Florida Tourism Sees Growth in Foreign Visitors Despite Overall Decrease in 2023

Although the overall number of tourists visiting Florida Tourism decreased slightly in 2023, the number of foreign visitors is still strongly increasing after the COVID-19 epidemic.

According to the tourism marketing organization Visit Florida, 135 million visitors came to visit Florida in 2023. That represents an increase from 131.1 million in 2019, the last complete year of data before the epidemic, but a decrease from 137.4 million the year before.

Visit Florida reported an 18.3% rise in foreign visitors year over year, including 3.8 million visitors from Canada (up 45.5%) and 8.3 million visitors from outside (up 18.7% from 2022).

Since the start of the pandemic, according to agency officials, this is the closest the state has been to a full recovery from foreign visitors. They add that it’s notable in light of the present financial difficulties.

Visit Florida President and CEO Dana Young stated in a statement, “Even as we faced the challenges of rising travel costs and widespread inflation, Florida’s tourism sector not only persevered but flourished.”

A record 45.9 million tourists arrived in Florida by air in 2023—the highest number since 2016.

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In comparison to 2022, the agency also recorded a 15.9% increase in foreign tourists and a 22% increase in Canadian visitors in the fourth quarter of 2023. On the other hand, domestic tourism fell by 12.1% in comparison to the previous year.

Hurricane Ian in September 2022 had a positive impact on the area.

Compared to the same period last year, Fort Myers witnessed a 32.4% rise in visitors in the fourth quarter of 2023. According to the Lee County Visitor and Convention Bureau, there were 65.8% more visitors in the fourth quarter of 2022 than there were in 2022.

According to the Florida News Service, the state Senate included the same $80 million for Visit Florida in its proposed budget for the 2024–2025 fiscal year. Gov. Ron DeSantis has suggested $105 million, while the House has retaliated with a $30 million plan.