By Merrilee Gasser | The Center Square
In Summary:
According to Visit Florida, Florida welcomed 143.3 million visitors in 2025, surpassing its previous record of 142.9 million set in 2024. Domestic travelers made up more than 91% of all visits, while Canadian visitation declined from 3.3 million to 2.9 million. State leaders, including Department of Commerce Secretary Alex Kelly, credited strategic investments and marketing efforts for maintaining Florida’s dominance in tourism.
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Florida had a record number of visitors last year while also seeing a decline in visitors from Canada, according to the latest estimates from Visit Florida.
The Sunshine State maintained its spot as the top domestic travel destination in the country, welcoming 143.3 million visitors in 2025 – up from 142.9 million in 2024.
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The vast majority of visitors were domestic travelers, accounting for over 91% of all visitors. Florida received 2.9 million visitors from Canada, a downturn from 3.3 million the year prior.
Florida topped the year off with its highest fourth-quarter visitation performance on record, with an estimated 33.5 million visitors, up from 33.1 million visitors during 2024’s fourth quarter.
“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.”
International visitors totaled 9.3 million last year. Brazil was the second-largest international source of visitors, up 10% from 2024.
Other increases were observed among visitors from Argentina – more than 17% growth – as well as among European travelers from the United Kingdom, France, Spain, Italy, and the Netherlands.
“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,” said Secretary Alex Kelly, of the Department of Commerce. "Governor DeSantis has made Florida the premier destination for travelers looking to experience all Florida has to offer."
Of the 131.1 million people who traveled domestically to Florida in 2025, about 35.8% flew, while 64.2% traveled by vehicle. That's a decrease in the number of people traveling to the state by air.
Florida’s airports had an estimated 27.4 million travelers in the fourth quarter, up 2.8%.
Key Points:
- Florida recorded 143.3 million visitors in 2025, the highest annual total in state history.
- Domestic travel accounted for 131.1 million visitors, representing more than 91% of total tourism.
- Canadian visitation declined to 2.9 million, down from 3.3 million in 2024.
- International travel totaled 9.3 million visitors, with strong growth from Brazil (up 10%) and Argentina (up more than 17%), along with increases from the U.K., France, Spain, Italy, and the Netherlands.
- Florida’s fourth quarter set a record with 33.5 million visitors, while airport passenger traffic rose 2.8% to 27.4 million travelers.
