Florida 2023 tourist numbers below 2022
Although international visitor numbers were up in 2023, domestic visitation was down as a result of several factors including:
- Competition from other states and countries which had been closed longer during COVID and thus had more marketing budget remaining in 2023
- Adverse Florida travel advisories from groups like NAACP, Equality Florida and the League of United Latin American Citizens
- Completion of Hurricane Ian recovery work, which for months had kept hotels full in the Fort Myers area
Domestic visitor numbers were down 2.4% in 2Q2023 vs. the second quarter of 2022.
International visitation in 2023 - including that from Canada - was up from 2022, but the strength of the USD makes it risky for Florida to depend on international tourists.
