News & Media
TALLAHASSEE, Fla. — Florida maintained its position as the top domestic tourism destination in the nation and remained a leading destination for international visitors, the Visit Florida tourism marketing agency said.
In 2023, Florida’s market share of domestic tourists increased to 14.8%, up from 13.8% in 2022. This surge in market share represents the largest increase of any state, underscoring Florida’s appeal to travelers from across the country, the governor’s office said.
“Florida’s world class attractions, hospitality, and unwavering commitment to freedom have solidified our position as the top vacation destination,” Gov. Ron DeSantis said. “These figures show that Florida continues to be on the right path, as we have insisted on prioritizing public safety and common-sense leadership.”
Florida also saw a noticeable uptick in overseas tourism in 2023. As the recovery of international travel continued, Florida garnered 25.2% of the overseas market share of travelers to the U.S.
In March 2024, overseas visitation to Florida surpassed pre-pandemic levels for the first time, with a 1.7% increase compared to March 2019. Notably, visitation from key markets such as the UK, Germany and Mexico saw significant growth, with UK visitation up by 12%, German visitation up by 28% and Mexican visitation up 61% compared to the same month in 2019.
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