Tourism in Florida generated a record $133.6 billion in economic impact in 2024, according to VISIT FLORIDA’s latest Economic Impact of Tourism study. The report highlights that out-of-state visitors spent $134.9 billion last year, marking a 3% increase compared to 2023. Of this total, domestic travelers contributed $120.1 billion while international visitors added $14.8 billion.
The tourism sector played a significant role in supporting the state’s workforce and public finances. In 2024, the industry supported 1.8 million jobs and produced $79.9 billion in wages, with direct wages accounting for $44 billion—a 4.6% rise from the previous year. Additionally, tourism activity generated $33.6 billion in federal, state, and local taxes, representing a 3.3% increase over 2023.
Governor Ron DeSantis commented on the findings: “Our tourism industry is critical to Florida’s strong economic position,” he said. “Florida remains the top destination for travelers from across the country and the world because we prioritize freedom and safety. Tourism fuels jobs and keeps Florida’s economy strong.”
Bryan Griffin, President and CEO of VISIT FLORIDA, emphasized the importance of tourism revenues for residents: “Tourism drives Florida’s economy,” Griffin stated. “This new data from VISIT FLORIDA’s economic impact study demonstrates the value of Florida’s investment in tourism and tourism marketing. Florida’s 9.1 million households are saving nearly $2,000 a year because of the tax revenues generated by Florida tourism. VISIT FLORIDA will continue to responsibly steward this valuable investment for Florida’s residents.”
According to Rockport Analytics’ report for VISIT FLORIDA, visitor spending by out-of-state travelers increased by 3%, reaching nearly $135 billion in 2024 as total visitation hit a record high of 143 million people that year.
The travel and tourism sector accounted for about 7.8% of Florida’s nominal gross state product (GSP) during this period.
For every dollar spent by visitors in Florida last year, approximately ninety-nine cents remained within the state’s economy—up from ninety-seven cents per dollar retained in 2023—with fifty-nine cents directly supporting worker salaries.
Without revenue from travel and tourism activities, each household would have paid an estimated additional $1,730 annually in state and local taxes just to maintain current service levels.
More information can be found at Governor Ron DeSantis’ newsroom.
