Tourism in Florida contributed $133.6 billion to the state’s economy in 2024, according to a new study by VISIT FLORIDA. The report highlights that out-of-state visitors spent $134.9 billion last year, which is a 3% increase compared to 2023. Of this total, domestic travelers accounted for $120.1 billion and international visitors brought in $14.8 billion.
The economic impact of tourism was significant for Florida households as well. The industry generated enough tax revenue to save each of the state’s more than nine million households nearly $2,000 in taxes during the year.
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, added: “Tourism drives Florida’s economy. 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.”
The sector supported 1.8 million jobs statewide last year, representing a 1.8% increase over 2023 figures, with wages totaling $79.9 billion—$44 billion of which were direct wages—reflecting a growth rate of 4.6%. Taxes generated by travel and tourism reached $33.6 billion after growing by 3.3% from the previous year.
Tourism accounted for about 7.8% of Florida’s nominal gross state product (GSP) in 2024, showing its role as a major driver within the state’s economy.
For every dollar spent by visitors in Florida last year, approximately ninety-nine cents remained within the state—a slight improvement over retention rates seen in previous years.
Without these contributions from tourism-related activity, each household would have had to pay an additional estimated $1,730 annually in state and local taxes just to maintain current revenue levels.
A record-breaking total of 143 million people visited Florida during 2024.
