Visit Florida picked Gov. Ron DeSantis’ communications director Friday to lead the state’s tourism marketing efforts.

The organization’s board of directors voted to hire Bryan Griffin with an annual salary not to exceed $215,000. The decision came on the same day DeSantis publicly backed his ally for the CEO job at Visit Florida.

Griffin, a Tampa native, touted his Florida roots and deep Capitol relationships while asking for the board’s support.

“We will promote the shared values and unique features of Florida, including our world-class amenities, unique natural and historical sites and our commitment to public safety and order for all who visit,” he said.

Griffin succeeds Dana Young, who announced her retirement in December.

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In his new role, he’ll be responsible for building the state’s tourism brand. A public-private partnership, Visit Florida works to attract tourists and conventions through marketing campaigns and public relations.

Board member Carol Dover, president and CEO of the Florida Restaurant and Lodging Association, said she thinks Griffin is up to the task.

“It is clear to me how committed he is in furthering the governor’s vision to make and maintain Florida as the No. 1  place in the nation for the world to visit,” she said, adding she is hopeful his contract can be ironed out in time for the governor’s tourism conference Aug. 27 in Orlando.

In a statement, DeSantis praised Griffin as leading “the charge in communicating the message of the Free State of Florida.”

Griffin said he’s excited about rolling out a new branding campaign for Visit Florida, along with ensuring the state plays a prominent role in commemorating next year’s 250th anniversary of the signing of the U.S. Declaration of Independence.

A close DeSantis ally, Griffin joined the governor’s office in 2022 and served on his unsuccessful 2024 presidential campaign. He also co-owns a kombucha bar and taproom in Tampa.  As the governor’s director of communications, he earns an annual salary of $183,600, state records show.

Before joining the DeSantis team, he studied militant Islam and foreign policy issues as a senior fellow at the London Center for Policy Research, a conservative think tank based in New York City, according to his LinkedIn page. He also worked as a national field director for the Maccabee Task Force, a pro-Israel group founded by conservative billionaires Sheldon and Miriam Adelson.

Griffin holds a law degree from the University of Florida, along with a master’s degree in international affairs from Columbia University, according to an online bio.

DeSantis’ next communications director will be Alex Lanfranconi, the governor’s office revealed late Friday afternoon.

Lanfranconi presently serves as the chief spokesman for West Virginia Gov. Patrick Morrisey. Before that, he worked as deputy communications director in DeSantis’ office.