florida tourism statistics by country

Florida Tourism Statistics for 2023

By James | Last updated July 10, 2024

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Florida Tourism statistics for 2023 show a full recovery from pre-covid 2019 and 2020. 2022 pipped 2023 tourism numbers by 2 million. Statistics from VISIT FLORIDA Research show the total number of visitors in 2023 hit 135 million. This can be compared to 2022 when 137.4 million visitors visited Florida.

8.3 million visitors traveled from overseas to Florida and 3.8 million from Canada. This is an increase from 2022 when 7 million visitors came from overseas and 2.6 million visitors traveled from Canada. This represents an 18.3% and 45.5% increase, respectively.

In this article

*In 2009, VISIT FLORIDA changed its Florida visitor study estimation methodology; therefore, estimates made prior to that year are not directly comparable. In 2022 they further refined their estimating for Canadian and other overseas visitors

Florida Tourism Data for 2023

Florida tourism numbers decreased for overseas visitors in 2023, so let’s look at the data to see where the visitors came from.

Florida Tourism Statistics in 2021 and 2022

Record numbers of visitors came to Florida for nine consecutive years between 2011 and 2019, crashed in 2020 due to the COVID-19 pandemic and the various global lockdowns, and then started to recover in 2021.

Florida Tourism Statistics for 2021 and 2022 show that visitor numbers recovered to their pre-pandemic 2019 numbers despite a prolonged recovery from international visitors, especially from Canada.

The data from VISIT FLORIDA Research shows that visitor numbers to Florida in 2021 and 2022 are returning to their pre-pandemic 2019 figures despite a slow recovery from international visitors. Many global markets were prohibited from entering the USA until November 2021 due to COVID-19 restrictions imposed by the USA.

With 0.71 million visitors, Columbia was not subject to any travel bans. It came out on top for all international visitors, beating Canada with just 0.58 million (down from over 4 million in 2019).

Domestic visitor numbers surged to over 117 million (a new record), up 55% from 2020, while total visitor numbers increased to 122 million.

Top out-of-state domestic US visitors were from Georgia 9.5%, New York 9.3% and Alabama 6.4%.

The international breakdown by country showed the only gains were from South American countries that were not subject to travel bans (2020 figures in brackets):

• Canada 0.58 million (1.36 million)
• United Kingdom 0.14 million (0.18 million)
• Brazil 0.13 million (0.29 million)
• Columbia 0.71 million (0.17 million)
• Argentina 0.23 million (0.15 million)

These numbers for 2022 show the improvements in growth in comparison to 2021:

• In quarter 1 of 2022, total visitor numbers were up 41.5% on the same period in 2021
• In Quarter 2, the figures were up 4.9% on 2021
• In Quarter 3, total visitor numbers were up 5.2% in 2021
• In Quarter 4, total visitor numbers were up 5.1% in 2021

The last two quarters of 2021 also showed an increase on the same quarters in 2019.

How Many Tourists Visit Florida Each Year?

Florida’s great climate makes it a year-round destination for vacationers and business and leisure conventions. It is also an excellent draw for college students on spring break and snowbirds in the North Eastern seaboard during the cold winter.

Over the last ten years, visitor numbers have mostly continued to grow.

In 2013, an estimated 94.7 million tourists visited Florida in total, up 3.6% from 2012. In 2014, that number grew to 97.35 million, a 2.8% increase from 2013.

In 2015, despite a slight fall in international visitors, overall growth was around 6.5%, topping the 100 million mark and reaching a record near 105 million visitors. A further 5.9% increase in 2016 saw numbers reach nearly 113 million.

Though international numbers continued to fall, especially from South America, overall, 2017, 2018, and 2019 were record-breaking years with over 131 million visitors in 2019, despite the impact of hurricanes like Irma and the red tide outbreaks.

Of the major international countries, Canada continued to show growth, and Brazil started climbing again.

These figures demonstrated that for the ninth year running, Florida was still the “Number One” US attraction for holidaymakers with year-round appeal and that it had bounced back following the 2010 Gulf oil spill.

In 2019, domestic visitors still made up the lion’s share at over 116 million, a 3.7% increase, with Canada in second place and the United Kingdom in third place. In 2020, there was a 29.7% drop in domestic visitor numbers, a 64.5% drop for Canada, and a 70.4% drop in international.

The most significant change in the last couple of years is the drop in visitor numbers from overseas, particularly in South America, and specifically from Brazil, Argentina, and Venezuela. This was partly due to economic and political turmoil coupled with a poor economy and not being part of the US Visa Waiver Program .

For most of 2020 and 2021, the biggest factor was the global COVID-19 pandemic , which struck the USA and effectively put it into lockdown, though this varied by state.

Orlando Visitor Numbers in 2021

With its multiple conference facilities and theme parks , Orlando hosts the largest number of visitors to Florida each year, making tourism the largest private employer in the area.

In recent years, theme parks have seen more significant numbers of spring breakers wishing to spend time in theme parks rather than at beach resorts. Walt Disney World is estimated to receive over 50 million visitors annually, making it the most visited vacation resort globally.

Visit Orlando produces annual visitor statistics, and they estimated there were 59.3 million visitors to Orlando in 2021, a significant increase from 2020 with 35.3 million but well down on the record of over 75 million in 2019 and 2018.

The figure of 59.3 million includes 49.7 million domestic leisure visitors, 7.5 million domestic business visitors, and about 2.1 million overseas visitors.

The Orange County Convention Center saw nearly 1 million visitors, with over 40 million transiting through Orlando International Airport (MCO).

Visitors to Orlando bring in over $4bn in state and local taxes from hotels and businesses.

However, in 2020, that figure crashed to just 35.3 million visitors. International travel was down by 75%, not helped by the travel ban into the USA from so many countries.

Before the pandemic struck in 2019, Orlando witnessed record-breaking numbers: 75.8 million visitors overall, 69.3 million domestic, and 6.5 million overseas, making it the most visited destination in the USA, beating New York.

Orlando International Airport maintained its position as the busiest in Florida, with 50.1 million travelers to the airport, a 6.7% increase in 2018.

Miami Visitor Numbers in 2021

Though Miami lacks theme parks, it still has a lot to offer: great beaches, casinos, cruises to the Caribbean and beyond, culture, and the lure of the Florida Keys.

