Tampa, FL (May 13, 2025) — Summer is go-time in Tampa Bay, and this year, Visit Tampa Bay is inviting travelers to press play on their best vacation yet with the launch of its new Time to Play in Tampa Bay campaign. Designed to boost summer visitation to Hillsborough County, the multi-channel campaign showcases the destination's world-class attractions, MICHELIN-starred dining, and laid-back vibes — positioning Tampa Bay as a must-visit getaway for both families and luxury travelers alike.

Starting in late May and continuing through July, the campaign developed by FKQ Advertising + Marketing focuses on key drive markets including Atlanta, Orlando, and Miami-Fort Lauderdale, reaching both English and Spanish-speaking audiences. With messaging centered around themes like Time to Play, Time for Adventure, Time to Savor, and Time to Breathe, the campaign encourages vacationers to make the
most of their time. Whether exploring with family or indulging in luxury experiences, Tampa Bay has something for everyone.

“This summer, we're letting everyone know—it's time to play in Tampa Bay,” said Santiago C. Corrada, President and CEO of Visit Tampa Bay. “Whether you're seeking big thrills, MICHELIN-starred cuisine, or just a chance to unwind, Tampa Bay offers it all. From vibrant attractions to luxurious experiences, it's the ideal destination to make summer memories.”

The latest campaign is designed to maintain the momentum of seven straight months of record tourism numbers, including March's latest figures which reflect $132,525,885 in taxable hotel revenue, making it the highest March on record and only the second time hotel revenue has exceeded $130 million in any given month. March also marks the sixth month in a row that hotel revenue has exceeded $100 million.

Corrada believes Visit Tampa Bay's strategic sales and marketing efforts, dating back to last fall and throughout the spring, have been critical in generating high visitor demand to travel to Tampa Bay as a must-see destination.

“We have led the nation in hotel occupancy rate in almost every competitive category,” Corrada said. “Our more than 900 partners, our city and county leaders, and more than 61,000 hospitality professionals deserve all the credit for our success. Visit Tampa Bay's goal is to help sustain that success with our latest marketing efforts and let our greatest treasure, the people of Tampa Bay, do what they do best – give visitors a one-of-a-kind, world-class experience.”

The campaign's vibrant creative spotlights some of Tampa Bay's top partners, including Busch Gardens® Tampa Bay, The Florida Aquarium, ZooTampa at Lowry Park, the Museum of Science & Industry (MOSI), Glazer Children's Museum, and the Straz Center for the Performing Arts.

In Atlanta, the campaign features a show-stopping digital spectacular near Centennial Olympic Park—a massive, corner-wrapped video display offering more than 5,200 square feet of full-motion signage, the largest of its kind in Georgia. In Miami, a newly launched digital wallscape faces traffic heading out of South Beach, while dynamic digital panels in hotspots like Little Havana and Coconut Grove ensure a constant showcase of Tampa Bay experiences. Across all three markets, interactive digital networks and high-impact outdoor media are supported by family-friendly premium video content on Disney Streaming Entertainment platforms, including Hulu and Disney+, delivering eye-catching storytelling during shared screen time.

Adding even more visibility and authenticity, Visit Tampa Bay is partnering with Expedia to bring 24 travel influencers to the destination. Their real-time content will be featured across social platforms and on a branded Expedia landing page, offering firsthand experiences and a fresh lens on what makes Tampa Bay so special. Visit Tampa Bay is the first-ever DMO sponsor of this Expedia Ambassador Summit, the groundbreaking partnership setting a bold precedent for how destinations can lead and innovate with the global travel space and reinforcing Visit Tampa Bay's position as a forward-thinking leader in destination marketing.

PHOTOS

Time to Explore
Visit Tampa Bay is inviting travelers to press play on their best vacation yet with the launch of its new Time to Play in Tampa Bay campaign. Designed to boost summer visitation to Hillsborough County, the multi-channel campaign showcases the destination's world-class attractions, MICHELIN-starred dining, and laid-back vibes—positioning Tampa Bay as a must-visit getaway for both families and luxury travelers alike.

Time For Applause
Visit Tampa Bay is inviting travelers to press play on their best vacation yet with the launch of its new Time to Play in Tampa Bay campaign. Designed to boost summer visitation to Hillsborough County, the multichannel campaign showcases the destination's world-class attractions, MICHELIN-starred dining, and laid-back vibes—positioning Tampa Bay as a must-visit getaway for both families and luxury travelers alike.

Time to Breathe
Visit Tampa Bay is inviting travelers to press play on their best vacation yet with the launch of its new Time to Play in Tampa Bay campaign. Designed to boost summer visitation to Hillsborough County, the multi-channel campaign showcases the destination's world-class attractions, MICHELIN-starred dining, and laid-back vibes—positioning Tampa Bay as a must-visit getaway for both families and luxury travelers alike.

Ready to Savor
Visit Tampa Bay is inviting travelers to press play on their best vacation yet with the launch of its new Time to Play in Tampa Bay campaign. Designed to boost summer visitation to Hillsborough County, the multi-channel campaign showcases the destination's world-class attractions, MICHELIN-starred dining, and laid-back vibes—positioning Tampa Bay as a must-visit getaway for both families and luxury travelers alike.

Time to Indulge
Visit Tampa Bay is inviting travelers to press play on their best vacation yet with the launch of its new Time to Play in Tampa Bay campaign. Designed to boost summer visitation to Hillsborough County, the multi-channel campaign showcases the destination's world-class attractions, MICHELIN-starred dining, and laid-back vibes—positioning Tampa Bay as a must-visit getaway for both families and luxury travelers alike.

Time For Discovery
Visit Tampa Bay is inviting travelers to press play on their best vacation yet with the launch of its new Time to Play in Tampa Bay campaign. Designed to boost summer visitation to Hillsborough County, the multi-channel campaign showcases the destination's world-class attractions, MICHELIN-starred dining, and laid-back vibes—positioning Tampa Bay as a must-visit getaway for both families and luxury travelers alike.

Es hora de observar las estrellas
Visit Tampa Bay invita a los viajeros a disfrutar de sus mejores vacaciones aún con el lanzamiento de su nueva campaña "Time to Play in Tampa Bay". Diseñada para impulsar las visitas de verano al condado de Hillsborough, esa campaña de mercadeo multifacética muestra las atracciones de clase mundial del destino, sus restaurantes con estrellas MICHELIN y su ambiente relajado, posicionando a Tampa Bay como una escapada imprescindible tanto para familias como para viajeros de lujo

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ABOUT VISIT TAMPA BAY
The hip, urban heart of Florida's Gulf Coast beats boldly in Tampa Bay, where active adventures, sky-high coasters, exotic wildlife, authentic culture, and award-winning, world-class cuisine await you. As a not-for-profit corporation certified by Destinations International's Destination Marketing Accreditation Program (DMAP), we collaborate with hundreds of partners to share Tampa Bay's captivating story with the world. Treasure awaits. For more information, visit our website.

For additional information, contact:
Curtis Kellogg
Director of Public Relations
(813) 218-3456/Cell: (580) 504-2052
CKellogg@VisitTampaBay.com