TALLAHASSEE, Fla. — Florida’s tourism brand continues to grow in strength and value, reaching an all-time high of $162 billion in 2026, according to a new independent valuation by Brand Finance. The value represents a 14 percent increase from $142 billion in 2024.
Like companies or other well-known products, tourism destinations have brands that carry value. Florida’s tourism brand is one of the State of Florida’s most valuable assets.
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, and an additional $24.7 billion is attributed directly to Florida’s strength and appeal as a destination, the “Place Brand Effect” managed by VISIT FLORIDA.
“Florida has built the strongest tourism economy in the country, and this valuation demonstrates the world-wide appeal of the Florida vacation brand,” said Bryan Griffin, President and CEO of VISIT FLORIDA. "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."
Florida’s Brand Strength Index also climbed to 81.2 in 2026, up 1.3 points from 2024. Growing brand value reflects stronger destination appeal and supports continued tourism and broader economic growth.
Brand Finance’s June 2026 valuation was prepared for VISIT FLORIDA to measure the growth and development of the brand and benchmark its performance against competitor destinations.
