Unstoppable Florida: Tourism Reaches Unprecedented Highs!

Florida is anticipating record-setting tourism figures this year, nearing pre-pandemic levels.

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Visit Florida estimated 35.066 million travelers in the third quarter of 2023, up 1.4% from 2022 and 7.9% higher than 2019.

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The second-quarter dip is attributed to increased competition from states and countries that closed longer due to the pandemic.

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The state saw 105.2 million visitors in the first nine months of 2023, slightly up from 2022.

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International travel rebounded after the lifting of COVID-19 vaccination requirements for air travelers.

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Overseas visitors increased to nearly 2.23 million in the third quarter of 2023, up from 1.93 million in 2022 but below 2019 levels.

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Canadian tourists also increased, with 666,000 in the third quarter of 2023 compared to 561,000 in 2022.

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Visit Florida attributes increased competition to elevated marketing strategies targeting off-peak seasons and non-traditional destinations.

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The state's budget for Visit Florida for this fiscal year includes a $30 million increase to $80 million.

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Dana Young, Visit Florida's President, sees the third-quarter figures as a "new normal" with heightened tourism market share.

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