Overview and Executive Summary
Overview
The Greater Miami Convention & Visitors Bureau (GMCVB) has the distinction of serving as Greater Miami & Miami Beach's official destination sales and marketing organization, representing the destination globally with offices in major cities throughout the world
Tourism is Greater Miami & Miami Beach’s leading industry, and the GMCVB closely monitors the sector’s performance Research insights are essential components of the GMCVB’s work and serve as the strategic driver for marketing programs to promote leisure tourism (including cruising) as well as meetings and conventions business
The following pages represent the 2025 Visitor Profile for Greater Miami & Miami Beach. In tracking the format of recent years’ reports, we continue to profile three broad visitor segments (domestic, international and Florida resident) and show trends from the prior years.
In-depth analysis of these three categories of the Greater Miami & Miami Beach visitor profile enables the GMCVB to better understand shifts and trends in the behavior of the traveling public. This critical research allows the GMCVB to cultivate and enhance strategic sales and visitor marketing programs that contribute to Greater Miami & Miami Beach’s success as a leading destination to live, work, play and visit.
Executive Summary
In 2025, a total of 28.3 million visitors (20.1 million overnight visitors and an additional 8.2 million day-trip visitors) traveled to the area. With this growing influx of visitors came additional spending, which also exceeded the prior year. Tourists spent an estimated $22.7 billion, an increase of 4% over 2024. Furthermore, the total economic impact of tourism amounted to $32 2 billion, another 4% increase year-over-year
Continuing the expansive visitation over the past few years, hotel room demand and cruise passenger volume both increased year-over-year Miami International Airport (MIA) continues to add additional capacity, enabling better access to the Greater Miami & Miami Beach area The many events that Miami is known for, along with newer ones such as Formula 1, all contributed to the success of the destination Furthermore, meeting and convention activity gained momentum, and bookings quickly filled the convention centers and hotels
Total visitation was slightly above the prior year, eclipsing 2024 by 119,000 visitors This was driven by healthy domestic demand and more Floridians venturing into the destination. Compared to recent years of massive growth from the domestic markets, 2025 represented a year of what could be considered “the new normal,” although international travel dipped as compared to the prior year.
• Domestic overnight visitation increased a modest 1%. Comparing the top 10 domestic overnight markets, six out of 10 domestic overnight visitor markets increased year-overyear; most notable, New York (#1, up 7%), Atlanta (#3, up 2%), Washington, DC (#4, up 3%), Philadelphia (#7, up 6%), Houston (#9, up 5%) and Detroit (#10, up 8%).
• Overnight visitation from Boston, Chicago, Los Angeles and Dallas saw relatively minor declines, down anywhere from 1% to 8% from 2024.
• Domestic overnight visitors primarily traveled for leisure, with Miami Beach as the top accommodation area Cruises remained a major draw, and hotel stays were the preferred lodging choice, though home-sharing and stays with friends/family remain popular
• Domestic day-trip visitation fell slightly from the year prior, down 1% However, collectively, the day trip volume from the top 10 domestic markets was slightly above the prior year
• New York continues to provide the most visitors of any domestic non-Florida market, continuing to grow its presence in Greater Miami & Miami Beach and marking the second year of increases
• Leisure travel continues to power the day tripper market. Culinary experiences have become more popular and a stronger motivation to visit the destination.
Executive Summary
• Florida resident visitation to Greater Miami & Miami Beach increased from 2024 by almost 200,000 visitors Special events, shopping and Miami’s emerging culinary reputation all contributed to tourism growth from Florida markets – a 2% increase yearover-year Florida’ burgeoning population helps feed local tourism, with new Florida residents exploring the region for new experiences Cruising has also become steadily more popular among this group
• Visitation from many Florida areas continued to improve, and overnight visitation increased from several major markets Among the most notable, Orlando (+4%), West Palm Beach (+14%) and Jacksonville (+6%) all provided larger volumes.
• Growth in day visitation increased from every area of Florida, as both new and returning Florida residents traveled to the destination to experience more of the area’s attractions, including beaches, sporting events and shopping.
• International visitation was slightly behind 2024, driven mostly by declines from Canada and traditional South American visitor markets. Conversely, some growth was evident from several top European markets
• Colombia (#1, down 6%) and Brazil (#2, down 7%) were still the highest in overnight visitation. However, overnight visitation from those markets was not as high as in 2024 and was more in line with 2023. One exception to slower growth from South American markets was Argentina (#6, up 15%), which showed very solid improvement over the past several years
• European markets, such as the United Kingdom (#3, up 12%), Spain (#7, up 6%) Italy (#8, up 11%) and France (#10, up 1%), all showed positive increases.
• Canada (#4) declined for the second year in a row While visitation from Canada to the United States was down quite substantially, Canadians visiting Greater Miami & Miami Beach for an overnight trip only fell by 8%.
