Visit Florida has launched a marketing campaign with the tagline "Live More Floridays."
The marketing push, developed in partnership with Jimmy Buffett's Margaritaville empire, aims to showcase experiences that extend beyond the state's theme parks and well-known beaches.
The campaign's focal point is a musical collaboration between Margaritaville and Grammy-winning artist Mac McAnally, who has reworked Buffett's song "Floridays" for the initiative. The song is featured in multiple video spots airing through next summer.
Additional campaign elements are out-of-home advertising, content creator partnerships, public relations initiatives and digital amplification.
As part of the campaign, Visit Florida is focused on promoting destinations like Williston, Amelia Island, Sugarloaf Key, Grayton Beach, St. Pete, Hobe Sound, Merritt Island and Sanibel. Featured activities in these destinations range from cave diving and mangrove kayaking to swimming with manatees and birdwatching.
According to Visit Florida, Florida's tourism industry welcomed a record 142.9 million visitors in 2024, a 1.6% increase from 2023. It generated $127.7 billion in economic impact in 2023, supporting 2.1 million jobs statewide.