Florida Sets Q2 Tourism Record as Overseas Visits Rise and Canadian Travel Falls

State tourism leaders are redirecting marketing toward faster‑growing international markets under an unchanged $80 million budget.

Overview

Visit Florida reported 34.435 million visitors in the April–June quarter, the highest second-quarter total on record.
Domestic travelers accounted for 91.5% of Q2 visitors, totaling 31.499 million U.S. trips.
Overseas visitation increased 11.4% year over year to an estimated 2.295 million, while Canadian arrivals fell about 20% to roughly 640,000.
First-half visitation reached 75.394 million, a 0.1% dip from a year earlier after the agency revised its first-quarter estimate downward.
Agency CEO Bryan Griffin said marketing is shifting toward growth markets such as Brazil, and operational indicators showed 28.6 million airport enplanements and a 1.2% rise in hotel room demand.