Ocala/Marion County VCB Celebrates Record-Breaking Attendance at 3rd Annual Tourism Meeting

The Ocala/Marion County Visitors and Convention Bureau (VCB) successfully hosted its 3rd Annual Tourism Meeting this week at World Equestrian Center (WEC), drawing a record attendance of more than 500 community leaders, elected officials, and hospitality partners.

The event provided a platform to celebrate the industry's success and discuss strategies for future growth. The formal program focused on the mission to share the true heartbeat of tourism’s impact. Not just economic numbers but the powerful stories, the enduring opportunities and the vibrant life it fuels for the Ocala/Marion County community.

The event featured three distinguished speakers who reinforced the critical role of tourism. Loretta Shaffer, Tourist Development Director for the Ocala/Marion County VCB, led the program and shared insights on the future of tourism in this destination, announcing a new advocacy campaign, “Made Possible By Visitors.”

The campaign is designed to show residents that the community’s quality of life—including local parks, theaters, and amenities—is directly supported by visitor spending. Shaffer also shared key insights into the VCB's current and future initiatives, including marketing strategies, infrastructure projects, and destination development plans aimed at further elevating Ocala/Marion County as a premier global destination.

Providing a statewide perspective, Bryan Griffin, President and CEO of VISIT FLORIDA, detailed new campaigns and initiatives, as well as vision for Florida tourism and how it shapes opportunities in Ocala/Marion County. Finally, Lauren Pace, Vice President of Marketing for Destinations International, offered valuable national context, noting that the VCB's new community-focused strategy reflects the most important global trends in the visitor economy.

The meeting also provided the latest data from fiscal year 2024-2025, noting that the VCB's work is focused on "building careers, stability, and opportunity" in Ocala/Marion County. Shaffer announced the tourism industry generated nearly $1 billion in total economic impact ($956,450,100) last year. Visitors support 8,670 local jobs annually and $28,378,600 in local taxes. A fundamental metric of success, the number of paid accommodations, increased to over 1,113,799 room nights.

Save the date for next year’s Ocala/Marion County Tourism Annual Meeting, Dec. 10, 2026!

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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.