Visit Central Florida is the tourism and sports marketing division of Polk County government that promotes Polk County (including Lakeland and Winter Haven) as a travel, meetings and sports destination. Its work includes destination marketing, visitor services and welcome centers, development and recruitment of sports events, convention and group sales, and programs to increase visitor spending and local economic impact.
Destination marketing and branding, tourism economic development, visitor services and welcome center operations, sports event recruitment and bid support, convention and group sales, marketing partnerships with local attractions and businesses, promotion of local festivals and cultural assets
Primarily funded by Polk County tourist development tax (bed tax) and county government allocations; supplemented by earned revenue from ticket and retail sales, sponsorships, partnerships and occasional state or grant funding
Polk County Board of County Commissioners; Visit Florida; regional DMOs such as Visit Orlando; major local attractions and partners including LEGOLAND Florida Resort and Bok Tower Gardens; Polk County chambers of commerce and hospitality industry stakeholders
Division of Polk County government (official county tourism office)
