Governor Ron DeSantis announces his recommendation of Bryan Griffin to lead Visit Florida as its next president and chief executive officer
Tallahassee, Florida – Governor Ron DeSantis has formally recommended Bryan Griffin, the current Communications Director for the Executive Office of the Governor, to serve as the next President and CEO of VISIT Florida, the state’s official tourism marketing organization. The announcement marks a key leadership transition at a time when Florida’s tourism economy continues to surge and set records, reinforcing its status as one of the top travel destinations in the world.
Griffin, a Tampa native with a strong background in communications, public advocacy, and private enterprise, is expected to bring a new level of energy and strategic vision to VISIT Florida. His appointment signals a continuation of the DeSantis administration’s emphasis on branding Florida as the “Free State,” a message that has been central to the Governor’s national communications strategy.
“Bryan has led the charge in communicating the message of the Free State of Florida for the past three years from my office,” said Governor DeSantis. “I am confident that he is the best candidate for this role, and that he will well-articulate the case for visitors from across the nation and the globe to visit Florida. He has been an invaluable member of our team in the Executive Office, and we will greatly miss his presence and service from the Capitol.”
Griffin expressed his gratitude for the Governor’s trust and outlined his ambitions for the role. “I sincerely thank Governor DeSantis for the opportunity to step into this new role and lead the effort to communicate our state’s many nation-leading, desirable characteristics to the world,” said Griffin. “Tourism is a critical part of the Florida economy and instrumental to Florida’s continued low tax burden.”
As President and CEO of VISIT Florida, Griffin will be tasked with overseeing a $142 billion tourism industry that supports jobs, generates significant tax revenue, and plays a crucial role in Florida’s identity. His responsibilities will include managing a public-private marketing partnership that matches state funding with contributions from thousands of businesses across Florida. The organization not only promotes travel through international advertising and media outreach, but also plays a central role in economic recovery following natural disasters and other emergencies.
Griffin emphasized his commitment to collaboration and expanding existing partnerships. “I look forward to working closely with the board, our local partners, the tourism industry, and the VISIT staff to promote the shared values and unique features of the Free State of Florida, including our world-class amenities, unmatched natural and historical sites, and our commitment to public safety and order for all who visit,” he said. “I hold tremendous respect for the state, regional, and local partnerships that embody VISIT Florida and will work hard to enhance and grow them.”
The endorsement of Griffin’s leadership was echoed by other prominent state officials and industry leaders. Secretary of Commerce J. Alex Kelly praised the selection, saying, “Bryan Griffin’s leadership experience, commitment to public service and deep understanding of Florida’s strengths make him well-positioned to lead VISIT FLORIDA into this next chapter.”
Carol Dover, President and CEO of the Florida Restaurant & Lodging Association and a member of the VISIT Florida Board Executive Committee, also voiced her support. “Throughout his time with Governor DeSantis, Bryan has been a passionate advocate for Florida’s hospitality and tourism industry, and I look forward to continuing the strong partnership between our organizations,” said Dover. “In addition to his proven expertise in government, policy, advocacy, and communications, Bryan brings firsthand experience as a hospitality business owner – giving him a deep understanding of the challenges and opportunities our industry faces. That real-world perspective makes him exceptionally well-suited to attract visitors and champion the growth of Florida’s tourism economy.”
Before joining the Governor’s Office, Griffin held roles as a national director for an advocacy organization and owned businesses in the Tampa area, including a real estate company and a craft beverage tap room. His blend of public service and private-sector experience gives him a unique perspective on how to position Florida’s tourism sector for sustained growth.
VISIT Florida has been widely recognized for its high return on investment, delivering $3.3 in economic benefit for every public dollar spent. The organization is credited with driving major tourism gains even during times of national uncertainty, and its efforts continue to be central to Florida’s economic development strategy.
As Griffin prepares to take the helm, he inherits an organization with strong momentum but also high expectations. Florida’s brand as a top destination continues to resonate both nationally and internationally, thanks in part to VISIT Florida’s aggressive marketing and messaging efforts.
The next chapter for the state’s tourism strategy now rests with Griffin, whose communication skills and leadership experience will play a key role in guiding how Florida is presented to the world in the years ahead.
