Florida captured a record-high 15.5% share of the domestic vacation market in 2024, marking the highest share ever recorded for the state and reinforcing its position as the top travel destination in the United States.
The figure represents a nearly one-point increase from 2023 and continues a trend that began in 2019. According to the governor’s office, this is the sixth time Florida has surpassed its own tourism record since Gov. Ron DeSantis took office.
“Florida is the world’s favorite place to visit,” said DeSantis. “This record tourism is a result of policies that prioritize freedom, public safety, and common sense.”
The state also reported sustained gains in international tourism in the early months of 2025.
From January through February, Florida saw a 0.5% increase in Canadian air visitation, outpacing the national trend, which reflected a 2.3% decline in Canadian travel to the United States. Overseas visitation to Florida rose 6.5% during the same period, with particularly strong growth from the United Kingdom, Brazil and Argentina.
In February, state officials announced that Florida welcomed 142.9 million visitors in 2024, setting a new annual record and marking a 1.6% increase over the previous year.
The fourth quarter of 2024 also marked the highest ever for that period, drawing 33.1 million visitors. Of those, 29.9 million were domestic travelers, 2.5 million came from overseas and 742,000 arrived from Canada.
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