The Greater Miami Convention & Visitors Bureau publishes annual visitor numbers to Miami. In 2021, Miami hosted some 24.2 million visitors, matching the pre-pandemic numbers 2019.

8.7 million overnight guests and 3.4 million day trippers were domestic visitors, plus about 3.5 million Florida residents overnight and the same number of day trippers.

There were around 5.1 million international visitors, the largest group were from Columbia with 0.50 million.

Like Orlando and Florida, Miami was also severely hit by the COVID-19 pandemic, particularly in 2020. There were only 11.6 million visitors, 7.9 million overnight, and 3.7 day trippers, 52% down from 2019.

In 2019, there were estimated to be a record 24.2 million visitors, 16.3 million overnight, and 7.9 million day trippers.

In 2018, there were 23.3 million, 16.5 million overnight, and 6.8 million day trippers.

Below, you will find historical figures for Florida for the last couple of years.

Florida Tourism Statistics in 2020

VISIT FLORIDA Research figures for 2020 significantly declined compared to 2019, especially in the second, third, and fourth quarters.

Overall, quarter 1 was down by 14.5%, quarter 2 by a massive 66.6%, and quarter three by 31.4%. Quarter 4 figures showed a drop of 31.9%.

The total number of visitors to Florida in 2020 was just over 79 million, of which over 75 million were from the United States.

The international breakdown by country figures showed significant losses (2019 figures in brackets):

• Canada 1.36 million (4.09 million)
• United Kingdom 0.18 million (1.33 million)
• Brazil 0.29 million (1.30 million)
• Columbia 0.17 million (0.55 million)
• Argentina 0.15 million (0.56 million)

With the closing of the borders to many countries, overseas visitor numbers decreased by around 75%, whereas domestic USA visitor numbers were only down by around 35%.

One of President Donald Trump’s last actions before he left office on January 20, 2021, was to rescind the overseas travel ban that came into effect in early 2020. Still, before it took effect, the new President, Joe Biden, reintroduced it and added another country (South Africa) to the list.

So the question “Is Florida open to visitors?” was a moot point as anyone who had been in the following countries in the last 14 days was still banned from entering the United States:

• European Schengen area (Austria, Belgium, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, Switzerland, Monaco, San Marino, Vatican City)
• United Kingdom (England, Scotland, Wales, Northern Ireland)
• Republic of Ireland
• South Africa

These bans were finally lifted in November 2021.

Florida Tourism Statistics in 2019

The total number of visitors to Florida in 2019 was over 131 million, of which over 116 million were domestic travelers from the United States. This represented a 3.8% increase on 2018.

Looking at the 2019 international numbers (2018 figures in brackets):

• Canada 4.09 million (3.55 million)
• United Kingdom 1.33 million (1.50 million)
• Brazil 1.30 million (1.22 million)
• Columbia 0.55 million (0.60 million)
• Argentina 0.56 million (0.65 million)

Overseas tourists showed a 0.1% increase compared to 2018.

In prior years, the United Kingdom (UK) was always at the top of the international tourist list behind Canada. Still, in 2011, the UK, at 1.3 million, was knocked off the second spot by Brazil with 1.5 million visitors. Brazil has now slipped back to third place behind the UK.

Comparing these figures from as far back as 2010, the biggest percentage gains came from emerging markets like Mexico, Argentina, Venezuela, and Brazil, reflecting the impact of the economic downturn in Western Europe.

Florida Tourism Statistics In Previous Years

The breakdown for 2009 was an estimated 71.2 million domestic (US) visitors plus a further 2.6 million from Canada.

Visitors from the United Kingdom were in third spot with 1.2 million, down 12% from 2008, whereas Brazil was in fourth place with 0.7 million, up 29%. In 2010, Brazil’s visitor numbers topped the 1 million mark.

Tourists spend over $60 billion per annum in Florida, bringing in nearly $4 billion in sales tax revenues (a quarter of all sales tax revenues) and creating over 1 million jobs in the tourist industry.

Another interesting statistic is the amount of money spent by foreign tourists. Again, Brazilians spent far more per person than visitors from the United Kingdom; they spent twice as much, taking advantage of low prices and a favorable exchange rate at the time.

To cater to this increase in Brazilian visitors, all the main theme parks started employing Portuguese-speaking workers and launched websites in Portuguese.

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WORLDMETRICS.ORG REPORT 2024

Floridas Booming Tourism Industry: Key Statistics Revealed and Analyzed

Explore the Sunshine State: From record-breaking visitors to billions in spending, Floridas tourism thrives.

Collector: Alexander Eser

Published: 7/23/2024

Statistic 1

• Florida has more than 663 miles of beaches.

Statistic 2

• The Florida Keys see over 1 million visitors annually.

Statistic 3

• Florida welcomed over 126 million domestic visitors in 2019.

Statistic 4

• Tourism accounts for over 50% of Palm Beach County's economy.

Statistic 5

• Florida has over 250 days of sunshine each year, attracting visitors seeking warm weather.

Statistic 6

• The Daytona Beach area sees over 8 million tourists annually.

Statistic 7

• The Clearwater area boasts over 35 miles of white sandy beaches.

Statistic 8

• Florida's Space Coast sees over 6 million visitors annually.

Statistic 9

• The cruise industry in Florida contributes over $7 billion to the state economy.

Statistic 10

• Florida is the top destination for cruise passengers in the world.

Statistic 11

• Florida has over 1,300 golf courses, making it a popular golfing destination.

Statistic 12

• Florida is home to over 1,000 golf courses.

Statistic 13

• Florida welcomed a record 131.4 million visitors in 2019.

Statistic 14

• Tourism in Florida generated $91.3 billion in visitor spending in 2018.

Statistic 15

• The tourism industry in Florida supports over 1.5 million jobs.

Statistic 16

• The Orlando area attracted a record 75 million visitors in 2018.

Statistic 17

• Miami is the second most visited city in Florida.

Statistic 18

• Florida's tourism industry contributes $11.8 billion in state and local taxes.

Statistic 19

• Greater Fort Lauderdale welcomed over 13.4 million visitors in 2019.

