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Florida is sending $1 million to Northwest Florida to help bring visitors back to the Panhandle after Hurricane Isaias, Gov. Ron DeSantis announced Wednesday.
The money, provided through VISIT FLORIDA’s crisis recovery fund, goes directly to the Northwest Florida Tourism Council. The council plans to use the cash to restart its Northwest Florida Beaches marketing campaign, aiming to draw travelers back to coastal communities and help local shops, restaurants, and hotels get back on their feet.
The crisis fund is specifically set aside by the state tourism agency to help regional hospitality markets bounce back after hurricanes and other natural emergencies.
“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. “This investment comes from a dedicated disaster recovery budget that is set aside to help Florida’s tourism industry. The returns are proven to be great: For every dollar invested in this strategic tourism marketing effort in 2024-2025, Northwest Florida generated $58.95 in total economic impact.”
Florida Gov. Ron DeSantis (X)
The Northwest Florida Tourism Council covers eight counties along the Gulf Coast. In a previous joint campaign partially backed by Triumph Gulf Coast, Inc., the group helped draw more than 2 million extra visitors between 2024 and 2025. That effort brought in $327 million in visitor spending and supported roughly 3,000 jobs, producing $35.74 in direct spending and $58.95 in total economic activity for every dollar spent.
VISIT FLORIDA leadership emphasized that targeted advertising plays a major role in getting a storm-hit region’s economy moving again.
“When a community is ready to welcome visitors again after a storm, good marketing is essential,” said Bryan Griffin, president and CEO of VISIT FLORIDA. “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.”
Local leaders across the Panhandle welcomed the financial backing as clean-up and reopening efforts continue.
“On behalf of the Northwest Florida Tourism Council and the eight counties we proudly represent, I extend our heartfelt gratitude to Governor Ron DeSantis and VISIT FLORIDA for their support following Hurricane Isaias,” said Matt Algarin, tourism director for Walton County and chair of the council. “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.”
The refreshed campaign will highlight Panhandle beaches, outdoor activities, and area attractions. It will target travelers within driving distance during the fall and winter months, focusing extra attention on the counties hit hardest by the storm. VISIT FLORIDA will work alongside local tourism officials to roll out the ads.
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