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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). The Florida Association of Destination Marketing Organizations maintains a list of local destination marketing organizations.
Preliminary figures show that in 2019, Florida received approximately 131.4 million visitors (not including residents). This was a 3.4% increase from 2018. For current figures, please check the research page.
The preliminary air/non-air split for all visitors in 2019 was 41.1% by air and 58.9% by non-air means.
Preliminary figures show that in 2019 an estimated 14.5 million visitors came to Florida from Canadian and Overseas markets. Overseas travel to Florida increased 0.1% in 2019 from 2018 and accounted for 8.3% of total visitation to the state. Canadian visitation increased 2.0% from 2018, with Canadians making 3.6 million visits to Florida, representing 2.8% of the total visitors to the state.
Preliminary figures indicate domestic travel to Florida was up 3.7% in 2019, with 116.9 million domestic visits to Florida. Domestic visitation represented 88.9% of the total visitation to the state in 2019.
The top origin states for domestic visitors to Florida in 2019 were New York (10.0%), Georgia (9.4%), and Texas (5.6%).
The top origin countries to Florida in 2019 based on preliminary figures were Canada (3.6 million), the UK (1.5 million), Brazil 1.2 million), and Colombia (610,000).
The most popular activities for domestic visitors in 2019 were beach or waterfront activities (44%), visiting friends/relatives (34%), and culinary/dining experience (32%). Overseas visitors in 2019 cited shopping (87%), sightseeing (70%), and amusement and theme parks (48%) as the most popular activities while in Florida.
In 2019, visitor spending directly and indirectly supported over 1.5 million jobs in the state.
In 2019, the statewide average hotel/motel occupancy rate was 72.3%. This is a decrease of 0.8% from 2018. Source: STR
In 2019, the average daily room rate was $145.21, up 1.1% from $143.64 in 2018. Source: STR
As of May 2020, there were 458,721 hotel and motel rooms in Florida spread over 3,908 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 2019 to be 21.5 million people, a 0.8% percent increase from 2018. 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.