WTFlorida?!?

I'm so appalled at Visit Florida's paint-by-numbers response as to why they pulled the LGBTQ+ pages/portal on the website, I am at a loss for words...but hold my beer...??

This decision follows a broader trend of actions in the state that have been perceived as hostile to the LGBTQ+ community. While some may view this as a political maneuver, the reality is that it’s an economically and socially shortsighted decision that could have lasting repercussions for Florida’s tourism industry.

The Economic Impact

Florida is one of the most popular tourist destinations in the world, attracting millions of visitors each year. Among these visitors is a massive group of members of the LGBTQ+ community, who represent a significant and valuable segment of the travel market.

According to the World Travel & Tourism Council, LGBTQ+ travelers contribute more than $211 billion annually to the global economy. In the U.S. alone, they spend an estimated $100 billion on travel each year.        

By removing LGBTQ+ content, Visit Florida is not only alienating a key demographic but also potentially driving them—and their spending power—elsewhere. The LGBTQ+ community is known for its loyalty to destinations that are welcoming and inclusive. Destinations that fail to meet these expectations risk losing out on this lucrative market segment.

The Social Consequences

Tourism is more than just an economic engine; it’s a powerful tool for cultural exchange and understanding. Florida has long been a melting pot of cultures, attracting visitors from around the globe. By removing LGBTQ+ content, Visit Florida sends a message that the state is less welcoming and less inclusive, which could tarnish its reputation as a diverse and vibrant destination.

Moreover, this decision could have broader social implications. The LGBTQ+ community is often at the forefront of social progress, and their visibility in mainstream tourism helps promote acceptance and equality. By erasing LGBTQ+ content, Visit Florida is contributing to the marginalization of a group that has fought long and hard for recognition and respect.

A Shortsighted Strategy

In today’s globalized world, consumers are more aware and conscientious than ever. They want to support businesses and destinations that align with their values. Inclusivity is not just a buzzword; it’s a core value that many travelers, especially younger generations, prioritize when making travel decisions. By turning its back on the LGBTQ+ community, Visit Florida risks not only losing out on immediate revenue but also damaging its long-term brand equity.

Tourism boards and DMOs have a responsibility to represent and celebrate all communities. Inclusivity should be at the heart of any marketing strategy, not just because it’s the right thing to do, but because it makes good business sense.

Conclusion

Visit Florida’s decision to remove LGBTQ+ content from its website is a mistake with far-reaching consequences. But this is also an opportunity—a call to arms for the many Florida destinations that truly love and embrace the LGBTQ+ community. Now is the time for these destinations to step up, to be loud and proud in their support, and to make it clear that inclusivity and diversity are what truly make Florida special.

Tourism is about more than just beaches and theme parks; it’s about the people and the communities that make a place feel welcoming. By standing with the LGBTQ+ community, Florida’s destinations can send a powerful message: that love, acceptance, and equality are values worth fighting for. Let’s show the world that while Visit Florida may have taken a step back, the true spirit of Florida is moving forward—toward a brighter, more inclusive future.