Mission & Vision

PURPOSE
Brighten the lives of all

VISION
Establish Florida as the No. 1 travel destination in the world

MISSION
Strengthen Florida’s share of the global travel market

GOAL
Maximize the economic impact of travel and tourism to Florida

OBJECTIVE
$100 billion in tourism-related spend by 2020

VALUES
Make an Impact
Work Purposefully & Live Passionately
Innovate

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