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VISIT FLORIDA is the official tourism marketing corporation for the State of Florida. VISIT FLORIDA is not a government agency, but rather a not-for-profit corporation that carries out the work of the Florida Commission on Tourism. Created by the Florida legislature in 1996 as a public/private partnership, VISIT FLORIDA’s receives state funding from a portion of the two-dollar-per-day rental surcharge and general revenue.

VISIT FLORIDA markets to consumers, both in the U.S. and abroad, works with the world's major travel journalists, represents the state at domestic and international travel trade shows and promotes the state to travel agents, tour operators and consumers all over the world. VISIT FLORIDA has numerous programs to help the state's many tourism businesses and destinations market themselves more effectively and affordably.

VISIT FLORIDA's research department compiles the state's official air and non-air visitor estimates, tracks tourism trends and conducts surveys on the effectiveness of advertising and marketing efforts.