TALLAHASSEE, FL—Governor Ron DeSantis touted the Sunshine State beating out California and New York for the number one domestic tourism destination, highlighting the state's market share increases.
"Florida’s world-class attractions, hospitality, and unwavering commitment to freedom have solidified our position as the top vacation destination,” DeSantis said in a press release. “These figures show that Florida continues to be on the right path, as we have insisted on prioritizing public safety and common-sense leadership."
According to VISIT FLORIDA data cited in the statement, Florida's market share of domestic tourists increased from 13.8% to 14.8% between 2022 and 2023. California, meanwhile, saw a 1.2% decline and New York a 0.8 % decline—two states that have battled Florida for top destination over the past few years.
"Florida’s continued ability to attract visitors speaks volumes about the state’s appeal, both domestically and internationally. From our pristine beaches and serene state parks to the thrills of our world-renowned theme parks and vibrant cities, Florida continues to captivate visitors with its unmatched experiences,” said Dana Young, President and CEO of VISIT FLORIDA.
“We look forward to continuing to surpass all expectations and welcoming visitors to our beautiful state.”
As for international tourism, Florida ranked number 2 in the country, garnering 25.2% of the overseas market share of travelers to the U.S.
Additionally, overseas visitation to Florida surpassed pre-pandemic levels for the first time ever in March 2024, seeing a 1.7% increase compared to March 2019.
The countries with the most travelers visiting Florida were the United Kingdom, Germany, and Mexico.
