Pritzker wants LGBTQ+ tourists to skip Florida and come to Illinois

Gov. JB Pritzker took to social media this week to remind the LGBTQ+ community that Illinois is open for their business, even if Florida is not.

The big picture: Visit Florida, the tourism arm for the state, recently removed LGBTQ+ travel resources from its website.

What he's saying: "Florida's decision to disrespect and disavow a whole group of tourists for how they live or who they love is disheartening and raises questions about who's really welcome in the Sunshine State," Pritzker said on Instagram .

• "Here in the Land of Lincoln we embrace all that makes each of us unique and we celebrate it with pride. Consider this my personal invitation to come Enjoy Illinois, where all are welcome!"

Zoom in: The Illinois Office of Tourism updated its site with more LGBTQ+ resources to counter Florida's move.

Context: Pritzker has been at odds with Republican Gov. Ron DeSantis, condemning his visit to Illinois earlier this year and even investing in a ballot initiative toward defeating DeSantis-backed anti-abortion rights initiatives .

The other side: DeSantis has taken his shots at Illinois , too.

Between the lines: Under Pritzker, Illinois has courted the LGBTQ+ community to relocate here, as well as publicizing the state's laws protecting reproductive rights .

Reality check: Florida is known for its tourism, attracting around 140 million travelers in 2023, who spent more than $102 billion. Illinois only had 112 million visitors in 2023, resulting in $47 billion for the state.

The intrigue: Illinois follows Connecticut, which also is courting queer communities for tourism. But Illinois is going further by taking a direct swipe at Florida.

• DeSantis and the Florida legislature have passed several anti-LGBTQ+ laws , earning a reputation for being one of the least gay-friendly states in the country.

The bottom line: Pritzker has been a champion of LGBTQ+ rights. He's hoping those tourists will skip the oceans and enjoy Lake Michigan instead.