FROM THE PUBLISHER

Last month, Governor Ron DeSantis’ office released Visit Florida’ s 2024 Economic Impact Report. The report said that tourism continued to support Florida’ s workforce and tax base in significant ways. The industry backed 1.8 million jobs in 2024 and generated $ 79.9 billion in wages. Tourism-related activity produced $ 33.6 billion in federal, state and local taxes and saved taxpayers almost $ 2,000 per household. In a press release accompanying the report, Gov. DeSantis said,“ Our tourism industry is critical to Florida’ s strong economic position and Florida remains the top destination for travelers from across the country and the world because we prioritize freedom and safety. Tourism fuels jobs and keeps Florida’ s economy strong.”

Travel and tourism is also a major contributor to our economy in St Johns, Flagler and Volusia counties, yet businesses and residents are often unaware of the benefits to them if they are not a part of the industry. As a coastal community, we ALL benefit from tourism, some directly and all indirectly.

The theme of this issue of EVOLVE is Hospitality and Tourism. Robert Skrob is the guest author for this issue ' s“ Staying Ahead” section on Page 24 as he looks at“ How North Central Florida Wins the Next Decade.” Many of us have heard the term“ Heads in Beds.” Our article with the same title on Page 6 helps to bring some clarity to what that means. At the end of the article you’ ll see a“ by the numbers” side bar with the numbers behind the impact of hospitality and tourism in our Region. It totals $ 10.2 billion in economic impact

in our region.

Lastly, I want to point to Page 16 for our salute to the memory of Bob Davis, the TITAN of Hospitality. Bob passed in July 2025. I had the pleasure, as did so many others, of enjoying his company, his spirit and his laughter. His obituary says:“ Bob would like to be remembered as‘ Mr. Volusia County’ and‘ The Mouth of the South’ for his love of the community and the hospitality industry he worked in.” And he is.

PUBLISHERS Howard M. Holley and Dr. Barbara C. Holley

CHIEF CONTENT OFFICER Elesha Mavrommatis

ART DIRECTOR Leslie Proctor

CHIEF OPERATING AND SALES OFFICER Jeanne Coates

DIRECTOR OF COMMUNITY ENGAGEMENT Yvette Alleman

EDITORIAL ADVISORY BOARDS

First Coast Region Eric Becher • Vavarde Strategic Funding Cindy Dalecki • Marketing 2 Go Maks Levanovich • SouthState Bank Craig McKinney • City of Palm Coast Scott Maynard • St. Johns County Chamber of Commerce Sarah McPherson • Advent Health Dr. Sandra Miles • DSM Initiatives, LLC Sherri Mitchell • Nassau County Economic Development Board Dr. Daniel Ray • St. Johns River State College

Space Coast Region Nick Conte • City of DeLand Richard Cooper • Foundation Risk Partners Heather Edwards • Volusia County Economic Development Department John Guthrie, Halifax Health Tracy Marino • Team Volusia EDC Dean O’ Brien • 06 Marketing LLC Brian Rademacher • City of Ormond Beach Kate Sark • Ocean Center Amy Workowski • The W Agency

INTERESTED IN ADVERTISING? If you would like to advertise in EVOLVE, please call 386.449.8353 or email us at info @ TouchPointIS. com

HOWARD M. HOLLEY Co-Publisher

EVOLVE is published six times per year by

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EVOLVE Business and Entrepreneur Magazine First Coast Region - December 2025/January 2026 | Page 8

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