Sunshine Matters

I am incredibly proud to share that today Governor Rick Scott announced his recommendation for VISIT FLORIDA to receive an historic $100 million in funding in the 2014-15 “It’s Your Money Tax Cut Budget.”  With this funding, VISIT FLORIDA will be able to market the Sunshine State year round to domestic visitors, increase marketing to international visitors, and assist communities in attracting direct international air service to Florida.

Governor Scott said, “Last year, we secured more than $63 million in our ‘Florida Families First Budget,’ for VISIT FLORIDA and we made record gains in tourism. We are on track for another record year, and we hope to build on this incredible momentum and make the Sunshine State the number one travel destination in the world.  To do that, we are going to recommend an historic $100 million in our ‘It’s Your Money Tax Cut Budget’ this year.  Because every 85 visitors to our state supports one Florida job, a growing tourism industry equates to more jobs for Florida families and a stronger economy.”

For video of Governor Scott, click here.

On behalf of the statewide tourism industry, I am grateful to Governor Scott for his recognition of VISIT FLORIDA’s ability to provide a significant return on the state’s investment in tourism marketing.  The Governor’s visionary leadership puts us in a position to make 2014-15 another record year for visitation and fuels the momentum that has Florida on track to become the No. 1 travel destination in the world.

I would like to thank Phil Brown and his staff at the Greater Orlando Aviation Authority for hosting today’s press conference and sincerely appreciate all those in the tourism industry who came out in droves to show their support for VISIT FLORIDA.

Here are the reactions of key business, industry and legislative leaders to today’s historic announcement:

Tammy Gustafson, Chair of the VISIT FLORIDA Board of Directors and Director of National & Group Sales with Universal Orlando Resort

“Florida tourism experienced record years in 2011 and 2012 and, when the numbers come out in a few weeks, we fully expect that 2013 will top it. With the additional funding for tourism marketing that Governor Scott has proposed, VISIT FLORIDA and its nearly 12,000 industry partners across the state will be able to continue that strong momentum to further increase visitation.”

Andrew Hertz, Vice Chair of the VISIT FLORIDA Board of Directors and General Manager of the Miami Seaquarium

“Given today’s global travel marketplace, VISIT FLORIDA’s marketing budget must be able to compete with those of other destinations and even entire countries.  Governor Scott clearly recognizes that every dollar the state invests in VISIT FLORIDA will be leveraged by our tourism industry partners who participate in destination marketing programs that provide a 2-1 return on investment.”

Ed Fouché, Two-Time Past VISIT FLORIDA Chair and Senior Vice President of Travel Industry Sales for Disney Destinations

“This record funding is crucial to providing the tourism industry with the resources we need to share Florida’s great tourism destinations with visitors around the world. With the strength of Florida’s image as a family-friendly destination and the continued support of Governor Scott, we are well on the way to achieving our shared goal of welcoming more than 100 million visitors next year.”

Terry Prather, Chair of the VISIT FLORIDA Finance Committee and President of SeaWorld Orlando

“Governor Scott’s recommendation to increase VISIT FLORIDA funding is a wise investment in Florida’s economic growth. VISIT FLORIDA advertising efforts have proven to deliver an immediate return for the state, generating $390 in new spending and $23 in new sales taxes for every $1 invested.”

Bill Talbert, Chair of the VISIT FLORIDA Marketing Council Steering Committee and President & CEO of the Greater Miami Convention & Visitors Bureau

“The increased funding for VISIT FLORIDA that Governor Scott has requested will be a catalyst for generating new visitors, increase visitor spending and create jobs for Floridians. Travel industry jobs not only provide workers with family-sustaining wages, but they also offer valuable skills that develop into rewarding careers.”

Bill Lupfer, VISIT FLORIDA Chair of Public Affairs and President & CEO of the Florida Attractions Association

“The hospitality industry has led the state in job creation for 44 straight months and now employs nearly 1.1 million Floridians. If the legislature passes a budget that increases tourism marketing funding at the level Governor Scott has recommended, VISIT FLORIDA will be able to attract more visitors and provide stable jobs that improve the income of nearly one in nine working Floridians.”

Carol Dover, Member of the VISIT FLORIDA Board of Directors and President & CEO of the Florida Restaurant & Lodging Association

“As tourism and hospitality industry leaders in the state of Florida, we are committed to Governor Scott’s vision of bringing 100 million visitors to Florida this year. These additional resources will allow VISIT FLORIDA to share with a national and internal audience all that the Sunshine State has to offer. We are proud to partner with VISIT FLORIDA on many of these projects that are not only bringing tourists to the state, but also providing much needed jobs here at home.”

