Today, Governor Ron DeSantis declared that according to VISIT FLORIDA data, Florida has upheld its status as the leading domestic tourist spot in the U.S., while also retaining a prominent standing among international visitors (securing the #2 rank nationwide). In the year 2023, Florida’s slice of the domestic tourist pie surged to 14.8%, marking a significant climb from 13.8% in 2022. This remarkable increase in market share surpasses that of any other state, highlighting Florida’s enduring allure to travelers from all corners of the nation.

“Florida’s world class attractions, hospitality, and unwavering commitment to freedom have solidified our position as the top vacation destination,” said Governor Ron DeSantis. “These figures show that Florida continues to be on the right path, as we have insisted on prioritizing public safety and common-sense leadership.”

Since 2022, Florida has been on the rise in the domestic market share, contrasting with other once-favored destinations which faced declines. California notably dropped by 1.2 percentage points, while New York saw a decrease of 0.8 percentage points. Consequently, Florida has surged ahead, now holding a commanding 2.7 percentage point lead over California, solidifying its status as the top choice for American travelers.

“Florida’s continued ability to attract visitors speaks volumes about the state’s appeal, both domestically and internationally. From our pristine beaches and serene state parks to the thrills of our world-renowned theme parks and vibrant cities, Florida continues to captivate visitors with its unmatched experiences,” said Dana Young, President and CEO of VISIT FLORIDA. “We look forward to continuing to surpass all expectations and welcoming visitors to our beautiful state.”

In 2023, Florida experienced a notable surge in international tourism as the recovery of global travel progressed. Capturing 25.2% of the overseas market share for travelers to the U.S., Florida demonstrated its appeal to international visitors.

By March 2024, overseas visits to Florida had surpassed pre-pandemic levels for the first time, marking a 1.7% increase compared to March 2019. Particularly noteworthy was the substantial growth in visitation from key markets such as the UK, Germany, and Mexico. Visitation from the UK increased by 12%, from Germany by 28%, and from Mexico by 61%, all compared to the same month in 2019.

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