• International visitors were drawn by leisure, shopping, culture and Miami’s culinary scene Day-trippers frequently visited beaches and cultural attractions such as Wynwood Walls and Lincoln Road.
As previously mentioned, visitors spent more in 2025 than ever – $22 7 billion, an increase of $700 million over the previous year This increase was driven by stronger spending among all visitor segments, particularly domestic. Even though international visitation was down, those international visitors who came here spent more than in the past.
• Domestic spending has increased, driven by the enormous increase in visitation relative to just a few years ago, and now comprises 50% of all visitor spending.
• Exchange rates, inflation and visa wait times have presented ongoing barriers to visitation. That said, international visitors proportionally spent more. While they represented 22% of total visitors, they accounted for 31% of all visitor spending
Greater Miami & Miami Beach Visitor Overview
28.3 Million Total Visitors in 2025
Visitation to Greater Miami & Miami Beach in 2025 was robust, and the region experienced an influx of 20.1 million overnight visitors. Another 8.2 million visitors stayed outside the destination but visited for the day.
Greater Miami & Miami Beach Overnight Visitors
Greater Miami & Miami Beach Day Trippers
2025 Greater Miami & Miami Beach Visitation
Net visitation in 2025 was essentially on par with the prior year, with a nominal increase of 119K total visitors. International markets were more challenged in 2025, which lead to a small decline. However, the increase in domestic visitation helped to offset this deficit With the population of Florida continuing to increase since the COVID 19 pandemic, more and more Floridians have chosen to explore Greater Miami & Miami Beach.
Greater Miami & Miami Beach Visitors (000s)
Overnight Visitation – Market Analysis
Overnight Visitation – Origin
The Northeast and Midwest regions of the U S provided a slight increase in the volume of overnight visitors.
Visitation from South America was not quite as strong as it has been in prior years Furthermore, overnight visitors from Canada declined for a second year but were still above 2022. Conversely, Europe has seen steady growth over the past two years
Top 20 Domestic Markets – Overnight Visitors
Domestic overnight visitation remained strong, with growth among six of the top 10 markets Boston, Atlanta and Washington, DC all essentially provided the same volumes of visitors in 2025, although Boston’s visitors were down Visitors from California markets have receded slightly after several years of healthy growth
New York is still the top domestic visitor market by a wide margin, and overnight visitation from this market improved year-over-year. Greater Miami & Miami Beach has become an increasingly more popular place for New Yorkers to visit in recent years.
Domestic Overnight Visitors
Top 20 International Markets – Overnight Visitors
Our international recovery lagged somewhat in 2025, particularly when it comes to visitors from South America However, Argentina saw a large rebound, aided by its national economic recovery Furthermore, almost all major European markets showed strength Overnight visitors from the UK, Spain, Italy and France all increased yearover-year
For the second year in a row, Canadian overnight visitors trended downwards While the United States witnessed a sizable decline in visitation from this country, Canadian visitation to Greater Miami & Miami Beach was not severely impacted
International Overnight Visitors
Survey question: Q. In what country do you reside?
Note: Due to smaller sample sizes, only overnight visitor volumes can be reported (no day trippers).
Top Florida Resident Markets – Overnight Visitors
Floridians make frequent trips to Greater Miami & Miami Beach, and several of the main Florida feeder markets increased their visitation. Orlando, already the largest Florida overnight market for Greater Miami & Miami Beach, continued to grow, as well as overnight visitation from West Palm Beach.
Overnight visitation from Tampa hit a high in 2024 but declined in 2025 That said, visitation from Tampa is still well above recent years.
Florida Resident Overnight Visitors
Domestic Overnight Visitor Profile
Domestic Overnight Visitors – Purpose of Visit
Traveling for a vacation/for pleasure continues to be the most-often cited reason for visitors to travel to Greater Miami & Miami Beach Visiting friends and family is also popular, with one in four visitors citing this as their purpose of visit.
Cruising continues to be a popular reason for visiting In 2025, one in 10 domestic overnight visitors said they came here for a cruise.
All Reasons for Visit – Domestic Overnight Visitors
Survey
Domestic Overnight Visitors – Type of Lodging
More than half of domestic visitors who came to Greater Miami & Miami Beach stayed in a hotel One-third of domestic overnight visitors chose to stay with friends and family.
While hotel stays continue to be the primary lodging choice among domestic overnight visitors, short-term rentals remain popular.
Type of Lodging
Hotel/Motel/Resort/Spa
Stayed with friends/relatives
Home sharing/peer-to-peer rentals
Survey question:
Q.
