As in many areas throughout the world, nature-based tourism is becoming a more important part of the development of rural communities throughout Florida. This manuscript reports the results of a survey of county tourism professionals and a Delphi study of public land management agency decision-makers in Florida regarding nature-based recreation and tourism. This research was designed to identify how these two groups perceive the role of natural areas as a tourism resource in Florida and how these perceptions help local tourism professionals and land management agencies develop a visionary platform for effective ecotourism planning in Florida. Results show that tourism professionals and public land management agency decision-makers perceive different priorities and visions for ecotourism in Florida. In general, tourism professionals believe nature-based recreation will help provide direct and indirect economic benefits throughout their counties. Ecological benefits and resource management issues were the primary concerns of public land management agency decision-makers. However, both groups expressed interest in involving private industry and local communities more in nature-based tourism planning. Potential areas of collaboration where both groups can achieve their diverse benefits are discussed.