Florida Shatters Records with 143 Million Visitors Despite Canadian Chill
Governor Ron DeSantis announced a landmark achievement for the "Sunshine State" today, revealing that Florida welcomed a record-breaking 143.3 million visitors in 2025. This performance cements the state’s position as the nation's premier destination, marking a significant increase over the previous 2024 record. The data, provided by VISIT FLORIDA, highlights a particularly strong fourth quarter, which saw an estimated 33.5 million travelers—the highest final three months in state history.
Domestic travelers continue to be the primary engine of Florida's tourism economy, accounting for a staggering 91.5% of all visitation. Approximately 131.1 million Americans traveled to the state last year, drawn by a combination of "strategic infrastructure investments," a robust theme park sector, and a climate that remains a sanctuary for northern residents. This domestic surge has delivered a massive economic impact, estimated at over $133.6 billion, saving Florida households nearly $2,000 each in annual taxes.
However, the report also revealed a notable "Canadian Backlash." While overall international travel to Florida reached 9.3 million, visitation from Canada saw a sharp 15% decline. Analysts attribute this "chill" to a combination of geopolitical rhetoric and shifts in trade policy that have made cross-border travel less appealing for some northern neighbors. This dip represents a rare "soft spot" in an otherwise dominant performance, prompting state officials to recalibrate their international marketing efforts.
To offset the Canadian decline, Florida is aggressively targeting high-growth markets in Latin America and Europe. Brazil has now ascended to become the state’s second-largest international source market, while travelers from the United Kingdom, Spain, and Italy have also shown marked increases. This diversification strategy is intended to insulate the state's hospitality sector from regional economic volatility, ensuring a "steady flow" of international currency into the local economy.
The 2026 outlook for Florida remains optimistic, with the Governor proposing an $80 million investment in the "Floridians First" budget to maintain the state’s competitive edge. By focusing on "public safety and environmental stewardship," Florida is positioning itself as a "low-friction" destination for families. As the state prepares for the FIFA World Cup later this year, the message from Tallahassee is clear: Florida is the "gold standard" of the global travel market.
