TALLAHASSEE, Fla.— Today, VISIT FLORIDA announced that Florida welcomed an estimated 34.3 million travelers in the third quarter of 2025, reflecting continued year-over-year growth in visitation. This steady performance underscores Florida’s enduring appeal and the state’s commitment to ensuring visitors enjoy a safe, fun, and unmatched vacation experience.

Preliminary estimates show that domestic travelers accounted for 91.7 percent of all visitors, with 31.5 million Americans traveling to Florida in Q3. Overseas visitation grew 3.2 percent from Q3 2024 to reach 2.3 million, while Canadian visitors totaled 507,000. This includes continued elevated visitation from Latin American countries like Brazil, which has climbed nearly 5% in Q3 from Q3 2024. VISIT FLORIDA is focused on continuing to drive the elevated Latin American travel trend through focused marketing efforts and in-country sales and trade missions.

“Florida tourism remains strong and leads the nation,” said Bryan Griffin, President and CEO of VISIT FLORIDA. “VISIT FLORIDA is strategically focused on growing visitation from Latin America and Europe and maintaining Florida’s #1 market share of domestic tourists, and our strategy is working.”

"I’m grateful for Governor DeSantis’ and the VISIT FLORIDA team’s leadership in keeping Florida the best destination in the world for visitors—both those visiting for professional commerce and those here for vacation,” said Florida Secretary of Commerce J. Alex Kelly. “Florida’s relentless pursuit of investing in infrastructure, workforce and quality of life has paid dividends for tourism related industries—99% of which are small businesses—and has ultimately created increasing opportunities for those who work in tourism, their families and Florida taxpayers.”

Key highlights from VISIT FLORIDA’s 3rd Quarter visitation estimates include:

• An estimated 34.3 million travelers visited Florida in Q3 2025, an increase of 0.3 percent from Q3 2024.
• Domestic visitors accounted for 91.7 percent of total visitation. Overseas visitors accounted for 6.8 percent and Canadian visitors 1.5 percent.
• The domestic air and non-air ratio was 31.4 percent and 68.6 percent.
• Overseas visitation increased 3.2 percent year over year from Q3 2024.
• Florida’s 19 commercial airports handled 25.63 million total enplanements. Daytona and St. Petersburg-Clearwater saw the fastest growth, with increases of 15.8 percent and 12.6 percent.
• Hotel average daily rate increased 1.1 percent in Q3. Room demand moderated following strong first and second quarter performance.

Florida’s continued visitation growth reaffirms that travelers from around the world know they can count on a safe, enjoyable, and unmatched experience in the Free State of Florida.

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