LAKELAND — Polk County, strategically located between Orlando and Tampa in Central Florida, has experienced a tourism boom in recent years.

Between 2019 and 2024, tourism revenue and its economic impact nearly doubled in Polk County, which includes the cities of Lake Wales, Davenport, Lakeland, and Winter Haven.

In 2024, Central Florida attracted more than 6.5 million visitors, generating an economic impact of $4.5 billion.

Visit Central Florida (VCF) had already implemented an ambitious marketing and safety plan before the pandemic began.“This made the biggest difference in Polk County’s overall recovery and allowed us to secure additional market share – especially in the sports segment. We were better prepared and more aggressive than our competitors, which also paid off in the long run,” said Mark Jackson, Director of Tourism and Sports at Visit Central Florida.

Another key factor has been the growth of short-term accommodations. Last year alone, visitors generated over 3.6 million overnight stays in the region.

“We have been actively involved in attracting new hotel projects. We estimate that approximately 1,000 new rooms will be added in the next two years, which represents a major economic boost for the county,” added Jackson.

Central Florida hosted over 300 sporting events throughout the year, contributing significantly to the flow of tourists.

“Visit Central Florida has a talented team that works every day to promote tourism, one of the most important sectors in the county,” said Sean Malott, President and CEO of the Central Florida Development Council.

Top attractions in Polk County include LEGOLAND Florida Resort, Bok Tower Gardens and Safari Wilderness. There are also more than 40 golf courses, 454 lakes, and a wide range of culinary experiences.

More information about travel to Central Florida can be found here.