About

Discover the Sebring Area, Florida’s Hidden Gem

The Heart of Florida…you will find Florida’s best-kept secrets, Sebring, Avon Park, and Lake Placid. Here in the center of the Sunshine State, you’ll find nearly 100 crystal clear lakes for fishing, boating, skiing, and sailing, and more than a dozen quality golf courses offering exceptional value. Our gently rolling hills, orange groves, and charming small towns make this a relaxing country getaway – and our central location provides easy access to Florida’s best attractions without the hustle and high prices of the major tourist areas. It’s the best of both worlds – within two hours of most major attractions yet removed enough to enjoy some relaxation. Come discover Highlands County for yourself!

Visit Sebring

Mission Statement

To contribute to a positive quality of life for the residents of Highlands County (our customer) through destination promotion, development, advocacy, and resource management.

What is Visit Sebring?

Visit Sebring serves as the official destination marketing and management organization for Highlands County, FL – home to the cities of Avon Park, Lake Placid, and Sebring. Through destination development and promoting the natural beauty, vibrant culture, and welcoming communities of the region, Visit Sebring aims to enhance the visitor experience while supporting local businesses and attractions. By showcasing the region’s unique charm and diverse offerings, we strive to attract travelers from near and far, encouraging them to explore all that the Sebring area has to offer. From the thrill of world-class racing to the serenity of its picturesque landscapes, the area promises unforgettable memories for every visitor. Whether you’re planning a family vacation, a relaxing getaway, or an adventurous escape, Visit Sebring is your gateway to discovering the hidden treasures of Highlands County in the heart of Florida.

Tourist Development Council (TDC)

Visit Sebring is the brand of the Highlands County Tourist Development Council (TDC). The TDC is a 9-member advisory committee to the Highlands County Board of County Commissioners. The TDC operates in accordance to Florida Statute 125.0104, serving as stewards of the Tourist Development Tax collected within Highlands County, FL.

Learn more about the tdc here

TDC Meetings and Info

Click the arrows below for more information on the TDC and additional resources.

2025 TDC Meeting Dates
  • January 30, 2025
  • May 1, 2025
  • August 7, 2025
  • October 30, 2025

The TDC meets quarterly in the County Commissioners’ Board Room in the Highlands County Government Center, 600 S. Commerce Ave., Sebring. Meetings begin at 8:15 a.m.

Past Meeting Minutes
Additional Resources
Video Recordings & Resources

Questions?

Contact TDC staff

Additional Information

What is the Tourist Development Tax?

The Tourist Development Tax (TDT) is a 5% tax on all transient accommodations in Sebring. You may also hear the TDT referred to as the Resort Tax, Bed Tax, Local Option Tourist Tax, Transient Rental Tax, etc. All of these terms refer to the 5% TDT tax, which is paid by tourists staying in the county for six (6) months or less.

Do I have to collect the Tourist Development Tax?

Your business is responsible for collecting and remitting this tax if you provide sleeping accommodations that are rented for six months or less (some exemptions apply), or if you have rentals longer than six months without a written lease.

For any questions on the Tourist Development Tax in Highlands County, use the Contact page to contact staff.

Event Marketing Grants

The TDC offers event grants as they recognize events and meetings as a major contributor to the overall tourism economy. These reimbursable funds are designated to promote Sebring as a preferred visitor destination and incentivize heads in beds through event hosting. To review the guidelines and application, please see the link below.

Event Grant Program