Florida recorded 142.9 million visitors in calendar year 2024, an increase of 1.6% from 2023. Domestic travelers supplied most of that activity, while overseas visitation continued to recover and Canadian visitation remained below its 2019 level. The figures below also show how tourism connects with airports, hotels, jobs, wages, household tax savings, and the wider Florida economy.
Florida tourism statistics at a glance
- 142.9 million: Total Florida visitors in 2024, up 1.6% from 2023 (FLORIDA VISITOR ESTIMATES AND TRAVEL).
- 130.7 million: Domestic visitors in 2024, up 1.3% from 2023 (FLORIDA VISITOR ESTIMATES AND TRAVEL).
- 8.9 million: Overseas visitors in 2024, up 6.6% from 2023 (FLORIDA VISITOR ESTIMATES AND TRAVEL).
- 3.3 million: Canadian visitors in 2024, up 1.2% year over year (FLORIDA VISITOR ESTIMATES AND TRAVEL).
- $133.6 billion: Tourism’s reported economic impact in 2024 (Tourism in Florida Delivers $133.6 Billion in Economic Impact, Nearly $2,000 per Household in Tax Savings in 2024).
- 1.8 million: Tourism-supported jobs in 2024 (Tourism in Florida Delivers $133.6 Billion in Economic Impact, Nearly $2,000 per Household in Tax Savings in 2024).
Table of contents
- How many people visited Florida in 2024?
- Where Florida visitors came from
- Quarterly visitor patterns
- Airports and air travel
- Hotels and lodging demand
- Tourism spending and economic impact
- Jobs, wages, and tax effects
How many people visited Florida in 2024?
Florida had 142.9 million total visitors during 2024, according to FLORIDA VISITOR ESTIMATES AND TRAVEL. That represented 1.6% growth compared with 2023. Domestic visitation reached 130.7 million, rising 1.3% from the prior year and representing 91.5% of all Florida visitors.
The international portions of the market moved at different speeds. Overseas visitation reached 8.9 million in 2024, up 6.6% from 2023 but still 9.6% below 2019. Canadian visitation totaled 3.3 million, up 1.2% year over year and down 20.0% from 2019. Those comparisons are important: a year-over-year increase does not necessarily mean that a market has returned to its earlier benchmark.
The 2024 totals describe visitor trips and market segments, not a count of unique people. They are also separate from the economic-impact measures reported for the same year. Visitor totals show the volume of travel, while economic-impact figures describe spending and related effects.
Where Florida visitors came from
Domestic travelers were the dominant market in every reported quarter of 2024. Their share was 91.6% in Q1, 92.1% in Q2, 91.8% in Q3, and 90.3% in Q4. Overseas visitors represented 5.2% in Q1, 5.8% in Q2, 6.6% in Q3, and 7.5% in Q4. Canadian visitors represented 3.2% in Q1, 2.2% in Q2, 1.7% in Q3, and 2.2% in Q4.
| Period | Total visitors | Domestic share | Overseas share | Canadian share |
|---|---|---|---|---|
| Q1 2024 | 40.6 million | 91.6% | 5.2% | 3.2% |
| Q2 2024 | 34.2 million | 92.1% | 5.8% | 2.2% |
| Q3 2024 | 34.6 million | 91.8% | 6.6% | 1.7% |
| Q4 2024 | 33.1 million | 90.3% | 7.5% | 2.2% |
The quarterly mix shows a larger overseas share in the second half of the year, especially in Q4. The quarterly visitor totals are not intended to be added as a replacement for the reported calendar-year total; the annual estimate is the appropriate measure for the full year.
Quarterly visitor patterns
Florida welcomed 40.6 million visitors in Q1 2024, up 1.2% from Q1 2023. Domestic visitation reached 37.2 million, up 0.2% year over year. Overseas visitation was 2.1 million, up 18.4%, although it remained 6.4% below Q1 2019. Canadian visitation reached 1.3 million, described by the source as the closest to pre-pandemic levels since the pandemic began (Governor Ron DeSantis Announces Record Breaking Tourism Numbers).
Q2 2024 brought 34.2 million visitors, up 1.7% from Q2 2023. Domestic visitors totaled 31.5 million, an increase of 1.8%. The quarter’s domestic travel split was 38.2% by air and 61.8% by non-air travel. Florida hotel room demand increased 0.9% in Q2. The state’s 19 airports handled 29.2 million enplanements, up 5.0% year over year (Governor Ron DeSantis Announces Greatest Second-Quarter Tourism Numbers in Florida History).
Q3 2024 recorded 34.6 million visitors, up 1.8% from Q3 2023. Domestic visitors totaled 31.8 million, overseas visitors totaled 2.3 million, and Canadian visitors totaled 582,000. Florida’s 19 major airports handled 25.6 million enplanements, up 1.3% year over year (Florida Continues to Break Tourism Records).
