Florida tourism models are working. Don’t destroy it

Florida’s economy is the hope of nations and many countries around the world, and tourism is the engine that operates it. For decades, the state has thrived on a smart, sustainable model. Out-of-state visitors donate billions of dollars through tourism development taxes, fueling the local economy, creating jobs, and funding public services without burdening residents.

However, two legislations in the state legislature (HB 1221 and HB 7033) propose to dismantle this model. If passed, they will eliminate dedicated funds for tourism marketing and facilities, dissolve all the state’s tourism development councils and enforce tourism development taxes that will be used as property tax credits. On paper, it may sound like a savings. In reality, it’s an economic cliff. Reduce funds allocated to promote and encourage tourism. Tourism promotes the important economic impact of tourism across the state.

This is not just a policy change. This is one of Florida’s most important industries and is an existential threat to local jobs, small businesses and public services that rely on it.

Florida does not have state income taxes. why? Because visitors pay their way. Through the Tourism Development Tax, visitors pay taxes on accommodations during short stays that support everything from hospitality jobs to infrastructure projects and fund campaigns that bring future visitors. These dollars will be reinvested to generate more revenue, more jobs and more opportunities. It’s a working cycle.

The success of Florida’s tourism economy and employment of 2 million people were no coincidence. They stem from decades of work by destination organizations, community leaders and local businesses. The proposed law would revoke its progress overnight. We have seen similar impacts in other states when cutting tourism funds.

Tourism is not guaranteed. Earn daily through strategic promotions, smart investments and persuasive experiences. Nearby states are keen to attract visitors from Florida. Without tourism marketing and destination promotion, Florida is at a disadvantage.

Destinations International represents destination marketing organizations around the world. Dozens of people are proudly rooted in the Florida community. These experts don’t just promote beaches and theme parks. They cultivate economic opportunities. Our Florida members act as economic developers, job creators and civic collaborators. They tell the story of their community, helping to draw out investments and create a sustainable annual economy.

From Pensacola to the Key, these organizations have played a central role in supporting tourism records that crush Florida each year.

If tourism development taxes are taken away from tourism development, it hurts rural and small communities that rely on tax as their primary economic development tool. These are places where new hotels mean dozens of jobs, and places where weekend festivals will continue to maintain the merchants on Main Street and all visitors will grow to support local services. Florida members in these areas are often the only entities who work to bring people and prosperity to these communities.

The proposal also calls for the dissolution of all Tourism Development Councils. This is the very institution that ensures local surveillance, accountability and expression in tourism decisions. It’s not reform. It is stealing local governance. Instead of trusting the community to manage resources responsibly, the law places a one-size obligation from Tallahassee, silences voices who know their area best.

Florida celebrated its sixth straight record-breaking year for tourism. Why are you hindering that success now? The model is not broken. This is a proven, high return investment that funds services that rely on residents.

Now is the time to invest, rather than abandon what’s working.

I urge all Floridians, especially those whose lives and livelihoods are bound by tourism, to get up, speak up and speak up. Contact your local legislator, tell your story to the media and share what these bills mean for your town, your business, and your family.

Florida visitors always paid their way. Don’t let that burden go to Florida residents.

Protect what’s working. Empowering the local community. Let Florida flourish.

Don Wales is president and CEO of Destinations International, a global organization representing destination organizations and tourism. Destinations International includes members from across Florida who are tirelessly working to strengthen their communities through strategic tourism leadership.