Florida, the Sunshine State, is the most visited U.S. state after California, drawing travelers with its beaches, theme parks, national parks, and year-round sunshine.
In 2024, Florida welcomed ~142.9 million visitors — a new record — among which 130.7 million were domestic, 8.9 million were international (excluding Canada), and 3.3 million were from Canada.
Tourism generated over $124 billion in spending and supported more than 1.5 million jobs.
💡 Expert Insight — Bryan Griffin, CEO of VISIT FLORIDA
“We are committed to keeping Florida the destination of choice for visitors from across the country and around the world as we promote our world-class amenities, unique natural and historical sites, family-oriented opportunities, and our commitment to public safety and order for all who visit.”Key stats: Florida Tourism
- Florida hit a record 142.9 million visitors in 2024, up 1.6% year-over-year.
- Most were U.S. travelers: 130.7 million domestic visits, alongside 8.9 million international visitors and 3.3 million Canadians.
- In 2023, tourists spent $127.7 billion, fueling 2.1 million jobs statewide.
- Tourism generated $36.9 billion in state and local tax revenue, helping fund public services and infrastructure.
- That translates to $359 million spent every single day by visitors.
- Florida’s lodging industry is massive: nearly 500,000 rooms in 4,600+ properties, with ADR around $189/night and 69% occupancy in 2024.
How Many Tourists Visit Florida Each Year?
Florida hosted about 142.9 million visitors in 2024, setting a new state record and modestly increasing over 2023.
- 2019 (pre-pandemic): ~131M
- 2020: ~79M (pandemic decline)
- 2022: ~137M (initial rebound)
- 2023: ~135M
- 2024: ~142.9M
The increase shows that Florida continues to regain and surpass pre-pandemic visitor totals, buoyed particularly by domestic travel.
💡 Expert Insight — Secretary of Commerce J. Alex Kelly
“Tourism in Florida continued to break records in 2024, recovering from a challenging hurricane season, driving economic growth and improving quality of life for Florida’s communities and families.”
How Many Tourists Visit Florida Each Day?
Florida receives on average ~392,000 visitors per day based on 2024 totals.
In popular destinations like Orlando, Miami, and the Keys, daily counts during peak seasons are significantly higher.
How Much Do Visitors Spend in Florida?
Visitor spending in Florida remains around $124 billion annually, while the economic impact in Central Florida alone reached $94.5 billion in 2024.
- Statewide spending (2023/2024): ~$124B
- Central Florida direct tourist expenditures: ~$59.9B
- Total economic impact in Central Florida (direct + indirect/induced): ~$94.5B
This data reveals how tourism dollars ripple through regional economies — from hotel workers and restaurants to transportation, retail, and entertainment sectors.
💡 Expert Insight — Adam Sacks, President of Tourism Economics
“The Central Florida visitor economy has doubled in size over the past 15 years that Tourism Economics has been conducting this analysis. Looking across the hundreds of destinations that we evaluate each year, Central Florida’s success is truly extraordinary.”
Which Countries Visit Florida the Most?
Florida’s visitor base is dominated by domestic travel; among international visitors, Canada continues to be the largest overseas market.
| Country / Region | Visitors (2024 est.) | Notes |
|---|---|---|
| Domestic U.S. | ~130.7M | Over 90% of visitors |
| 🇨🇦 Canada | ~3.3M | Top international source country |
| Other International | ~8.9M | Latin America, Europe, etc. |
While international visitors are still a smaller piece of the total, their spending tends to be higher per person, making them economically valuable beyond pure numbers.
What Are the Most Visited Areas in Florida?
Orlando is still the tourism heavyweight in the state, followed by Miami, Tampa Bay, and the Keys.
- Orlando — theme parks remain the core draw; recent growth in accommodation and attractions expansion
- Miami — nightlife, beaches, cruises, international visitors
- Tampa Bay & St. Petersburg — growing leisure & coastal tourism
- Florida Keys — eco & marine tourism
- Everglades — outdoor & nature tourism
What Are the Most Visited Attractions in Florida?