Domestic Overnight Visitors – Accommodations Area
Miami Beach remains the single most popular place for domestic overnight visitors to stay The Downtown Miami/Brickell and the Miami International Airport areas are also busy and popular places to stay for domestic visitors
Accommodations Area
Survey question:
Q. In what area(s) did you stay? Select all that apply.
Domestic Overnight Visitors – Mode of Transportation
Similar to past years, Miami International Airport (MIA) was the largest feeder airport for Greater Miami & Miami Beach. While slightly fewer domestic overnight visitors said they used MIA, those who said they used Fort Lauderdale-Hollywood International Airport (FLL) rose slightly
One in five visitors claimed they drove to the destination, similar to previous years.
Mode of Transportation
Flew into MIA
Flew into FLL Drove to Miami
Survey questions:
Domestic Overnight Visitors – Neighborhoods Visited
Miami Beach continues to be the most popular area for domestic overnight visitors Downtown Miami/Brickell has grown in recent years, and interest in this area has gained strength. Coral Gables, South Miami and Wynwood are also popular places to visit.
Neighborhoods Visited
Data derived from surveying and mobile devices that were present in specific areas of Miami-Dade County during the specified year.
Domestic Overnight Visitors – Experiences
Visiting entertainment venues, attractions and parks are at the top of the list for things that domestic overnight visitors look for in Greater Miami and Miami Beach. Shopping is also a popular activity
Experiences
Visited any entertainment venues, attractions or parks
Shopped at a mall or shopping district
Visited any concerts, cultural attractions or events
Participated in any sport or leisurely activities
Attended a sporting event
Watched or participated in a school or musical competition
Survey question: Q. Did you do any of the following during your most recent overnight visit to Miami-Dade County? Select all that apply.
Domestic Overnight Visitors – Age and Party Size
The age of adult domestic overnight visitors has been very consistent over the past few years, with the largest bracket aged 25-34 years old.
Just under one in five domestic overnight visitors are traveling with children The average travel party size has not changed.
Age and Party Size
Survey questions:
International Overnight Visitor Profile
International Overnight Visitors – Purpose of Visit
Traveling for leisure to Greater Miami & Miami Beach was the top reason to visit among international overnight visitors in 2025. One in five visitors were in the area to visit friends/family.
Greater Miami & Miami Beach is primarily a leisure destination, but there are also visitors who travel to the area for business. The cruise industry continues to grow and add higher-capacity ships, which has further elevated the destination’s reputation as the Cruise Capital of the World
All Reasons for Visit
Survey questions: Q. What was the MAIN purpose of your visit to the Greater
Were there any OTHER purposes for your visit to the Greater Miami & Miami Beach area?
International Overnight Visitors – Type of Accommodations
More than half of international overnight visitors mentioned they stayed in a hotel/motel, increasing for the second straight year. While it is common for visitors to stay with friends and family, this past year was much more about paid lodging than in recent years
Type of Accommodations
Hotel/Motel/Resort/Spa
Stayed with friends/relatives
Home sharing/peer-to-peer rentals
Survey question:
Q. What type of lodging have you used during this visit?
NOTE: Only includes accommodation types with more than 3% in each segment.
International Overnight Visitors – Accommodations Area
Miami Beach continues to maintain the most popularity for lodging among international overnight travelers, with more than half of international overnight visitors indicating they chose Miami Beach Downtown Miami/Brickell, the Airport Area and North Dade also continue to be popular options, similar to prior years
Accommodations Area
Survey question:
Q. In what area(s) did you stay? Select all that apply.
International Overnight Visitors – Mode of Transportation
Two in three international overnight visitors flew into Miami International Airport, while a substantial and growing proportion came in through Fort Lauderdale-Hollywood International Airport Visitors mentioned they drove to Greater Miami & Miami Beach on par with the previous year
Mode of Transportation
Survey question:
Q. Which modes of transportation did you use to get to the Greater Miami & Miami Beach Area?
Q. At what airport did you arrive?
Flew into MIA
Flew into FLL Drove to Miami
International Overnight Visitors – Neighborhoods Visited
Miami Beach and Downtown Miami/Brickell were the neighborhoods most often mentioned by international overnight visitors, followed by South Miami and others.
Neighborhoods Visited
Survey question:
Q. Did you visit (or do you plan to visit) any of the following neighborhoods during THIS visit to the Greater Miami & Miami Beach area? NOTE: Percentages indicate the % of respondents that visited a particular neighborhood and do not reflect if a respondent made multiple visits to that neighborhood on that trip.
International Overnight Visitors – Experiences
Shopping, followed by visiting entertainment venues, attractions and parks are at the top of the list of things that international overnight visitors do while in Greater Miami and Miami Beach.
Experiences
Shopped at a mall or shopping district
Visited any entertainment venues, attractions or parks
Attended a sporting event
Visited any concerts, cultural attractions or events
Participated in any sport or leisurely activities
Watched or participated in a school or musical competition
Survey question: Q. Did you do any of the following during your most recent overnight visit to Miami-Dade County? Select all that apply.
