Brand Finance valuation rises 14% from 2024 as Florida strengthens its position as a leading global leisure destination
Florida’s tourism brand has reached a record US$162 billion in 2026, marking a 14% increase from the US$142 billion valuation recorded in 2024, according to a new independent assessment by Brand Finance commissioned by VISIT FLORIDA.
The latest valuation places Florida’s tourism brand at an all-time high and highlights the continued strength of the state’s appeal among domestic and international travellers. The assessment was prepared by Brand Finance in June 2026 to measure the development of Florida’s tourism brand and benchmark it against competing destinations.
The valuation should not be interpreted as tourism revenue or visitor spending. Instead, it represents the estimated economic value associated with Florida’s tourism brand and the businesses, products, services and destination appeal that underpin it.
Tourism industry accounts for US$137.3 billion
According to the study, US$137.3 billion of Florida’s total tourism brand value is generated by the businesses, products and services that make up the state’s tourism industry.
A further US$24.7 billion is attributed directly to Florida’s strength and appeal as a destination — what Brand Finance and VISIT FLORIDA describe as the “Place Brand Effect.”
The distinction highlights the two components underpinning Florida’s tourism brand: the substantial commercial ecosystem supporting travel and hospitality, and the destination’s reputation and appeal among travellers.
Hotels, attractions, restaurants, theme parks, cruise operations, transportation providers and other tourism-related businesses all contribute to the wider tourism ecosystem that supports Florida’s global visitor proposition.
Brand strength also improves
Florida’s Brand Strength Index increased to 81.2 in 2026, up 1.3 points from the 2024 assessment.
The rise indicates an improvement in the strength and appeal of the Florida tourism brand, according to VISIT FLORIDA. The organisation said the stronger valuation demonstrates the worldwide appeal of the state’s vacation brand and its importance to businesses, jobs and communities throughout Florida.
“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.
He added that the organisation’s work to keep Florida visible among travellers in the US and international markets helps strengthen a brand that supports businesses, jobs and communities across the state.
A major tourism economy
The latest brand valuation comes after another record year for Florida tourism.
The state welcomed an estimated 143.3 million visitors in 2025, according to preliminary VISIT FLORIDA figures, surpassing the previous annual record. Domestic travellers accounted for 91.5% of the total, while overseas visitation reached approximately 9.3 million and Canadian visitors totalled around 2.9 million.
Florida’s appeal spans a broad range of tourism products, from its Atlantic and Gulf Coast beaches and major theme parks to cruises, outdoor recreation, cultural attractions, shopping and entertainment.
The state’s extensive tourism infrastructure and diverse destination portfolio have helped establish Florida as one of the most recognisable leisure destinations in the United States.
Global competition intensifies
The record brand valuation comes at a time when destinations around the world are competing increasingly aggressively for international travellers.
VISIT FLORIDA’s role is to promote the state across domestic and international markets and strengthen awareness of Florida as a travel destination. Its stated vision is to establish Florida as the world’s No. 1 travel destination, supported by global marketing, public relations and travel-trade activity.
The organisation has also reported positive results from its marketing programmes. A mid-year 2026 marketing-effectiveness study found increased awareness of VISIT FLORIDA campaigns and reported that 67% of consumers aware of the campaigns had taken at least one positive Florida travel-related action, including booking a trip, extending a stay or adding attractions to an itinerary.
Brand value reinforces Florida’s tourism position
The US$162 billion valuation provides another measure of the scale and strength of Florida’s tourism ecosystem.
While the figure does not represent annual tourism receipts or economic output, the increase from US$142 billion in 2024 indicates that the estimated value associated with the Florida tourism brand has strengthened significantly over the past two years.
For the state’s tourism industry, maintaining that momentum will depend on continued investment in destination marketing, visitor experiences, infrastructure and connectivity, while ensuring Florida remains competitive in an increasingly crowded global tourism marketplace.
With visitor numbers reaching a record level in 2025 and the tourism brand now valued at US$162 billion, Florida enters 2026 with one of the most valuable and recognisable destination brands in the US.
Editorial verification: The US$162 billion valuation, 14% increase from 2024, US$137.3 billion industry component, US$24.7 billion Place Brand Effect and 81.2 Brand Strength Index have been checked against the official VISIT FLORIDA announcement. Brand Finance’s valuation was prepared in June 2026 for VISIT FLORIDA.
