Florida welcomed 8.86 million overseas visitors, excluding Canada in 2024.
Although it still fell 9.6% short of 2019’s pre-pandemic levels it outshone the overall US recovery rate of 85% for international tourism.
The state has outlined its international marketing strategy moving forward at the annual Florida Huddle conference held in Ocala.
December 2024 and March 2024 emerged as last year’s standout months, both surpassing their 2019 counterparts with over 100% recovery.
These peaks highlighted Florida’s ability to capitalize on key travel periods.
The United Kingdom maintained its position as Florida’s second-largest international market after Canada.
However, there was a slight reduction in British visitors to Florida in 2024 with New York edging ahead as the preferred US destination for UK travelers.
Still, Florida’s national market share remained robust. In 2023, the state captured 25.2% of the international visitor market, second only to New York.
The top 10 inbound countries for Florida in 2024 revealed some surprising newcomers.
Germany secured the 8th position while the Bahamas claiming the 10th spot, marking its debut in Florida’s top ten.
Visit Florida, the state’s official tourism marketing organization, says the slight decline in UK visitors has prompted a re-evaluation of marketing strategies for this crucial market.
Looking ahead, Florida is set for a major boost to its international profile.
The state is set to host several matches during upcoming FIFA events, including the 2026 World Cup.
These are expected to have a significant impact on Florida’s tourism industry, drawing soccer fans from around the world.
Visit Florida says it will adapt its strategies to address these evolving market dynamics.
Efforts are underway to diversify marketing campaigns and enhance digital engagement.
The organization is also focusing on sustainability and responsible tourism, recognizing the growing importance of these factors in travelers’ decision-making.
Visit Florida says tourism in 2024 highlights the state’s resilience, adaptation, and cautious optimism.
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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