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 to find the local CVB in your area of interest.
Preliminary figures show that in 2017, Florida received approximately 118.8 million visitors (not including residents). This was a 5.7% increase from 2016. For current figures, please check the VISIT FLORIDA media website.
The preliminary air/non-air split for all visitors in 2017 was 48.0% by air and 52.0% by non-air means.
Preliminary figures show that in 2017 an estimated 14.4 million visitors came to Florida from Canadian and Overseas markets. Overseas travel to Florida decreased -2.0% in 2017 from 2016 and accounted for 9.2% of total visitation to the state. Canadian visitation increased 3.0% from 2016, with Canadians making 3.4 million visits to Florida, which represents 2.9% of the total visitors to the state.
Preliminary figures for domestic travel to Florida was up 6.6% in 2017, with 104.4 million domestic visits to Florida. Domestic visitation represented 87.9% of the total visitation to the state in 2017.
The top origin states for domestic visitors to Florida in 2017 were Georgia (9.6%), New York (8.5%), and Texas (5.5%).
The top origin countries to Florida in 2017 based on preliminary figures were Canada (3.4 million), the UK (1.5 million), Brazil (1,110,000), and Argentina (767,000).
The most popular activities for domestic visitors in 2016 were beach or waterfront activities (41%), visit friends/relatives (34%), and culinary/dining experience (32%). Overseas visitors in 2016 cited shopping (90%), sightseeing (72%), and amusement and theme parks (50%) as the most popular activities while in Florida.
In 2016, visitor spending directly and indirectly supported 1.4 million jobs in the state.
In 2017, the statewide average hotel/motel occupancy rate was 73.9%. This is an increase of 3.2% from 2016. Source: STR, Inc.
In 2017, the average daily room rate was $138.06, up 2.6% from $134.53 in 2016. Source: STR, Inc.
As of August 2017, there were 422,997 hotel and motel rooms in Florida spread over 4,518 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
The U.S. Census estimated Florida's population for the year 2017 to be 21.0 million people, a 1.6% percent increase from 2016. For more information visit the U.S. Census Bureau's website at
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" (
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 ( There are also 11 national parks, preserves, seashores or monuments, 3 national forests, and 1 national scenic trail ( 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