The VISIT FLORIDA research department studies global consumer trends and travel patterns to learn more about Florida's visitors and their preferences. Every year our Research Department prepares the industry leading Florida Visitor Study, in addition to many other useful studies. This Visitor Study is the premier reference guide for statistics on visitors to the Sunshine State. Below are samples of some key statistics on Florida travel from the study.
When using any of the following research statistics in an article, please credit:
VISIT FLORIDA Research.
If you would like additional information, contact VISIT FLORIDA's Tourism Research Team at: TRT@VISITFLORIDA.org.
Quarter One Visitor Numbers for 2013* |
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Visitors |
Percent of Total |
Most Recent |
Value |
Change |
Total Visitors |
100.0% |
January-March |
26.0 million |
4.7% |
Air Visitors |
52.2% |
January-March |
13.6 million |
3.7% |
Non-Air Visitors |
47.8% |
January-March |
12.4 million |
5.9% |
*preliminary |
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Calendar Year Visitor Numbers for 2012* |
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Visitors |
Percent of Total |
Most Recent |
Value |
Change |
Total Visitors |
100.0% |
January-December |
91.4 million |
4.6% |
Air Visitors |
50.8% |
January-December |
46.5 million |
1.7% |
Non-Air Visitors |
49.2% |
January-December |
45 million |
7.8% |
*preliminary revised |
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Quarter Four Visitor Numbers for 2012* |
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Visitors |
Percent of Total |
Most Recent |
Value |
Change |
Total Visitors |
100.0% |
October-December |
21.4 million |
1.7% |
Air Visitors |
54.8% |
October-December |
11.7 million |
2.4% |
Non-Air Visitors |
45.2% |
October-December |
9.7 million |
0.8% |
*preliminary revised |
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Quarter Three Visitor Numbers for 2012* |
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| Visitors | Percent of Total | Most Recent | Value | Change |
| Total Visitors | 100.0% |
July-September |
22.5million | 5.9% |
| Air Visitors | 44.8% |
July-September |
10.1 million | 0.7% |
| Non-Air Visitors | 55.2% |
July-September |
12.4million | 10.5% |
| *preliminary revised | ||||
Quarter Two Visitor Numbers for 2012** |
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| Visitors | Percent of Total | Most Recent | Value | Change |
| Total Visitors | 100.0% |
April-June |
22.8 million | 4.3% |
| Air Visitors | 51.0% |
April-June |
11.6 million | 0.2% |
| Non-Air Visitors | 49.0% |
April-June |
11.2 million | 8.9% |
| **preliminary revised | ||||
Quarter One Visitor Numbers for 2012** |
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| Visitors | Percent of Total | Most Recent | Value | Change |
| Total Visitors | 100.0% |
January-March |
24.8 million | 6.5% |
| Air Visitors | 55.7% |
January-March |
13.1 million | 3.3% |
| Non-Air Visitors | 47.3% |
January-March |
11.7 million | 10.2% |
| **preliminary revised | ||||
Calendar Year Visitor Numbers for 2011 |
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| Visitors | Percent of Total | Most Recent | Value | Change |
| Total Visitors | 100.0% |
January-December |
87.3 million | 6.1% |
| Air Visitors | 52.2% |
January-December |
45.6 million | 5.1% |
| Non-Air Visitors | 47.8% |
January-December |
41.7 million | 7.2% |
Quarter Four Visitor Numbers for 2011 |
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| Visitors | Percent of Total | Most Recent | Value | Change |
| Total Visitors | 100.0% |
October-December |
21.0 million | 2.2% |
| Air Visitors | 54.3% |
October-December |
11.4 million | 2.3% |
| Non-Air Visitors | 45.7% |
October-December |
9.6 million | 2.1% |
Quarter Three Visitor Numbers for 2011 |
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| Visitors | Percent of Total | Most Recent | Value | Change |
| Total Visitors | 100.0% |
July-September |
21.2 million | 9.3% |
| Air Visitors | 47.1% |
July-September |
