VISIT FLORIDA is the state's official source for travel planning for the Sunshine State. It is not a government agency, but the operating company of the Florida Commission on Tourism, which is a private/public partnership, made up of top state government officials and representatives of the Florida tourism industry.

Created by the Florida legislature in 1996, VISIT FLORIDA receives part of its funding from the public sector, in the form of a 15.75% share of the state's $2.00 per day Rental Car Surcharge. Much more of its funding comes from the private sector as direct investment from tourism industry Partners, strategic alliances, cooperative advertising, and media equivalency from promotions.

VISIT FLORIDA markets to consumers, both in the U.S. and abroad, works with the world's major travel journalists, represents the state at domestic and international travel trade shows and promotes the state to travel agents and tour operators all over the world. VISIT FLORIDA has many programs to help the state's many tourism businesses and destinations market themselves more effectively and affordably.

VISIT FLORIDA's research department compiles the state's official air and non-air visitor estimates, tracks tourism trends and conducts surveys on the effectiveness of advertising and marketing efforts.

VISIT FLORIDA employs a staff of 115 at the organization’s headquarters in Tallahassee, its five Official Florida Welcome Centers, European office and a dedicated office in Miami serving Latin America. VISIT FLORIDA also has three field offices in Tampa, Jacksonville and Orlando, and has international contractors in the United Kingdom, Canada, Japan and Germany