International Overnight Visitors – Age and Party Size
Overall, age demographics are fairly consistent with recent years One in four visitors said they were traveling with children, and the average travel party size remains similar to previous years
Age and Party Size
Q. Which of the following age groups are you in?
Q. Including yourself, how many people from each of the following age categories were in your immediate travel party?
Florida Resident Overnight Visitor Profile
Florida Resident Overnight Visitors – Purpose of Visit
Florida resident overnight visitors come for fun and to relax Visiting friends and family is also among their top priorities, and shopping is a very popular activity.
Greater Miami & Miami Beach’s reputation as a sports destination is gaining more traction and attracting more visitors. Floridians also make up the majority of cruisers at PortMiami, and in 2025, more Florida resident overnight visitors said they took a cruise from there than in prior years. Survey questions:
All Reasons for Visit
Florida Resident Overnight Visitors – Type of Lodging
Half of Florida resident overnight visitors stayed in a hotel Similar to prior years, about one in three said they stayed with their friends/family.
Short-term rentals are still popular among some visitors, and this has been relatively constant as compared to 2024.
Type of Lodging
Hotel/Motel/Resort/Spa Home sharing/peer-to-peer rentals
Stayed with friends/relatives
Survey question: Q. What type of lodging have you used during this visit?
Florida Resident Overnight Visitors – Accommodations Area
Miami Beach was the most popular location for Floridians’ lodging, followed by Downtown Miami/Brickell. South Miami, the Miami International Airport Area, Coral Gables and Coconut Grove were also among the most popular areas
Accommodations Area
Survey question: Q. In what area(s) did you stay? Select all that apply.
Florida Resident Overnight Visitors – Mode of Transportation
Greater Miami & Miami Beach is primarily a drive market for Florida residents, although some Floridians who live considerable distances away will utilize air travel in conjunction with automobiles
Mode of Transportation*
Survey questions:
Q. Which modes of transportation did you use to get to the Greater Miami & Miami Beach area? *Totals may equal more than 100%.
Q. At what airport did you arrive?
*NOTE: Multiple responses allowed; percentages may add up to more than 100%.
Flew into MIA
Flew into FLL Drove to Miami
Florida Resident Overnight Visitors – Neighborhoods Visited
While Miami Beach has always been a favorite area for Floridians, they are also quite likely to visit Downtown Miami/Brickell, Miami Gardens and others South Dade appears to be an area with some increased interest compared to more recent years
Neighborhoods Visited
Survey question:
Q. Did you visit (or do you plan to visit) any of the following places during THIS visit to the Greater Miami & Miami Beach area?
NOTE: Percentages indicate the % of respondents that visited a particular neighborhood and do not reflect if a respondent made multiple visits to that neighborhood on that trip.
Florida Resident Overnight Visitors – Experiences
Entertainment venues, attractions, parks and shopping are clearly top experiences for Florida overnight visitors during their stay in Greater Miami & Miami Beach. Sports and leisure activities are also quite popular
Experiences
Visited any entertainment venues, attractions or parks
Shopped at a mall or shopping district
Participated in any sport or leisurely activities
Attended a sporting event
Watched or participated in a school or musical competition
Survey question:
Florida Resident Overnight Visitors – Age and Party Size
The age demographics of Florida resident overnight visitors have not really changed, with more than two-thirds of these visitors aged 44 or under. One in four visitors traveled with their children.
Age and Party Size
Survey questions:
Q. Which of the following age groups are you in?
Q. Including yourself, how many people from each of the
Day Visitation – Market Analysis
Domestic Day-Trip Visitor Profile
Top 20 Domestic Markets – Day-Trip Visitors
New York City continues to lead all other markets by a wide margin, and the growth of day visits from this region continued to climb in 2025. Almost every top domestic market has experienced major growth when compared to pre-pandemic levels in 2019
Boston, Chicago and Los Angeles day-trip visitors declined slightly in 2025 after several years of growth
Domestic Day Visitors
Survey question:
Q. What is your zip code?
Domestic Day-Trip Visitors – Purpose of Visit
While leisure travel remains the top reason for day trippers to visit Greater Miami & Miami Beach, visiting friends and family remains popular. That said, visiting friends and family peaked in 2021 and has since declined
Culinary experiences have become a major reason for domestic day trippers to visit, with more than one in four saying they went to Greater Miami & Miami Beach specifically for food tourism Survey
All Reasons for Visit – Domestic Day-Trip Visitors
Domestic Day-Trip Visitors – Neighborhoods Visited
Downtown Miami/Brickell continues to trend among the top neighborhoods visited by domestic day trippers. For the second year in a row, South Miami was mentioned far more frequently than in prior years
Miami Beach remains quite popular, but compared to years past, fewer visitors said they went there
Domestic Day Visitors
Data derived from surveying and mobile devices that were present in specific areas of Miami-Dade County during the specified year.
