Florida’s tourism brand reached an estimated value of $162 billion in 2026, up 14% from $142 billion in 2024, according to a new valuation announced on Friday by Brand Finance for VISIT FLORIDA.
The study attributed $137.3 billion of that value to the businesses, products and services that make up Florida’s tourism industry. An additional $24.7 billion was tied to what Brand Finance calls the “Place Brand Effect,” which reflects the value associated with Florida’s strength and appeal as a travel destination.
The valuation does not represent annual tourism spending, revenue or economic output. Instead, it estimates the financial value associated with Florida’s tourism brand and the benefits tied to the state’s reputation as a destination.
Florida’s Brand Strength Index also increased, rising 1.3 points from 2024 to 81.2 in 2026. The index is used to assess the overall strength of the state’s tourism brand.
Bryan Griffin, president and CEO of VISIT FLORIDA, said that Florida “has built the strongest tourism economy in the country, and this valuation demonstrates the world-wide appeal of the Florida vacation brand.”
Brand Finance completed the valuation in June 2026. The study was commissioned by VISIT FLORIDA to measure changes in Florida’s tourism brand value and compare its performance with competing destinations.
