Miami Beach scene from drone, Florida, USA. Miami seaside. Aerial view of Miami Beach and cityscape.Florida's tourism sector has maintained its upward trajectory, with VISIT FLORIDA announcing that the state welcomed an estimated 34.3 million travellers in the third quarter of 2025. This marks a 0.3% increase from the same period in 2024, highlighting Florida's ongoing appeal as a top travel destination. Domestic visitors made up 91.7% of the total, with 31.5 million Americans visiting the state.
The growth in overseas visitors was also significant, with a 3.2% increase from Q3 2024, reaching 2.3 million. Canadian visitors numbered 507,000, whilst Latin American countries, particularly Brazil, showed a nearly 5% rise in visitation. Bryan Griffin, President and CEO of VISIT FLORIDA, stated, "VISIT FLORIDA is strategically focused on growing visitation from Latin America and Europe and maintaining Florida’s #1 market share of domestic tourists, and our strategy is working."
Florida's 19 commercial airports collectively handled 25.6 million enplanements, with Daytona and St. Petersburg-Clearwater airports experiencing the fastest growth at 15.8% and 12.6%, respectively. Hotel performance remained steady, with a 1.1% increase in the average daily rate.
Florida Secretary of Commerce J. Alex Kelly praised the state's efforts, saying, "Florida’s relentless pursuit of investing in infrastructure, workforce and quality of life has paid dividends for tourism related industries—99% of which are small businesses."
The continued growth in visitation underscores Florida's reputation as a safe and enjoyable destination, with VISIT FLORIDA focusing on strategic marketing efforts to sustain this trend.
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