Domestic Day-Trip Visitors – Experiences
During their day trips, one-third of domestic visitors went to entertainment venues, attractions and parks. One in four shopped at a mall or shopping district.
Experiences
Visited any entertainment venues, attractions or parks
Shopped at a mall or shopping district
Participated in any sport or leisurely activities
Watched or participated in a school or musical competition
Attended a sporting event
Visited any concerts, cultural attractions or events
Survey question:
Q. Did you do any of the following during your most recent overnight visit to Miami-Dade County? Select all that apply.
Domestic Day-Trip Visitors – Age and Party Size
The age breakdown of domestic day trippers was similar to 2024, with slightly more people in the 18-24 year-old age bracket.
The average travel party size was 2 8 people, one-quarter of which were traveling with children
Age and Party Size
Q. Which of the following age groups are you in?
Q. Including yourself, how many people from each of the
in your immediate travel party?
International Day-Trip Visitor Profile
International Day-Trip Visitors – Purpose of Visit
International visitors who are staying outside of Greater Miami & Miami Beach often visit MiamiDade County to reconnect with their friends and family At the start of the pandemic, this was the most often-cited reason for visiting but has since declined slightly.
Food/gastro-tourism has gained in popularity among international day visitors, who are attracted to Greater Miami & Miami Beach’s diverse food ecosystem. These visitors may be staying outside of the destination, but food is drawing them in
All Reasons for Visit
International Day-Trip Visitors – Experiences
Shopping continues to be, by far, the most popular activity for international day visitors to Greater Miami & Miami Beach.
Experiences
Shopped at a mall or shopping district
Visited any entertainment venues, attractions or parks
Visited any concerts, cultural attractions or events
Attended a sporting event
Participated in any sport or leisurely activities
Survey question:
International Day-Trip Visitors – Age
and Party Size
International day-trip visitors trended younger in 2025 over prior years, with almost one-third aged 25-34 years of age. About one in four visited with their children.
Age and Party Size
Average Party Size:
Survey questions:
Q. Which of the following age groups are you in?
Q. Including yourself, how many people traveled in your IMMEDIATE party on this trip to the Greater Miami & Miami Beach area?
Q. Including yourself, how many people from each of the
age categories were in your immediate travel party?
Florida
Top Florida Resident Markets – Day-Trip Visitors
Floridians make frequent trips to Greater Miami & Miami Beach, and most of the main Florida feeder markets increased their overnight visitation in 2025. Much of this was due to an increasing Florida population and greater interest in day activities throughout Greater Miami & Miami Beach. Many of these visitors visited for their first time.
Florida Resident Day-Trip Visitors
Florida Resident Day-Trip Visitors – Purpose of Visit
Similar to last year, in 2025 Florida resident day trippers most often stated their reason to visit was for a vacation. Visiting friends and relatives is also quite common, and shopping is also a big motivator
As PortMiami continues to add more ships, more and more Floridians mentioned they were in the area for a cruise
All Reasons for Visit
Survey questions:
Florida Resident Day-Trip Visitors – Neighborhoods Visited
Florida resident day-trip visits are spread throughout the county, but Downtown Miami/Brickell, Miami Beach and Miami Gardens are clearly the top-mentioned areas
Hard Rock Stadium in Miami Gardens has steadily added new performances and attracts many world-class events, including Formula 1 and Jazz in the Gardens.
Neighborhoods Visited
Survey question:
Q. Did you visit (or do you plan to visit) any of the following places during THIS visit to the Greater Miami & Miami Beach area? NOTE: Percentages indicate the % of respondents who visited a particular neighborhood and do not reflect if a respondent made multiple visits to that neighborhood on that trip.
Florida Resident Day-Trip Visitors – Experiences
Entertainment, shopping, concerts and cultural attractions/events are the most popular experiences that Florida day visitors sought during their visit to Greater Miami & Miami Beach Visiting entertainment venues, attractions and parks have become even more popular in recent years.
Experiences
Visited any entertainment venues, attractions or parks
Shopped at a mall or shopping district
Visited any concerts, cultural attractions or events
Attended a sporting event
Participated in any sport or leisurely activities
Watched or participated in a school or musical competition
Florida Resident Day-Trip Visitors – Age and Party Size
Florida resident day trippers’ ages tend to skew younger, with two-thirds under the age of 45. Consistent with prior years, one in four visitors traveled to the area with children.
Age and Party Size
Survey questions:
Q. Which of the following age groups are you in?
Q. Including yourself, how many people from each of the
age categories
in your immediate travel party?
Economic Impact
Economic Impact of Tourism
More than 28 million visitors traveled to Miami-Dade County in 2025. The vast majority stayed overnight and were visiting for leisure purposes Almost half (46%) of all visitors were from the United States (domestic), followed by Florida residents (32%) and international (22%).
