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VISIT FLORIDA Touts Florida’s Leadership in Tourism Recovery

VISIT FLORIDA highlighted several key performance indicators announced by Governor Ron DeSantis that show Florida tourism continues to dominate the recovery of the U.S. travel sector:
  • Florida’s hotel room revenue increased 11 percent in August when compared to 2019, while the rest of the U.S. saw a decline of 5 percent over the same period.
  • Florida vacation rental bookings in September were over 80 percent higher than 2019, and forward-looking indicators for the Fall are currently trending at over 40 percent higher compared to 2019. 
  • Nationally, domestic air capacity is down more than 18 percent for the calendar year, while in Florida it’s up by 2 percent, and trending at 9 percent higher through November. 
These numbers are directly attributable to VISIT FLORIDA’s successful marketing efforts and the bold leadership of Governor Ron DeSantis, who has ensured that Florida is open and able to welcome the visitors that are our economic livelihood. While other states were closed, VISIT FLORIDA invited travelers from all over the country to experience the magic and freedom of a Florida vacation. As the only state marketing outside its borders for roughly seven months, Florida was able to capitalize on the pent-up travel demand and cultivate a tremendous strategic advantage over its competition. 

Since VISIT FLORIDA launched its rebound campaigns in August 2020, Florida has seen its visitor share grow steadily every quarter, with visitation now up over 220 percent from 2020, and 6 percent higher domestically from 2019. Florida tourism’s incredible success continues to exceed all economists’ expectations, and position the Sunshine State as a role model for the entire U.S. travel industry. 

“Through VISIT FLORIDA’s aggressive and well-timed marketing during the pandemic, Florida tops the list of desired destinations among American travelers, beating out competitors like New York, Las Vegas, Hawaii, and California,” said Dana Young, VISIT FLORIDA President and CEO. “Governor DeSantis’ actions and support have been crucial for helping us get here today, and we are looking forward to delivering even more success for our great state in the months ahead.” 

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