Statistic 20

• The average tourist stay in Florida is around 7 days.

Statistic 21

• Florida has over 175 state parks and trails.

Statistic 22

• Tourist spending in Florida has grown by 45% over the past decade.

Statistic 23

• Florida's hospitality industry accounted for 11.2% of the state's GDP in 2019.

Statistic 24

• The Tampa Bay area sees over 23 million visitors annually.

Statistic 25

• The Miami Beach area has over 1,500 restaurants catering to tourists.

Statistic 26

• Florida's tourism industry has experienced an average annual growth rate of 5.2% over the past 10 years.

Statistic 27

• In 2019, Florida had over 122 million overnight visitors.

Statistic 28

• In 2018, Florida's tourism industry employed over 1.4 million people.

Statistic 29

• The Fort Lauderdale area has over 35,000 hotel rooms to accommodate tourists.

Statistic 30

• Key West's tourism industry accounts for nearly 50% of the city's economy.

Statistic 31

• The Walt Disney World Resort in Florida employs over 77,000 people.

Statistic 32

• The average spending per day by tourists in Florida is around $230.

Statistic 33

• Florida is the top destination for overseas visitors to the U.S.

Statistic 34

• The Miami International Airport is one of the busiest airports in the country for international travelers.

Statistic 35

• The Florida State Fair attracts over 500,000 visitors each year.

Statistic 36

• The average occupancy rate for hotels in Miami is over 80%.

Statistic 37

• Walt Disney World Resort in Florida covers about 25,000 acres.

Statistic 38

• Over 100 million people visit Florida's theme parks annually.

Statistic 39

• Kennedy Space Center Visitor Complex attracts over 1.7 million visitors annually.

Statistic 40

• The average tourist spend in Orlando is estimated at $1,000 per trip.

Our Reports have been cited by:

• • Florida welcomed a record 131.4 million visitors in 2019.
• • Tourism in Florida generated $91.3 billion in visitor spending in 2018.
• • The tourism industry in Florida supports over 1.5 million jobs.
• • Florida has more than 663 miles of beaches.
• • The Orlando area attracted a record 75 million visitors in 2018.
• • The Florida Keys see over 1 million visitors annually.
• • Miami is the second most visited city in Florida.
• • Florida's tourism industry contributes $11.8 billion in state and local taxes.
• • Walt Disney World Resort in Florida covers about 25,000 acres.
• • Greater Fort Lauderdale welcomed over 13.4 million visitors in 2019.
• • The average tourist stay in Florida is around 7 days.
• • Florida has over 175 state parks and trails.
• • Tourist spending in Florida has grown by 45% over the past decade.
• • Florida's hospitality industry accounted for 11.2% of the state's GDP in 2019.
• • The Tampa Bay area sees over 23 million visitors annually.

With sandy shores that stretch for miles and theme parks galore, its no wonder Florida is a magnet for tourists. In 2019 alone, this sunny state welcomed a jaw-dropping 131.4 million visitors, showcasing its prowess as a top travel destination. From the vibrant city life of Miami to the enchanting world of Walt Disney World Resort, every corner of Florida boasts its own charm and appeal. Lets dive into the numbers and see just how this sunshine state shines so bright in the realm of tourism.

Beach Tourism

Interpretation.

With more miles of beaches than you can shake a sunscreen bottle at and enough sunshine to make citrus fruits jealous, Florida is not just a state, it's a vacation destination. The numbers speak for themselves: from the laid-back vibes of the Keys to the thrill of Daytona Beach, Florida draws in visitors like a magnet in a sea of sunshine. And let's not forget the economic impact - tourism doesn't just tan the locals' shoulders, it also pads their wallets, with Palm Beach County proving that sun, sand, and spending go hand in hand. So whether you're looking to catch some waves, launch into outer space, or just relax on a vast expanse of snow-white sand, Florida is the place where the sun always shines on your holiday plans.

Cruise Industry

With the cruise industry setting sail in Florida waters, the state's economy is riding a wave of success, channeling over $7 billion into its pockets. As the ultimate magnet for cruise passengers worldwide, Florida doesn't just beckon travelers; it lures them in with its siren song of sun, sea, and unmistakable charm. So, hop aboard and set course for the Sunshine State—the ultimate destination for high tides and higher revenues.

Golf Tourism

With over 1,300 golf courses scattered throughout the Sunshine State, one thing is clear - Floridians take their golfing seriously. Perhaps the state's unofficial motto should be "In Florida, there's a golf course around every palm tree." Whether you're a seasoned pro or a weekend duffer, it's evident that Florida is putting the "fore" in forefront when it comes to being a premier golfing destination.

Hospitality Industry

Florida: where the Sunshine State not only shines brightly but also sparkles with record-breaking numbers in tourism. From the glamorous beaches of Miami to the enchanting kingdom of Orlando, the state's visitor count skyrockets year after year, bringing in a tsunami of dollars and job opportunities. With a hospitality industry commanding a hefty chunk of the GDP and state parks inviting nature enthusiasts, Florida is not just a destination; it's a thriving ecosystem where sun, fun, and financial success intermingle to create a powerhouse in the tourism world. So next time you soak up the sun on Miami Beach or take a magical ride at Disney World, remember, you're contributing to a grand Floridian symphony of economic prosperity and joy.

Theme Park Attractions

In the vibrant world of Florida tourism, numbers tell a story that's larger than life. With Walt Disney World Resort sprawling over 25,000 acres, it's clear that size does matter when it comes to enchanting visitors. Speaking of visitors, the Sunshine State's theme parks attract over 100 million people each year, providing a playground that rivals no other. Even the cosmos can't resist Florida's charm, with the Kennedy Space Center Visitor Complex drawing in over 1.7 million stargazing enthusiasts annually. And amidst all the adventure and wonder, the average tourist in Orlando manages to sprinkle some fairy dust of their own, with an estimated $1,000 spend per trip. Clearly, when it comes to tourism in Florida, the only limit is your imagination.