Tourism played a significant role in Miami-Dade County's 2025 economy, with visitors' spending on lodging, food and beverage, retail, transportation and entertainment contributing $22.7 billion in revenue. Direct spending was 4% above 2024.
Tourism accounted for more than $32 billion in overall economic output and over $20 billion in Gross Domestic Product (GDP), representing 8% of Miami-Dade County’s total GDP.
Direct impacts account for two-thirds of the tourism impact to Miami-Dade County's GDP
Tourism supported more than 216,000 jobs in 2025, or 10% of all Miami-Dade County jobs. Furthermore, tourism drove $12 billion in wages.
Additionally, tourism generated $5 3 billion in combined annual tax revenues for Miami-Dade County, the state of Florida and the federal government.
Total Miami-Dade County and state of Florida tax revenues generated by tourists accounted for $2.2 billion of the combined annual tax revenue, resulting in tax savings of more than $2,300 per household or $809 per person living in the county.
Total Visitor Spend
Overall spending increased year over year in 2025, driven by strong spending across all segments. International visitation to Greater Miami & Miami Beach declined in 2025, but overall spending for this segment grew substantially.
Total Visitor Spend ($Billion)
2025 Visitor Vs. Expenditure Mix
Percent of Visitors
Percent of Expenditures
Domestic International FL Resident
Survey questions:
Q. While visiting the Greater Miami & Miami Beach area, did anybody in your immediate group spend money on…
Q. For each of these, please indicate how much
Visitor Spending – Total and Per Person
Visitors in 2025 contributed $22 7 billion to the local economy, of which almost half was from paid lodging.
On a per-person, per-visit perspective, international travelers still spent far more than other visitors. This is particularly evident in how much they spent on lodging and shopping.
Total Visitor Spending ($Billion)
Per-Person, Per-Visit Spending
Survey questions:
Q. While visiting the Greater Miami & Miami Beach area, did anybody in your immediate group spend money on…
Q. For each of these please indicate how
$22.7B in Visitor spending in Miami-Dade County 28.3M visitors to
Overnight Visitor Segment Profiles
Areas Stayed In
5.0M Visitors (25% of total overnight)
8.4
In 4.8M Visitors (24% of total overnight)
Florida
International Market Profiles
2025 Market Profile – Argentina
Top Motivations for Last International Leisure Trip
Treat myself and have fun Relax, reduce stress and recharge
Reconnect/Spend time with friends or family
Create memories with my family or loved ones
Connect with nature and the outdoors
Planning Sources
Had the urge to visit a particular place
Satisfy a sense of adventure
Researching Destination Information Sources Used for Destination Selection
General internet search
Social media video-focused platforms (e.g., YouTube, TikTok)
Travel booking websites (e.g., Expedia, Booking.com, Kayak, Trivago)
Social media platforms (e.g., Facebook, Instagram)
Review websites (e.g., TripAdvisor, Yelp)
Social Media Usage
2025 Market Profile – Argentina
Perceptions of the United States
Preferred Attributes of the United States
Leisure attractions (dining, shopping, nightlife)
Reputation/popularity as a travel destination
Attractions unique to a destination
Landmarks and sightseeing options (historical sites,…
Ease of travel to the destination (length of flight, number of stops)
Appeal of local culture (food, music, etc.)
Trip Activities While Visiting the United States
Travel Party
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Brazil
Top Motivations for Last International Leisure Trip
Create memories with my family or loved ones
Learn about different cultures Treat myself and have fun Participate in unique experiences Relax, reduce stress and recharge
Planning Sources
Reconnect/Spend time with friends or family
Had the urge to visit a particular place
Researching Destination Information Sources Used for Destination Selection
General internet search
Travel booking websites (e.g., Expedia, Booking.com, Kayak, Trivago)
Social media video-focused platforms (e.g., YouTube, TikTok)
Social media platforms (e.g., Facebook, Instagram)
Review websites (e.g., TripAdvisor, Yelp)
Social Media Usage
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Brazil
Perceptions of the United States
Leisure attractions (dining, shopping, nightlife) Preferred
Attributes of the United States
Reputation/popularity as a travel destination
Landmarks and sightseeing options (historical sites, museums)
Family-oriented activities
Attractions unique to a destination
Ease of travel to the destination (length of flight, number of stops)
Trip Activities While Visiting the United States
Travel Party
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Canada
Top Motivations for Last International Leisure Trip
Create memories with my family or loved ones
Relax, reduce stress and recharge
Reconnect/Spend time with friends or family
Treat myself and have fun
Had the urge to visit a particular place
Planning Sources
Check something off my bucket list
Satisfy a sense of adventure
Researching Destination Information Sources Used for Destination Selection
General internet search
Travel booking websites (e.g., Expedia, Booking.com, Kayak, Trivago)
Review websites (e.g., TripAdvisor, Yelp)
Social media video-focused platforms (e.g., YouTube, TikTok)
