Visit Florida, the state’s official tourism marketing corporation, announced that tourists visiting the state fell off by a couple of million. In 2023, the numbers were 135.02 million tourists, which is down from 2022 numbers, showing 137.4 million visited the state. The good news is the numbers are still higher today than they were pre-covid back in 2019 when 131 million people visited the state.
Since COVID, the state has seen an increase in international travelers, with 2.34 million from overseas in the fourth quarter of 2023. That is a 16% increase from the same time in 2022.
Canadians continue to visit the state, with 1.07 million visiting in the fourth quarter of 2023. That was an increase of 22% from the same time during 2022.
Those living in other states visiting Florida saw a decline. In 2023, that number was 122.90 million. It was higher in 2022 with 127.8 visiting. But up compared to 2019,where that final was at 117.2 million.
Some economists believe the decline was due to slower economic numbers. Others say the lower numbers are due to competition from other states. Visit Florida emphasized attracting international visitors, who officials say stay longer and spend more money than domestic travelers.
The agency also reported an increase of around 37.3% of people flying into the state percent. They say it’s the biggest increase since 2016.
Visit Florida says in 2022, visitors to Florida added $121.5 billion to the state’s economy supporting 2 million Florida jobs.
The Office of Economic and Demographic Research tells lawmakers that for every $1 the state invests in VISIT FLORIDA, $3.27 the state sees in tax revenue.
In this year’s legislative session, the state Senate is proposing $80 million for Visit Florida. The House says $30 million, and Gov. Ron DeSantis recommended $105 million.
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