Florida’s tourism industry delivered record-breaking results in 2024, according to new data released by VISIT FLORIDA. The agency’s Economic Impact of Tourism study reported that travel and tourism generated $133.6 billion in economic impact, supporting 1.8 million jobs and saving Florida households nearly $2,000 each in taxes.
Out-of-state visitors spent $134.9 billion last year — a 3% increase from 2023. U.S. visitors accounted for $120.1 billion of that spending, while international tourists contributed another $14.8 billion. Nearly 99 cents of every visitor dollar remained in Florida, bolstering local businesses and wages across the state.
Governor Ron DeSantis credited Florida’s tourism success to the state’s focus on freedom, safety, and economic growth.
“Our tourism industry is critical to Florida’s strong economic position,” DeSantis said. “Florida remains the top destination for travelers from across the country and the world because we prioritize freedom and safety. Tourism fuels jobs and keeps Florida’s economy strong.”
VISIT FLORIDA President and CEO Bryan Griffin emphasized the industry’s role in reducing the tax burden for residents.
“Florida’s 9.1 million households are saving nearly $2,000 a year because of the tax revenues generated by Florida tourism,” Griffin said. “This new data demonstrates the value of our investment in tourism marketing, and VISIT FLORIDA will continue to steward that investment responsibly.”
Record-Breaking Year for Florida Tourism
The report, conducted by Rockport Analytics, highlights that Florida welcomed a record 143 million visitors in 2024, marking continued post-pandemic growth. Tourism contributed 7.8% of Florida’s Gross State Product, and tax revenue from travel activity rose 3.3%, reaching $33.6 billion in federal, state, and local collections.
Without tourism, the report found, each Florida household would need to pay an additional $1,730 annually in state and local taxes to maintain current revenue levels.
Tourism-related wages totaled $79.9 billion, including $44 billion in direct wages, reflecting a 4.6% increase from 2023. Of every visitor dollar spent, 59 cents supported worker salaries, underscoring tourism’s central role in Florida’s economic stability.