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visittampabay.com

visitflorida.com

orlandosentinel.com

fla-keys.com

miamiandbeaches.com

sun-sentinel.com

tripsavvy.com

floridatoday.com

floridastateparks.org

visitsarasota.com

floridatrend.com

bizjournals.com

keywestchamber.org

wdwinfo.com

startribune.com

themeparkinsider.com

miami-airport.com

floridastatefair.com

daytonabeach.com

kennedyspacecenter.com

visitstpeteclearwater.com

visitorlando.com

visitspacecoast.com

Florida Tourism Statistics

Page last updated: 2 August 2024

Florida , well-known as the Sunshine State , continues to attract visitors with its world-class attractions, from Orlando’s magical theme parks to the beautiful beaches of the Keys.

How many people visit Florida each year?

In 2023, Florida set a new record for the highest visitation, with a total of 140.6 million visitors. This included 8.3 million international visitors, 129.1 million domestic visitors, and 3.2 million Canadian visitors.

In the first quarter of 2024, Florida welcomed 40.6 million visitors: 2.1 million international visitors, 37.2 million domestic visitors, and 1.3 million Canadian visitors. 1

• Before the COVID-19 pandemic, 2019 marked a high point, with Florida hosting 9.8 million overseas visitors, 117.2 million domestic visitors, and 4.1 million Canadian visitors, highlighting its appeal as a leading travel destination.
• However, the COVID-19 pandemic caused a drop in visitation in 2020, with only 79.4 million visitors, a 39.42% decrease from 2019. Visitor numbers began to rebound in 2021, with 121.8 million visitors, showing a 53.41% increase over the previous year.
• In 2022, the state welcomed 137.4 million visitors, marking a 12.78% increase from 2021, and continued with a 2.34% increase to 140.6 million in 2023.

How much do visitors spend in Florida every year?

Spending trends among tourists in Florida have closely mirrored the visitor arrival patterns with some exceptions in pandemic years. 2

• In 2017, tourists contributed approximately $85.9 billion to Florida’s economy. This figure rose to $91.6 billion in 2018 and further increased to $96.4 billion in 2019.
• The year 2020 witnessed a decline in tourism contribution to $61.7 billion .
• Interestingly, 2021 marked a rebound, with visitor expenditure bouncing back to generate $101.9 billion to Florida’s economy. The growth continued into 2022, with the economic impact from tourism advancing to $124.9 billion .

What countries do visitors to Florida come from?

• Canada has been the leading source of international visitors to Florida, except in 2021 when Colombia took the lead with 709,000 visits, closely followed by Canada with 584,000 . Other significant sources included Mexico ( 389,000 visitors), Peru ( 261,000 visitors), and Ecuador ( 237,000 visitors).
• The trend shifted back in 2022, as 2.6 million Canadians led the way again. They were followed by the United Kingdom with 1.1 million , Brazil with 709,000 tourists, Colombia with 560,000 tourists, and Mexico with 443,000 tourists.
• In 2023, Canada remained the primary source of international tourism for Florida, attracting 3.23 million visitors, which accounted for 28% of all international tourism to Florida. The United Kingdom, Brazil, Colombia, and Mexico followed with 1.14 million ( 9.9% ), 1.02 million ( 8.8% ), 565,000 ( 4.9% ), and 514,000 visitors ( 4.5% ), respectively.

Why do people visit Florida?

People visit Florida for a variety of reasons, as revealed by a University of Florida survey. Some of these include Florida’s:

• Beautiful beaches and famous theme parks like Walt Disney World and Universal Studios in Orlando;
• Diverse natural landscapes, including the Everglades;
• Cultural events and festivals ;
• Historical attractions , and outdoor activities;
• Space launches at Kennedy Space Center.

Florida is also a winter haven for those looking to escape colder climates, known as “snowbirds.”

Specifically, 40% of visitors are influenced by social media to visit Florida. Many of these respondents cited relaxation, family time, and stress relief as their primary travel motivations. 3

How many people visited Florida in 2022?

In 2022, Florida welcomed a total of 137.41 million visitors, a 12.78% increase from 2021 and a 4.84% increase from 2019.

• The total number of visitors to Florida in 2022 included over 7 million international tourists. This represented a 73% increase from 2021’s 4.1 million overseas visits. Yet, this was still 15% lower than the 9.8 million in 2019.

How much did visitors spend in Florida in 2022?

• Visitors contributed over $124.9 billion to Florida’s tourism in 2022. This was a 23% increase from 2021’s $101.9 billion .

Impact of Coronavirus – Florida Tourism Statistics 2020 & 2021

• Due to COVID-19, tourist numbers fell to 79.4 million in 2020, a 39.42% decrease from 2019. Spending also dropped to $61.7 billion , a 36% decrease from the previous year.
• In 2021, Florida’s tourism saw a rebound with 121.84 million visitors, up 53.41% from 2020. Interestingly, spending also soared to $101.9 billion , a 65% increase, surpassing even 2019’s figures and indicating a strong demand for travel to Florida.

What are the top attractions to visit in Florida?

Here are some of the top attractions you shouldn’t miss when visiting Florida:

• Walt Disney World : The jewel in Orlando’s crown, this world-famous theme park is a dream destination for families, which features various parks including Magic Kingdom and EPCOT.
• Universal Studios : Offers immersive experiences with rides and attractions themed around popular movies and films.
• Miami Beaches: Known for their stunning landscapes, lively nightlife, and Art Deco buildings, these beaches offer both relaxation and entertainment.
• Kennedy Space Center: This renowned NASA facility near Orlando provides a peek into space exploration, ideal for anyone captivated by science, history, or technology.
• Everglades National Park: A UNESCO World Heritage Site known for its vast wildlife, including alligators and Florida panthers.

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When is the best time to visit Florida?

• The best time to explore Florida is between March and May . During these spring months, Florida experiences good weather with minimal rainfall, making it an ideal period for outdoor activities and sightseeing.

What is the best month to visit the Florida Keys?

• The best months to visit the Florida Keys are also from March to May . These months offer warm but comfortable temperatures, perfect for water activities and island hopping, while avoiding the high risks of the hurricane season, which runs from June to November.

When is the best time to visit Destin, Florida?

• April to June marks the best time to visit Destin. These months allow visitors to escape crowds before the peak summer season begins and enjoy beaches and outdoor attractions with good weather conditions.

When is the best time to Visit Orlando, Florida?

• The best times to visit Orlando are from March to May and from September to November . These periods offer fewer crowds at the city’s famous theme parks and attractions, along with more pleasant weather than the hot summer months.

