Story perspectives

Florida Sees 143.3 Million Visitors in 2025, Growth from Brazil and Argentina

2/26/2026

Summary

Story summary

Florida welcomed 143.3 million visitors in 2025, up 0.2% from 2024, per Governor Ron DeSantis.
Domestic travelers totaled 131.1 million (91.5%), while overseas visitation reached 9.3 million.
Canadian visitors declined to 2.9 million, a 14.7% drop from the previous year.
Q4 2025 set a record with 33.5 million visitors, up 0.6% from Q4 2024.
Growth occurred in international markets, notably Brazil and Argentina, with VISIT FLORIDA targeting marketing to boost visits.

History

Historical Context

Florida's tourism industry has been pivotal to its economy, contributing $91.3 billion in 2019, with 126.1 million visitors. This growth follows a historical trend of tourism expansion since the 1920s, driven by attractions like Walt Disney World. Recent efforts to diversify markets, particularly targeting visitors from Brazil and Argentina, aim to bolster economic resilience amid fluctuating visitor numbers.

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Story summary

Florida welcomed 143.3 million visitors in 2025, up 0.2% from 2024, per Governor Ron DeSantis.
Domestic travelers totaled 131.1 million (91.5%), while overseas visitation reached 9.3 million.
Canadian visitors declined to 2.9 million, a 14.7% drop from the previous year.
Q4 2025 set a record with 33.5 million visitors, up 0.6% from Q4 2024.
Growth occurred in international markets, notably Brazil and Argentina, with VISIT FLORIDA targeting marketing to boost visits.

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