Florida welcomed 143.3 million visitors in calendar year 2025—another record for the Sunshine State. In the fourth quarter of 2025, an estimated 33.5 million visitors traveled to the state, making it the highest-ever fourth quarter on record. 

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Preliminary estimates show that domestic travelers accounted for 91.5% of total visitors in 2025, with 131.1 million Americans traveling to Florida. International visits reached 9.3 million, while Canadians totaled 2.9 million, in line with historical trends, where Canadian travel represents approximately 2% of total visits. Florida also experienced continued growth in key international markets, with strong increases in Latin American countries such as Brazil and Argentina, as well as European markets such as the United Kingdom, France, Spain, Italy, and the Netherlands. Brazil is now the second-largest source of international visitors to the state. Visit Florida remains focused on expanding international visits through marketing strategies.

 

“Florida tourism continues to lead the nation,” said Bryan Griffin, president and CEO of Visit Florida. “Florida’s tourism success is due to the people and businesses of our state, who offer some of the best vacation experiences, attractions, accommodations, and dining options in the world. Visit Florida is proud to help represent our state and keep our destinations top of mind for travelers in a busy and dynamic market.” 

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“As the nation’s premier tourist destination, families and tourists know that Florida has set a standard of excellence for the tourism industry,” said Florida Department of Commerce Secretary J. Alex Kelly. 

The following are the main data from VISIT FLORIDA's preliminary visitation estimates for the fourth quarter and calendar year 2025. Final figures are expected to be confirmed as data becomes available during the spring. 

 

4th quarter of 2025

* Preliminary estimates indicate that a total of 33.5 million visitors (in person) traveled to Florida in the fourth quarter (Q4) of 2025, an increase of 0.6% over the fourth quarter of 2024 and a record for a fourth quarter.

* In the fourth quarter of 2025, domestic visits are estimated at 30.31 million and international visits at 3.2 million.

* Domestic visitors accounted for 90.5% of total visitors, while international visitors accounted for 9.5%.

* Total shipments at 19 Florida airports totaled 27.4 million in the fourth quarter of 2025, a 2.8% increase over the fourth quarter of 2024.

 

Calendar year 2025

* Preliminary estimates indicate that a total of 143.3 million visitors (in person) traveled to Florida in calendar year 2025, an increase of 0.2% over calendar year 2024.

* Domestic visits accounted for 91.5% of total visits in 2025, slightly more than the 91.4% of the previous year, while visits from abroad accounted for 6.5% and Canadian visits for 2.0%, according to historical visit records.

* Domestic visits are estimated at 131.1 million in 2025, representing an increase of +0.3% compared to 2024. Visits from abroad are estimated at 9.3 million and visits from Canada at 2.9 million.

Florida saw year-over-year growth in its top five countries of origin. Brazil grew by 10.4% compared to 2024, Argentina by 17.8%, and Spain joined the top 10 countries of origin with a 10.4% increase in visitors.

* Preliminary estimates indicate a split between air and non-air travel for domestic visitors of 35.8% / 64.2% in 2025, with a smaller proportion of travelers traveling to Florida by air than in 2024.

 

Travel trends indicate that the search for value influences the travel decisions of contemporary tourists. According to a recent study on marketing effectiveness, those who visit Florida and are familiar with Visit Florida's marketing strategies rate Florida as offering good value for money 23 points higher than those who are not.