TORONTO — The latest news from VISIT FLORIDA is the retirement of President and CEO Dana Young.

Young, the longest-serving agency head in the DeSantis administration, will remain in her role in the state’s official tourism marketing organization until a new President and CEO is appointed and onboarded.

Under Young’s leadership, Florida’s tourism reached new heights, with 140.6 million visitors in 2023 driving a US$127.7 billion economic impact. Visitation rose 7.3% during her tenure, and economic impact grew 32.4%.

“Dana Young’s leadership at VISIT FLORIDA has been transformative, ensuring Florida remains the top destination for travelers. Her tireless dedication has created record-breaking and lasting success for Florida’s economy and tourism industry. We are grateful for her years of service and wish her the best in her retirement,” said J. Alex Kelly, Florida Secretary of Commerce.

John Lai, Chairman of the VISIT FLORIDA board of directors, added: “During Dana Young’s tenure, Florida’s tourism industry has consistently set records and exceeded all expectations. She has done more for our state and industry than we could ever measure, guiding us through challenging times with unwavering determination and leading the way to record-breaking visitation. We owe her a tremendous debt of gratitude for her hard work and dedication, and I am excited to see her embark on her next chapter.”

For her part, Young said she’s grateful to Governor DeSantis for the opportunity to lead VISIT FLORIDA for the past six years. “I am very proud of the work we have done (and will continue to do) at VISIT FLORIDA, maximizing return on investment for Florida taxpayers. This has truly been the best job I have ever had, and I will miss my amazing team!”

Young also oversaw VISIT FLORIDA’s expanded membership to include every destination in the state, secured record funding, and elevated Florida to the top overseas destination, surpassing New York for the first time since 2001.

Florida’s recovery from the pandemic outpaced that of the U.S. as a whole, beating projections by two years. The valuation of the state’s vacation brand surged from $106 billion to $142 billion.