Visit Pensacola Reports $1.3B Tourism Impact, Installs New CEO Tony Lyle

Visit Pensacola celebrated a strong fiscal year at its annual meeting Wednesday, reporting $1.3 billion in direct visitor spending and welcoming new leadership as the organization charts its next phase of growth for Escambia County's tourism economy.

Tony Lyle has assumed the role of President and CEO, replacing outgoing leadership as the destination marketing organization focuses on elevating Pensacola's profile nationally and internationally. Lyle told community leaders and tourism partners gathered at the meeting that he sees significant opportunity to build on the region's momentum. "There's tremendous momentum here, driven by an incredible team, strong industry partnerships, and a community that takes pride in what makes this destination unique," Lyle said.

FY2026 numbers underscore the sector's reach and economic muscle. Visit Pensacola welcomed nearly 2.6 million visitors, generated more than $23.6 million in Tourism Development Tax collections, and booked more than 2.6 million room nights. The organization's digital footprint expanded substantially, reaching 3.6 million visitors on VisitPensacola.com and growing social media followers to over 554,000 across nine platforms.

Outgoing Board Chair Capt. Sterling Gilliam, USN (ret.), director of the National Naval Aviation Museum, praised the team's execution during the leadership transition. "The accomplishments we're celebrating today are a direct reflection of their hard work and the strength of our tourism community," Gilliam said, noting confidence in the organization's future under Lyle's direction.