Visit Sebring

Visit Sebring serves as the official destination marketing and management organization for Highlands County, Florida, covering Sebring, Avon Park, and Lake Placid. As the brand of the Highlands County Tourist Development Council (TDC), it works to enhance the quality of life for residents. Its mission centers on strategic destination promotion, tourism development, advocacy, and careful resource management. The organization highlights the region's diverse attractions, often referred to as "Florida's Hidden Gem" or "The Heart of Florida." Its key attractions include nearly one hundred crystal-clear lakes for water activities, more than a dozen golf courses, and the Sebring International Raceway, which draws over 300,000 visitors annually for more than 175 events. Beyond these, the organization also promotes the natural beauty of Highlands Hammock State Park and the charm of small towns with historic downtown areas, such as Sebring's "City on the Circle." Recent achievements include the launch of a redesigned website and attracting national attention, notably through Highlands County's feature on HGTV's "Home Town Takeover." These efforts have contributed to record-high Tourist Development Tax collections, reflecting a strong and growing tourism sector.