Dana Young on Visit Florida tourism milestones

Dana Young, President and CEO of VISIT FLORIDA, is set to stand down after six years at the helm of the state’s official tourism marketing organization.

During her tenure, Young has transformed Florida’s tourism industry, leaving a lasting legacy that extends far beyond the traditional tourist hotspots.

In a recent discussion with Graham McKenzie from TravelMole at Huddle25 in Ocala, Young reflected on her biggest achievements, emphasizing her journey in tourism and successfully running a Destination Marketing Organization (DMO).

She says her most significant accomplishment has been the effective distribution of tourism’s benefits across the entire state, expanding Florida’s tourism portfolio to include a wider range of destinations.

One of Young’s strategic moves was focused on showcasing Florida’s natural beauty, which proved to be particularly popular and effective.

Under her leadership, VISIT FLORIDA expanded its marketing efforts to highlight the state’s diverse landscapes, from pristine beaches to lush forests and unique ecosystems. This approach not only attracted more visitors but also encouraged them to explore lesser-known areas of the Sunshine State.

The success of Young’s initiatives can be attributed to her political acumen and her ability to persuade elected officials of tourism’s benefits.

From the outset, she recognized the importance of demonstrating the industry’s value to the state legislature. Young implemented a comprehensive system of measuring Return on Investment (ROI), able to meticulously track almost every aspect of tourism’s impact on Florida’s economy.

This data-driven approach proved invaluable in illustrating the financial benefits of tourism to the state’s income and employment. Young’s team quantified the industry’s contributions, showing that in 2023, Florida attracted 140.6 million visitors, generating a staggering $127.7 billion in economic impact.

This represents a 7.3% increase in visitation and a 32.4% growth in economic impact during her tenure. Young’s efforts have elevated VISIT FLORIDA and the tourism industry as a whole to be recognized as major economic contributors to the state’s coffers. This recognition has garnered positive media support from the Florida’s press.

Under Young’s leadership, VISIT FLORIDA has achieved numerous milestones. The organization expanded its membership to include every destination in the state, secured record funding, and at one-point elevated Florida to become the number one destination for overseas travelers, surpassing New York for the first time since 2001.

Moreover, Florida’s recovery from the pandemic significantly outpaced that of the US as a whole, beating projections by two years.

Young’s team has been instrumental in these achievements, ensuring that VISIT FLORIDA operates efficiently and effectively.

As Young prepares to step down, she leaves behind a transformed tourism landscape in Florida with widespread recognition of tourism’s vital role in Florida’s economy.

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