Florida’s Tourism Sees U.S. Rebound, but Canadians Stay Away

Florida is experiencing a robust domestic tourism rebound, welcoming 34.4 million visitors in Q2 2025—over 91% from within the U.S. Meanwhile, international arrivals grew by 11.4%, yet Canadian visitor numbers plunged by 20%, denting the overall recovery.

Travel experts note increased airfare costs, stringent immigration checks, and rising political friction as key deterrents for Canadians. The shifting dynamics highlight the state’s increasing reliance on domestic travelers.

Authorities are bolstering marketing initiatives for road-tripping Americans and planning promotions targeting other international markets to offset the Canadian shortfall.

Resorts and theme parks, especially in Orlando and Miami, are extending stay incentives and creating vacation packages to attract visitors during shoulder seasons.

Despite this challenge, Florida officials are optimistic: the strong U.S. performance provides a foundation for diverse and resilient tourism growth.