New Data Highlights Rising Visitor Spending, Job Creation, and Tax Revenue
SEBRING, Fla. (Jan. 21, 2026) – Tourism continues to be a powerful and growing economic engine for Highlands County, according to new economic impact data released by VISIT FLORIDA Research and Rockport Analytics. The findings underscore the importance of continued tourism development, strategic investment, and community collaboration to support long-term economic health across the county.
In 2024, visitor spending in Highlands County reached $349.4 million, representing a 2.9% increase over 2023 and marking the highest level of visitor spending recorded in the county to date. This sustained growth reflects increasing demand for Highlands County’s attractions, events, outdoor recreation, and small-town experiences.
Tourism’s impact extends well beyond visitor spending alone. In 2024, tourism supported:
- 4,347 jobs across Highlands County
- $117.8 million in wages for local workers
- $199 million in total Gross Domestic Product (GDP) contribution
- $389.2 million in total business spending, benefiting suppliers and service providers across multiple industries
In addition, tourism generated significant public revenue, producing $33.9 million in state and local taxes and $30.2 million in federal taxes, helping fund essential services and infrastructure without increasing the tax burden on local residents.
Tourism promotion and destination development efforts in Highlands County are funded by the Tourist Development Tax (TDT), which is paid by visitors who stay in short-term accommodations and not by local residents. The TDT allows the County to reinvest visitor dollars into tourism marketing, events, and destination development initiatives that generate additional visitation, support local businesses, and create jobs, all without relying on property taxes or general fund revenues.
Visitor spending was distributed across key sectors that directly support local businesses, including:
- $96.8 million in lodging
- $86.0 million in food and beverage
- $50.9 million in entertainment and recreation
- $58.1 million in ground transportation
- $57.7 million in shopping
“These numbers clearly demonstrate that tourism development is not just about attracting visitors; it’s about supporting jobs, strengthening local businesses, and reinvesting dollars back into our communities,” said Casey Hartt, Tourism Director for Visit Sebring/Highlands County. “Strategic tourism development helps ensure that growth is balanced, sustainable, and aligned with the values of the people who live and work here.”
Tourism development efforts in Highlands County focus on enhancing visitor experiences while also improving quality of life for residents. Investments in events, downtowns, outdoor recreation, hospitality training, and destination infrastructure help position the county for continued economic resilience and competitiveness.
Local leaders, businesses, and residents play a critical role in shaping how tourism evolves. Continued engagement and collaboration ensure that tourism growth supports community priorities, preserves local character, and delivers measurable economic benefits countywide.
For more information on tourism’s economic impact or ongoing destination development initiatives, visit VisitSebring.com
