NEW CAMPAIGN
GO AND YOU’LL KNOW: VISIT TAMPA BAY INVITES TRAVELERS TO EXPERIENCE THE DESTINATION
New Visit Tampa Bay campaign harnesses insights around traveler perceptions and experiential love for the destination
Tampa, FL (Oct. 9, 2025) — Visit Tampa Bay is unveiling Go and You’ll Know, its newest national advertising campaign, that’s built on a powerful audience insight: once visitors personally experience the destination, they fully understand what makes Tampa Bay so exceptional. Across all brand attributes, perceptions shift dramatically after visiting, and these insights sparked a dynamic new platform showing visitors they aren’t limited to choosing only one type of vacation. Whether looking for luxury, relaxation, adventure or authentic culture, you can find it all in Tampa Bay. Go and you’ll know.
Creative executions highlight the variety and contrasts that define Tampa Bay, with tongue-in-cheek or sassy-confident headlines such as “Make salty new friends” for The Florida Aquarium, “Embrace your wild side” for Busch Gardens® Tampa Bay, and “5-Star stays for days” to speak directly to the growing luxury travel activities in the destination. With striking visuals, the campaign positions Tampa Bay as the destination where travelers can have it all.
“This was an opportunity to lean into what makes Tampa Bay truly unique,” said Santiago Corrada, CEO of Visit Tampa Bay. “The research told us what previous visitors already know: visiting Tampa Bay transforms the way people think. It’s edgy yet welcoming, luxurious yet authentic and always surprising. That’s why our message is simple — Go and you’ll know.”
Following years of industry-leading results and award-winning campaigns, the shift to the new campaign is based on Visit Tampa Bay’s comprehensive brand tracking study. The research revealed that, once travelers experienced the destination, Tampa Bay was seen as more peaceful, stress-free, diverse, dynamic, luxurious and dazzling — confirming the region’s ability to consistently exceed visitors’ expectations.
Recent investments in luxury experiences underscore this transformation, with new high-end hotels, MICHELIN-starred and recognized restaurants, and curated cultural offerings elevating Tampa Bay’s profile among affluent travelers. In response, the campaign deliberately speaks to discerning audiences who may be considering other luxury destinations — showcasing why Tampa Bay is the more dynamic, unexpected choice.
The campaign debuts this fall targeting leisure travelers in all key domestic and international markets to inspire holiday travel and build momentum ahead of Tampa Bay’s popular winter season. The campaign is also intended to reach meeting professionals and business travelers looking for the ideal venue for their next gathering. Supported across video, digital, social, out-of-home, and strategic partnerships, the effort aims to reinforce Tampa Bay’s growing position as a premier vacation and meeting destination, and the campaign’s creative will be used to update Hillsborough County’s Make It Tampa Bay campaign which focuses on enticing talented professionals looking for career relocation.
In Tampa Bay, the only real choice is when to go. Start planning your trip at VisitTampaBay.com.
ABOUT VISIT TAMPA BAY
The heart of Florida’s Gulf Coast beats in Tampa Bay. Visit Tampa Bay encourages adventure with a relaxing vibe to create vacation experiences that are authentically Tampa Bay. As a not-for-profit corporation certified by Destinations International’s Destination Marketing Accreditation Program (DMAP), we work with hundreds of partners to tell the world the story of Tampa Bay. Treasure awaits. For more information, visit our website.