Florida recorded 143 million visitors in 2024, the state’s highest annual total in the figures reported by the Executive Office of the Governor on May 20, 2025. The same report counted 41.2 million visitors in the first quarter of 2025, while VISIT FLORIDA reported $134.9 billion in out-of-state visitor spending for 2024. Together, these figures describe the scale of travel to Florida and its importance to the state’s economy.
Contents
- Florida visitation at a glance
- Who visits Florida
- Recent quarterly travel patterns
- Airports and travel access
- Hotels and visitor conditions
- Visitor spending and the Florida economy
- Jobs, wages, and tax effects
Florida visitation at a glance
The Executive Office of the Governor reported 143 million Florida visitors for 2024 on May 20, 2025. That total was 1.7% higher than the previous record in 2023. A separate historical series labeled “Florida Tourism by the Numbers” lists 140.624 million visitors in 2023, 137.409 million in 2022, 121.838 million in 2021, 79.397 million in 2020, and 131.069 million in 2019.
These annual figures show both the disruption in 2020 and the subsequent recovery. The 2020 total was 79.397 million, compared with 131.069 million in 2019. The historical series then records 121.838 million in 2021, 137.409 million in 2022, and 140.624 million in 2023. The 2024 record reported by the governor’s office is the latest annual figure in the supplied reporting.
| Year | Florida visitors | Source label |
|---|---|---|
| 2019 | 131.069 million | Florida Tourism by the Numbers |
| 2020 | 79.397 million | Florida Tourism by the Numbers |
| 2021 | 121.838 million | Florida Tourism by the Numbers |
| 2022 | 137.409 million | Florida Tourism by the Numbers |
| 2023 | 140.624 million | Florida Tourism by the Numbers |
| 2024 | 143 million | Executive Office of the Governor, May 20, 2025 |
Because the sources use different labels and reporting dates, the 2024 record and the historical series should be read as reported figures rather than treated as a newly calculated single series. The 2023 increase cited by the governor’s office is 1.7% from the previous record, while the historical source lists 140.624 million visitors for 2023.
Who visits Florida
Domestic travel made up most of Florida’s 2024 and early-2025 visitation. The Executive Office of the Governor counted 130.65 million domestic travelers in 2024, along with 8.94 million overseas visitors and 3.41 million Canadian tourists. These categories identify the main geographic groups in the annual total.
The first quarter of 2025 had a similar pattern. Florida welcomed 41.2 million visitors during Q1 2025, and domestic visitation accounted for 91.9% of the quarter’s total. Domestic travelers numbered 37.9 million, and domestic visitation was 0.2% higher than in Q1 2024.
International travel supplied the remainder of the reported Q1 2025 mix. Overseas visitors totaled 2.1 million, representing 5.1% of all Q1 visitors. Canadian visitors totaled 1.2 million and represented 3.0% of visitation. The percentages are reported separately for overseas and Canadian visitors, so they should not be combined into a new estimate without additional information about the source’s category definitions.
The historical “Florida Tourism by the Numbers” source provides more detail on international origins for 2023. Canada accounted for 3.231 million visitors, followed by the United Kingdom with 1.143 million and Brazil with 1.021 million. Colombia sent 565,000 visitors, Mexico 514,000, and Argentina 413,000. Germany accounted for 312,000 visitors, Chile for 245,000, and France for 228,000.
The same 2023 source reports the leading domestic origin states as shares of Florida’s top domestic origin states: Georgia accounted for 10.2%, New York for 8.2%, and Pennsylvania for 5.7%. Those percentages describe the source’s top-origin grouping and are not presented as shares of all Florida visitors.
Recent quarterly travel patterns
The quarterly figures show the size of Florida’s visitor flows beyond the annual totals. The “Florida Tourism by the Numbers” source lists 40.602 million visitors in Q1 2024. For 2023, it lists 33.647 million visitors in Q2, 33.995 million in Q3, and 32.851 million in Q4.
The Q1 2025 total of 41.2 million reported by the Executive Office of the Governor was higher than the Q1 2024 figure listed by the historical source. The two figures are associated with different source labels, so the comparison is best understood as a view of the reported quarter totals, not as an independently recalculated year-over-year series.
The Q1 2025 composition is especially notable for the scale of domestic travel. Of the 41.2 million visitors reported for the quarter, 37.9 million were domestic travelers. Domestic non-resident travelers arrived by air 35.8% of the time and by non-air travel 64.2% of the time. These arrival shares indicate that non-air access was the larger route category for domestic non-resident travelers in that quarter.
