The Florida Attractions Association

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Tourism is Florida's largest industry. Nearly 850,000 Floridians are directly employed in the tourism industry, and over 20 per cent of the state's entire annual operating budget comes directly from taxes paid through the activities of the industry. In 2000, for example, visitors spent $49.1 billion while they were in Florida; thus generating an awesome economic current.

With an annual payroll of nearly $1.839 billion and sales tax collections of $348 million, attractions are the spark plug of this giant economic machine. Walt Disney World and Universal Orlando have become world destinations and have spurred permanent growth in the Central Florida area with many billions of dollars in investment. Along both coasts and from north to south, Florida boasts family-pleasing attractions. No part of Florida's tourism industry displays the concept of "Friendly Floridian" more sincerely than do the attractions. Visitors naturally expect cleanliness, courtesy and assistance, and the Attractions Association members observe such principles through the Attraction Code of Practices - cleanliness, safety, truthful advertising, hospitality, and complaint resolution.

Each attraction member of the Association does its own marketing and promotion, each with its own budget, philosophy and policies. In some areas, cooperative activities combine for stronger promotional or political effect.

The Association produces a brochure, the Official Guide Map to Florida Attractions, which describes and locates each attraction member on a map of Florida and color codes them by regions within the state. About one million of these brochures are distributed annually, and it is prized by travel professionals throughout the world who describe it as "the best selling tool for Florida" that they have to offer. The brochure is also used extensively by the Visit Florida to respond to inquiries for information about Florida, and tens of thousands of them are taken by visitors from the state's official welcome centers on Florida's major incoming highways.

The attraction industry remains dynamic and changing to meet changing times. In recent years, it has been confronted with challenges dealt by oil embargoes, recessions and capricious weather, as well as by increasing competition from other warm weather destinations. Membership in the Association continues to grow, and the industry remains a vigorous component of Florida's appeal to American and international visitors alike.