Florida’s tourism industry generated a record $133.6 billion in economic impact in 2024, according to the latest Economic Impact of Tourism study by VISIT FLORIDA. The data also shows that tax revenues from travel and tourism activities saved each of Florida’s more than 9 million households nearly $2,000.
Out-of-state visitors spent $134.9 billion last year, representing a 3% increase over the previous year. Of this total, American tourists contributed $120.1 billion while international visitors accounted for $14.8 billion. The report notes that almost all visitor spending—99 cents per dollar—remained within the state.
The sector supported 1.8 million jobs in Florida and generated $79.9 billion in wages during 2024, with tourism-related activity producing $33.6 billion in taxes at the federal, state, and local levels.
Governor Ron DeSantis commented on the significance of these figures: “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, highlighted the benefits for residents: “Tourism drives Florida’s economy,” he stated. “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 Rockport Analytics report also noted that visitor numbers reached a record 143 million in 2024, with out-of-state traveler spending increasing by 3%. The Travel & Tourism sector represented 7.8% of Florida’s Nominal Gross State Product (GSP). For every dollar spent by a visitor, not only did nearly all funds stay within Florida but also most supported worker salaries—59 cents on average—which increased from prior years.
Taxes produced by travel and tourism grew by 3.3% compared to last year, reaching $33.6 billion overall revenue for public services at various government levels throughout the state.
Without income from tourist activities, each household would need to pay an additional $1,730 annually just to maintain current public service funding through state and local taxes alone.
Employment tied to tourism rose by 1.8%, bringing total job support up to 1.8 million positions statewide; associated wages climbed as well—with direct wages totaling $44 billion out of an overall wage sum of $79.9 billion—a growth rate of 4.6% over last year.