Walt Disney World remains Florida’s most visited attraction with tens of millions of visitors annually; other theme parks and natural destinations continue to draw major visitor numbers.
| Attraction | Visitors (latest est.) |
|---|---|
| Walt Disney World Resort (Orlando) | ~58M |
| Universal Orlando Resort | ~22M |
| Miami Beach | ~10M |
| Busch Gardens Tampa Bay | ~4M |
| Everglades National Park | ~1M |
| Kennedy Space Center | ~1.7M |
| Florida Keys | ~5M |
| SeaWorld Orlando | ~4M |
| Tampa Riverwalk & Downtown | ~3M |
| St. Augustine Historic District | ~2M |
When Is the Best Time to Visit Florida? (Seasonality)
Winter remains Florida’s peak season thanks to warm weather and domestic visitors escaping colder climates; summer still sees heavy traffic, especially from families and international travelers.
| Season | Visitor Trend | Notes |
|---|---|---|
| Winter (Dec–Feb) | Peak | Snowbirds, dry weather |
| Spring (Mar–May) | High | Spring break, festivals, mild climate |
| Summer (Jun–Aug) | High | Theme parks, beaches, heat + humidity |
| Fall (Sep–Nov) | Low-to-Moderate | Hurricane season, lower prices |
What Are the Biggest Events Attracting Tourists to Florida?
Florida draws millions for events such as Art Basel Miami Beach, Ultra Music Festival, Daytona 500, and regional festivals; these contribute significantly to seasonal surges in visitation.
| Event | Visitors | Notes |
|---|---|---|
| Art Basel Miami Beach | ~80K | Global art fair |
| Daytona 500 | ~100K in person | NASCAR’s biggest race |
| Ultra Music Festival | ~165K | EDM’s biggest gathering |
| Gasparilla Pirate Festival (Tampa) | ~300K | Local culture & parades |
| Epcot International Food & Wine Festival | Millions | Disney seasonal draw |
How Much Money Does Florida Make From Tourism?
In 2024, Florida’s tourism industry not only set a visitation record, but also saw massive economic benefits — $124B in spending, with substantial contributions from Central Florida alone.
Tourism income continues to be a major pillar in state revenue streams, supporting infrastructure, employment, and local economies.
💡 Expert Insight — Dana Young, former CEO of VISIT FLORIDA
“Floridians are resilient and our incredible tourism industry is testament to this strength. VISIT FLORIDA is here to show the world that Florida is ready to welcome travelers.”
Hotels Snapshot (2024/25)
Florida’s hotels in 2024 had occupancy around 69.3% and ADR approximately $188.76, with Orlando and Miami leading pricing.
- Hotel/motel occupancy statewide: ~69.3%
- Average Daily Rate (ADR): ~$188.76
- Theme park-adjacent resorts and major beach destinations outperform state average
FAQ – Florida Tourism Insights
How many tourists visit Florida each year?
Florida saw approximately 142.9 million visitors in 2024, establishing a new state record.
What is the most visited region or attraction in Florida?
The most visited attraction is Walt Disney World Resort in Orlando, with about 58 million visitors annually.
When is the best time to visit Florida?
The best time to visit Florida is during winter (December to February) for warm, dry weather; spring also offers pleasant conditions and fewer crowds.
Which visitors are most numerous — domestic or international?
Most visitors to Florida are domestic travelers (about 130.7 million in 2024), with international visitors making up a smaller but economically important segment.
How does tourism impact Florida’s economy financially?
Tourism contributed around $124 billion in spending in 2024, with significant portions reflected in local tax revenue, jobs, and regional economic impact (e.g. Central Florida’s ~$94.5 billion economic output).
Sources
- VISIT FLORIDA — Press Release — Florida Welcomes 142.9 Million Visitors in 2024 (domestic 130.7M, international 8.9M, Canada 3.3M)
- VISIT FLORIDA — Research FAQ — Statewide Hotel Metrics: 2024 Occupancy (69.3%) & ADR ($188.76)
- Visit Orlando — Press Release — Central Florida Tourism Economic Impact 2024 ($94.5B total; $59.9B direct spend)
- VISIT FLORIDA — Press Release (Bryan Griffin) — Statement by President & CEO Bryan Griffin on Florida’s Tourism Positioning
- VISIT FLORIDA — Press Release (Dana Young) — Statement by Former President & CEO Dana Young on Industry Resilience & Readiness
- Office of the Governor — Press Release — Record Tourism in 2024 & Remarks by Secretary of Commerce J. Alex Kelly
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