Estimates indicate another record-breaking year for Florida tourism.
Governor Ron DeSantis announced preliminary estimates from VISIT FLORIDA indicating that Florida welcomed 143.3 million visitors in calendar year 2025. In the fourth quarter of 2025, an estimated 33.5 million visitors traveled to the Sunshine State, making it the highest fourth quarter visitation on record.
Florida continues to be the #1 domestic travel destination in the United States and a top choice for international visitors.
Preliminary estimates show that domestic travelers accounted for 91.5 percent of all visitors in 2025, with 131.1 million Americans traveling to Florida. Overseas visitation reached 9.3 million, while Canadian visitation totaled 2.9 million, consistent with historical trends where Canadian travel represents approximately two percent of total visitation. Florida also experienced continued growth from key international markets, with strong increases from Latin American countries such as Brazil and Argentina, as well as European markets including the United Kingdom, France, Spain, Italy, and the Netherlands. Brazil is now the second-largest international source of visitors to the state.
“Florida continues to set the standard as the top travel destination in the nation, welcoming millions of visitors while delivering real economic benefits for our residents,” said Republican Governor Ron DeSantis. “Through strategic investments in infrastructure, public safety, and environmental stewardship, we are ensuring that Florida remains a place where families can vacation with confidence and where our tourism industry can continue to thrive.”
VISIT FLORIDA remains focused on expanding international visitation through strategic marketing efforts.
“Florida tourism continues to lead the nation,” said Bryan Griffin, President and CEO of VISIT FLORIDA. “Florida’s tourism success is a result of the people and businesses in our state who offer the world’s greatest vacation experiences, attractions, lodging, and dining options. VISIT FLORIDA is proud to play our part to represent our state and keep our destinations top of mind for travelers in a crowded and dynamic market.”
Final figure confirmations are expected as data becomes available throughout the spring. Key highlights from VISIT FLORIDA’s fourth quarter and calendar year 2025 preliminary visitation estimates about Florida tourism include:
Q4 2025:
Calendar Year 2025:
Travel trends indicate that finding value shapes the contemporary tourists’ travel choices. According to a recent Marketing Effectiveness Study, travelers to Florida who are aware of VISIT FLORIDA’s marketing efforts express that Florida offers good value for money by an additional 23 points as opposed to those who are not.
“As the #1 domestic travel destination, families and vacationers know that Florida has set the gold standard for the tourism industry,” said Secretary J. Alex Kelly, Florida Department of Commerce. “This new milestone is the direct result of strategic investments in our communities that promote job growth, bolster small businesses and fortify infrastructure—cementing Florida’s place as a travel destination, both nationally and internationally. Governor DeSantis has made Florida the premier destination for travelers looking to experience all Florida has to offer.”
