VISIT FLORIDA Spotlights Florida Destinations Ready to Welcome Back Visitors

New marketing campaign promotes tourism to areas open for business following Hurricane Ian

TALLAHASSEE, Fla. (Oct.17, 2022): VISIT FLORIDA invites U.S. travelers back to the Sunshine State in a newly launched marketing campaign designed to support Florida’s tourism industry following Hurricane Ian. As impacted communities in Southwest Florida recover, the campaign showcases unaffected areas that are open and ready to welcome visitors from around the country. This includes recent footage captured in 14 destinations throughout the state, assuring travelers that the “Sun’s Shining in Florida.”

Tourism is Florida’s number one industry, contributing billions of dollars annually to the state’s economy. As Florida’s official tourism marketing corporation, VISIT FLORIDA plays a vital role in the state’s crisis response and recovery efforts, and communicating that Florida’s cities and regions including Clearwater, Miami, Orlando, Palm Beach, Pensacola, and Tampa are eager to welcome travelers.

Post-storm marketing programs will be key for delivering this message and ensuring that U.S. consumers who are planning winter vacations to the Sunshine State stay informed. VISIT FLORIDA is also committed to supporting the areas of the state that were most severely impacted by the storm. Out-of-state spending dropped in the weeks before and after the hurricane, despite hotel bookings generally outpacing 2021 rates leading up to the storm. A comprehensive recovery package for these areas will be developed in coordination with their local tourism leadership to serve affected regions when they are ready to welcome visitors.

VISIT FLORIDA and its partners shared their excitement and support for the marketing campaign:

  • Dana Young, VISIT FLORIDA President and CEO said, “Tourism is Florida’s top economic driver and VISIT FLORIDA is committed to safeguarding our industry. Our marketing programs will help protect Florida’s tourism brand and demonstrate to visitors that Florida offers infinite vacation options. We appreciate Governor DeSantis’ leadership and support as we launch this innovative new campaign and invite visitors from around the world to our great state."
  • Greg Cook, VISIT FLORIDA Board Chair, General Manager of The Ritz-Carlton, Amelia Island said, “Tourism makes a positive impact on every area in Florida, and all Floridians depend on the revenue and jobs it generates. VISIT FLORIDA’s new marketing plan will help amplify the message that we are still open for business, and that we stand ready to help our Southwest Florida partners as soon as they are ready.”
  • John Lai, VISIT FLORIDA Second Vice Chair, President and CEO of Sanibel - Captiva Islands Chamber of Commerce said, “As the islands of Sanibel and Captiva recover from the devastation of Hurricane Ian, we are so grateful for Governor DeSantis and VISIT FLORIDA’s efforts to protect our tourism economy. This new campaign will let visitors know that Florida is still the No. 1 vacation destination in the world, and will be key for building back our tourism community better than ever.”
  • Robert Wells, VISIT FLORIDA Board Member, President of Cabbage Key and Tarpon Lodge said, “Following Hurricane Ian, it’s more important than ever that visitors know we are still THE vacation state. Thanks to Governor DeSantis and VISIT FLORIDA, we will be able to drive visitors to the areas of Florida that are open now, while focusing on rebuilding our destinations that were most affected by the storm.”

VISIT FLORIDA wants the message to reach audiences that the “Sun’s Shining in Florida” and that booking a trip now is as good a time as ever. For more information on Florida’s diverse destinations and how to support tourism endeavors in the state, click over to VISIT


VISIT FLORIDA is the Sunshine State’s official tourism marketing corporation and travel planning resource for visitors across the globe. As Florida’s No. 1 industry, tourism was responsible for welcoming over 122 million visitors in 2021, an increase of 54 percent from 2020. VISIT FLORIDA promotes tourism through sales, advertising, promotions, public relations and visitor services programs, and serves more than 13,000 travel industry partners throughout the state. To learn more about VISIT FLORIDA, follow @FloridaTourism on Facebook and Twitter, or go to For inspiration in the Sunshine State follow @VISITFLORIDA on Facebook, Twitter and Instagram or visit For media resources, visit