Ocala/Marion County Celebrates Strong Tourism Performance and Launches New Programs to Grow Future Visitation

The report and proposed Media Strategy were presented at the Tourist Development Council on August 20, 2025, highlighting both recent achievements and future initiatives designed to grow visitation and support local partners.

Strong Media Exposure & Visitor Engagement (Q3 2025)

Press Coverage:
Partnerships with VISIT FLORIDA produced themed media campaigns, while Ocala/Marion County’s unique experiences were highlighted nationally and internationally.

Press Trips:
Media visits included Cape Fear Living Magazine, resulting in a feature on Ocala’s equestrian heritage and culinary arts, and an international trip from France, with coverage forthcoming. Brazilian influencer Juju Na Trip also spotlighted Silver Glen Springs, furthering reach in Latin American markets.

Major Earned Media Win:
Southern Living
featured the Ocala National Forest in a summer travel story syndicated through MSN Travel and other outlets, generating nearly 160 million impressions
and more than $1.4 million in media value.

Overall Results:
April–June earned media delivered a total reach of 258.5 million impressions and an estimated $4.09 million in value.

Spotlight: The Marion Insider’s Guide Video Series

A cornerstone of Ocala/Marion County’s digital outreach, the Marion Insider’s Guide
is a video series that immerses audiences in the county’s culture, natural beauty, and hidden gems. Each episode highlights authentic experiences through the eyes of locals, from world-class equestrian events and historic downtown dining to kayaking Florida’s crystal-clear springs.

Approved by both the Tourist Development Council and the Board of County Commissioners in 2024, the series reflects the community’s strong commitment to growing the local tourism economy and putting Ocala/Marion County’s treasures on the map.

The series not only draws visitors to the area but also supports locally owned businesses and venues, showcasing restaurants, shops, attractions, and service providers to both residents and tourists, helping these businesses gain visibility and attract new customers. By making local citizens “Insiders,” the program encourages friends, family, and the wider community to explore hidden gems and destinations they may not have known about, fostering a culture of community-driven tourism advocacy.
Additionally, the series allows locals and visitors alike to make memories right here at home, positioning Ocala/Marion County as a destination not just for tourists, but as a source of entertainment and guidance for local residents.

Access the Series:
Full episodes are available on OcalaMarion.com
under the Insider’s Guide
section, on the OcalaMarion Travel Guide app (Apple App Store and Google Play Store) and on YouTube. Short-form highlights are also featured on both the Ocala/Marion and Marion County Facebook and Instagram channels.

Fiscal Year 2025 Key Metrics:

• 506,000 YouTube views and 26,775 watch hours
• 404,000+ social media impressions and 22,000+ engagements
• Nearly 20,000 web pageviews on OcalaMarion.com

“Through the Marion Insider’s Guide, we’re inviting both visitors and locals to experience Ocala/Marion County in new and memorable ways,” said Marion County Commission Vice Chairman Carl Zalak, liaison to the Tourism Development Council. “This series highlights our unique culture and attractions, supports local businesses, and gives residents a guide to enjoy their own community. It’s about inviting visitors and our own family to create meaningful connections and making Ocala/Marion County a destination for everyone.”

Looking Ahead: Proposed Marketing & Funding Programs

Building on these successes, the TDC approved a new proposed Marketing Plan
on August 20, 2025, introducing strategic programs to drive visitation, support partners, and attract events.
Funding for these initiatives comes primarily from the Tourist Development Tax, a 4% tax on short-term accommodations, which provides vital resources to grow tourism while directly benefiting the local economy.

Under Florida law, revenues from the Tourist Development Tax are restricted to use for tourism-related purposes, including marketing the destination, funding events that attract overnight visitors, supporting tourism infrastructure, and promoting arts, culture, and heritage attractions. These restrictions ensure that tourism tax dollars are reinvested into programs and projects that enhance visitor experiences and drive economic impact, while supporting local businesses and community development.

Key components of the proposed plan include:

• Meeting Rewards Program – Incentives up to $2,500 for organizations booking meetings through the VCB.
• Room Night Generating Events – Reimbursement-based funding to support events that encourage overnight stays.
• Event Bid Fee / Rights Fee Policy – Streamlined support to attract major competitive events.
• Arts and Cultural Destination Enhancement Program – Funding for arts, heritage, cultural, and nature-based tourism projects.
• Marketing Assistance Funding Program – Helps tourism-related businesses with branding and marketing efforts. Workshop participation is required before application.

Workshops held in July 2025 prepared businesses to take advantage of the Marketing Assistance Funding Program, ensuring strong local engagement and alignment with the county’s brand.

Positioning for Sustainable Success

Also presented at the Tourist Development Council meeting was the Quarterly Economic Impact and Visitors Tracking Report, covering April–June 2025 data. The Ocala/Marion County Visitors and Convention Bureau uses this important information to guide future strategies in marketing, advocacy, and sales.

“Ocala/Marion County continues to shine as a destination that blends authentic Florida adventure with cultural depth,” said Loretta Shaffer, Ocala/Marion County Tourism Director. “Our recent results show the strength of our message, and these new programs ensure our partners are equipped to grow with us. Together, we are creating a sustainable tourism economy that benefits visitors, businesses, and residents alike.”

For more information about Ocala/Marion County attractions and funding opportunities, visit OcalaMarion.com or download the OcalaMarion Travel Guide app.

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About: Internationally renowned among equestrians, cyclists, geologists, and even the world of classic cinematography, Ocala/Marion County still feels like a hidden gem to those who aren’t already insiders. And yet, when you’re here, you’re never an outsider. The relaxed, genuine friendliness of the county’s communities makes you feel welcome wherever you go. From its otherworldly natural springs to the compounds of World Equestrian Center and Florida Aquatics Swimming and Training to its vibrant restaurants, quaint shops, dynamic arts and culture, and historic sites, the destination takes you by surprise in the best of ways. For more information about Ocala/Marion County, visit OcalaMarion.com or call toll-free 1.888.FL.OCALA.