Florida Attractions News

The Florida Attractions Association is proud to look back on another successful Florida Attractions District Days this September. During the month, attractions across the state opened their doors to legislative delegations to emphasize the critical role of our industry in local economies, job creation, and community life.

Florida Attractions District Days is an advocacy initiative created to build relationships between attractions and their county legislative delegations. By inviting legislators on educational tours, attractions make their voices heard—not as political actors, but as local economic and cultural stewards. Sharing tax impact, employment numbers, cultural contributions, and community engagement helps legislators better understand our industry’s value ahead of session.

This year’s kickoff message reminded members:

“Sooner or later, government will make decisions that impact your attraction. Having your county’s Legislative Delegation know your business gives FAA and its lobby team a better platform for advocacy.”

To support each site-hosted visit, FAA provided a toolkit: a legislative database, sample invitation and press release templates, talking-point guides, social media resources, and FAQs answered by our advocacy team.

• Dozens of attractions around the state participated, inviting state representatives and senators to tour and engage.
• A webinar held September 11 featured FAA Chair Samantha Palmer, lobby team Liberty Partners of Tallahassee, and Rep. Rachel Plakon, discussing strategies and best practices for hosting legislative visits.

Feedback has been overwhelmingly positive. Many reported newfound or deeper relationships with local legislators, which will strengthen FAA’s advocacy capacity heading into the 2026 Legislative Session.

A heartfelt thanks to every participating attraction, every legislator who met with hosts, and FAA staff and lobby partners who made the month possible. Your efforts are shaping a stronger, more connected industry voice in Tallahassee.

Looking ahead:

• Use these connections to stay in touch with your delegation.
• Share insights and policy concerns with FAA so we can carry them forward.
• Begin thinking about next year’s District Days—how can your attraction make an even greater impact?

On September 30, nearly 60 leaders from Florida’s attractions community gathered in Miami for Expedition FAA–Miami: Where Art Meets Attraction—a full day of discovery, idea-sharing, and inspiration at the intersection of culture and guest experience.

We convened in the Rubell Museum for a fast-paced program featuring case studies, peer exchanges, and our popular “Seven for Seven” session. Conversations centered on practical ways attractions can weave arts and culture into their operations—co-marketing with local partners, pop-up activations, immersive storytelling, and smart funding strategies.

As the sun set, we moved to Wynwood Walls for an evening surrounded by world-class street art. Jessica Goldman Srebnick shared the compelling story of the district’s renaissance and how intentional cultural investment can transform a neighborhood and elevate visitor appeal. The setting—and the conversation—captured the spirit of the day: creative, collaborative, and actionable.

Thank You

To our Host Venues: Rubell Museum (special thanks to Juan Valadez and Ashley Thomas for exceptional hospitality) and Wynwood Walls (with gratitude to Jessica Goldman Srebnick and Daniel Pezet for welcoming our group and sharing their story).

To our Sponsors: Our sincere thanks to the Greater Miami Convention & Visitors Bureau (GMCVB), NetWeave Social Marketing, Global Sourcing International and VISIT FLORIDA for their generous support.

To our Attendees: Thank you to every member and future member who invested the day with us. Your questions, insights, and willingness to share best practices made this Expedition FAA memorable and meaningful.

What’s Next

Post-event feedback highlighted the value of sharing and networking, confirming Expedition FAA as a powerful forum for practical ideas you can take home and use. We’re already working on the next Expedition FAA—this time in Orlando—and will announce dates and theme soon.

This quarter, the Florida Attractions Association proudly spotlights the Cox Science Center and Aquarium in West Palm Beach — a premier destination where curiosity meets discovery!

The Center inspires learners of all ages through hands-on exhibits, a world-class aquarium, a state-of-the-art digital planetarium, and the brand-new Fellows Discovery Center currently under development as part of its major expansion. With interactive science demonstrations, STEM programs, and traveling exhibits, Cox Science Center and Aquarium continues to ignite curiosity and cultivate a lifelong love of science in visitors from across Florida and beyond.

We celebrate the Cox Science Center and Aquarium for its ongoing commitment to education, innovation, and community engagement — hallmarks of Florida’s thriving attractions industry.

The Florida Attractions Association is proud to spotlight Parrot Fish Studio, one of our valued Associate Members and a creative partner dedicated to helping attractions tell their stories in bold, memorable ways.

Based in Miami, Parrot Fish Studio specializes in design, branding, and storytelling for the attractions and tourism industry—from immersive exhibit graphics and signage to marketing campaigns and guest experience design. Their creative team brings a unique blend of artistry and strategy that helps destinations capture attention, inspire emotion, and drive engagement.

We’re grateful for Parrot Fish Studio’s partnership and continued contributions to our industry’s success.

VISIT FLORIDA has released its estimated quarterly visitation numbers, reporting Q2 year-over-year growth from 34.2 to 34.4 million visitors. As many of our members know, overall visitation to Florida does not always translate into increased attendance at attractions. We appreciate VISIT FLORIDA’s transparency in providing supplemental insights, noting that lower visitor spending and shorter lengths of stay continue to create challenging conditions. It is encouraging to see VISIT FLORIDA recognize these trends as they consider appropriate marketing responses.

What If Your County’s TDC Was Dissolved and Bed Tax Dollars Were Redirected?

That’s exactly what nearly happened during the 2025 Florida Legislative Session.

HB 1221, introduced by the Florida House of Representatives and passed by a 65–42 vote, proposed sweeping changes to the way Tourist Development Tax (TDT) funds are used. If enacted, the bill would have:

• Redirected 75% of TDT revenue to offset property taxes—effectively eliminating funding for tourism promotion, marketing, and tourism-related facilities.
• Dissolved every Tourist Development Council (TDC) in Florida by the end of 2025.
• Required a public referendum every eight years to continue levying the TDT for the sole purpose of a property tax discount.

Fortunately, the Florida Senate rejected this damaging proposal and protected the integrity of Florida’s tourism economy.

Now, as we look ahead to the 2026 Legislative Session—with interim committee weeks beginning October 6, 2025—this is the perfect time to engage with your State Representative.

• If your Representative voted NO on HB 1221, consider sending a note of thanks for supporting Florida’s tourism marketing efforts.
• If your Representative voted YES on HB 1221, now is a critical time to respectfully express your concerns and help them understand the value of investing in tourism.

[Click here to view the YEAS and NAYS for the HB 1221 floor vote]  (note Yea and Nay tabs)

[Find your State Representative here]

To make it easy, the FAA’s lobby team at Liberty Partners of Tallahassee has prepared two customizable letter templates:

• This one for thanking Representatives who voted NO on HB 1221
• This one for communicating with Representatives who voted YES

Please keep messages to those who voted “Yes” constructive and professional—we want to build support to protect TDT in the 2026 Session.

If you have any questions or need assistance, don’t hesitate to reach out. If you receive a reply from your Representative, please forward it to me—it will help shape our strategy for the year ahead.

Thank you for taking action to protect Florida’s #1 economic engine—tourism!

Warm regards,

Bill