Gov. Ron DeSantis Announces Record 143.3 Million Visitors to Florida in 2025
By Space Coast Daily // February 20, 2026
Fourth Quarter: estimated 33.5 million visitors traveled to Florida
TALLAHASSEE, FLORIDA – Governor Ron DeSantis announced that preliminary estimates from VISIT FLORIDA show Florida welcomed 143.3 million visitors in calendar year 2025, marking another record-setting performance for the Sunshine State.
In the fourth quarter of 2025 alone, an estimated 33.5 million visitors traveled to Florida, making it the highest fourth-quarter visitation on record.
According to the preliminary data, domestic travelers accounted for 91.5 percent of all visitors in 2025, with 131.1 million Americans visiting the state. Overseas visitation reached 9.3 million, while Canadian visitation totaled 2.9 million, consistent with historical trends in which Canadian travel represents about two percent of total visitation. Florida also experienced continued growth from key international markets, including strong increases from Latin American countries such as Brazil and Argentina, as well as European markets including the United Kingdom, France, Spain, Italy, and the Netherlands. Brazil is now the second-largest international source of visitors to Florida. VISIT FLORIDA continues to focus on expanding international visitation through strategic marketing efforts.
Florida remains the number one domestic travel destination in the United States and a top choice for international visitors.
“Florida continues to set the standard as the top travel destination in the nation, welcoming millions of visitors while delivering real economic benefits for our residents,” Governor DeSantis said. “Through strategic investments in infrastructure, public safety, and environmental stewardship, we are ensuring that Florida remains a place where families can vacation with confidence and where our tourism industry can continue to thrive.”
Bryan Griffin, President and CEO of VISIT FLORIDA, said Florida’s tourism success is driven by the people and businesses that offer world-class vacation experiences, attractions, lodging, and dining options. He added that VISIT FLORIDA is proud to represent the state and keep its destinations top of mind for travelers in a competitive global market.
Secretary J. Alex Kelly of the Florida Department of Commerce said Florida has set the gold standard for the tourism industry as the nation’s top domestic travel destination. He said the new milestone reflects strategic investments in communities that promote job growth, support small businesses, and strengthen infrastructure, reinforcing Florida’s standing as a premier destination nationally and internationally.
Preliminary estimates show that 33.5 million visitors traveled to Florida in the fourth quarter of 2025, a 0.6 percent increase over the same period in 2024 and a record high for a fourth quarter. Domestic visitation during that quarter is estimated at 30.31 million, while international visitation is estimated at 3.2 million. Domestic visitors accounted for 90.5 percent of total visitors, compared with 9.5 percent for international travelers. Total enplanements at 19 Florida airports reached 27.4 million in the fourth quarter, an increase of 2.8 percent over the previous year.
For calendar year 2025, the 143.3 million total visitors represent a 0.2 percent increase over 2024. Domestic visitation accounted for 91.5 percent of total visitation, up slightly from 91.4 percent the previous year, while overseas visitation made up 6.5 percent and Canadian visitation accounted for 2.0 percent, consistent with historical patterns. Domestic visitation increased 0.3 percent year over year, while overseas and Canadian visitation reached 9.3 million and 2.9 million respectively.
Florida experienced year-over-year growth among its top five overseas origin countries. Visitation from Brazil increased 10.4 percent, Argentina grew 17.8 percent, and Spain entered the top ten origin countries with 10.4 percent growth. Preliminary data also indicate that 35.8 percent of domestic visitors traveled to Florida by air in 2025, while 64.2 percent arrived by non-air travel, reflecting a slightly smaller share of air travel compared to 2024.
Travel trends show that value continues to shape contemporary tourism decisions. A recent Marketing Effectiveness Study found that travelers who are aware of VISIT FLORIDA’s marketing efforts are 23 points more likely to say Florida offers good value for money compared with those who are not aware of the campaign.