Destination-specific websites (e.g., official tourism websites)
Social Media Usage
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Canada
Perceptions of the United States
Preferred Attributes of the United States
Ease of travel to the destination (length of flight, number of stops)
Leisure attractions (dining, shopping, nightlife)
Natural features/landscapes (mountains, lakes)
Landmarks and sightseeing options (historical sites,…
Attractions unique to a destination
Climate or weather at the destination
Trip Activities While Visiting the United States
Travel Party
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Colombia
Top Motivations for Last International Leisure Trip
Reconnect/Spend time with friends or family
Create memories with my family or loved ones Treat myself and have fun Relax, reduce stress and recharge Learn about different cultures Had the urge to visit a particular place
Planning Sources
Check something off my bucket list
Researching Destination Information Sources Used for Destination Selection
General internet search
Social media video-focused platforms (e.g., YouTube, TikTok)
Travel booking websites (e.g., Expedia, Booking.com, Kayak, Trivago)
Social media platforms (e.g., Facebook, Instagram)
Review websites (e.g., TripAdvisor, Yelp)
Social Media Usage
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Colombia
Perceptions of the United States
States
Leisure attractions (dining, shopping, nightlife) Preferred Attributes of the United
Attractions unique to a destination
Landmarks and sightseeing options (historical sites,…
Reputation/popularity as a travel destination
Family-oriented activities
Ease of travel to the destination (length of flight, number of…
Trip Activities While Visiting the United States
Travel Party
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – France
Top Motivations for Last International Leisure Trip
Planning Sources
Researching Destination Information Sources Used for Destination Selection
General internet search
Travel booking websites (e.g., Expedia, Booking.com, Kayak, Trivago)
Review websites (e.g., TripAdvisor, Yelp)
Social Media Usage
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – France
Perceptions of the United States
Preferred Attributes of the United States
Natural features/landscapes
Landmarks and sightseeing
Attractions unique to destination
Active outdoor activities
Ease of travel to the destination
Reputation/popularity as a travel destination
Trip Activities While Visiting the United States
Travel Party
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Germany
Top Motivations for Last International Leisure Trip
Relax, reduce stress and recharge
Treat myself and have fun
Reconnect/Spend time with friends or family
Had the urge to visit a particular place
Create memories with my family or loved ones
Planning Sources
Learn about different cultures Check something off my bucket list
Researching Destination Information Sources Used for Destination Selection
General internet search
Travel booking websites (e.g., Expedia, Booking.com, Kayak, Trivago)
Review websites (e.g., TripAdvisor, Yelp)
Social media video-focused platforms (e.g., YouTube, TikTok)
(e.g., official tourism websites)
Social Media Usage
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Germany
Perceptions of the United States
Reputation/popularity as a travel destination Preferred Attributes of the United States
Natural features/landscapes (mountains, lakes)
Landmarks and sightseeing options (historical sites,…
Leisure attractions (dining, shopping, nightlife)
Attractions unique to a destination
Active outdoor activities (hiking, swimming, water sports, etc.)
Trip Activities While Visiting the United States
Travel Party
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Italy
Top Motivations for Last International Leisure Trip
Treat myself and have fun
Create memories with my family or loved ones
Relax, reduce stress and recharge
Learn about different cultures
Had the urge to visit a particular place
Planning Sources
Check something off my bucket list
Reconnect/Spend time with friends or family
Researching Destination Information Sources Used for Destination Selection
Travel booking websites (e.g., Expedia, Booking.com, Kayak, Trivago)
General internet search
Review websites (e.g., TripAdvisor, Yelp)
Destination-specific websites (e.g., official tourism websites)
Social media video-focused platforms (e.g., YouTube, TikTok)
Social Media Usage
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Italy
Perceptions of the United States
United States
Reputation/popularity as a travel destination Preferred Attributes of the
Leisure attractions (dining, shopping, nightlife)
Attractions unique to a destination
Natural features/landscapes (mountains, lakes)
Ease of travel to the destination (length of flight, number of stops)
Landmarks and sightseeing options (historical sites,…
Trip Activities While Visiting the United States
Travel Party
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Mexico
Top Motivations for Last International Leisure Trip
Planning Sources
Researching Destination Information Sources Used for Destination Selection
Travel booking websites (e.g., Expedia, Booking.com, Kayak, Trivago)
General internet search
Social media video-focused platforms (e.g., YouTube, TikTok)
Review websites (e.g., TripAdvisor, Yelp)
Social media platforms (e.g., Facebook, Instagram)
Social Media Usage
