Mission & Vision

PURPOSE
To brighten the lives of all

VISION
VISIT FLORIDA establishes Florida as the No. 1 travel destination in the world

MISSION
To strengthen Florida’s share of the global travel market

GOAL
To 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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