Florida’s tourism industry generated $133.6 billion in economic impact in 2024, according to a new study by VISIT FLORIDA. The report shows that out-of-state visitors spent $134.9 billion last year, marking a 3 percent increase over the previous year. Of this total, American travelers accounted for $120.1 billion and international visitors contributed $14.8 billion.
The study found that nearly all of the money spent by tourists—99 cents of every dollar—remained within Florida’s economy, with 59 cents going directly to worker salaries. This figure increased from 97 cents per dollar retained in 2023.
Tourism continued to play a significant role in Florida’s job market and tax revenue base. In 2024, the sector supported 1.8 million jobs and produced $79.9 billion in wages, including $44 billion in direct wages—a 4.6 percent rise from the previous year. Tourism-related activity also generated $33.6 billion in federal, state, and local taxes, reflecting a growth of 3.3 percent compared to 2023.
Governor Ron DeSantis commented on the findings: “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 said. “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 report indicated that without revenue from tourism, each household would need to pay an additional $1,730 annually in state and local taxes to maintain current levels of public funding.
In total, visitor numbers reached a record high with 143 million tourists coming to Florida during 2024.
