3 min
What's the True Story on the State of Tourism in Florida?
Tourism is one of the key economic drivers in Florida. The sector is responsible for approximately 10 percent of the Gross State Product (GSP), employs millions, and contributes billions to the state's economy. But how are things in the sector? It depends on the day, what you're reading or what you're watching: the industry in Florida is either booming or in a vulnerable situation. Here are two examples: Rising tariffs, visa delays, and shifting global travel trends have created a perfect storm, leading to a sharp drop in tourist numbers across Florida and several other U.S. states. The U.S. tourism industry is facing unprecedented challenges as international visitors choose alternative destinations amid political and economic shifts. According to recent data from the U.S. Travel Association, international visits to the U.S. saw a 14% decline in March, reflecting a broader global trend. However, the most significant impact has been felt among Canadian travelers, with a staggering 20.2% decrease in the number of Canadians visiting the U.S. This marks a troubling shift for the U.S., which has long relied on its neighboring country as a key source of international tourism. Florida, which has seen a decrease in tourism since the pandemic, is now facing a compounded crisis. The state, which historically attracted millions of international visitors, is seeing fewer long-term snowbirds, as well as a general decline in international arrivals. The state’s tourism sector, once a booming economic engine, is facing significant challenges. With both fewer foreign visitors and changes in local tourism trends, the state’s economy is under increasing strain. According to the World Travel & Journalism Council, the U.S. is on track to lose more than \$12 billion in international travel spending this year alone due to the decline in visitor numbers. June 06 Travel and Tour World Whereas government officials are painting a very different picture. Florida welcomed 143 million visitors in 2024, setting a new tourism record for the state. State officials said this is the most visitors in a single year in Florida's history. The trend isn't slowing down, as more than 41 million people visited Florida in just the first three months of this year. May 21 ABC News So there are questions that need to be answered: What is the current state of tourism in Florida? Have tariffs impacted visits from abroad? Does the high US dollar have anything to do with fewer people coming to the Sunshine State from outside of America? Has domestic travel increased with more Americans choosing Florida as a destination? If the sector is suffering from a decline in visitors, how can it adapt to be more attractive to tourists? If you are a reporter following the tourism industry we're here to help. Peter Ricci is the Director of the Hospitality and Tourism Management program in Florida Atlantic University’s College of Business. He is a hospitality industry veteran with more than 20 years of managerial experience in segments including food service, lodging, incentive travel and destination marketing. Peter is available to speak with the media about tourism in Florida and the potential for gambling. Simply click on his icon to arrange an interview.
