In recognition of National Travel and Tourism Week, the Marion County Board of County Commissioners highlighted the significant economic impact of tourism in the region, noting that 1.4 million visitors generated over $1 billion in economic activity from April 2023 to March 2024. This influx of visitors contributed more than $682 million in direct spending on various services, ultimately saving local households approximately $466 in taxes annually.

Equine tourism plays a crucial role in Marion County, known as the Horse Capital of the World®. A recent study revealed that non-horse owning participants and spectators contribute approximately $2.7 billion to Florida’s economy, with Marion County accounting for about $965 million. The area hosts numerous equine events, including major Thoroughbred sales and competitions, attracting thousands of visitors who contribute to local spending on dining, lodging, and entertainment.

The Marion County Visitors and Convention Bureau (VCB) celebrated tourism’s importance by launching new promotional initiatives, including a photography contest and a new episode of the Marion Insider’s Guide. The VCB also received two prestigious awards for its marketing efforts, showcasing the region’s equestrian culture and outdoor activities, which have significantly increased engagement and visibility for the area.