Florida’s tourism industry is experiencing a resurgence, with domestic travelers significantly boosting visitor numbers. According to Visit Florida, approximately 34.435 million people travelled to the state between April 1 and June 30, marking an increase from 34.279 million during the same period in 2024. This figure sets a new record for the second quarter, highlighting the state’s recovery efforts post-pandemic.
Domestic visitors accounted for the majority, with 31.499 million U.S. travelers contributing to the total, representing 91.5% of all visitors. This compares to 31.419 million during the second quarter of last year. In contrast, the number of international visitors rose to 2.295 million, reflecting an 11.4% increase from last year. Unfortunately, Canadian visitors saw a significant drop, with only 640,000 making the trip to Florida, a decline of 20% compared to the previous year.
Shifting Visitor Demographics
During a meeting with the Executive Committee, Bryan Griffin, President and CEO of Visit Florida, acknowledged the challenges posed by the falling number of Canadian tourists. He noted, “I know the nation is seeing some Canadian visitors not traveling at the moment, but Florida actually is seeing an increase in visitors from other places, including Brazil.” This shift indicates a strategic focus on diversifying the source of visitors to sustain tourism growth.
Florida’s tourism landscape has struggled to regain pre-pandemic levels, particularly among overseas and Canadian travelers. In this year’s second quarter, international visitors represented 6.7% of the total visitor numbers, while Canadians made up only 1.9%. For context, in 2019, overseas visitors accounted for 7.4%, and Canadians comprised 3.11% of Florida’s visitor totals.
External Factors Impacting Tourism
The decline in Canadian visitors this year can be linked to various factors, including political tensions and economic concerns. Tariffs imposed by the U.S. and remarks from former President Donald Trump regarding Canadian annexation have contributed to a chilling effect on travel. Recent data from Statistics Canada highlights a broader trend, revealing that international arrivals in Canada fell by 15.6% in July compared to the same month last year, marking six consecutive months of year-over-year declines.
Specifically, the number of Canadians returning from the U.S. by car dropped by 36.9%, while those returning by air decreased by 25.8%. These numbers underscore a shift in travel patterns that could have lasting implications for Florida’s tourism sector.
Despite these challenges, Florida’s overall tourist numbers for the first half of the year reflect a slight decline, with an estimated 75.394 million visitors, down 0.1% from 2024. This decrease follows a revision of first-quarter estimates, which were adjusted from 41.193 million to 40.959 million.
The state’s budget for 2025-2026, effective from July 1, includes $80 million allocated to Visit Florida, maintaining the same funding level as the previous fiscal year. This continued investment aims to bolster marketing efforts and attract tourists from diverse regions, particularly as the state navigates the complexities of a changing global travel landscape.
