Published on January 2, 2026
The state of Florida experienced a slight rise in the tourism industry in the third quarter of 2025, as it registered over 34 million visitors. Though this is an encouraging development, the decline in the number of Canadian visitors to Florida signals a challenge. It is indicated that despite the rise in domestic tourism, there are challenges for Florida to overcome in order to register an increase in the number of visitors from Canada, owing to the strained relations between the United States of America and Canada.

Florida’s Tourism Shows Modest Growth in 2025

In the third quarter of 2025, Florida welcomed 34.339 million visitors, marking a 0.3% increase from the same period in 2024. This growth came after a record-breaking year for tourism in Florida in 2024, with the state’s tourism industry contributing significantly to local economies. According to Bryan Griffin, President and CEO of Visit Florida, the 2025 tourism numbers demonstrate resilience in the face of global challenges.

“We’re looking forward to a strong 2026,” Griffin commented, emphasizing the importance of the state’s tourism revenue in offsetting taxes for Florida residents. In fact, the success of Florida’s tourism industry saved each household an estimated $2,000 in taxes in 2024, further underscoring the vital role tourism plays in the state’s economy.
While this year’s third-quarter total of 34.339 million visitors was the highest since 2022, it remains well below pre-pandemic levels, when tourism to the Sunshine State was at its peak. Nonetheless, these figures represent an ongoing recovery and demonstrate the sustained interest in Florida as a vacation destination.

Domestic Tourism Drives Growth, Florida’s Major Cities Shine

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A significant portion of Florida’s tourism growth in 2025 has been driven by domestic travelers. With 31.448 million visitors from the U.S. arriving during the third quarter, this represents a modest increase from the previous year. Florida’s major cities, including Miami, Orlando, Fort Lauderdale, Tampa, and the Florida Keys, continue to be top draws for American tourists. The state’s mix of luxury accommodations, family-friendly attractions, and its year-round appeal continue to make it a popular choice for visitors.
Orlando remains a favorite for family vacations, with its world-famous theme parks and entertainment options. Miami attracts visitors seeking vibrant nightlife and beautiful beaches, while the Florida Keys offer a laid-back tropical experience. Additionally, Florida’s thriving culinary scene and outdoor recreational activities such as water sports and hiking continue to draw visitors from across the U.S.

Overseas Visitors to Florida Increase, But Canadian Arrivals Decline

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Florida’s appeal to overseas visitors has also improved, with 2.343 million international tourists visiting the state in the third quarter of 2025, a 3.2% increase from the previous year. This marks the best third-quarter performance for international arrivals since 2019, just before the pandemic. European and South American visitors remain a key demographic, attracted to Florida’s cultural experiences, shopping opportunities, and world-class resorts.
However, the picture looks less favorable when it comes to Canadian tourists. In 2025, only 507,000 Canadians visited Florida during the third quarter, a drop of 15.2% compared to 2024 and the lowest number for any quarter since late 2021. This decline reflects ongoing tensions between the U.S. and Canada, including political rhetoric and tariffs, which have affected the travel decisions of Canadians.

The Impact of U.S.-Canada Relations on Travel

The decline in Canadian tourism to Florida can be attributed to several factors, including the ongoing diplomatic challenges between the U.S. and Canada. Since President Donald Trump’s administration, Canadian tourists have been hesitant to travel to the U.S. due to concerns over trade tariffs, political rhetoric, and general safety concerns. As a result, fewer Canadians are visiting U.S. destinations like Florida, opting instead for other international destinations or domestic travel within Canada.
In contrast, U.S. travel to Canada has seen an increase, with U.S. residents crossing the border in higher numbers. According to Statistics Canada, U.S. travelers to Canada increased by 3% in October 2025, while Canadian travelers to the U.S. dropped by 26.3%. This shift further highlights the changing patterns in cross-border travel between the two countries.

Florida’s Response to the Challenges

Florida’s tourism sector is actively working to attract more international visitors and mitigate the impact of the decline in Canadian arrivals. The state is continuing to invest in tourism marketing, focusing on appealing to both American tourists and international visitors from Europe and Asia. Visit Florida’s efforts include enhanced promotional campaigns, particularly in key markets like the UK, Germany, and Brazil, where the state has seen growing interest.
Additionally, Florida is increasing its efforts to provide a variety of experiences that cater to the evolving tastes of tourists. This includes focusing on eco-tourism, cultural tourism, and luxury travel, offering visitors a more diverse range of options that go beyond the traditional beach and theme park vacations.

Looking Ahead to 2026 and Beyond

Looking to the future, Florida aims to continue building on the growth seen in 2025, with the state targeting 43 million visitors for 2026. While Canadian arrivals may remain sluggish due to political tensions, the overall tourism forecast for Florida is positive, with strong growth expected from other international markets. The state’s strategic focus on diversifying its tourism offerings and improving infrastructure will help ensure continued success in the coming years.
As tourism in Florida evolves, the focus will likely shift towards creating more sustainable and personalized travel experiences. This will involve greater emphasis on eco-friendly travel, cultural experiences, and catering to niche tourism markets, such as wellness and adventure tourism.

Tourism in Florida Continues to Evolve

The tourism industry in Florida continues to evolve and expand, and it looks promising in 2025 with a strong revival. Although the reduction in Canadian visitors poses a problem, Florida remains a preferred destination for tourists, particularly from within and from European countries. With continuous work on improving tourism facilities and experience, Florida is expected to remain one of the leading tourist destinations in America in 2026 and beyond.

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Tags: Canadian tourism decline, florida tourism, international tourism Florida, tourism growth Florida, U.S. tourism

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