The VISIT FLORIDA research department studies global consumer trends and travel patterns to learn more about Florida's visitors and their preferences. Every year our Research Department prepares the industry leading Florida Visitor Study, in addition to many other useful studies. This Visitor Study is the premier reference guide for statistics on visitors to the Sunshine State. Below are samples of some key statistics on Florida travel from the study.

When using any of the following research statistics in an article, please credit:
VISIT FLORIDA Research.

If you would like additional information, contact VISIT FLORIDA's Tourism Research Team at: TRT@VISITFLORIDA.org.

** In mid-1999, VISIT FLORIDA changed its domestic visitor estimation method to increase accuracy, so estimates made prior to that year are not directly comparable to more recent yearly estimates.

Historic Economic Impact

Total Tourism Spending (Tourism/Recreation Taxable Sales) 1999-2008: 1999 - $47.2 billion 2000 - $50.9 billion 2001 - $50.8 billion 2002 - $51.1 billion 2003 - $51.5 billion* 2004 - $57.1 billion  2005 - $62.0 billion 2006 - $65.0 billion 2007 - $65.5 billion 2008 - $65.2 billion * Beginning in 2003, DOR revised this calculation to include 12 kind codes versus 14.

Total State Sales Tax Revenues from Tourism 1999-2008: 1999 - $2.8 billion 2000 - $3.1 billion 2001 - $2.9 billion 2002 - $3.0 billion 2003 - $3.1 billion 2004 - $3.4 billion 2005 - $3.7 billion 2006 - $3.9 billion 2007 - $3.9 billion 2008 - $3.9 billion

Number of Persons Directly Employed by Tourism Industry 1999-2008: 1999 - 826,200 2000 - 842,900 2001 - 864,500 2002 - 862,900 2003 - 874,700 2004 - 920,700 2005 - 948,700 2006 - 964,700 2007 - 991,300 2008 - 1,007,000

Top Origin States - by Percentage of Total Domestic Visitors (2008):

Georgia New York New Jersey North Carolina Texas       Ohio Illinois Alabama California Tennesee

11.5% 9.2%   6.0%   4.7%   4.7%   4.7%   4.5%   4.0%   3.8%   3.7%

Top International Markets by Number of Visitors (2008)*:

Canada United Kingdom    South America** Germany Australia Japan

2.9 million  1.4 million   1.1 million   294,000     69,000     55,000

* Due to constraints set by the U.S. Department of Commerce, countries with a sample size less than 400 did not have data available, therefore reducing the countries data was available for.

** Due to limited data from the U.S. Department of Commerce, the decision was made to combine Argentina, Brazil, Colombia, and Venezuela to represent South America for 2006 forward.

Seasonality of Visitation to Florida by Quarter (2008):

Jan-Mar Apr-Jun Jul-Sep Oct-Dec

29.2% 26.4% 23.9% 20.5%

Florida Travel Facts:

DOMESTIC VISITORS IN 2008¹

• Florida's domestic visitors said their primary reason for coming to the Sunshine State was for leisure (82.5%).
• The major type of lodging used by domestic visitors was hotel/motel/B&B (46.0%).
• The average length of stay for domestic visitors to Florida was 5.1 nights. Domestic air visitors surveyed stayed an average of 5.1 nights, while auto visitors stayed an average of 5.0 nights.
• The top activities domestic visitors enjoyed while in Florida were beaches, shopping, touring/sightseeing and going to a theme/amusement park.
• The top origin Designated Market Areas (DMAs) for total visitors to Florida were New York, Atlanta, and Chicago. Top origin DMAs for visitors who came to Florida by air were New York, Chicago, and Philadelphia; for auto visitors to Florida, the top three origin DMAs were Atlanta, New York, and Chicago.

CANADIAN VISITORS IN 2008² 

• The primary purpose for Canadians was holiday/vacation (78.4%).
• The major type of lodging used by Canadian visitors was hotel (29.3%).
• The average length of stay for Canadian visitors was 16.9 nights but the median length of stay was nine nights.

OVERSEAS VISITORS IN 2008³

• The primary trip purpose for overseas visitors was leisure/recreation/holiday (64.3%).
• The major type of lodging used by overseas visitors was hotel/motel (72.1%).
• The average length of stay for overseas visitors to Florida was 11.2 nights, with a median of nine nights.

Sources:
¹ D.K. Shifflet and Associates; TNS TravelsAmerica, Travel Industry Association
² Statistics Canada
³ U.S. Department of Commerce, ITA, Tourism Industries
⁴ Agency for Workforce Innovation

Remember, when using any of our research statistics listed here in any articles or references, please credit: VISIT FLORIDA(R) Research.

For more detailed Florida tourism information, please contact VISIT FLORIDA's Tourism Research Team: TRT@VISITFLORIDA.org.