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Every year our Research Department prepares the industry leading Florida Visitor Study, in addition to many other useful studies. This Visitor Study is the premier reference guide for statistics on visitors to the Sunshine State.
The most popular activities for domestic visitors in 2022 were beach or waterfront activities (39%), shopping (24%), and culinary/dining (22%). Overseas visitors in 2023 cited shopping (87%), sightseeing (72%), and amusement and theme parks (46%) as the most popular activities while in Florida.
Download the complete 2016 Florida Visitor Study. Want to order a copy of the Florida Visitor Study? Copies of current and previous versions of the Florida Visitor Study are available for purchase.
STR Reports. VISIT FLORIDA provides monthly reporting from STR for up to 200 partners each month. The STR reports include data on hotel occupancy, average daily rate, revenue per available room, and other hotel-related metrics.
Florida Tourism Hall of Fame. Recognizing contemporary and historic leaders in Florida tourism. Read more
According to revised figures for 2023, Florida welcomed 140.6 million visitors, marking an increase of 2.3% from 2022's record-breaking figure and establishing a new benchmark for visitation to the state.
Florida has seen a total of 105.2 million visitors in the first three quarters of 2023, with 96.4 million domestic visitors, 6.0 million overseas visitors and 2.8 million Canadian visitors. Travel spend in Florida is up 11.3 percent compared to Q3 2019, while the U.S. as a whole was only up 3.9 percent.
TALLAHASSEE, Fla. — Today, Governor Ron DeSantis highlighted a recent study commissioned by VISIT FLORIDA which shows that with the record-breaking number of visitors in 2022, travelers spent a record $124.9 billion, outpacing 2021 by nearly $20 billion.
— Today, VISIT FLORIDA announced that in 2023, Florida welcomed 135 million visitors, leading 2019 tourism levels by 3.0%. Overseas visitation in Q4 2023 is estimated at 2.3 million, an increase of 15.9% from Q4 2022, a sign that Florida continues to be the preferred destination for international travelers.
Florida remains a top tourist destination, attracting 31.5 million domestic visitors in the second quarter of 2024, a 1.8% increase in domestic visitors from last year. International visitation grew by 1.8% as well, with 2 million Overseas travelers and an estimated 739,000 Canadians choosing Florida for vacation.