Florida's Tourism Brand Is Now Worth a Record $162 Billion
A Brand Finance valuation for VISIT FLORIDA shows 14% growth since 2024, even as first-half visitor numbers softened.
Florida's name itself has become a major asset. On August 28, VISIT FLORIDA announced that Brand Finance valued the state's tourism brand at a record $162 billion for 2026, up 14% from $142 billion in 2024.
Of that total, $137.3 billion is generated by businesses, products and services within the tourism industry, and $24.7 billion is attributed to what the report calls the "Place Brand Effect." The Brand Strength Index rose 1.3 points to 81.2.
A brand value, not a revenue figure
The valuation is not a measure of annual tourism spending or economic output, and it arrives alongside softer visitation: VISIT FLORIDA estimates 73.5 million visitors in the first half of 2026, down 1.4%, with Canadian travel hit hardest. VISIT FLORIDA CEO Bryan Griffin said the valuation reflects the strength of the state's tourism economy and the appeal of the Florida vacation.
Sources: VISIT FLORIDA; Brand Finance; The Capitolist; TravelPulse.
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