Research FAQ

VISIT FLORIDA tracks information for the entire state and by eight geographic vacation regions. We do not keep data on specific cities or counties. This information can best be obtained from the local Convention and Visitors Bureau (CVB). Contact the Florida Association of Destination Marketing Organizations at http://www.fadmo.org/ to find the local CVB in your area of interest.
In 2016, Florida received approximately 112.3* million visitors (not including residents). This was a 5.4%* increase from 2015. For current figures, please check the VISIT FLORIDA media website.
The air/non-air split for all visitors in 2016 was 49.0%* by air and 51.0%* by non-air means.
In 2016, an estimated 14.4* million visitors came to Florida from Canadian and Overseas markets. Overseas travel to Florida decreased 2.6%* in 2016 from 2015 and accounted for 9.9%* of total visitation to the state. Canadian visitation decreased 14.7%* from 2015, with Canadians making 3.2* million visits to Florida, which represents 2.9%* of the total visitors to the state.
Domestic travel to Florida was up 7.3%* in 2016, with 98.0* million domestic visits to Florida. Domestic visitation represented 87.2%* of the total visitation to the state in 2016.
The top origin states for domestic visitors to Florida in 2015 were Georgia (9.6%), New York (9.3%), and Texas (6.0%).
The top origin countries to Florida in 2016 were Canada (3.2* million), the UK (1.7* million), Brazil (1.1* million), and Argentina (754,000*).
The most popular activities for domestic visitors in 2015 were beach or waterfront activities (41%), culinary/dining experience (34%), and visit friends/relatives (34%). Overseas visitors in 2014 cited shopping (92%), sightseeing (69%), and amusement and theme parks (54%) as the most popular activities while in Florida.
In 2015, visitor spending directly and indirectly supported 1.4 million jobs in the state.
In 2016, the statewide average hotel/motel occupancy rate was 71.6%. This is a decrease of -0.3% from 2015. Source: STR, Inc.
In 2016, the average daily room rate was $134.35, up 2.0% from $131.65 in 2015. Source: STR, Inc.
As of July 2015, there were 412,000 hotel and motel rooms in Florida spread over 4,435 properties. For more information contact the Florida Department of Business and Professional Regulation who track these statistics.
Counties may levy a tourist development tax or "bed tax" as a percent of the total charge (rate varies depending on county) for the lease or rental of living accommodations in any hotel, apartment hotel, motel, resort motel, apartment, apartment motel, rooming house, recreational vehicle park, mobile home park or condominium for a term of six months or less. The Florida Department of Revenue, Office of Tax Research collects and tracks bed tax collections by Florida county. For more information, visit the Florida Department of Revenue website at www.myflorida.com/dor.
The U.S. Census estimated Florida's population for the year 2015 to be 20.3 million people, a 1.8% percent growth rate from 2014. For more information visit the U.S. Census Bureau's website at www.census.gov.
VISIT FLORIDA does not track how many people relocate to the state each year, but the U.S. Census Bureau does and refers to it as "Domestic Migration" (www.census.gov).
Since many seasonal residents ("snowbirds") own homes and are part-time residents of the state, they are not tracked by VISIT FLORIDA.
There are 161 state parks and 35 state forests (www.floridastateparks.org). There are also 11 national parks, preserves, seashores or monuments, 3 national forests, and 1 national scenic trail (www.us-national-parks.net). For additional information check the websites listed above.
As a private company, some of our information is public and some is available by password to the companies that have invested in us as Partners. If you would like information on how to become a VISIT FLORIDA Partner, click here.

*Preliminary data subject to revision.

Note: When using any of our research statistics please credit VISIT FLORIDA Research. Unless otherwise sourced, this data is copyright protected.

For more detailed Florida tourism information, please contact the VISIT FLORIDA Research Team at research@VISITFLORIDA.org.