Home » TOURISM NEWS » Florida’s Tourism Growth Despite Challenges: How Orlando, Miami, and Palm Beach Are Attracting New Visitors in 2025 – Here’s What to Know
Published on
January 5, 2026
Florida’s tourism industry experienced a slight uptick in the third quarter of 2025, fueled primarily by increased domestic and international visitors. However, the state’s tourism performance was dampened by a sharp decline in Canadian travelers, whose numbers dropped to the lowest levels seen since 2021. This downturn marks a significant shift in Florida’s tourism patterns, highlighting the importance of diversifying visitor sources in a post-pandemic travel landscape. Despite this, Florida remains a top destination for both American and overseas travelers, as evidenced by growing bookings in some regions.
Tourism Growth Amid Mixed Results
Despite the challenges faced by Florida’s tourism industry, the state managed to post modest growth overall. According to recent figures, domestic tourists continued to favor Florida’s iconic beaches, world-class attractions, and cultural offerings. Visitors from Europe also contributed to the rise, with UK, Germany, and Brazil topping the charts for overseas tourists.
The third-quarter increase was attributed to higher spending from these international travelers, who spent significantly more during their trips to Florida. The state’s famed attractions like Walt Disney World, Universal Studios, and the Florida Keys remain major drawcards, continuing to attract millions despite the dip in Canadian arrivals. However, Florida tourism officials expressed concerns about the impact of the Canadian market’s decline and are now refocusing their marketing efforts to address this gap.
Declining Canadian Visitors: A Cause for Concern
Canadian travelers, once one of Florida’s largest international visitor groups, have seen a sharp drop in their numbers. For the third quarter of 2025, the number of Canadians visiting Florida dropped to the lowest quarterly total since 2021. This decline can be attributed to several factors, including the economic downturn in Canada, which has led to a reduction in discretionary spending on travel. The ongoing fluctuations in the Canadian dollar against the U.S. dollar also contributed to the decrease, as Canadian tourists found it more expensive to travel to the United States.
This reduction in Canadian travelers underscores the importance of targeting diverse international markets to safeguard Florida’s tourism future. Industry leaders have already begun reassessing marketing strategies to entice more European, Latin American, and domestic visitors to make Florida their destination of choice.
Implications for Florida’s Tourism Industry and Regional Development
The drop in Canadian visitors has had a more pronounced effect on certain regions of Florida, particularly in areas popular with snowbirds—those who migrate from colder climates to Florida for the winter months. Regions such as Palm Beach and Broward County have seen declines in the number of Canadian tourists staying in long-term rentals, which has resulted in lost revenue for the local hospitality sector.
However, other regions of Florida have been able to offset some of these losses. Orlando, home to numerous theme parks, has remained a stronghold for tourism, attracting domestic families and international visitors alike. Miami and Tampa have also continued to show resilience, thanks to their growing appeal to international travelers from Europe and South America, especially with the added lure of cruise travel.
For Florida’s tourism economy to maintain its momentum, local governments and businesses are working closely to broaden their marketing efforts to new regions, particularly in Asia and South America, as well as focusing more on U.S. domestic travelers.
What Travelers Should Know About Florida’s Tourism Scene in 2026
For tourists planning to visit Florida, there are several things to consider in light of these changes. First, Florida’s major theme parks are gearing up for an exciting year ahead, with new attractions expected to open in 2026, making it an excellent time to visit. The expansion of attractions such as Epic Universe at Universal Studios Orlando and the new Star Wars: Galactic Starcruiser at Disney World will undoubtedly continue to drive domestic and international tourism to the state.
Moreover, Florida’s beaches, especially in Miami and along the Gulf Coast, remain major attractions for travelers seeking sun and relaxation. Florida’s local festivals, such as Miami Art Week and the Florida Film Festival, continue to offer cultural experiences to those visiting the state.
For Canadian travelers, Florida remains an attractive destination despite the financial challenges. Tourists from Toronto, Montreal, and Vancouver can still find great deals on flights and accommodations if they book in advance.
Tourism Tips for Florida in 2026Book Early for Attractions: Florida’s top attractions tend to sell out quickly, particularly during the busy winter months. Booking early for theme parks like Disney World and Universal Studios can save both time and money.Explore Lesser-Known Gems: While Orlando and Miami are well-known, Florida is home to many hidden gems. Consider exploring St. Augustine, the oldest city in the U.S., or the Florida Keys for a more relaxed experience.Check Out Local Events: Florida’s festival scene is vibrant throughout the year. Check out events such as Florida Seafood Festival or Art Basel Miami for a unique cultural experience.Looking Forward: Florida’s Tourism Outlook for 2026
Looking ahead, Florida’s tourism outlook for 2026 remains optimistic, despite the challenges faced by the decline in Canadian travelers. By diversifying its visitor base, investing in sustainable tourism, and capitalizing on emerging markets, Florida aims to continue to be a global leader in tourism.
As the state’s attractions evolve and expand, Florida remains a must-visit destination for travelers from across the globe. With a robust pipeline of new developments and attractions set to debut in 2026, Florida’s tourism industry is poised for a bright future, attracting millions of visitors from all corners of the world.