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Florida tourism numbers get a boost

TALLAHASSEE --- With international travel clawing closer to pre-pandemic levels, Florida is on pace for a record-setting year for tourism.

The tourism-marketing agency Visit Florida on Thursday estimated 35.066 million people traveled to Florida during the third quarter of 2023, 1.4 percent more than during the same period of 2022 and 7.9 percent above the total in 2019, the year before the COVID-19 pandemic began.

The new numbers showed a rebound from a slight second-quarter dip, which industry leaders attributed to increased competition from other states and countries that were closed longer than Florida because of the pandemic.

Visit Florida said Florida had 105.2 million visitors during the first nine months of the year, up from 104.478 million during the same period in 2022. Florida posted a full-year record of 137.4 million tourists in 2022.

In 2019, Florida attracted 131 million visitors, with 100.267 million coming to the state during the first nine months of the year.

Florida’s July-through-September totals this year were dominated by visitors from other states. But they were also helped by the federal government’s lifting of COVID-19 vaccination requirements for international air travelers on May 11, the same day a COVID-19 public health emergency ended.

International tourism, however, continues to face issues with non-migrant visa delays, which have been blamed, at least in part, on staffing shortages at embassies. The U.S. Department of State Bureau of Consular Affairs website Thursday showed London wait times at 110 days, up from 90 days on June 7. Paris was at 200 days, up from 180 days in June. Rio De Janeiro was at 162 days on Thursday, down from 477 days in June.

Florida’s tourism industry was hammered in 2020 because of pandemic-related shutdowns. But state officials have contended that early efforts to reopen the economy led to a quicker tourism rebound in Florida.

“Florida continues to set records for visitation because of our commitment to allowing visitors to enjoy their travels without arbitrary government restrictions,” Gov. Ron DeSantis said in a prepared statement Thursday.

Tourism from other parts of the U.S. accounted for 92 percent of the third-quarter totals, but it was slightly below the level from the same period in 2022.

Overseas and Canadian tourists, however, showed year-over-year increases — though they are still not at pre-pandemic levels.

Visit Florida estimated the state had nearly 2.23 million overseas visitors in the third quarter, up from 1.93 million in the third quarter of 2022. In the third quarter of 2019, the total was 2.5 million.

Also, Canadian travel --- traditionally the top international country of origin for visitors to Florida --- reached 666,000 in the third quarter, topping 561,000 in the third quarter of 2022. For the first nine months of 2023, Florida attracted about 2.8 million Canadians, up from 1.749 million in the same period of 2022.

In 2019, 4.088 million Canadians made their way to Florida, with 2.997 million during the first nine months of the year and 703,000 during the third quarter.

Pointing to the trends in global travel, Visit Florida President and CEO Dana Young called the third-quarter figures “a new normal with an elevated market share of tourism, especially international tourism.”

To combat increased competition from other parts of the U.S., Visit Florida made plans this year to market regions of the state outside of their peak seasons, highlight non-typical tourist destinations and move up the start of winter and “families” advertising campaigns.

The state budget for the current fiscal year, which began July 1, includes $80 million for Visit Florida, a $30 million increase from last year.

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How Many Tourists Visit Florida Each Year

Published: November 8, 2023

Modified: December 28, 2023

by Jaclin Lough

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Introduction

Florida, also known as “The Sunshine State,” is a popular tourist destination that attracts millions of visitors from around the world. With its beautiful beaches, vibrant cities, diverse wildlife, and thrilling theme parks, Florida offers something for everyone. Whether it’s enjoying the sunny weather, visiting world-class attractions, or exploring the unique ecosystems, tourists flock to Florida year after year to experience its abundant natural beauty and vibrant culture.

In this article, we will delve into the fascinating world of Florida tourism, exploring the historical trends, current statistics, and the impact of tourism on the state’s economy. We will also examine the factors influencing tourist numbers and the challenges and opportunities faced by the tourism industry in Florida.

By understanding the significance of tourism in Florida, both for its residents and the local economy, we can gain insights into how this industry contributes to the state’s growth and development. So, let’s embark on this journey and uncover the wonders of Florida tourism.

Methodology

In order to accurately analyze the number of tourists visiting Florida each year, extensive data collection and analysis methods are employed. The main sources of data include surveys, visitor centers, hotel occupancy records, airport arrivals, and other tourism-related entities.

State and local tourism agencies in Florida gather information through visitor surveys conducted at various points of entry, such as airports, train stations, and visitor information centers. These surveys collect data on visitors’ demographics, purpose of visit, length of stay, spending patterns, and more.

Additionally, hotels and other accommodation providers in Florida maintain records of guest arrivals, which are essential for determining tourist numbers. Hotel occupancy rates and reservation data are valuable indicators of the tourism industry’s performance and give insights into trends and demand fluctuations.

Another important data source is airport arrivals, which provide a snapshot of the number of tourists traveling to Florida by air. Airports across the state track and compile data on the number of passengers arriving on both domestic and international flights.

Furthermore, aggregated data from travel agencies, tour operators, and cruise lines is also utilized to estimate tourist numbers. These entities track bookings, itineraries, and passenger numbers, which provide valuable information about the flow of tourists to Florida.

To ensure the accuracy and reliability of the data, statistical methods such as sampling and extrapolation are employed. Sampling involves collecting data from a representative subset of the population, while extrapolation involves estimating the total number of tourists based on the collected sample data.

It is important to note that while these methodologies provide valuable insights into tourist numbers, they are subject to limitations. For instance, not all tourists may participate in surveys, and some may choose not to disclose certain information. Additionally, factors such as seasonal variations, economic conditions, and unforeseen events can influence tourist numbers and may lead to fluctuations in data.

Despite these limitations, the methodologies used in collecting and analyzing data on Florida tourist visits provide a comprehensive and reliable picture of the state’s tourism industry. By combining data from various sources and employing statistical techniques, researchers and policymakers can gain valuable insights into the trends, patterns, and economic impact of tourism in Florida.

Historical Trends in Florida Tourism

Florida has a long and rich history as a tourist destination. The state’s natural beauty, warm climate, and captivating attractions have been drawing visitors for decades. Understanding the historical trends in Florida tourism provides insights into the growth and evolution of the industry.

