VISIT FLORIDA today announced a major new commitment to the state’s 30 rural counties, officially designated as “Rural Areas of Opportunity” by FloridaCommerce.
Building on its longstanding commitment to feature multiple rural counties in its marketing efforts each year, VISIT FLORIDA is now significantly expanding this initiative. Starting in Fiscal Year 2026–2027, the organization commits to featuring all 30 rural counties in its marketing efforts every year. This enhanced commitment underscores VISIT FLORIDA’s ongoing dedication to dispersing visitors more broadly across the state and ensuring that the economic benefits of tourism reach small businesses and rural communities.
“One of VISIT FLORIDA’s most important missions is ensuring that the enormous economic benefits of Florida tourism are felt broadly across the state,” said Bryan Griffin, President and CEO of VISIT FLORIDA. “If we can help bring more attention to Florida’s rural counties, main streets, and small businesses, we will. At my direction, VISIT FLORIDA will now ensure all of the state’s rural counties are featured in our marketing efforts every year.”
“Under Governor DeSantis, Florida has continued to invest in Florida’s small and rural communities—ensuring rural communities remain competitive,” said Florida Secretary of Commerce J. Alex Kelly. “This enhanced commitment by VISIT FLORIDA to Florida’s rural counties will strengthen the foundation of these local economies, enhance quality of life and support the heart of Florida.”
As a member of Florida’s Rural Economic Development Initiative (REDI) through FloridaCommerce, VISIT FLORIDA has supported rural counties since 2016 through public relations initiatives, social media campaigns, promotional programs, content development and other marketing efforts.
Annual marketing efforts may include advertising, public relations campaigns, social media, promotions, familiarization tours, trade shows, cooperative marketing programs, welcome center programs and/or new editorial content.
Additionally, the initiative will include a paid social media campaign encouraging visitors to explore new places in the state. The campaign will highlight the attractions, outdoor experiences, local hotspots, and cuisine found throughout Florida’s rural communities.
VISIT FLORIDA will actively showcase these communities through marketing efforts designed to build awareness, inspire travel, and disperse visitors throughout the state.
VISIT FLORIDA will also capture new photography, video and social content across all rural counties and communities. These assets will be incorporated into VISIT FLORIDA’s marketing campaigns and provided to participating communities for use on their websites, social media channels, advertisements, visitor guides, and other promotional materials.
Through increased investment and strategic focus on Florida’s rural communities, VISIT FLORIDA will continue introducing travelers to more of the state and expanding Florida tourism’s economic impact across the state.
