In a recent announcement, Governor Ron DeSantis proudly proclaimed that Florida has once again clinched the title of the #1 domestic tourist destination in the United States. According to data provided by VISIT FLORIDA, the state not only retained its top spot but also solidified its position as a preferred destination for international travelers, ranking #2 in the country. This revelation comes on the heels of Florida’s remarkable surge in market share, with a notable increase from 13.8% in 2022 to 14.8% in 2023.

Governor DeSantis attributed Florida’s ongoing popularity to its world-class attractions, unparalleled hospitality, and steadfast commitment to freedom. He emphasized how these figures underscore Florida's trajectory, fueled by a dedication to prioritizing public safety and exhibiting common-sense leadership.

While Florida basks in the glow of its increasing market share, other once-popular destinations such as California and New York are witnessing declines. California experienced a notable setback, losing 1.2 percentage points, while New York saw a decrease of 0.8 percentage points. With these shifts, Florida now leads the U.S. by a significant margin, boasting a 2.7 percentage point advantage over California, reaffirming its status as the premier destination for American travelers.

Dana Young, President and CEO of VISIT FLORIDA, echoed Governor DeSantis’s sentiments, highlighting the state’s diverse appeal, both domestically and internationally. From the pristine beaches and tranquil state parks to the exhilarating theme parks and vibrant cities, Florida continues to captivate visitors with its unparalleled experiences.

The data also reveals a notable uptick in overseas tourism in 2023, as international travel gradually rebounds. Florida captured 25.2% of the overseas market share of travelers to the U.S. In a significant milestone, overseas visitation to Florida surpassed pre-pandemic levels in March 2024, marking a 1.7% increase compared to March 2019. Notably, key markets such as the UK, Germany, and Mexico witnessed substantial growth, with visitation from the UK up by 12%, Germany up by 28%, and Mexico up by an impressive 61% compared to the same month in 2019.

As Florida continues to shine as a beacon for travelers worldwide, the state remains committed to exceeding expectations and welcoming visitors with open arms. With its unbeatable blend of sun, fun, and hospitality, Florida’s allure shows no signs of fading anytime soon. Whether you’re seeking adventure, relaxation, or unforgettable experiences, Florida invites you to discover the magic that awaits in the Sunshine State.