Overseas visits drive Florida arrivals close to 2019 count

With the release of its 2025 visitor arrival numbers this week, Florida government tourism reps were able to say that the sunshine state is “the closest we’ve come to a full recovery (from the pandemic) since 2019.”

That was the assessment of Bryan Griffin, president and CEO of Visit Florida. He was on site at the just-completed Florida Huddle travel trade market and conference, held this year in Orlando, at the Hilton Orlando.

The total number of overseas visitors to Florida for 2025 reached 9.3 million, a 4% increase over 2024, and only down by 1.3% as compared to those 2019 visitations. There were just over 12 million international arrivals in total, a number that includes Canada in the tally.

But more statistical details about Canadian visitations to Florida in 2025 were not available, as that data is still being gathered for release in the coming months, said Visit Florida reps.

However, estimates by many of the Florida tourism suppliers in attendance at the trade market were that the decline in Canadian visitors to Florida in 2025 was “significant.”

For example, Casandra Matej, the president and CEO of Visit Orlando, said that “we’ve seen a double digit decline in arrivals from Canada, but we’re anticipating a recovery.”

Griffin echoed that sentiment, saying that “we are seeing some positivity, for instance, we’ve seen that the November and December intentions to travel to Florida were the highest since February.”

“Canada is one of our closest tourism partners, and we will continue to do everything we can to maintain our travel market share, as Canadians may have changing travel preferences,” he said.

He noted that there would be no reduction in trade/PR missions to Canada in the near future, including a planned mission in April upcoming. And he said that a host of incentive offers to make Florida more attractive to Canadians were in the works.

“Florida is outpacing the rest of the U.S. for international travel, so we want to maintain that market share,” said Griffin.

Whether Canadian visitations to the sunshine state will increase this year is an open question that was under consideration by many concerned Florida suppliers in attendance at the Huddle. Florida Huddle ran Feb. 2 to 4.

As for 2027, Visit Florida has just announced that next year’s Florida Huddle and Encounter will take place Jan. 24 to Jan. 26, 2027, at the Gaylord Palms Resort & Convention Center in Kissimmee, Florida.

In the photos

1) Bryan Griffin, president and CEO of Visit Florida, with Casandra Matej, the president and CEO of Visit Orlando, on the opening day of Florida Huddle.

2) Huddle delegates arrive at the party marking the opening day of the trade marketplace.

3) First night party at the Florida Huddle.

4) Tom Bartosek represented the Florida Space Coast at the Florida Huddle.

5) Juanita Gomez, the Canada market rep for Visit Central Florida, meets with a buyer during the Huddle.