Q4 2024 recorded 33.1 million visitors, up 0.7% from Q4 2023. Domestic visitation totaled 29.9 million, up 0.2%. Overseas visitation reached 2.5 million, up 5.9% year over year but down 3.9% from Q4 2019. Canadian visitation totaled 742,000, up 6.7% year over year but down 32.0% from Q4 2019. Domestic air travel represented 37.5% of domestic visitation in the quarter, compared with 62.5% by non-air travel (FLORIDA VISITOR ESTIMATES AND TRAVEL).
Airports and air travel
Florida’s 19 airports recorded 3.1% total enplanement growth in calendar year 2024. Domestic enplanements rose 2.3% and represented 81.0% of total 2024 enplanements. The annual airport results were uneven across locations.
Orlando International Airport recorded 28.5 million enplanements in 2024, down 0.8%, while Miami International Airport recorded 28.0 million, up 7.3%. Tallahassee grew 13.8%, Panama City grew 13.4%, and Pensacola grew 12.0%. Melbourne declined 4.3% (FLORIDA VISITOR ESTIMATES AND TRAVEL).
The quarterly figures add more context. In Q2, Orlando handled 7.5 million enplanements, up 0.9%, and Miami handled 7.1 million, up 9.3%. Panama City grew 20.1% and Tallahassee grew 16.6% in that quarter. In Q4, the airports handled 26.6 million enplanements. Orlando recorded 6.839 million, down 7.6%, while Miami recorded 6.835 million, up 2.4%. Punta Gorda grew 11.9%, Tallahassee 11.3%, and Key West 11.0%; Sarasota fell 16.9% (Governor Ron DeSantis Announces Greatest Second-Quarter Tourism Numbers in Florida History; FLORIDA VISITOR ESTIMATES AND TRAVEL).
Hotels and lodging demand
Lodging indicators point to modest growth in activity during 2024. Florida hotel room nights sold increased 1.6% for the year, and hotel occupancy increased 0.4%. At the same time, average daily rates declined 0.5% (FLORIDA VISITOR ESTIMATES AND TRAVEL).
The combination matters for interpreting the market. More room nights sold and slightly higher occupancy measure demand and use of available rooms, while the lower average daily rate describes pricing. These are different indicators and should not be treated as interchangeable measures of hotel revenue.
The quarterly lodging data supplied for Q2 also reported a 0.9% increase in Florida hotel room demand. That quarterly result and the full-year room-night figure describe different periods, so each should be read within its own measurement window.
Tourism spending and economic impact
Florida’s tourism industry generated $133.6 billion in economic impact in 2024, according to Tourism in Florida Delivers $133.6 Billion in Economic Impact, Nearly $2,000 per Household in Tax Savings in 2024. Out-of-state visitor spending reached $134.9 billion. Americans accounted for $120.1 billion of that spending, while international visitors accounted for $14.8 billion.
Travel and tourism accounted for 7.8% of Florida’s nominal Gross State Product in 2024. The source reported that 99 cents of every visitor dollar stayed in Florida’s economy, and 59 cents of every visitor dollar supported worker salaries. Tourism generated $33.6 billion in taxes in 2024.
For comparison, Florida Again Shatters Tourism Records reported $127.7 billion in tourism economic impact for 2023, up 5% from 2022. The same source reported $131 billion in out-of-state visitor spending in 2023: $116.1 billion from domestic visitors and $14.9 billion from international visitors. It also reported that visitors spent an average of $359 million per day in Florida in 2023.
The 2023 and 2024 figures come from separate source reports and use the labels supplied in those reports. They should be used as published measures rather than combined into unsupported calculations.
Jobs, wages, and tax effects
Tourism-supported employment reached 1.8 million jobs in 2024, growing 1.8% during the year. Tourism-supported wages totaled $79.9 billion, up 4.6% year over year, while direct tourism wages totaled $44 billion (Tourism in Florida Delivers $133.6 Billion in Economic Impact, Nearly $2,000 per Household in Tax Savings in 2024).
The 2023 tourism report used a different employment measure and reported that tourism supported 2.1 million jobs, represented 9.5% of jobs in Florida, and supported around one in every seven private-sector jobs. It also reported $76.4 billion in wages and salaries, $36.9 billion in local, state, and federal taxes, and $1,910 in tourism-generated tax savings per household (Florida Again Shatters Tourism Records).
For 2024, the reported household comparison was different: without tourism, Florida households would pay $1,730 more annually in state and local taxes. The 2024 report also characterized tourism-supported employment, wages, taxes, and household tax effects as economic-impact measures. Because the employment and tax figures are presented under different annual reports and definitions, the 2023 and 2024 numbers should not be treated as a single continuous series without methodological documentation.
These statistics show tourism’s reach beyond visitor counts. Florida’s travel market remained primarily domestic, international visitation was still measured against pre-2019 benchmarks, airports experienced differing local trends, hotel demand and occupancy edged higher, and tourism-related spending supported jobs, wages, public revenues, and reported household tax savings.