TALLAHASSEE — Visit Florida’s mid-year marketing study shows growth in campaign awareness and positive impacts on traveler behavior, according to the state tourism agency.
The Integrated Marketing Effectiveness study (IME) measures how Visit Florida’s marketing efforts influence traveler awareness, perceptions, intent to visit and brand health while benchmarking the state against competitor destinations like California, New York, Hawaii, and the Caribbean.
From June to December 2025, awareness of Visit Florida’s marketing campaign increased four points from the same period last year. Among consumers aware of Visit Florida marketing, 67% said the campaign influenced them to take at least one Florida travel-related action, including booking a trip, lengthening a planned stay, adding attractions to an itinerary, recommending Florida to a friend or family member, visiting a new place in the state or trying something new while in Florida.
The marketing campaigns also boosted future travel intent, generating a 14-point increase in travelers considering a visit to Florida within the next two years and a 14-point increase in travelers making definite plans to visit within the next year, according to the state tourism agency.
Travelers aware of the marketing were 23 points more likely to view Florida as good value for money, 21 points more likely to view Florida as affordable and 22 points more likely to view Florida as a place with unique local cuisine. Against key competitors, Florida ranked first for value.
Beyond travel, aware audiences also had stronger positive perceptions of Florida as a place to do business by 25 points, to work by 23 points and to study by 21 points compared to those unaware of Visit Florida marketing.
Among the 11 destination attributes deemed most important, Florida ranked first or second on nine of them, including safety, value, affordability and variety.
When compared to other destinations, Florida was first on several core attributes, including “activities for children and families” at 74%, “variety of things to do” at 69%, and “ease of planning” and “ease of travel” at 60% each.
The IME study is performed monthly with more than 1,000 respondents in each sample. In a year, cumulative IME participation is over 13,000 respondents.
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