TALLAHASSEE, Fla. — Florida Gov. Ron DeSantis announced Wednesday that the state will invest $1 million in tourism recovery efforts across Northwest Florida following Hurricane Isaias, with funding aimed at attracting visitors and supporting businesses throughout the Panhandle.
The funding, provided through VISIT FLORIDA’s disaster recovery budget, will go to the Northwest Florida Tourism Council to restart its Northwest Florida Beaches marketing campaign.
The initiative will promote the region’s beaches, outdoor recreation and tourist attractions, with a particular focus on encouraging travelers to visit during the fall and winter months.
“Today, I was proud to announce that VISIT FLORIDA is awarding $1 million to the Northwest Florida Tourism Council to resume their successful marketing campaign following Hurricane Isaias,” DeSantis said.
The governor pointed to the economic impact of previous tourism marketing efforts, noting that every dollar invested in the regional campaign during 2024 and 2025 generated an estimated $58.95 in total economic activity.
Previous Tourism Campaign Generated $327 Million in Visitor Spending
The new funding builds on an existing partnership between VISIT FLORIDA and the Northwest Florida Tourism Council, which represents eight Gulf Coast counties.
According to state officials, a previous marketing campaign supported in part by Triumph Gulf Coast, Inc., attracted more than 2 million additional visitors to Northwest Florida between 2024 and 2025.
The initiative generated an estimated $327 million in additional visitor spending and supported nearly 3,000 jobs.
For every dollar invested in the campaign, officials reported $35.74 in direct visitor spending and $58.95 in total economic impact.
VISIT FLORIDA President and CEO Bryan Griffin said targeted advertising is an important part of helping tourism-dependent communities recover after major storms.
“When a community is ready to welcome visitors again after a storm, good marketing is essential,” Griffin said. “Our partnership with the Northwest Florida Tourism Council has built an effective Panhandle-focused campaign, and VISIT FLORIDA is stepping in to keep that work funded so Northwest Florida can recover quickly.”
Campaign Will Target Fall and Winter Travelers
The $1 million investment will support the Northwest Florida Beaches brand campaign, emphasizing the region’s coastal destinations, recreational opportunities and attractions.
Marketing efforts will focus on travelers within driving distance of the Panhandle, particularly during the fall and winter tourism seasons. State officials said the campaign will provide additional support to counties most affected by Hurricane Isaias.
Matt Algarin, Walton County’s tourism director and chairman of the Northwest Florida Tourism Council, welcomed the funding as local communities work to recover from the storm.
“As our communities come together, we are confident in our ability to emerge stronger than ever, and look forward to welcoming visitors to experience the unforgettable adventures that make our region so unique,” Algarin said.
VISIT FLORIDA will coordinate with tourism officials across the eight-county region to launch the marketing initiative.
The funding comes from the agency’s dedicated crisis recovery budget, which is designed to help Florida tourism destinations rebuild visitor demand following hurricanes and other disasters.
The announcement follows Hurricane Isaias’ landfall near Destin on October 9, which brought damaging winds, flooding and widespread power outages to parts of the Florida Panhandle and surrounding Gulf Coast communities.
