Florida tourism push highlights rural counties as sector hits $98.6 billion impact

The state tourism agency Visit Florida announced a new program that will feature all 30 rural counties of Florida in its annual promotional campaigns. The effort aims to draw visitors beyond the traditional hubs of Orlando, Miami and Tampa, boosting small‑business revenue in lesser‑known towns through advertising, social‑media outreach, photo and video libraries, and participation in travel fairs.

A Tourism Economics study found that tourism in Central Florida generated a record $98.6 billion in total economic impact in 2025. Direct visitor spending reached $62.9 billion, with 85% of that spending in Orange County, 12% in Osceola County and 3% in Seminole County. Indirect and induced effects added $35.7 billion. The sector supported more than 476,500 jobs, of which roughly 295,000 were directly tied to tourism, and produced $7.1 billion in state and local tax revenue. "The County of Osceola continues to play a vital role in Central Florida’s tourism success," said DT Minich, CEO of Experience Kissimmee. Casandra Matej of Visit Orlando added that tourism remains a core pillar of the region’s economy.