Visit Pensacola Celebrates Another Strong Year as Tourism Drives $1.3 Billion in Local Economic Impact

Visit Pensacola kicked off its new fiscal year Wednesday by hosting community members and tourism industry professionals at its annual meeting. As Escambia County’s official destination marketing organization, Visit Pensacola highlighted how tourism supports local businesses, creates jobs, and enhances residents’ quality of life. The organization also recognized outgoing Board members, welcomed new leadership, and reflected on another year of growth for the area’s tourism industry.

“Tourism remains one of Escambia County’s most impactful industries,” said Darien Schaefer, President and CEO of Visit Pensacola. “Through marketing, teamwork, innovation, and strategic partnerships, we’re elevating Pensacola’s visibility, growing our economy, and creating opportunities that extend well beyond the visitor experience.”

Fiscal Year 2025 by the Numbers

·        Welcomed 2.5 million visitors to the Pensacola Bay Area, driving $1.3 billion in direct spending and 2.5 million room nights — strengthening the local economy and supporting thousands of hospitality jobs.

·        Generated $22 million in Tourism Development Tax collections, a reflection of Pensacola’s growing appeal as both a leisure and group travel destination.

·        Shared “The Way to Beach™” message more than 1.4 billion times across paid, earned, owned, and social media — showcasing Pensacola’s beaches, culture, and experiences to audiences worldwide.

·        Reached 3.3 million users on VisitPensacola.com, driving over 9.2 million page views and generating $1.08 million in booking value through digital engagement.

·        Grew total social media followers to 505,000 across nine channels — achieving 82 million impressions and more than 4 million engagements.

·        Earned $15.2 million in media value through 125 placements across national and international outlets.

·        Hosted 13 press trips and 11 creator collaborations, amplifying authentic storytelling about Pensacola’s people, experiences, and sense of place.

·        Generated over $10.2 million in group bookings by conducting 255 appointments and training 668 travel agents, strengthening Visit Pensacola’s global network of meeting planners and travel professionals.            

·        Welcomed over 57,000 visitors to local Visitor Information Centers, extending personal connections and in-market support.

·        With a growing network of 340 partners, Visit Pensacola welcomed 49 new members, assisted partners 1,794 times, and generated 863,000 listing views—demonstrating tourism’s continued collaboration with the local business community.

·        Enhanced digital storytelling on VisitPensacola.com with new interactive maps and video blogs, improving user experience and content discoverability.

Continuing the momentum, incoming Board Chair Capt. Sterling Gilliam, USM (ret) remarked on his goals for the year.  

“It’s an honor to once again serve as Chair of Visit Pensacola’s Board of Directors and to continue advancing the incredible momentum our destination has built,” said Capt. Sterling Gilliam, USN (ret.), Director of the National Naval Aviation Museum. “Pensacola’s story is one of service, heritage, and hospitality — and tourism allows us to share that story with the world. I look forward to working alongside our board, community partners, and dedicated team to strengthen our impact, support local businesses, and ensure Pensacola remains a destination we’re all proud to call home.”

Serving with Gilliam for the 2026 fiscal year will be:

Retail/Attractions/Events                  Chair - Capt. Sterling Gilliam, USM (ret) - National Naval Aviation Museum

Dining/Entertainment                       Vice Chair - Maria Goldberg – Great Southern Restaurants

Lodging/Pensacola Beach                 Treasurer - Gabe DiCianni – Innisfree Hotels       

Lodging/Downtown/Airport                 Secretary - Yash Patel - Pinnacle Management/Investments                                                                                           

Lodging/Mainland West                    Dianna Graff – Home2Suites I-10/Davis Hwy     

Lodging/Perdido Key                        Christina Sasser – Southern Vacation

Sports/Recreation                             Greg Harris – Pensacola Ice Flyers

Arts/Culture/Heritage                        Bridget Middleton – Fiesta Pensacola

At-Large                                           Robin Reshard – Kukua Institute 

At-Large                                            Brent Lane – ADX Communications/Cat Country

At-Large                                           Jonathan Griffith – Studer Family of Companies

For a full look at the past year, watch the video here. For pictures from this year’s annual meeting, tap here. For more information on how Tourism Works for Pensacola, visit www.visitpensacola.org.

About Visit Pensacola

Visit Pensacola is the destination organization for Escambia County, which includes Pensacola, Pensacola Beach, and Perdido Key. With over 465 years of rich history and nearly 40 miles of sugar-white sand beaches bordered by the emerald-green waters of the Gulf of Mexico, visitors from all over the world are lured to our pristine shores every year. Visit Pensacola supports the community vision of tourism by serving as the central body responsible for building tourism as an economic engine for our community through leadership, connection, collaboration, and communication.