Rick McAllister, Member of the VISIT FLORIDA Board of Directors and President & CEO of the Florida Retail Federation

“Florida’s tourism industry has been hard at work to bring visitors to the Sunshine State. The leadership shown by Governor Scott will ensure Florida’s great tourism destinations are shared with visitors across the nation and around the world.” 

Mark Wilson, President & CEO of the Florida Chamber of Commerce

“Florida’s tourism industry is an essential part of our state’s growing economy.  With tourism on track for another record breaking year of positive gains, Floridians are seeing a significant return on their investments.  The Florida Chamber commends Governor Scott for his commitment to Florida’s tourism industry.”

John Sebree, Senior Vice President of Public Policy for the Florida Association of Realtors

“Governor Scott understands that increased funding for VISIT FLORIDA will result in increased tourism and increased jobs.  Both of those things go hand in hand with the strength of our real estate market.  In fact, many visitors decide to buy a Florida property and that, in turn, creates an even greater number of tourists.  We have heard that the purchase of a home by someone outside Florida can create an additional 25 round trip flights per year and countless additional hotel nights for family and friends who then visit our beautiful state.”

Phil Brown, Executive Director of the Greater Orlando Aviation Authority

“The Governor’s announcement today emphasizes the importance of tourism to the Central Florida economy.  The addition of a single new international route can generate $100 million annually in economic impact and create more than 1,000 jobs.”

George Aguel, President & CEO of Visit Orlando

“Orlando will again be announcing a record number of annual visitors thanks to our partners who recognize the importance of tourism marketing and the strong cooperative efforts we enjoy with VISIT FLORIDA. Governor Scott’s commitment to increase funding for tourism marketing for our state will ensure Florida remains a leader in the global travel marketplace and a model for economic growth.”

Tracy Ward, Executive Director of Experience Kissimmee

“We are proud to work alongside VISIT FLORIDA in mutually beneficial programs that help build on both our reputations to satisfy travelers’ aspirational vacation dreams.  We look forward to having even more opportunities to consider with Governor Scott’s increased budget proposal. Partnerships with VISIT FLORIDA have enabled us to leverage our marketing dollars to gain greater reach in key markets domestically and, most recently, in growing International markets that are an important focus for the Kissimmee destination.”

Dan Rowe, President & CEO of the Panama City Beach Convention & Visitors Bureau

“Our ability to leverage VISIT FLORIDA’s cost-effective marketing programs, especially those in emerging international markets that we otherwise would not have access to, is a central component of our success.  The increased funding Governor Scott is recommending for VISIT FLORIDA will allow us to have a consistent message in the marketplace all year round.”

Jack Wert, Executive Director of the Naples, Marco Island, Everglades Convention & Visitors Bureau

“Our partnership with VISIT FLORIDA enables us to expand our destination marketing budget and reach. Governor Scott’s increase in funding for VISIT FLORIDA will mean even more co-op opportunities and more visitors for us and for our fellow destination marketing organizations throughout Florida. We participate in numerous VISIT FLORIDA co-op advertising and trade show opportunities that place our destination brand message in places we could not afford to do on our own. Our annual investment in VISIT FLORIDA brings us both excellent results and ROI. In 2013, we saw a return of over $100 in visitor spending for each dollar invested in marketing and a 6% increase in visitors.”

Gil Langley, President & CEO of the Amelia Island Convention & Visitors Bureau

“Our success is directly attributable to the programs offered by VISIT FLORIDA. The additional programming made possible by this funding will allow us to host more visitors and create more jobs in Nassau County.”   

Tamara Pigott, Executive Director of The Beaches of Fort Myers & Sanibel

“Governor Scott’s historic proposed funding for VISIT FLORIDA is an investment in Florida’s communities and their futures.  We applaud this important strategy that is strengthening both our state and local economies, as we have seen strong growth as a direct result of the VISIT FLORIDA marketing budget increase.  The Beaches of Fort Myers & Sanibel experienced record growth this past calendar year and anticipates breaking more records in partnership with VISIT FLORIDA.”

Lee Daniel, Executive Director of Visit Tallahassee

“The cooperative opportunities presented by VISIT FLORIDA are extremely important to our advertising, direct sales, public relations, social media and promotions efforts.  In addition, the funding proposed by Governor Scott will allow VISIT FLORIDA to sustain important existing markets for Florida and develop new ones.  All destinations in the state will benefit and enjoy increased economic development through tourism.”