Airports and travel access
Florida recorded 29.4 million total enplanements at its 19 major airports in Q1 2025, according to the Executive Office of the Governor’s May 20, 2025 report. Enplanements measure passengers boarding flights, so this airport figure is a travel-activity measure rather than a count of unique visitors.
Several airports recorded notable year-over-year enplanement growth in the same report. Punta Gorda Airport posted 23.6% growth in Q1 2025. St. Petersburg-Clearwater Airport posted 7.7% growth, and Daytona Beach Airport posted 7.4% growth.
The airport numbers add context to the visitor totals. Florida’s Q1 2025 visitation included 2.1 million overseas visitors and 1.2 million Canadian visitors, while the state’s major airports recorded 29.4 million enplanements. These measures cover different populations and counting methods: visitor totals count people entering the state under the reported tourism framework, whereas enplanements count flight boardings.
Hotels and visitor conditions
Florida hotels recorded an average daily rate of $227.22 in Q1 2025, according to the Executive Office of the Governor. The average daily rate, or ADR, increased 2.2% year over year. Hotel occupancy reached 75.7% during the quarter and increased 1.6% year over year.
| Q1 2025 hotel measure | Reported result | Change from prior year |
|---|---|---|
| Average daily rate | $227.22 | Up 2.2% |
| Hotel occupancy | 75.7% | Up 1.6% |
ADR and occupancy describe hotel performance rather than total visitor volume. A higher ADR indicates the reported average room price was higher than a year earlier, while the occupancy figure describes the share of available rooms occupied under the report’s measurement. Neither measure should be interpreted as the average amount spent by every Florida visitor.
The Q1 2025 hotel results sit alongside strong travel activity: 41.2 million visitors, 29.4 million enplanements at 19 major airports, and 37.9 million domestic travelers. Each statistic covers a different part of the travel system, so they are useful together but should not be added together.
Visitor spending and the Florida economy
VISIT FLORIDA Article Details, dated November 25, 2025, reported $134.9 billion in out-of-state visitor spending in 2024. Visitor spending increased 3.0% in 2024. The Travel & Tourism sector contributed $133.6 billion to Florida’s economy and accounted for 7.8% of the state’s nominal gross state product in 2024.
VISIT FLORIDA also reported that 99 cents of every $1 spent by a visitor in 2024 stayed in Florida’s economy. The reported retention rate rose from 97 cents per visitor dollar in 2023 to 99 cents in 2024. The same source said 59 cents of every visitor dollar supported worker salaries.
These retention figures are expressed per visitor dollar, while the $134.9 billion figure is total out-of-state visitor spending. They describe related but different measurements. The retention rate indicates the portion reported as remaining in Florida’s economy; it is not a separate total spending estimate.
Travel and tourism generated $33.6 billion in taxes in 2024, according to VISIT FLORIDA Article Details. Tourism-related taxes grew 3.3% in 2024. The source also reported that, without tourism, Florida households would pay $1,730 more per year in state and local taxes. It described Florida’s 9.1 million households as saving nearly $2,000 a year from tourism-generated tax revenue. Those household figures are source-reported descriptions and are not recalculated here.
Jobs, wages, and tax effects
Tourism-supported employment reached 1.8 million jobs in 2024, according to VISIT FLORIDA Article Details. Tourism-supported jobs grew 1.8% in 2024. Tourism-supported wages totaled $79.9 billion, including $44 billion in direct wages.
Tourism-supported wages grew 4.6% year over year in 2024. The distinction between total tourism-supported wages and direct wages matters: the $79.9 billion figure covers the broader supported-wage measure reported by the source, while $44 billion is the direct-wage figure.
The employment and wage statistics show how the visitor economy extends beyond attractions and lodging. The sector’s reported $133.6 billion contribution to Florida’s economy, $33.6 billion in tourism-generated taxes, 1.8 million tourism-supported jobs, and $79.9 billion in supported wages are separate measures of economic activity. They should not be summed into a single “tourism impact” total.
For readers tracking current Florida travel conditions, the most recent period in these figures is Q1 2025 for visitation, airport activity, and hotels. The latest annual economic measures are for 2024, including visitor spending, tourism’s contribution to nominal GSP, taxes, employment, and wages. The international-origin and domestic-origin detail is for 2023, while the annual visitor history reaches from 2019 through 2024 under the source labels stated above.