The Florida
tourism industry continues its pattern of sustained growth in visitation.
In the third quarter of 2025,
the state welcomed an estimated 34.3 million travelers, reflecting a continued
year-on-year growth in visitation, according to VISIT FLORIDA.
Domestic travelers accounted for 91.7 percent of all
visitors, with 31.5 million Americans traveling to Florida in Q3. International
visitation showed a 3.2 percent growth, reaching 2.3 million while Canadian
visitors totaled 507,000.
Arrivals from Latin American countries, including Brazil, climbed nearly 3 percent in Q3 from the previous year.
“Florida tourism remains strong and leads the nation,”
Bryan Griffin, president and CEO of VISIT FLORIDA, said in a statement. “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.”
In addition, Florida’s 19 commercial
airports handled 25.63 million total enplanements with Daytona and St.
Petersburg-Clearwater showing the fastest growth. Hotel average daily rates
increased 1.1 percent in Q3.
Florida Secretary of Commerce J. Alex Kelly said, "I’m
grateful for Governor DeSantis’ and the VISIT FLORIDA team’s leadership in
keeping Florida the best destination in the world for visitors—both those
visiting for professional commerce and those here for vacation.”
He added, “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—and has ultimately created
increasing opportunities for those who work in tourism, their families and
Florida taxpayers.”
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