Visit Florida is the official tourism marketing entity for Florida and is responsible for compiling the official visitor estimates, trends and surveys on marketing and advertising effectiveness. Each year Visit Florida produces the Florida Visitor Study, with detailed information on visitor trends, resident travel, characteristics of travelers and tourism’s economic impact. To learn more about Visit Florida and the annual Florida Visitor Study, visit
Another annual report that contains information on Florida tourism is the Florida Statistical Abstract produced by the University of Florida’s Bureau of Economic and Business Research. This publication includes tourism data from Visit Florida, as well as data on the number of tourist facilities, such as rooms and restaurants, and employment.
This indicator shows tourism and recreation taxable sales in Florida. It shows Florida tourism and recreation taxable sales in millions of (M) dollars. It indicates all taxable sales activity in Florida through the tourism and recreation industry. The source for this indicator database is Visit Florida.