10.0 million | 6.1% |
| Non-Air Visitors | 52.9% |
July-September |
11.2 million | 12.3% |
Quarter Two Visitor Numbers for 2011 |
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| Visitors | Percent of Total | Most Recent | Value | Change |
| Total Visitors | 100.0% |
April-June |
21.8 million | 10% |
| Air Visitors | 53.0% |
April-June |
11.6 million | 8.6% |
| Non-Air Visitors | 47.0% |
April-June |
10.2 million | 11.7% |
Quarter One Visitor Numbers for 2011 |
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| Visitors | Percent of Total | Most Recent | Value | Change |
| Total Visitors | 100.0% |
January - March |
23.3 million | 3.3% |
| Air Visitors | 54.3% |
January - March |
12.6 million | 3.8% |
| Non-Air Visitors | 45.7% |
January - March |
10.6 million | 2.7% |
Historic Visitor Numbers (in millions) |
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Year |
Domestic |
Overseas |
Canadian |
Total |
2002 |
67.9 |
4.4 |
1.6 |
73.9 |
2003 |
68.7 |
4.2 |
1.7 |
74.6 |
2004 |
73.4 |
4.4 |
1.9 |
79.7 |
2005 |
77.2 |
4.4 |
2.0 |
83.6 |
2006 |
77.6 |
4.1 |
2.1 |
83.9 |
2007 |
77.3 |
4.7 |
2.5 |
84.5 |
2008 |
76.1 |
5.2 |
2.9 |
84.2 |
2009* |
71.2 |
7.0 |
2.6 |
80.9 |
2010 |
71.2 |
8.0 |
3.1 |
82.3 |
2011 |
74.7 |
9.3 |
3.3 |
87.3
|
2012** |
77.6 |
10.2 |
3.6 |
91.4 |
*In 2009, VISIT FLORIDA changed its visitor estimation methodology; therefore, estimates made prior to that year are not directly comparable.
**Preliminary, subject to revision
| Historic Economic Impact |
Total Tourism Spending (Tourism/Recreation Taxable Sales) 2002-2012: * Beginning in 2003, DOR revised this calculation to include 12 kind codes versus 14. |
Total State Sales Tax Revenues from Tourism 2002-2012: |
Number of Persons Directly Employed by Tourism Industry 2002-2012: |
Top Origin States - by Percentage of Total Domestic Visitors (2011):
Georgia |
|
Top International Markets by Number of Visitors (2012):
| Canada** Brazil United Kingdom Argentina Venezuela |
3.61 million 1.60 million 1.58 million 603,000 451,000 |
*Preliminary, subject to revision |
Seasonality of Visitation to Florida by Quarter (2011):
| January to March (Quarter 1) April to June (Quarter 2) July to September (Quarter 3) October to December (Quarter 4) |
26.7% 25.0% 24.3% 24.1% |
Florida Travel Facts:
DOMESTIC VISITORS IN 20111
Florida's domestic visitors said their primary reason for coming to the Sunshine State was for leisure (88%).
The major type of lodging used by domestic visitors was hotel/motel (54%).
The average length of stay for a domestic visitor to Florida was 4.9 nights.
The top activities domestic visitors enjoyed while in Florida were shopping, beaches, touring/sightseeing, and going to a theme/amusement park.
The top origin Designated Market Areas (DMAs) for total visitors to Florida were New York, Atlanta, and Chicago. Top origin DMAs for visitors who came to Florida by air were New York, Chicago, and Boston; for auto visitors to Florida, the top three origin DMAs were Atlanta, New York, and Chicago.
CANADIAN VISITORS IN 2011*2
The primary purpose for Canadians was Pleasure/Recreation/Holiday (82.1%).
The major type of lodging used by Canadian visitors was hotel (28.7%).
The average length of stay for Canadian visitors was 18.0 nights, but the median length of stay was 9.0 nights.
OVERSEAS VISITORS IN 2011*3
The primary trip purpose for overseas visitors was leisure/recreation/holiday (68.5%).
The major type of lodging used by overseas visitors was hotel/motel (75.7%).
The average length of stay for overseas visitors to Florida was 11.2 nights, while the median length of stay was of 8.0 nights.
Sources:
1 D.K. Shifflet and Associates; TNS TravelsAmerica, Travel Industry Association
2 Statistics Canada
3 U.S. Department of Commerce, ITA, Tourism Industries
4 Agency for Workforce Innovation
Remember, when using any of our research statistics listed here in any articles or references, please credit:VISIT FLORIDA(R) Research.
For more detailed Florida tourism information, please contact VISIT FLORIDA's Tourism Research Team:TRT@VISITFLORIDA.org.
