TALLAHASSEE, Fla. (WCTV/Gray Florida Capital Bureau) – Tourism numbers are down in Florida for the second straight quarter, according to new data.
In the first quarter of 2026, Florida saw a 2% drop in visitors and the second quarter is still down just under 1%.
This new trend is alarming those in power, like U.S. Senator Rick Scott.
After the pandemic, Florida’s tourism numbers were rapidly climbing but so far this year, the numbers are down, especially when it comes to the number of Canadian tourists visiting the state.
“So, people are going to continue to travel despite politics, even despite inflation. They’re just going to do it differently,” Brooke Hansesn, the director of hospitality and tourism management at the University of South Florida said. “And, so even though we do see some slowdowns in some areas of our market, we actually also see a huge increase in the luxury tourism market.”
Florida politics:
Two Florida professors aren’t overly concerned, though Canadian tourism is down 25% from last spring and summer.
“This was an unprovoked attack on Canadians, on our sovereignty,” Ontario Premier Dough Ford said. “He keeps mentioning the 51st state. No, that’s not going to fly. So, let’s see how this plays out. Hopefully, everyone comes to their senses and we have a fair deal for both countries.”
Professors say the U.S.-Canada trade rift is probably having some effect, but most of the dip, and the likely comeback, is under Florida’s control. They won’t be concerned unless the drop continues for six to eight months.
“While affordability, Canadian sentiment, domestic travel behavior and the U.S. international entry friction are creating certain headwinds, so I wouldn’t be worried about two quarters numbers,” Rachel Fu, chair of tourism and hospitality at the University of Florida said.
She added while Florida can control a lot when it comes to tourism, somethings are outside of the state’s control.
“So Florida is operating inside the US international tourism ecosystem. So that means visa requirements, processing, entry perceptions, exchange rate, and the border experiences affect Florida even when Florida itself has an excellent destination products,” she said.
U.S. Senator Rick Scott said in a social media posts that the drop in tourism for two straight quarters is “concerning” in part because it means less jobs and less revenue for Florida families.
“Florida should never be down in tourism, and it being down for the second quarter in a row is concerning — it means less jobs and less revenue for Florida families,” Scott said, before endorsing Rep. Byron Donalds in his run for governor.
Professors said many in the tourism industry are seeking fewer travelers who spend more, so we shouldn’t look at just the raw numbers as an indicator of Florida’s tourism base.
“A lot of destinations have completely rebooted their strategy and they want low volume, high value travelers. They don’t just want to cram 10,000 people into a mass tourism site,” Hansen said.
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