and campaign "Live More Floridays" starring Jimmy Buffett's beloved song "Floridays" is taking over. See how you can join in on the fun.
VISIT FLORIDA Unveils "Live More Floridays" Brand Refresh
Last week at the Florida Governor's Conference on Tourism, Chief Marketing Officer Brett Laiken announced the launch of a new brand campaign: “Live More Floridays.” In partnership with Margaritaville, the campaign is anchored by a special musical collaboration with Grammy-winning artist Mac McAnally.
Jimmy Buffett’s beloved song “Floridays” has been reimagined to capture the spirit of the campaign. As a longtime member of Jimmy Buffett’s legendary Coral Reefer Band, McAnally carries forward the storytelling and laid-back charm that helped make Margaritaville a cultural icon—and Florida more than just a place, but a state of mind. “Live More Floridays” invites travelers to uncover fresh experiences, hidden gems, and unforgettable moments each time they visit. Because life is too short for ordinary days.
Flagler Award Winners and Florida Tourism Hall of Fame Announced VISIT FLORIDA announced the 2025 Florida Tourism Hall of Fame inductee and the winners of the 2025 Flagler Awards during the annual Chairman’s Dinner at The Florida Governor’s Conference on Tourism.
This year, the Florida Tourism Hall of Fame proudly inducts Robert Ripley—a visionary whose legacy continues to shape Florida’s tourism landscape. He established the first permanent Ripley’s Believe It or Not! Museum in St. Augustine, which remains a landmark attraction to this day.
The 2025 Flagler Awards drew more than 300 entries, a record-breaking number, from organizations large and small. Working independently, a diverse panel of twelve judges evaluated the creativity, innovation, production quality and effectiveness of each entry. A big congratulations to all of the winners!
34.4M Visitors in Q2 of 2025
Florida has achieved another historic milestone in tourism, welcoming a record-breaking 34.4 million travelers in the second quarter of 2025. This all-time high for second-quarter visitation reinforces Florida’s reputation as the nation’s premier travel destination.
Marketing Partners have access to free STR reports through their VISIT FLORIDA Partnership! The July 2025 report is now available and includes hotel related metrics such as occupancy and average daily rate. Request yours in the link below!
Be a VISIT FLORIDA Ambassador The best way to support Florida's Tourism Industry is by becoming a VISIT FLORIDA Partner. Help us share this message as a VISIT FLORIDA Ambassador. Sign up below and receive our Ambassador Toolkit which includes our Partner logo, talking points, and tourism infographic.
Join us in Mexico City on November 13 to showcase your organization and pitch story ideas to top-tier journalists and content creators. Engaging networking opportunities include a brunch and candle-making class as well as a reception and custom fragrance workshop.
St. Pete-Clearwater Int'l Airport Reports Record Breaking Growth St. Pete–Clearwater International Airport (PIE) continues to soar to new heights! July marked the busiest month in the airport’s history, welcoming 320,746 passengers through its gates. The momentum doesn’t stop there—PIE’s passenger traffic is up 9% compared to last month, and the airport has seen a remarkable 10% increase year-to-date. These impressive gains highlight PIE’s continued importance as a gateway to the region.
