Full Breakdown
Record-Breaking Year for Florida Tourism in 2025
2/26/2026, 4:06:44 AM
Overview of Visitor Statistics
On February 20, 2026, Governor Ron DeSantis announced that Florida welcomed a record 143.3 million visitors in 2025, marking a 0.2% increase from the previous year. This surge in tourism was primarily driven by domestic travelers, who accounted for 91.5% of all visitors, totaling approximately 131.1 million. International visitation reached 9.3 million, with Canadian visitors numbering 2.9 million, consistent with historical trends.
Fourth Quarter Highlights
The fourth quarter of 2025 also set a record, with 33.5 million visitors, a 0.6% increase from Q4 2024. Domestic visitors comprised 30.31 million, while international visitors totaled 3.2 million. Notably, domestic visitation accounted for 90.5% of total visitors during this period, with total enplanements at Florida airports reaching 27.4 million, reflecting a 2.8% increase from the previous year.
Growth in International Markets
Florida's tourism sector saw notable growth from key international markets, particularly from Latin America and Europe. Brazil emerged as the second-largest international source of visitors, with a 10.4% increase from 2024. Other countries such as Argentina and Spain also contributed to this growth, with increases of 17.8% and 10.4%, respectively.
Official Statements on Tourism Success
Governor Ron DeSantis emphasized the importance of strategic investments in infrastructure and public safety in sustaining Florida's tourism success. He stated, “Florida continues to set the standard as the top travel destination in the nation, welcoming millions of visitors while delivering real economic benefits for our residents.” Bryan Griffin, President and CEO of VISIT FLORIDA, echoed this sentiment, attributing the state's tourism success to the quality of experiences offered by local businesses.
Criticism and Challenges
Despite the overall positive trends, there were challenges noted, particularly regarding Canadian visitation, which saw a 14.7% decline from 2024. This drop raised concerns about the sustainability of tourism growth from this key market. Griffin acknowledged the need for continued efforts to maintain strong visitation levels from Canada and other international markets.
Conclusion and Future Outlook
As Florida continues to solidify its position as the top domestic travel destination, the state plans to enhance its marketing strategies to attract more international visitors. Preliminary estimates for 2025 indicate a robust tourism landscape, with expectations for continued growth in both domestic and international markets as data becomes finalized in the coming months.
Verbatim Quotes
- “Florida continues to set the standard as the top travel destination in the nation, welcoming millions of visitors while delivering real economic benefits for our residents,” — Ron DeSantis, Governor of Florida
- “Florida tourism continues to lead the nation,” — Bryan Griffin, President and CEO of VISIT FLORIDA
