Florida’s tourism industry achieved record results in 2024, according to new data released by VISIT FLORIDA. The agency’s Tourism Economic Impact Study reports that travel and tourism generates $133.6 billion in economic impact, supports 1.8 million jobs, and saves Florida households about $2,000 in taxes each.
Out-of-state travelers spent $134.9 billion last year, a 3% increase from 2023. U.S. visitors accounted for $120.1 billion of this spending, and international travelers accounted for an additional $14.8 billion. Almost 99 cents of every dollar spent by visitors remained in Florida, supporting 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 continues to be a top destination for travelers from across the country and around the world because we prioritize freedom and safety. Tourism drives jobs and keeps Florida’s economy strong.”
Brian Griffin, president and CEO of VISIT FLORIDA, emphasized the industry’s role in reducing the tax burden on residents.
“Florida’s 9.1 million households save approximately $2,000 annually thanks to tax revenue generated by Florida tourism,” Griffin said. “This new data demonstrates the value of our investment in tourism marketing, and VISIT FLORIDA will continue to manage that investment responsibly.”
A record year for Florida tourism
The report, conducted by Lockport Analytics, highlights that Florida continues to see post-pandemic growth with a record 143 million visitors in 2024. Tourism accounted for 7.8% of Florida’s gross state product, and tax revenues from tourism activities increased 3.3%, reaching $33.6 billion in federal, state, and local collections.
Without tourism, each Florida household would have to pay an additional $1,730 a year in state and local taxes to maintain current income levels, the report says.
Tourism-related wages totaled $79.9 billion, including $44 billion in direct wages, an increase of 4.6% from 2023. Fifty-nine cents of every dollar spent by tourists supported worker salaries, highlighting the central role tourism plays in Florida’s economic stability.
