PUSH Magazine
Volume 6, Issue 1

PUSH Commentary
By Matt Dunn

Florida Can’t Afford to Gut Its Tourism Industry

As a dedicated tourism and sports tourism professional who has spent three decades building Florida’s reputation as a premier global destination, I am both disheartened and deeply concerned by the Florida Legislature’s recent attempts to unravel the very mechanisms that drive our state’s most powerful economic engine: tourism.

Over the past few months, a series of bills proposed in the Florida House have taken aim at Tourist Development Taxes (TDT) and Tourist Development Councils (TDCs)—institutions that have successfully marketed our communities, supported world-class events and built the infrastructure that welcomes over 130 million visitors each year. These proposals would not only send the TDT back to a public referendum but also expand its uses far beyond its intended purpose and, in some cases, aim to redirect those funds to “buy down” property taxes.

Let’s be honest: the math doesn’t work. The average homeowner would see only a negligible reduction in annual property taxes. In many counties, it would amount to less than $100 per household per year. The revenue gained for individual taxpayers is a drop in the bucket—hardly worth dismantling an industry that supports more than 1.7 million jobs and brings in over $100 billion in economic impact annually.

Destroying the Engine That Drives Florida

Tourism isn’t just a “nice to have” in Florida. It’s the number one industry in the state, touching everything from hospitality and sports to retail and transportation. The TDT is the bedrock funding mechanism that allows us to market Florida to the world. It funds vital advertising campaigns, sports commissions, cultural events, beach restoration, and visitor services that make our destinations not just appealing—but competitive on a global scale.

Eliminating or diluting these resources means communities lose the ability to attract major sporting events, conventions, leisure travelers, and international tourists. It’s not hyperbole to say that if you destroy the TDT, you destroy Florida’s ability to compete. These aren’t just marketing dollars—they’re catalysts for economic development, community investment, and job creation. Without them, we fall behind faster than we can recover.

Sports Tourism Will Suffer—and So Will Local Economies

As someone who works closely with event rights holders, sports commissions, and CVBs across the state, I can tell you that this is not a theoretical concern. If we can’t support events through destination marketing, facility funding, and services—all powered by TDT revenues—those events will go elsewhere.

That means local hotels go empty, restaurants lose business, transportation services dry up, and jobs—thousands of them—disappear. The ripple effect across communities, particularly those that rely heavily on seasonal tourism and youth or amateur sports events, will be devastating. In small and mid-sized markets, primarily, sports tourism often represents the majority of overnight stays during the shoulder seasons. Lose that, and you lose year-round economic stability for many Florida communities.

And let’s be clear—this isn’t just about the big-name events. This is about regional soccer tournaments, cheer competitions, softball showcases, and youth sports camps that fill hotels and drive business into our small towns and beach cities. Without tourism councils and dedicated funding, these events lose their home base.

A Short-Term Fix with Long-Term Consequences

Redirecting the TDT to offset property taxes is a political soundbite, not a sustainable solution. These bills, if passed, would provide only temporary relief to homeowners while causing permanent damage to our tourism infrastructure and our economy.

It would take years—possibly decades—for Florida to recover. Destination brands that took generations to build would lose visibility. Our workforce—bartenders, event planners, hotel staff, tour guides, and marketers—would be displaced. And the sales, gas, and even tourism taxes that help fund local services would plummet, leaving local governments scrambling to make up the difference elsewhere.

Once the damage is done, rebuilding trust, relevance, and reputation on the world stage won’t come easy—or cheap.

Our State Deserves Better

This isn’t a partisan issue. This is an economic issue. And more importantly, it’s a community issue.

We in the tourism and sports events industry aren’t asking for special treatment. We’re asking for the tools to do our jobs. We’re asking lawmakers to recognize the difference between a revenue-generating investment and a political gimmick. We’re asking for the right to continue building a better, more vibrant, and economically resilient Florida.

The message is clear: don’t fix what isn’t broken. Strengthen it. Support it. Let it continue to work for every corner of our state.

Because when tourism thrives, Florida thrives.

Prepare Now for What’s Next

This year’s legislative attacks on Florida’s tourism infrastructure may have stalled, but make no mistake—they’ll be back. These bills are likely to return in the next session, repackaged and rebranded, but with the same destructive intent. That’s why tourism professionals across the state must organize now. Begin conversations with your local elected officials, educate your stakeholders, and collaborate with your tourism development corporations (TDCs), destination marketing organizations (DMOs), sports commissions, and chambers of commerce to unify your voice.

Build grassroots coalitions, track proposed legislation early, and be ready to show up—at the Capitol, in committee meetings, and in the media. The future of Florida’s tourism economy depends on our collective vigilance, advocacy, and resolve. We cannot afford to be reactive—we must be proactive, united, and loud. The next legislative session starts sooner than you think. Be ready.