In the early 20th century, Florida began to see an increase in tourist numbers as advancements in transportation, such as the construction of railways, made it more accessible to travelers. The development of luxury resorts and the promotion of Florida’s sunny weather as a health benefit also played a significant role in attracting visitors.

One of the defining moments in Florida’s tourism history was the opening of Walt Disney World in 1971. This theme park revolutionized the tourism industry in the state and cemented Florida’s reputation as a top family-friendly destination. The success of Disney World spurred the development of other theme parks and attractions, including Universal Orlando Resort and SeaWorld Orlando, further boosting tourist numbers.

Throughout the 20th century, Florida continued to evolve as a tourist hotspot. The state’s stunning coastline, including popular destinations like Miami Beach, Daytona Beach, and the Florida Keys, attracted beachgoers from far and wide. The Everglades National Park and the Kennedy Space Center also drew nature enthusiasts and space enthusiasts, respectively.

In recent years, Florida has witnessed a surge in international tourist arrivals. The state’s proximity to Latin America and its connection to major air hubs have made it an appealing destination for visitors from countries such as Canada, the United Kingdom, Brazil, and Germany.

The impact of hurricanes and other natural disasters on Florida’s tourism industry cannot be ignored. The state has faced several devastating storms throughout its history, which have temporarily impacted tourist numbers. However, Florida’s resilience and commitment to rebuilding and recovery have allowed the tourism industry to bounce back.

Overall, historical trends indicate a consistent and steady growth in Florida tourism. The state’s ability to adapt to changing tourism preferences, invest in infrastructure, and capitalize on its natural and cultural attractions has made it a global destination that continues to attract millions of visitors each year.

Current Statistics on Tourist Visits in Florida

Florida remains one of the most visited states in the United States, with a robust tourism industry that contributes significantly to the state’s economy. Let’s take a look at some current statistics on tourist visits in Florida.

• According to Visit Florida, the official tourism marketing corporation for the state, Florida welcomed a record-breaking 131.4 million tourists in 2019.
• While the COVID-19 pandemic had a significant impact on global tourism in 2020, Florida still managed to attract an estimated 86.7 million tourists, despite travel restrictions and reduced international travel.
• In the first half of 2021, Florida saw a gradual recovery in tourism numbers, with approximately 58 million visitors, reflecting a strong rebound compared to the previous year.
• Miami continues to be a top tourist destination in Florida, with over 23 million visitors in 2019. The city’s vibrant cultural scene, stunning beaches, and renowned nightlife make it a popular choice for tourists.
• Orlando, home to world-class theme parks like Walt Disney World and Universal Orlando Resort, remains a major draw for tourists. In 2019, Orlando welcomed over 75 million visitors, making it the most visited city in the state.
• The Florida Keys, with their picturesque scenery, vibrant marine life, and unique island charm, also attract a significant number of visitors each year. Key West alone saw more than 5 million tourists in 2019.
• Florida’s beaches, including popular destinations such as Clearwater Beach, Daytona Beach, and Siesta Key, continue to be major attractions for tourists, drawing millions of visitors annually.
• International tourism plays a crucial role in Florida’s visitor numbers. In 2019, the state welcomed approximately 13.2 million international visitors, with Canada, the United Kingdom, and Brazil being the top three countries of origin.

These statistics illustrate the enduring appeal of Florida as a premier tourism destination. The state’s diverse attractions, including theme parks, beaches, cultural hubs, and natural wonders, continue to capture the imagination of travelers from around the world.

As the tourism industry gradually recovers from the challenges posed by the pandemic, Florida remains committed to providing a safe and enjoyable experience for visitors. By implementing health and safety protocols, promoting responsible travel, and showcasing the state’s unique offerings, Florida is well-positioned to attract even more tourists in the coming years.

Comparison of Tourist Numbers by Region in Florida

Florida encompasses several distinct regions, each offering its own unique attractions and experiences. Let’s explore a comparison of tourist numbers by region in Florida to gain insights into the popularity of each area.

1. Miami-Dade County: Known for its vibrant city life, stunning beaches, and diverse cultural scene, Miami is a top tourist destination in Florida. The county attracts millions of visitors each year, with Miami Beach being the main draw. In 2019, Miami-Dade County welcomed over 23 million tourists, making it one of the most visited regions in the state.

2. Orlando: Home to world-renowned theme parks, Orlando is a top choice for families and thrill-seekers. The region boasts attractions like Walt Disney World, Universal Orlando Resort, and SeaWorld Orlando. In 2019, Orlando had over 75 million visitors, making it the most visited region in Florida.

3. The Florida Keys: Offering a unique island experience, the Florida Keys stretch over 120 miles of breathtaking beauty. Key West, the most popular island in the Keys, attracts tourists with its vibrant atmosphere, historical sites, and stunning sunsets. The Keys welcomed over 5 million visitors in 2019.

4. Tampa Bay Area: Located on Florida’s west coast, the Tampa Bay Area offers a mix of cultural attractions, waterfront activities, and professional sports. The region is home to Busch Gardens Tampa Bay and the renowned Salvador Dali Museum. In 2019, the Tampa Bay Area saw over 34 million visitors.

5. Greater Fort Lauderdale: Known for its beautiful beaches and vibrant nightlife, Fort Lauderdale is a popular destination for sun-seekers. The region also attracts visitors with its world-class shopping, dining, and cultural events. In 2019, Greater Fort Lauderdale welcomed over 14 million tourists.

6. Southwest Gulf Coast: The Southwest Gulf Coast region, including destinations like Naples, Sarasota, and Fort Myers, offers pristine beaches, championship golf courses, and nature preserves. The region’s natural beauty and outdoor activities draw millions of visitors each year.

7. Daytona Beach: Famous for its wide, sandy beaches and high-speed racing events, Daytona Beach is a favorite among motorsports enthusiasts. The region also offers attractions like the Daytona International Speedway and the Daytona Beach Boardwalk. In 2019, Daytona Beach had over 10 million visitors.

