TALLAHASSEE, Fla. (WCTV\/Gray Florida Capital Bureau) – Tourism numbers are down in Florida for the second straight quarter, according to new data. <\/p>\n
In the first quarter of 2026, Florida saw a 2% drop in visitors and the second quarter is still down just under 1%.<\/p>\n
This new trend is alarming those in power, like U.S. Senator Rick Scott. <\/p>\n
After the pandemic, Florida\u2019s 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.<\/p>\n
\u201cSo, people are going to continue to travel despite politics, even despite inflation. They\u2019re just going to do it differently,\u201d Brooke Hansesn, the director of hospitality and tourism management at the University of South Florida said. \u201cAnd, 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.\u201d<\/p>\n
Florida politics: <\/p>\n
Two Florida professors aren\u2019t overly concerned, though Canadian tourism is down 25% from last spring and summer.<\/p>\n
\u201cThis was an unprovoked attack on Canadians, on our sovereignty,\u201d Ontario Premier Dough Ford said. \u201cHe keeps mentioning the 51st state. No, that\u2019s not going to fly. So, let\u2019s see how this plays out. Hopefully, everyone comes to their senses and we have a fair deal for both countries.\u201d <\/p>\n
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\u2019s control. They won\u2019t be concerned unless the drop continues for six to eight months.<\/p>\n
\u201cWhile affordability, Canadian sentiment, domestic travel behavior and the U.S. international entry friction are creating certain headwinds, so I wouldn\u2019t be worried about two quarters numbers,\u201d Rachel Fu, chair of tourism and hospitality at the University of Florida said.<\/p>\n
She added while Florida can control a lot when it comes to tourism, somethings are outside of the state\u2019s control.<\/p>\n
\u201cSo 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,\u201d she said.<\/p>\n
U.S. Senator Rick Scott said in a social media posts that the drop in tourism for two straight quarters is \u201cconcerning\u201d in part because it means less jobs and less revenue for Florida families.<\/p>\n
\u201cFlorida should never be down in tourism, and it being down for the second quarter in a row is concerning \u2014 it means less jobs and less revenue for Florida families,\u201d Scott said, before endorsing Rep. Byron Donalds in his run for governor.<\/p>\n
Professors said many in the tourism industry are seeking fewer travelers who spend more, so we shouldn\u2019t look at just the raw numbers as an indicator of Florida\u2019s tourism base.<\/p>\n
\u201cA lot of destinations have completely rebooted their strategy and they want low volume, high value travelers. They don\u2019t just want to cram 10,000 people into a mass tourism site,\u201d Hansen said.<\/p>\n
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