a clear, unified message to visitors, event planners, and travel partners that Tampa Bay was not only open for business but fully prepared to welcome them back safely and enthusiastically.

By leveraging strategic media placements, digital outreach, and industry communications, the campaign helped us rebound quickly, drive bookings, and reestablish key partnerships. It played a vital role in helping local businesses regain lost business and reaffirming Tampa Bay’s standing as a resilient, premier destination.

One of the key lessons learned was the critical importance of proactive crisis planning. Having pre-developed messaging, adaptable creative assets, and strong relationships with local stakeholders allowed us to move swiftly and cohesively. The experience underscored the value of immediate, transparent communication and the ability to inspire confidence during uncertain times. The READY campaign not only accelerated recovery—it set a benchmark for how destinations can lead with strength, clarity, and compassion in times of disruption.

With nearly 60,000 hospitality jobs supported in Hillsborough County, how is Visit Tampa Bay addressing workforce development and retention in the tourism sector?

Workforce development is one of our top priorities. We’re collaborating with educational institutions, community organizations, and industry leaders to create career pathways, promote hospitality as a lifelong profession, and support upskilling opportunities at every level of the workforce.

A cornerstone of these efforts includes our partnerships with Hillsborough County Public Schools’ hospitality and tourism programs, which introduce students to the industry at an early age through classroom learning, hands-on experiences, and direct connections to local employers. We’re also working closely with the University of South Florida’s School of Hospitality and Tourism Management to provide higher education opportunities, leadership development, and mentorships that prepare the next generation of industry professionals.

Additionally, we continue to highlight the hospitality sector’s vital role in economic mobility, community engagement, and leadership cultivation—key factors that contribute to stronger employee retention and long-term industry success.

Are there any new hospitality or tourism projects on the horizon that you believe will significantly impact Tampa Bay’s growth trajectory?

Tampa Bay continues to evolve with a dynamic pipeline of new hotels, entertainment venues, and mixed-use developments that are enhancing the visitor experience and driving demand. Among the most anticipated additions is the Pendry Hotel, bringing a new level of luxury and sophistication to Tampa’s downtown waterfront. Our emerging MICHELIN-recognized culinary scene has also become a standout attraction, drawing national and international attention while spotlighting the incredible talent and diversity of our local chefs and restaurants. This culinary momentum is elevating Tampa Bay’s reputation as a food-forward destination and inspiring travel purely for the dining experience.

In addition, upcoming infrastructure improvements and expansions across the airport, cruise terminals, attractions venues, and cultural institutions are further positioning Tampa Bay for long-term, sustainable growth. Together, these investments are not just adding capacity—they’re enriching the quality of the overall visitor journey and reinforcing our competitive edge.

With efforts to increase international tourism, particularly from the U.K., Germany, Colombia, and Brazil, what strategies are in place to attract and accommodate these visitors?

International tourism is a key pillar of our growth strategy. To attract and accommodate visitors from priority markets such as the U.K., Germany, Colombia, and Brazil, we’ve launched targeted, multilingual marketing campaigns tailored to each audience’s interests and travel behaviors. We also participate in global travel trade shows, missions, and joint promotions to ensure Tampa Bay remains top of mind for both leisure and business travelers abroad.

Critically, we maintain in-market representatives in these key regions to foster relationships with tour operators, airlines, and travel advisors. These representatives serve as on-the-ground advocates, providing training, resources, and support to help position Tampa Bay as a must-visit destination.

We’re also working closely with airline partners to expand direct connectivity, including the recent addition of Aeromexico and Avianca service to Tampa International Airport—strengthening our ties to Mexico and Colombia. In tandem, we continue enhancing the international visitor experience through translated materials, digital tools, and welcoming hospitality practices that ensure all travelers feel at home in Tampa Bay.

What are your primary goals for Visit Tampa Bay in the next two to three years, and how do you plan to achieve them?

We’ve launched multilingual marketing campaigns, participated in international trade missions, and built strong relationships with travel trade professionals. Additionally, we are working closely with airlines to expand connectivity and are investing in destination training for overseas travel agents. Our goal is to ensure that international visitors feel welcome and see Tampa Bay as a must-visit U.S. destination. All of these efforts support our mission of inspiring the world to love Tampa Bay.

Our goals are focused on expanding international visitation, growing our convention and meetings business, increasing leisure travel, promoting sustainability in tourism, and investing in our workforce. We’ll achieve these by strengthening partnerships, leveraging technology, embracing data-driven insights, and continuing to inspire the world to love Tampa Bay