TALLAHASSEE — Visit Florida staff members have put together a tourism-marketing plan intended to counter increased competition from other states.

With pandemic restrictions now lifted nationally and eased internationally, and tourism dollars up in Florida’s proposed budget for the 2023-2024 fiscal year, the state tourism agency’s Marketing Council rolled out plans that, in part, would move up the start of winter and “families” advertising campaigns by a couple of months.

“We have moved these up to launch in October and March respectively, which we feel will position us to enter the travel discussion earlier in the decision process and maximize our traveler visitation,” Brett Laiken, Visit Florida’s vice president of marketing, said Tuesday during a conference call.

The marketing efforts will continue to highlight beaches and theme parks, but also regional and outdoor activities.

Laiken said the agency focused on Florida’s pandemic recovery last year, and “this year we really want to celebrate the record numbers in the face of increasing competition.”

The proposed state budget for the 2023-2024 fiscal year, which will start July 1, includes $80 million for Visit Florida, a $30 million increase from the current fiscal year. Gov. Ron DeSantis still needs to sign off on the budget.

Tourism officials did not mention recent travel advisories that advocacy groups have issued for Black, Hispanic and LGBTQ people as a protest against policies backed by DeSantis and the Republican-controlled Legislature. The meeting also did not include discussion of DeSantis’ clash with The Walt Disney Co. over 2022 legislation that restricts instruction about sexual orientation and gender identity in schools.

Florida drew an estimated 137.6 million visitors in 2022, a 12.9% increase from 2021 and 5% more than in 2019, the last full year of travel before the COVID-19 pandemic.

Visit Orlando estimated that Central Florida drew 74 million visitors last year, most from other parts of Florida.

Most visitors continue to come from other states, with overseas travel to Florida last year 28% below the 2019 total.

The higher Florida tourism estimates come as Visit California also touts spending by tourists, which is expected to hit $154.4 billion this calendar year. The California tourism agency has received $95 million for marketing from lawmakers.

According to the U.S. Travel Association, travel spending in 2022 hit $122.9 billion in Florida, 9% higher than in 2019.

New York hit $100 billion in travel spending last year, 12% higher than in 2019. New York City alone had 54 million visitors in 2022, below its 66.6 million visitors in 2019. New York City Tourism + Conventions, the city’s tourism agency, anticipates reaching 63.3 million tourists this year.

Florida’s overall marketing plan will remain heavily focused on U.S. travelers, who have bolstered the state’s tourism numbers since businesses started to reopen in 2020 after a pandemic shutdown. Laiken said the plan will be more regionally focused than a “one-size-fits-all approach.”

“Our storytelling will expand awareness of vacation possibilities in Florida,” Laiken said. “We will reinforce the beaches and theme parks, while encouraging travelers to experience the limitless adventures that await and allow them to see new Florida with each return visit, including adventures such as hiking, biking and kayaking. And additionally, we will continue to recognize Florida as a top origin market and foster greater in-state travel.”

Laiken said a “significant” amount of Florida’s tourism-marketing dollars will be directed toward attracting international travelers, who in the past on average stayed for longer periods and spent more money. But Laiken said no hard budget figures have been “put down” for international marketing.