Florida Tourism Booms in Second Quarter

TALLAHASSEE — Florida's tourism sector experienced a notable rebound in the second quarter of 2024, with an estimated 34.2 million visitors from April to June, marking a 1.64 percent increase compared to the same period in 2023. This growth is part of a broader trend, as the state welcomed approximately 74.8 million visitors in the first half of 2024, a 1.4 percent rise from the previous year. Governor Ron DeSantis' office hailed these figures as the "greatest second-quarter tourism numbers in Florida history." The surge in visitors was predominantly driven by domestic travelers, who accounted for 92 percent of the total. The number of domestic tourists reached 31.5 million, reflecting a 1.8 percent increase from the second quarter of 2023 and an impressive 8.7 percent rise compared to 2019, the year before the pandemic. In contrast, international travel remains below pre-pandemic levels, with only 2 million overseas visitors recorded during the same period, including 739,000 from Canada. Visit Florida, the state's tourism-marketing agency, is focusing on revitalizing the international market while continuing to attract domestic tourists. The agency's president, Dana Young, emphasized the commitment to maintaining Florida's status as a premier travel destination. Additionally, the state allocated $1 million to the Florida Restaurant and Lodging Association for an in-state tourism marketing campaign, aiming to enhance the return on investment for tourism marketing, which had significantly declined during the pandemic.