Florida’s Record-Breaking First-Quarter Tourism Numbers

Breaking News 5/17/2024

TALLAHASSEE — Florida has announced record-breaking tourism numbers for the first quarter of 2024, as the influx of international visitors continues to approach pre-pandemic levels. This surge in tourism underscores the state’s resilience and attractiveness as a premier destination.

Governor Ron DeSantis’ office reported on Thursday that an estimated 40.6 million people traveled to Florida during the first three months of the year, marking a 1.2 percent increase from the same period in 2023. This impressive figure includes revised totals that increased the overall visitor count for all of 2023, highlighting the state’s robust recovery and growth in the tourism sector.

Breakdown of Visitor Numbers

The first-quarter numbers for 2024 were dominated by domestic travelers, with an estimated 37.187 million people visiting Florida from other states—the highest number ever recorded for a single quarter. Additionally, the state welcomed approximately 2.13 million overseas travelers and 1.284 million Canadian visitors.

These figures are significant, especially when compared to previous years. The count of overseas travelers in the first quarter of this year rose from just under 1.8 million during the same period in 2023, although it remains below the 2019 total of 2.276 million. The COVID-19 pandemic, which struck in early 2020, had caused major disruptions in the tourism industry, making this rebound noteworthy.

The estimated number of Canadian visitors in the first quarter of this year also saw a 6.9 percent increase from the same period in 2023, though it still lags behind the 1.446 million Canadian visitors in the first quarter of 2019.

Tourism Promotion and Economic Impact

Governor DeSantis and the Visit Florida tourism-marketing agency have been actively promoting the state. Last week, they highlighted Florida as the top domestic destination for U.S. travelers and the second most popular for international visitors. This strategic marketing effort has been crucial in drawing visitors back to the state.

During an April 30 appearance in Collier County, Visit Florida President and CEO Dana Young emphasized the critical role of tourism in Florida’s economy. She noted that 2 million Floridians work in the hospitality industry, which accounts for about one in every six jobs in the state. Young also pointed out that the tourism numbers do not include Floridians traveling within the state, which further contributes to the local economy.

“The numbers are huge. Summer is a very prime travel season for international visitors, primarily from Latin America and Europe,” Young said, underscoring the seasonal patterns that influence tourism trends.

Airport Passenger Data

The announcement also highlighted a 9.4 percent increase in airport passenger boardings in the first quarter of 2024 compared to the previous year. Orlando International Airport led with 7.6 million of the 30.2 million passengers, followed closely by Miami International Airport with 7.5 million. However, Orlando Sanford International Airport and Daytona Beach International Airport were the only two that saw a decrease in passenger boardings.

Revised Annual Totals and Budget Allocations

Visit Florida revised the overall 2023 tourism totals from 135.108 million tourists to 140.624 million, surpassing the 137.409 million visitors in 2022. This upward revision places 2023 ahead of the pre-pandemic record of 131.069 million visitors in 2019. The pandemic had significantly impacted tourism, dropping visitor numbers to 79.397 million in 2020 and then rebounding to 121.838 million in 2021.

Looking ahead, the state budget passed by lawmakers in March for the 2024-2025 fiscal year includes $80 million for Visit Florida, maintaining the same level of funding as the current fiscal year, which ends on June 30. This continued investment in tourism marketing is expected to support further growth and recovery in the sector.

As Florida continues to attract millions of visitors, the state’s tourism industry remains a vital component of its economy, providing jobs and driving economic activity. The record-setting numbers for the first quarter of 2024 are a testament to the enduring appeal and resilience of Florida as a top travel destination.