Florida welcomed an estimated 34.3 million visitors in the third quarter of 2025, marking a 0.3 percent year-over-year increase, according to preliminary data released by VISIT FLORIDA.
Domestic travel remained the primary driver of visitation, accounting for 91.7 percent of all travelers, or 31.5 million visitors, during the quarter. Overseas visitation increased 3.2 percent compared with Q3 2024, reaching 2.3 million travelers, while Canadian visitation totaled 507,000.
International Markets Show Continued Momentum
VISIT FLORIDA reported continued strength from key international markets, particularly Latin America. Visitation from countries such as Brazil increased nearly 5 percent year over year. The destination marketing organization said it remains focused on growing inbound travel from Latin America and Europe, while maintaining Florida’s leading share of domestic tourism.
“Florida tourism remains strong and leads the nation,” said Bryan Griffin, President and CEO of VISIT FLORIDA, in a media statement. “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.”
“Florida’s relentless pursuit of investing in infrastructure, workforce and quality of life has paid dividends for tourism-related industries—99 percent of which are small businesses—and has ultimately created increasing opportunities for those who work in tourism, their families and Florida taxpayers,” said Florida Secretary of Commerce J. Alex Kelly, in a media statement.
Q3 2025 Florida Tourism Snapshot
Key highlights from VISIT FLORIDA’s 3rd Quarter visitation estimates include:
- 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.
For more information, visit visitflorida.com.
