Florida Tourism Showed Continued Growth in Third Quarter of 2025, VISIT FLORIDA reports

Florida’s tourism industry continued to expand through the third quarter of 2025, according to preliminary data released by VISIT FLORIDA, the state’s official tourism marketing organization. The estimates indicate that approximately 34.3 million visitors traveled to the Sunshine State from July through September, representing a slight increase compared with the same period in 2024.

Visitor Breakdown and Travel Trends

Domestic travelers comprised the vast majority of the estimated visitors, accounting for 91.7 percent of total visitation. This translates to roughly 31.5 million U.S. residents visiting Florida during the quarter. Overseas visitation also grew year-over-year, with an estimated 2.3 million international travelers, marking an increase from the third quarter of 2024. Canadian visitors made up a smaller share, with an estimated 507,000 arrivals.

VISIT FLORIDA highlighted elevated travel from Latin American markets, including an increase in visitors from countries such as Brazil compared with the prior year. The organization said it plans to continue focused marketing efforts in Latin America and Europe to support further international growth.

Industry Comments and Strategic Focus

Bryan Griffin, President and CEO of VISIT FLORIDA, described the results as indicative of the state’s continued strength as a travel destination. According to the press release, Florida’s tourism strategy emphasizes maintaining strong domestic market share while expanding outreach in key international regions.

Florida Secretary of Commerce J. Alex Kelly also commented on the broader economic role of tourism, noting investments in infrastructure, workforce, and community quality of life as supporting factors for the industry’s performance.

Additional Metrics

• 34.3 million total visitors during Q3 2025, up 0.3 percent from the same quarter in 2024.
• Domestic air vs. non-air travel ratio of approximately 31.4 percent and 68.6 percent, respectively.
• Florida’s 19 commercial airports handled an estimated 25.63 million total enplanements, with notable growth at the Daytona and St. Petersburg-Clearwater airports.
• The average daily hotel rate increased modestly, while overall room demand showed moderation compared with earlier quarters.