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). Destinations Florida maintains a list of local destination marketing organizations.
Preliminary figures show that in 2021, Florida received approximately 122 million visitors (not including residents). This was a 54.1% increase from 2020 and a 6.9% decrease from 2019, attributable to the COVID-19 pandemic. For current figures, please check the research page.
The preliminary air/non-air split for all visitors in 2021 estimated to have been 36.0% by air and 64.0% by non-air means.
Figures show that in 2021 an estimated 4.6 million visitors came to Florida from Canadian and overseas markets. Overseas travel to Florida increased 68.6% in 2021 from 2020 (and decreased 58.6% in 2021 from 2019) and accounted for 3.3% of total visitation to the state. Canadian visitation decreased 57.0% from 2020 (and decreased 85.7% from 2019), with Canadians making 584 thousand visits to Florida, representing 0.5% of the total visitors to the state. The decrease in visitation was attributable to the COVID-19 pandemic.
Preliminary figures indicate domestic travel to Florida was up 55.7% in 2021 compared to 2020 (and up 0.2% compared to 2019), with 117.4 million domestic visits to Florida. Domestic visitation represented 96.2% of the total visitation to the state in 2021.
The top origin states for domestic visitors to Florida in 2021 were Georgia (9.5%), New York (9.3%), and Alabama (6.4%).
The top origin countries to Florida in 2021 were Colombia (709k), Canada (584k), Mexico (389k), Peru (261k), and Ecuador (237k).
The most popular activities for domestic visitors in 2021 were beach or waterfront activities (35%), shopping (22%), and culinary/dining experiences (21%). Overseas visitors in 2020 cited shopping (86%), sightseeing (71%), and amusement and theme parks (46%) as the most popular activities while in Florida. Data for 2021 overseas visitors will be available in June 2022.
In 2019, visitor spending directly and indirectly supported over 1.6 million jobs in the state.
In 2021, the statewide average hotel/motel occupancy rate was 64.5%. This is an increase of 34.6% from 2020. Source: STR
In 2021, the average daily room rate was $158.36, up 19.8% from $132.14 in 2020. Source: STR
As of February 2022, there were 486,727 hotel and motel rooms in Florida spread over 4,442 properties. For more information contact the Florida Department of Business and Professional Regulation which tracks 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.floridarevenue.com.
The U.S. Census estimated Florida's population for the year 2020 to be 21.7 million people, a 1.1% percent increase from 2019. 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 175 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.