Sunshine and palm trees are not Tampa’s primary selling points.
As snowbird season settles in, traffic slows, reservations fill faster and locals feel the pressure of a growing influx of visitors. While residents may bristle at the inconvenience, Tampa’s economy depends on it.
Tourism is no longer a seasonal boost. It is a core economic engine.
As Tampa Bay Business & Wealth reported in October, Tampa is experiencing a sustained tourism boom, with the hotel industry posting $1.2 billion in fiscal year 2025 revenue, marking the third consecutive year above the billion-dollar threshold.
Hotels are only part of the story.
According to a 2024 analysis by Tourism Economics, more than 28 million visitors traveled to Tampa from at least 50 miles away, generating $9.4 billion in total business sales.
The food and beverage sector led the impact with $1.8 billion, followed by lodging at $1.3 billion, recreation and entertainment at $1.3 billion and retail at $786 million.
So what is actually bringing people here?
Selling more than weather
For many seasonal visitors, warm weather remains the initial draw. But tourism leaders say climate alone is not what they are selling.
“When it comes to marketing campaigns, we do not focus on beaches and palm trees,” said Santiago Corrada, president and CEO of Visit Tampa Bay.
Corrada said proximity to beaches is not enough to differentiate Tampa from other Southern destinations.
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“We wanted to position Tampa as a distinct and layered destination,” he said. “Arts, culture, food and experiences that appeal to different types of travelers. That flexibility allows us to tailor our message.”
That positioning matters as Tampa competes with established tourism brands like Orlando and Miami.
Orlando is synonymous with theme parks. Miami is associated with nightlife, luxury and high-end shopping.
Tampa’s value proposition, Corrada said, is range.
“We have a bit of everything,” Corrada said. “Family attractions, outdoor adventure, sports, conventions and arts. You do not have to choose one experience over another here.”
The rise of ‘Mini-Miami’
Over the past decade, Tampa has earned the controversial nickname “Mini-Miami.” The label reflects both population growth and a visible shift in the city’s urban core.
According to the Bureau of Economic and Business Research, Hillsborough County’s population grew 17.15% over the past five years.
That growth has coincided with significant downtown investment, particularly the development of Water Street Tampa, which broke ground in 2017. The district introduced luxury hotels such as the JW Marriott and The Tampa EDITION, as well as MICHELIN-recognized restaurants including Predalina and Lilac.
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The result is a city that now offers elements of Miami’s luxury appeal without all of its drawbacks.
“The luxury market is relatively new for us,” Corrada said. “It is something we are excited to see grow. Visitors can find upscale experiences similar to Miami but at a more moderate price point. They also gain access to family-friendly attractions and a city that is safer and easier to navigate.”
“I think we underestimate how safe and clean Tampa is,” he added.
A changing price point
Tampa’s growing appeal has come with higher costs. Visitors have noticed.
“We hear it,” Corrada said. “Pricing has gone up. You cannot stay downtown for $125 a night anymore.”
According to travel budgeting data, the average three-night stay in Tampa costs $390, climbing to $728 during peak season.
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Corrada believes the pricing reflects the city’s evolution.
“I always felt Tampa was undervalued for what it offered,” he said. “We have added attractions, dining and infrastructure. The price now matches the product.”
Marketing Tampa to the world
Visit Tampa Bay markets the region domestically and internationally, targeting travelers across the United States, South America and parts of Europe.
Messaging is tailored to specific audiences and cultural interests.
One example is the organization’s partnership with the London Art Fair, where Visit Tampa Bay representatives and local artists promote the city as a growing arts destination.
Social media has become one of the most powerful tools in that effort.
The organization maintains an in-house content team producing campaigns across Instagram, Facebook, TikTok and YouTube, supplemented by streaming ads and out-of-market billboards.
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In 2025, Visit Tampa Bay launched a national campaign titled “Go and You’ll Know.” According to brand-tracking research conducted by the organization, many non-visitors previously held no strong perception of Tampa at all.
After visiting, those perceptions shifted sharply. Travelers consistently reported that Tampa exceeded expectations.
“The goal is simple,” Corrada said. “Turn curiosity into visits and visits into loyalty.”
From anonymity to identity
Tampa’s tourism strategy reflects the city’s broader evolution. It is no longer positioning itself as an alternative to other Florida destinations but as a destination in its own right.
Over the past decade, Tampa has diversified its offerings, invested in infrastructure and expanded its national visibility. The next phase is about recognition.
“In five years, we do not want people to say ‘Go and You’ll Know,’” Corrada said. “We want it to just be ‘You Know.’”