Measuring the Return on Investment of Destination Welcome Centres: The Case of Florida

US state destination boards have traditionally operated welcome centres – viewed as cost centres – at key vehicular entrance points to their states. In fact, if travel parties modify trips in the state as a result of their welcome centre experience so as to make an incremental economic contribution to the state, then what has been perceived as a cost centre may actually be a profit centre for the state. Using return on investment (ROI) analysis or accountability research, this study outlines the methodology of VISIT FLORIDA, the private–public partnership serving as the official tourism board for the State of Florida. The partnership was developed to analyse the impact of Florida's welcome centres and to identify whether or not they resulted in a positive cash flow for the state. The study includes strategic marketing questions which allow VISIT FLORIDA to make management decisions to improve further the impact of its welcome centres.