These numbers provide an overview of the popularity of different regions in Florida. However, it’s important to note that tourist numbers can vary year to year due to various factors, including economic conditions, marketing efforts, and global events. Nonetheless, Florida’s diverse regions collectively offer an array of attractions and experiences that cater to a wide range of interests, ensuring that there is something for everyone in the Sunshine State.

Impact of Tourism on Florida’s Economy

Tourism plays a pivotal role in Florida’s economy, contributing significantly to job creation, revenue generation, and overall economic growth. Let’s examine the impact of tourism on Florida’s economy.

1. Job Creation: The tourism industry in Florida is a major employer, providing job opportunities for millions of residents. Directly and indirectly, tourism supports a wide range of sectors, including hospitality, transportation, retail, entertainment, and more. From hotel staff and tour guides to restaurant workers and transportation providers, tourism-related jobs have a significant impact on the state’s workforce.

2. Revenue Generation: Tourism brings in substantial revenue for Florida. Visitors spend money on accommodations, dining, shopping, attractions, and entertainment, contributing to the local economy. In 2019, visitors spent approximately $91.3 billion in Florida, generating tax revenues that support essential services and infrastructure development.

3. Small Business Growth: Tourism provides opportunities for small businesses to thrive in Florida. From boutique hotels and local restaurants to tour operators and souvenir shops, small businesses are vital contributors to the tourism industry. The influx of tourists creates a demand for unique experiences and products, benefiting local entrepreneurs and fostering economic growth.

4. Infrastructure Development: The revenue generated from tourism plays a crucial role in the development of infrastructure and amenities in Florida. Funds are invested in improving transportation networks, building and maintaining attractions, enhancing public spaces, and supporting cultural institutions. These developments not only cater to tourists but also enhance the overall quality of life for residents.

5. Ancillary Industries: Tourism stimulates growth in ancillary industries such as construction and real estate. As demand for accommodations and attractions increases, there is a need for the expansion and development of infrastructure. This results in new construction projects and opportunities for investment in real estate, further fueling economic activity in the state.

6. Promotion of Economic Diversity: Florida’s diverse tourism offerings allow for economic diversity. The state attracts visitors with its theme parks, beaches, natural wonders, cultural events, sports, and more. By promoting various tourism sectors and continually investing in new attractions and experiences, Florida reduces its dependence on specific industries and fosters a more resilient and diversified economy.

Overall, the impact of tourism on Florida’s economy is substantial. The industry contributes to job creation, revenue generation, infrastructure development, and the growth of small businesses. With its endless array of attractions and natural beauty, Florida continues to attract tourists from around the world, ensuring a steady and significant economic impact for the state.

Factors Affecting Tourist Numbers in Florida

Several factors influence the number of tourists visiting Florida each year. Understanding these factors is essential for anticipating trends and making informed decisions to bolster the state’s tourism industry. Let’s explore some of the key factors that affect tourist numbers in Florida.

1. Weather: Florida’s climate, with its warm temperatures and abundant sunshine, is a major draw for tourists. Seasonal variations, such as hurricanes during the summer months, can impact visitor numbers. Mild winters attract visitors from colder regions, while hot and humid summers may deter some travelers. Weather patterns significantly influence the timing and volume of tourists visiting Florida.

2. Economic Conditions: Economic factors play a significant role in travel decisions. Strength or weakness in the global and domestic economies impacts consumer spending and travel budgets. During economic downturns, people tend to cut back on discretionary spending, including travel. Conversely, during periods of economic prosperity, more people have the financial means to travel, resulting in increased tourist numbers.

3. Travel Restrictions and Policies: Travel restrictions and policies imposed by governments have a direct impact on tourist numbers. Visa requirements, entry restrictions, and security concerns can deter visitors from certain countries. Additionally, changes in currency exchange rates can also affect travel decisions as affordability becomes a consideration for tourists.

4. Marketing and Promotion Efforts: Effective marketing and promotion strategies greatly influence tourist numbers. The state of Florida, along with regional tourism boards and local businesses, invests in marketing campaigns to attract visitors. The use of various media channels, digital marketing platforms, and partnerships with travel agencies can significantly impact the visibility and appeal of Florida as a tourist destination.

5. Major Events and Festivals: Major events, festivals, and conferences held in Florida attract large numbers of tourists. Events like the Miami Art Week, Miami Boat Show, Daytona 500, and Universal Orlando’s Halloween Horror Nights draw crowds from far and wide. These events have a significant impact on tourism by attracting visitors specifically during those periods.

6. Natural Disasters: Florida is susceptible to natural disasters such as hurricanes. Severe storms can result in temporary disruptions to tourism, affecting visitor numbers. While the impact is typically temporary, the perception of the state’s vulnerability to natural disasters can influence travel decisions for some individuals in the short term.

7. Changing Travel Preferences: The evolving preferences of travelers, including shifting interests, emerging trends, and new travel experiences, influence tourist numbers. Changes in consumer behavior, such as a growing interest in eco-tourism, adventure travel, or experiential tourism, can impact visitor numbers in specific regions or attractions.

It is important to note that these factors are interconnected, and their influence on tourist numbers can vary. Additionally, unforeseen events such as pandemics or geopolitical events can significantly impact tourism patterns. By understanding these factors and closely monitoring trends, stakeholders in the tourism industry can adapt and respond effectively, ensuring sustainable growth for Florida’s tourism sector.

Challenges and Opportunities for Florida’s Tourism Industry

The tourism industry in Florida faces both challenges and opportunities as it strives to attract and retain visitors. Understanding these factors is crucial for industry stakeholders to navigate the ever-changing landscape. Let’s explore some of the key challenges and opportunities for Florida’s tourism industry.

Challenges:

• Pandemic Impact: The COVID-19 pandemic has had a significant impact on global tourism, including the tourism industry in Florida. Travel restrictions, lockdowns, and reduced consumer confidence have disrupted travel plans and led to a decline in visitor numbers. The industry must adapt to new health and safety protocols and regain the trust of travelers.
• Natural Disasters: Florida is prone to natural disasters such as hurricanes, which can disrupt travel and require extensive recovery efforts. The industry must have contingency plans in place to ensure the safety of visitors and the quick recovery of tourism infrastructure.
• Competition: Florida faces competition from other popular tourist destinations both within the United States and internationally. To remain competitive, the state must continue to innovate, diversify its offerings, and invest in marketing and promotion efforts.
• Sustainability: The tourism industry has a responsibility to promote sustainable practices to protect Florida’s natural resources and minimize its environmental impact. Balancing tourism growth with environmental conservation and addressing concerns such as waste management and carbon emissions is a key challenge.

