Florida witnessed record-breaking visitation growth in 2022

Tuesday, January 10, 2023

Driven by the efforts of the state’s official tourism marketing corporation, Florida witnessed record-breaking visitation growth in 2022. Throughout 2022, VISIT FLORIDA’s marketing initiatives, which are frequently done in collaborative partnership with local and regional tourism industry partners throughout Florida, reinforced Florida’s position as one of the top vacation destinations in the world.

“Florida tourism continues to reach new heights thanks to VISIT FLORIDA’s strategic marketing initiatives in tandem with the initiatives of our tourism partners throughout the state,” said VISIT FLORIDA President and CEO Dana Young.

“Quarter after quarter, our vacation message has clearly resonated with travelers far and wide, and delivered record-breaking results on behalf of all Floridians. We appreciate Governor Ron DeSantis’ support and leadership that have helped get us here today, and are looking forward to leading Florida’s No. 1 industry to even more success in 2023.”

Following the devastating impact of Hurricane Ian, VISIT FLORIDA launched a multi-million-dollar marketing plan in partnership with communities throughout Florida to promote tourism to the state to ensure a full recovery from the storm.

The multi-phased campaign includes an initial effort showing that Florida is open for business, as well as a comprehensive recovery package for the areas of the state that were most severely impacted by the storm.

Florida grew its market share of overseas visitors by 21 percent, surpassing New York as the top destination in America for the first time since 2001.

From January through September, Florida welcomed 104.5 million travelers, an increase of 4.1 percent from the same period in 2019, and over 15.3 percent more than in 2021.

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