Florida welcomed a preliminary estimated 143.3 million visitors in 2025 — the highest annual visitation total in state history — according to data released by VISIT FLORIDA, the state’s official tourism agency.
The figure represents a 0.2% increase over 2024, driven by growth in both domestic and international travel. The record was confirmed across all four quarters, with the fourth quarter alone accounting for 33.5 million travelers, also an all-time quarterly high.
The milestone confirms Florida’s position as the most visited state in the United States. Domestic travelers made up the vast majority of visitors, while overseas arrivals posted double-digit gains in key quarters. The state’s tourism sector supports more than 2 million jobs and generates tax revenue that funds public infrastructure, schools, and environmental conservation.
Domestic Travel Leads, International Markets Expand
Domestic visitation reached an estimated 131.1 million travelers in 2025, accounting for 91.5% of total visitors and marking a 0.3% increase from 2024. The second quarter was the strongest on record for any single quarter, with 34.4 million travelers visiting Florida between April and June — an all-time high for Q2 visitation. Overseas arrivals for the same period increased by 11.4% year-over-year.
Overseas visitation for the full year reached 9.3 million, while Canadian travelers accounted for 2.9 million visitors. Brazil emerged as the second-largest international source market for Florida, with Argentina also posting strong growth. Spain entered the top 10 origin countries, recording a 10.4% increase in visitors. Florida’s 19 commercial airports handled 27.4 million travelers in Q4 2025 alone, up 2.8% from the same period in 2024. Punta Gorda Airport and St. Petersburg-Clearwater International Airport posted the fastest year-over-year growth during Q2, at 22.5% and 14.0% respectively.
Strategy Shifts Toward Sustainability for 2026
With record numbers now established, Florida’s tourism strategy for 2026 is shifting focus from volume to quality and long-term sustainability. Plans include infrastructure investments such as expanding Brightline high-speed rail services to connect additional coastal cities. Authorities are also promoting lesser-known destinations — smaller towns and rural springs collectively referred to as “Hidden Florida” — to reduce visitor concentration at major hubs including Orlando and Miami.
