Highlands County will join destinations across the nation in celebrating National Travel & Tourism Week (NTTW) from May 3–9, recognizing the powerful role tourism plays in the local economy and community.
Tourism continues to be a significant economic driver in Highlands County. In 2024, visitors generated $349.4 million in total spending, supporting 4,347 local jobs and contributing $117.8 million in wages to the local economy. Tourism also generated $33.9 million in state and local taxes, helping fund essential services and community amenities while reducing the burden on local taxpayers.
“Tourism is more than just visitors. It’s a vital part of our local economy that supports jobs, small businesses, and quality of life for our residents,” said Casey Hartt, Highlands County Tourism Director. “National Travel & Tourism Week is an opportunity to recognize the value of this industry and the people who make Highlands County a welcoming and authentic destination.”
As part of the week’s celebration, the Highlands County Board of County Commissioners will consider a National Travel & Tourism Week proclamation on May 5, formally acknowledging the importance of tourism to the county.
Highlands County will also celebrate a new addition to its tourism landscape with the Grand Opening of the Avon Park Baseball Museum on May 9. This new attraction highlights the area’s rich baseball history and adds another unique experience for both residents and visitors to enjoy during National Travel & Tourism Week.
The celebration will continue the following week on May 12 with the Highlands County Tourism Insights & Awards Breakfast at the Circle Theatre in downtown Sebring. The event will feature a “State of Tourism” update, industry insights, and the presentation of the annual Winners Circle Tourism Awards, recognizing individuals and organizations that have made a meaningful impact on tourism in Highlands County.
In conjunction with National Travel & Tourism Week, residents are encouraged to “be a tourist in their own backyard” by exploring local parks and natural areas, supporting small businesses, and discovering unique experiences like the Sebring Area GeoTour, which is a free, outdoor scavenger hunt that highlights hidden gems throughout the county.
“Whether it’s enjoying a sunset on one of our lakes, attending a local event, or trying a new restaurant, tourism starts with community pride,” Hartt said. “When residents rediscover what makes Highlands County special, it strengthens the experience for everyone.”
For more information about tourism in Highlands County or to learn more about upcoming events, visit VisitSebring.com or call (863) 402-6909.
