Florida’s tourism brand has reached a record $162 billion in value in 2026, marking a 14 percent increase from $142 billion in 2024, according to a new independent valuation by Brand Finance.
The study found that $137.3 billion of Florida’s tourism brand value is generated by the businesses, products and services that make up the state’s tourism industry. An additional $24.7 billion is attributed directly to Florida’s appeal as a destination.
“Florida has built the strongest tourism economy in the country, and this valuation demonstrates the worldwide appeal of the Florida vacation brand,” said Bryan Griffin, President and CEO of VISIT FLORIDA, in a media statement. “Through VISIT FLORIDA’s work to keep our state top of mind for travelers nationwide and around the world, we strengthen a brand that supports businesses, jobs, and communities across Florida.”
Florida’s Brand Strength Index also climbed to 81.2 in 2026, up 1.3 points from 2024. Brand Finance’s June 2026 valuation was prepared for VISIT FLORIDA to measure the state’s growth and development and benchmark its performance alongside other leading destinations.