Paul Astleford, President and CEO of Visit Jacksonville and the Beaches

“The economic impact of the visitor and tourist industry is important to cities throughout Northeast Florida.  Governor Scott’s additional funding for VISIT FLORIDA to attract more visitors to our cities translates into jobs and a more dynamic economy – which is great for the Jacksonville area and the entire state.”

Richard Goldman, Executive Director of the St. Augustine, Ponte Vedra & the Beaches Visitors & Convention Bureau

“We will be able to offer our lodging and attraction partners more affordable co-op advertising opportunities with Governor Scott’s increased VISIT FLORIDA funding. That growth, along with our own marketing efforts, has had a positive impact on the number of visitors who spend their vacation dollars and enjoy the hospitality of Florida’s Historic Coast.”

Jorge Pesquera, President & CEO of Discover Palm Beach County

“Governor Scott’s proposed increase in funding is great news for the future of tourism in our state The Palm Beaches have seen an unprecedented pace of tourism growth over these past couple of years. Their investment in getting the national and international markets to include Florida in their travel plans makes a huge difference.”

Santiago Corrada, President & CEO of Visit Tampa Bay

“Visit Tampa Bay’s partnership with VISIT FLORIDA is strengthened by the Governor’s commitment to tourism.  His dedication to providing meaningful resources allows us the opportunity to leverage our marketing dollars and reach a broader market both nationally and internationally as well as spark a desire for visiting Tampa Bay.”

Nicki Grossman, President of the Greater Fort Lauderdale Convention & Visitors Bureau

“Governor Scott is right. More funds means more opportunity to spread our branding messages and continue to make Florida a top destination for travelers from around the world. We have been welcoming record breaking numbers of visitors to the Sunshine State over the last few years, but without critical VISIT FLORIDA dollars for marketing, advertising and promotions our successes would not have been as substantial.”

DT Minich, Executive Director of Visit St. Pete/Clearwater

“As the top tourist destination on the Gulf of Mexico, we find great value in several partnership programs offered by VISIT FLORIDA. It’s programs like these, and funding like what Governor Scott has proposed, that help us do our part in hitting the 100 million visitor mark that Governor Scott has set for the state as a whole.”  

Virginia Haley, President of Visit Sarasota County

“Over the past several years, the opportunities available to us through VISIT FLORIDA have proven to show an excellent return on investment. Governor Scott’s increased funding to VISIT FLORIDA will mean that they will be able to provide us with more opportunities to reach our target markets in ways that we would not be able to do on our own.”

Steve Hayes, President of Visit Pensacola

“Tourism is the backbone of our state and Governor Scott’s recommended increase in tourism funding for VISIT FLORIDA gives them the ability to showcase the state, especially in the worldwide competitive tourism landscape. Additionally, our partnership with VISIT FLORIDA allows us to leverage dollars for marketing opportunities not only with the state but other cooperative programs. In FY 2013 our destination saw an increase in not only our TDT collections but in our occupancy and ADR. We are looking forward to more opportunities with VISIT FLORIDA in 2014.”

Senator Andy Gardiner (President-Designate)

“This investment in VISIT FLORIDA will provide the funding and resources needed to continue Florida’s record tourism growth, which will result in more jobs and a stronger economy. Investments in our tourism industry are investments for Florida families.”

Senator Jack Latvala

“VISIT FLORIDA has worked hard to create jobs in our state by making Florida a world class tourism destination. With the support of this record investment, VISIT FLORIDA will be able to continue to bring success to the Sunshine State.”

Senator Nancy Detert

“By working with the Governor and my fellow Legislative members to obtain this historic investment for VISIT FLORIDA, Florida will continue to see record visitation numbers.”

Senator Alan Hays

“This record budget recommendation is the first step to providing VISIT FLORIDA with the resources they need to market Florida to visitors around the world. I look forward to working with the Governor and my fellow members of the Legislature to secure this investment.”

Representative Ed Hooper

“This year Florida has flourished under the benefits of our record-setting tourism industry. By continuing to invest in VISIT FLORIDA, we can ensure Florida will continue to welcome more visitors and create more jobs for our families.”

Representative Jimmy Patronis

“Florida’s tourism industry is essential for creating jobs for our families and strengthening our economy.  I applaud Governor Scott for his dedication to growing this valuable industry.”

Representative Carlos Trujillo

“Every 85 visitors to our state supports one Florida job, making the tourism industry a leading source of job growth in the Sunshine State. I applaud the Governor for his commitment to this important industry for Florida families.”

Representative Bryan Nelson

“Investing in VISIT FLORIDA will keep tourism and job growth strong for families across the Sunshine State.”

Will Seccombe
President & CEO