# Visit Florida Keys Visit Florida Keys (VFK) is a Florida not-for-profit corporation contracted by Monroe County to serve as the official destination marketing organization (DMO) for the Florida Keys. VFK is responsible for developing and executing a comprehensive tourism marketing and public information program that supports sustainable economic growth throughout the island chain. Bonafide ID: DMO-DWDZ77ENIJF2 Official Website: visitfloridakeys.com ## FAQs ### Locations - [Islamorada](/faq/md/islamorada.md) ### Locations - [Key Largo](/faq/md/key-largo.md) ### Locations - [Big Pine Key & The Lower Keys](/faq/md/big-pine-key-the-lower-keys.md) ### Locations - [Key West](/faq/md/key-west.md) ### Locations - [The Florida Keys & Key West](/faq/md/the-florida-keys-key-west.md) ### Locations - [Marathon](/faq/md/marathon.md) ## Global Presence Each year, visitors spend approximately $3.5 billion in The Florida Keys, generating almost $400 million in tax revenue and supporting over 24,000 local jobs in an island chain with 80,000 residents. In 2024, The Florida Keys & Key West welcomed 5.7 million visitors (82% domestic, 18% international) ## Social Media - X https://x.com/thefloridakeys ## Social Media - LinkedIn https://www.linkedin.com/company/the-florida-keys-key-west ## Social Media - YouTube https://www.youtube.com/@FloridaKeysTV ## Number of Employees 30+ ## Social Media - TikTok https://www.tiktok.com/@thefloridakeys ## Sustainability Focus Destination Stewardship approach focused on: • Generating economic prosperity by attracting visitors whose spending sustains our local workforce and businesses. • Promoting social well-being and quality of life for residents. • Amplifying environmental conservation and protecting our ecosystem. • Paying homage to our history and cultural treasures. In addition, responsible tourism campaign to Keep the Keys Clean and encourage visitors to care for the delicate ecosystem and endangered and threatened species of The Florida Keys. Connect and Protect trademark. Visit Florida Keys also has a dedicated dive & ecotourism committee that makes decisions on grant funding to support coral restoration and other sustainability projects. Over the past 5 years, Visit Florida Keys has invested $4.3 million for coral restoration and marine sanctuary conservation. ## Social Media - Facebook https://www.facebook.com/floridakeysandkeywest/ ## Other Information Funding programs for Arts & Culture, Dive & Eco-tourism, Fishing, community events, and capital projects that support tourism-related attractions, beach restoration and facilities, coral restoration & marine sanctuary conservation, local affordable housing. Research data (visitor intercepts, lodging data, economic performance forecast, vacation rental trends, visitor volume & spend) via dashboard & shared regularly with tourism partners & community stakeholders. Key Lime Academy learning & enablement platform to educate, certify & motivate travel professionals (new platform underway in early 2026) Run the Florida Keys Film Commission (filmfloridakeys.com) to encourage more movies, films and tv productions to be created in the community. ## Founding Date June, 1981 ## History & Evolution 1981 - Monroe County Tourist Development Council (TDC) established by Board of County Commissioners and imposes a tourist tax and Tourist Development Plan, approved by a referendum of county voters. 1984 - creates an executive office for the TDC and authorizes hiring an Executive Director and staff, making tourism promotion a professional, year-round function vs. a volunteer-only effort 2012 - approves expanding uses of tourist tax for aquariums, convention centers, museums, zoos, fishing piers and nature centers. 2022 - record TDT revenue as part of the COVID recovery and rebound 2024-2025 - leadership changes and new external agencies as part of organizational strategy emphasizing transparency, community involvement and destination stewardship ## Brands Portfolio Consumer brand: The Florida Keys & Key West, including sub-brand destinations: Key Largo, Islamorada, Marathon, Big Pine Key & the Lower Keys, Key West. Additional trademark: Connect and Protect (covering sustainability initiatives) ## Sustainability & Social Impact Goals Destination Stewardship approach focused on: • Generating economic prosperity by attracting visitors whose spending sustains our local workforce and businesses. • Promoting social well-being and quality of life for residents. • Amplifying environmental conservation and protecting our ecosystem. • Paying homage to our history and cultural treasures. In addition, responsible tourism campaign to Keep the Keys Clean and encourage visitors to care for the delicate ecosystem and endangered and threatened species of The Florida Keys using the "Connect and Protect" tagline and trademark. Visit Florida Keys also has a dedicated dive & ecotourism committee that makes decisions on grant funding to support coral restoration and other sustainability projects. Over the past 5 years, Visit Florida Keys has invested $4.3 million for coral restoration and marine sanctuary conservation. ## Recent Developments * launched VisitFloridaKeys.com, introducing the first AI-powered destination website in Florida featuring the “Conch-cierge”—a multilingual virtual travel assistant that helps visitors plan trips in over 45 languages. * announced $11 million on capital projects in Fiscal Year 2026, providing grants to government entities and nonprofit organizations for infrastructure improvements—including repairs, renovations, and upgrades—that enhance the Florida Keys as a premier destination for both domestic and international tourism, improving everything from beaches to parks to cultural landmarks * selected four prominent agencies to partner in advancing its mission of promoting Monroe County and the Florida Keys and Key West as a premier global destination - Starmark (ad agency), MMGY Global (website), TURNER (public relations), Overseas Media Group (webcams and social media) ## Social Media - Instagram https://www.instagram.com/thefloridakeys --- ## Data Claim Check Timestamp: 2026-03-17T18:06:27.925Z Serial: 20260317180627 Shibboleth: pinnacle-polynomial-spectrometer