Gov. Ron DeSantis announced Wednesday that Visit Florida will provide $1 million to support tourism recovery efforts in Northwest Florida following Hurricane Isaias, with funding directed toward a regional marketing campaign intended to increase visitation and support local businesses.
The funding, drawn from Visit Florida’s existing crisis recovery budget, will be awarded to the Northwest Florida Tourism Council to resume its Northwest Florida Beaches marketing campaign, which promotes tourism across eight Gulf Coast counties.
The campaign will highlight the region’s beaches, outdoor recreation and other attractions.
The investment follows an earlier partnership between Visit Florida and the tourism council, partially funded by Triumph Gulf Coast Inc., that state officials said generated more than 2 million additional visitors during 2024 and 2025.
According to the administration, the previous campaign produced $327 million in additional visitor spending and supported nearly 3,000 jobs. Officials estimated that each dollar invested generated $35.74 in direct visitor spending and $58.95 in total economic impact.