Opportunities:

• Diversification of Offerings: Florida is not just about theme parks and beaches. The state has a rich cultural heritage, vibrant arts scene, and diverse ecosystems that can be further developed and promoted to attract a wider range of tourists.
• Ecotourism and Adventure Tourism: Florida’s abundance of natural beauty, including its national parks, wildlife sanctuaries, and waterways, provides immense opportunities for ecotourism and adventure tourism. By highlighting these unique experiences, Florida can attract nature lovers, outdoor enthusiasts, and eco-conscious travelers.
• Digital Innovation: Technology and digital platforms present opportunities to enhance the visitor experience. From mobile apps for attractions and virtual reality experiences to personalized marketing campaigns and data analytics, leveraging digital platforms can offer unique and immersive experiences for tourists.
• Culinary Tourism: Florida’s diverse culinary scene can be a significant draw for food enthusiasts. Promoting culinary tourism by highlighting local cuisines, food festivals, and farm-to-table experiences can attract foodies and contribute to the local economy.

By addressing challenges proactively and capitalizing on opportunities, Florida’s tourism industry can continue to evolve and thrive. Collaborative efforts between government agencies, tourism boards, businesses, and local communities are essential to ensure sustainable growth while preserving the state’s unique attractions and cultural heritage.

Florida’s tourism industry holds a significant place in the state’s economy and cultural fabric. With its beautiful beaches, world-class theme parks, diverse wildlife, and vibrant cities, Florida has become a sought-after destination for millions of tourists from around the globe. Throughout its rich history, the industry has witnessed steady growth, with increasing visitor numbers year after year.

Despite the challenges posed by the COVID-19 pandemic, Florida’s tourism industry is gradually recovering, with visitor numbers rebounding and the state continuing to attract travelers from near and far. The impact of tourism on Florida’s economy is undeniable, creating job opportunities, generating revenue for businesses, and supporting the development of infrastructure and amenities.

However, the industry is not without its challenges. Natural disasters, economic fluctuations, and intense competition from other destinations require constant adaptation and innovation. The industry must also address sustainability concerns and ensure that tourism growth is mindful of environmental conservation and community well-being.

Looking forward, Florida’s tourism industry has numerous opportunities to further flourish. By diversifying offerings, promoting sustainability, capitalizing on digital innovation, and tapping into niche markets such as ecotourism and culinary tourism, the state can continue to attract a diverse range of visitors and maintain its status as a global tourism powerhouse.

Ultimately, a collaborative approach involving government agencies, tourism boards, businesses, and local communities is crucial for a sustainable and thriving tourism industry in Florida. By collectively working towards balanced growth, fostering authentic and memorable experiences, and preserving the natural and cultural treasures of the state, Florida can continue to enchant and captivate visitors for generations to come.

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Florida's tourism numbers get a boost

With international travel clawing closer to pre-pandemic levels, Florida is on pace for a record-setting year for tourism.

The tourism-marketing agency Visit Florida on Thursday estimated 35.066 million people traveled to Florida during the third quarter of 2023, 1.4 percent more than during the same period of 2022 and 7.9 percent above the total in 2019, the year before the COVID-19 pandemic began.

The new numbers showed a rebound from a slight second-quarter dip, which industry leaders attributed to increased competition from other states and countries that were closed longer than Florida because of the pandemic.

Visit Florida said Florida had 105.2 million visitors during the first nine months of the year, up from 104.478 million during the same period in 2022. Florida posted a full-year record of 137.4 million tourists in 2022.

In 2019, Florida attracted 131 million visitors, with 100.267 million coming to the state during the first nine months of the year.

Florida’s July-through-September totals this year were dominated by visitors from other states. But they were also helped by the federal government’s lifting of COVID-19 vaccination requirements for international air travelers on May 11, the same day a COVID-19 public health emergency ended.

“Florida continues to set records for visitation because of our commitment to allowing visitors to enjoy their travels without arbitrary government restrictions.”

International tourism, however, continues to face issues with non-migrant visa delays, which have been blamed, at least in part, on staffing shortages at embassies. The U.S. Department of State Bureau of Consular Affairs website Thursday showed London wait times at 110 days, up from 90 days on June 7. Paris was at 200 days, up from 180 days in June. Rio De Janeiro was at 162 days on Thursday, down from 477 days in June.

Florida’s tourism industry was hammered in 2020 because of pandemic-related shutdowns. But state officials have contended that early efforts to reopen the economy led to a quicker tourism rebound in Florida.

“Florida continues to set records for visitation because of our commitment to allowing visitors to enjoy their travels without arbitrary government restrictions,” Gov. Ron DeSantis said in a prepared statement Thursday.

Tourism from other parts of the U.S. accounted for 92 percent of the third-quarter totals, but it was slightly below the level from the same period in 2022.

Overseas and Canadian tourists, however, showed year-over-year increases — though they are still not at pre-pandemic levels.

Visit Florida estimated the state had nearly 2.23 million overseas visitors in the third quarter, up from 1.93 million in the third quarter of 2022. In the third quarter of 2019, the total was 2.5 million.

Also, Canadian travel --- traditionally the top international country of origin for visitors to Florida --- reached 666,000 in the third quarter, topping 561,000 in the third quarter of 2022. For the first nine months of 2023, Florida attracted about 2.8 million Canadians, up from 1.749 million in the same period of 2022.

In 2019, 4.088 million Canadians made their way to Florida, with 2.997 million during the first nine months of the year and 703,000 during the third quarter.

Pointing to the trends in global travel, Visit Florida President and CEO Dana Young called the third-quarter figures “a new normal with an elevated market share of tourism, especially international tourism.”

To combat increased competition from other parts of the U.S., Visit Florida made plans this year to market regions of the state outside of their peak seasons, highlight non-typical tourist destinations and move up the start of winter and “families” advertising campaigns.

The state budget for the current fiscal year, which began July 1, includes $80 million for Visit Florida, a $30 million increase from last year.