Talahassee, Fla. — Florida has reached a new milestone in domestic tourism, capturing a record 15.5% share of the US holiday market in 2024. This figure shows an increase of almost 1 percentage point since 2023, continuing the state’s trend of guiding the country with tourism.
This achievement represents the sixth time Florida has surpassed its own tourism record during DeSantis’ tenure as governor.
“Florida is a popular destination in the world,” DeSantis said in a statement. He attributed the growth of tourism to state policies that emphasized “liberty, public safety, common sense.”
Florida’s tourism industry also performed strong in the international market during the early months of 2025. Shows in January and February:
A 0.5% increase in Canadian air travel to Florida caused a nationwide trend of Canada’s travel to the US down 2.3%, with international visitors increasing by 6.5%, and significant benefits from countries including the UK, Brazil and Argentina.
In February, DeSantis announced that Florida welcomed a record 142.9 million visitors in 2024, an increase of 1.6% from 2023. Of these, 29.9 million people visited domestic travelers, 2.5 million people from overseas, and 742,000 people from Canada visited.
Florida’s tourism industry continues to serve as a key driver of the state’s economy and remains a key player in the global travel sector.
