Governor Ron DeSantis Announces Tourism Support to Northwest Florida Following Hurricane Isaias

TALLAHASSEE, Fla. ~ Florida Gov. Ron DeSantis announced a $1 million investment through VISIT FLORIDA to support tourism recovery in Northwest Florida after Hurricane Isaias.

The funding will go to the Northwest Florida Tourism Council to restart its Northwest Florida Beaches marketing campaign, which aims to attract visitors and support businesses across the Panhandle. VISIT FLORIDA will coordinate with local tourism leaders on the campaign's launch.

The money comes from VISIT FLORIDA's crisis recovery budget, which is reserved for tourism support after hurricanes and other disasters. The campaign will promote beaches, outdoor recreation and other visitor experiences, with an emphasis on fall and winter travel by car. It will also provide additional support to the counties most affected, according to the announcement.

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DeSantis said the previous campaign generated $58.95 in total economic impact for every dollar invested in 2024-25. The partnership, which represents eight Gulf Coast counties, was funded in part by Triumph Gulf Coast Inc. and brought more than 2 million additional visitors to the region between 2024 and 2025, according to the release. It said those visitors contributed $327 million in additional spending and supported nearly 3,000 jobs.

The earlier initiative generated $35.74 in direct visitor spending and $58.95 in total economic impact per dollar invested, the release said.

VISIT FLORIDA President and CEO Bryan Griffin said marketing is important when communities are ready to welcome visitors after a storm. Matt Algarin, tourism director for Walton County and chair of the Northwest Florida Tourism Council, thanked DeSantis and VISIT FLORIDA for their support and said the region looked forward to welcoming visitors.

The announcement did not specify when the campaign would begin.

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