Tourism revenue and its economic impact nearly doubled between 2019 and 2024 in Polk County, located in Central Florida between Orlando and Tampa, and which includes the cities of Lake Wales, Davenport, Lakeland, and Winter Haven.
This is good news for the area and its attractions, downtowns, small businesses, and more.
In 2024, Central Florida attracted more than 6.5 million visitors, resulting in an economic impact of $4.5 billion.
At the local level, Visit Central Florida (VCF) already had a new and ambitious marketing and safety plan in place even before the pandemic began. “This made the biggest difference in Polk County’s overall recovery and allowed us to secure additional market share, especially in the sports segment. We were better prepared and much more aggressive than our competitors, which also paid off in the long run,” said Mark Jackson, director of Tourism and Sports for Visit Central Florida.
Another key factor has been the growth in short-term lodging. Last year, visitors generated more than 3.6 million overnight stays in the region.
Regarding this topic, Jackson says, “We have been actively involved in attracting new hotel projects. We estimate that approximately 1,000 new rooms will be added in the next two years, which represents a huge economic boost for the county.”
Strategy and Results
One of the tactics they used to attract more visitors was to reorient the Visitor Services department’s strategy, with a strong focus on social media. As a result, tourists not only spent more money, but They also extended their stay.
Additionally, Central Florida hosted more than 300 sporting events throughout the year, significantly contributing to the tourist flow.
“Visit Central Florida has a highly talented team that works every day to boost tourism, one of the county’s most important sectors,” said Sean Malott, president and CEO of the Central Florida Development Council. “We appreciate all they do to make Polk County a welcoming place for visitors, while also contributing to improving the quality of life for residents.”
Job Generator:
Tourism is Florida’s largest industry and one of the top three in Polk County. Like any major industry, it requires a wide and diverse range of skills to function well.
The tourism sector employs everyone from theme park characters to hotel housekeepers, event planners, and more. Tourism creates and sustains jobs for residents and provides opportunities for people with diverse and unique skills. All of this makes Polk County a first-class destination in which to live, work, and play.
Visiting Polk
The top tourist attractions in Polk County are LEGOLAND® Florida Resort, Bok Tower Gardens, and Safari Wilderness. There are also more than 40 golf courses, 454 lakes, and thriving culinary experiences. These attractions enhance the county's quality of life, as do its town centers and local businesses. These are perhaps the reasons why Polk County is the fastest-growing county in Florida.
Source: Visit Central Florida.