Last year marked the fourth consecutive year for the city of Tampa Bay, FL, to exceed $1 billion in hotel taxable revenue, said Santiago Corrada, president and CEO of Visit Tampa Bay, during a recent interview.
How? Hillsborough County (where Tampa Bay is located) attracted 28 million visitors who spent $6.0 billion, generating a total economic impact of $9.5 billion in Hillsborough County annually, according to a report by Tourism Economics. That’s more than 61,000 jobs and $691 million in state and local tax revenues.
At the TSNN News Desk during Connect Marketplace 2026, Danica Tormohlen, VP of Group Content for Trade Show News Network (TSNN), spoke to Corrada about the strategy behind the destination’s record-breaking growth.
Here are highlights from our conversation.
A view of downtown Tampa. Photo: Keir Magoulas, Visit Tampa Bay
From Education to Events
Corrada’s career began far from the event industry. Starting as an elementary school teacher, he eventually rose to become a high school principal. His transition into the events sector was initiated by the mayor of Miami, who chose him to manage Parks and Recreation. This role allowed him to liaise between the city and significant events, such as the Super Bowl and the Republican National Convention.
“It was so smooth because I’d known the people for years,” he said. “But there was also work to be done.”
Upon joining Visit Tampa Bay over 13 years ago, Corrada recognized that while the organization excelled at hosting large events, it needed to improve its marketing strategies to attract tourists and smaller meetings. He initiated a comprehensive marketing and PR campaign to elevate Tampa Bay’s profile globally.
Building a Stronger Community
Corrada’s approach was not just about attracting visitors but also about community engagement. He emphasized the importance of workforce development in the hospitality industry, particularly in the wake of COVID-19. By collaborating with local schools and the University of South Florida, Corrada has helped create programs that prepare students for careers in tourism.
“We want to be a destination leadership organization, ensuring that we are not just filling seats but building relationships,” he said.
The partnership with local schools has led to the establishment of programs that connect students with internships and mentorship opportunities, ensuring a well-prepared workforce for the future.
The Gasparilla Invasion in Tampa. Photo: Keir Magoulas, Visit Tampa Bay
The Tampa Experience
For those considering Tampa for their next event, Corrada paints a picture of a vibrant city with much to offer. From an award-winning airport and convention center to a safe, walkable downtown filled with restaurants and entertainment, Tampa Bay is an inviting destination.
“You land at the airport, and within 15 minutes, you’re in downtown,” he said. “The variety of things to do here is just amazing.”
Corrada highlights the city’s commitment to excellence in hospitality, stating that Tampa doesn’t make promises it can’t keep. This dedication to service and relationship-building sets Tampa apart as a destination that ensures seamless experiences for its visitors.
A Bright Future Ahead
With nearly 30 million visitors annually and significant economic impact, Tampa Bay is on a trajectory of growth. Corrada shared that the city continues to attract major events and conventions, reinforcing its status as a leading meetings destination.
As Tampa Bay welcomes a diverse range of events, from Comic Con to corporate gatherings, Corrada invites event organizers and visitors alike to experience the unique blend of hospitality, culture, and community that Tampa has to offer.