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Mexico
Perceptions of the United States
Preferred Attributes of the United States
Leisure attractions (dining, shopping, nightlife)
Attractions unique to a destination
Ease of travel to the destination (length of flight, number of stops)
Natural features/landscapes (mountains, lakes)
Landmarks and sightseeing options (historical sites,…
Reputation/popularity as a travel destination
Trip Activities While Visiting the United States
Travel Party
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Spain
Top Motivations for Last International Leisure Trip
Planning Sources
Researching Destination Information Sources Used for Destination Selection
General internet search
Travel booking websites (e.g., Expedia, Booking.com, Kayak, Trivago)
Review websites (e.g., TripAdvisor, Yelp)
Social media platforms (e.g., Facebook, Instagram)
websites (e.g., official tourism websites)
Social Media Usage
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – Spain
Perceptions of the United States
Reputation/popularity as a travel destination Preferred Attributes of the United States
Attractions unique to a destination
Leisure attractions (dining, shopping, nightlife)
Landmarks and sightseeing options (historical sites,…
Natural features/landscapes (mountains, lakes)
Variety of physical activity options
Trip Activities While Visiting the United States
Travel Party
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – United Kingdom
Top Motivations for Last International Leisure Trip
Create memories with my family or loved ones
Relax, reduce stress and recharge
Reconnect/Spend time with friends or family
Treat myself and have fun Had the urge to visit a particular place
Planning Sources
Check something off my bucket list
Participate in unique experiences
Researching Destination Information Sources Used for Destination Selection
General internet search
Travel booking websites (e.g., Expedia, Booking.com, Kayak, Trivago)
Review websites (e.g., TripAdvisor, Yelp)
Destination-specific websites (e.g., official tourism websites)
Social media video-focused platforms (e.g., YouTube, TikTok)
Social Media Usage
Source: Brand USA Market Intelligence Survey, July 2025
2025 Market Profile – United Kingdom
Perceptions of the United States
States
Leisure attractions (dining, shopping, nightlife) Preferred Attributes of the United
Natural features/landscapes (mountains, lakes)
Attractions unique to a destination
Landmarks and sightseeing options (historical sites,…
Reputation/popularity as a travel destination
Active outdoor activities (hiking, swimming, water sports, etc.)
Trip Activities While Visiting the United States
Travel Party
Source: Brand USA Market Intelligence Survey, July 2025
2025 Hotel Industry Recap
Greater Miami & Miami Beach offers a diverse hotel product for leisure and business travelers alike. Whether it’s a luxury resort or a quaint boutique hotel, visitors to Greater Miami & Miami Beach will find the right hotel to meet their travel needs. As one of the most-telling travel industry metrics, hotel performance for Miami-Dade County is closely monitored by the GMCVB and reported on regularly.
According to STR, the industry leader in hotel data, Miami-Dade County continued to rank among the Top 25 U.S. hotel markets in 2025. While destinations in Florida led among the most desirable domestic destinations, Miami-Dade County ended the year with an average hotel occupancy rate of 73 9% and an ADR (average daily room rate) of $224 24 The changes in occupancy and ADR resulted in RevPAR (revenue per available room) of $165.73.
Home-sharing platforms’ inventory continued to grow and provide alternative lodging options for overnight visitors to Greater Miami & Miami Beach. Despite the sustained growth of Airbnb and other home-sharing platforms, Greater Miami & Miami Beach’s hotels continue to be favored by visitors to the area.
In 2025, Miami-Dade County ranked favorably in all three major categories (Occupancy, ADR and RevPAR) when compared against the Top 25 U.S. hotel markets by STR. After several years of very strong hotel performance due to the effects of COVID and travel restrictions, 2025 was a return to more historical hotel performance
Miami-Dade County:
#4 Occupancy
#5 Average Daily Room Rate (ADR)
#4 Revenue Per Available Room (RevPAR)
Source: STR
TOP 25 HOTEL MARKETS
OCCUPANCY
Source: STR
TOP 25 HOTEL MARKETS
Source: STR
TOP 25 HOTEL MARKETS
2% F&B Tax
4% Room Tax
2% F&B Tax
& Beverage Tax: This tax is collected on food and beverages sold in restaurants in and out of hotels. This includes fast food establishments.
.5% Transit Tax**
.5% JMH Tax**
6% FL State Sales Tax
Surfside reports its Room Tax and F&B Tax combined. Its Food & Beverage Tax is collected on food and beverages sold in restaurants in and out of hotels. This includes fast food establishments.
Leisure and Hospitality Employment
MIAMI-DADE COUNTY JOBS
Miami-Dade County 2025
*As of December 2025, reflects annual revision by Florida Department of Economic Opportunity
MIAMI-DADE COUNTY
LEISURE AND HOSPITALITY EMPLOYMENT TRENDS
Source: Florida Agency for Workforce Innovation
MIAMI-DADE LEISURE AND HOSPITALITY EMPLOYMENT
Note: Reported figures are in thousands
Methodology
The GMCVB partners with Integrated Insight Inc to conduct in-person surveys at Miami International Airport (MIA), Fort Lauderdale-Hollywood International Airport (FLL) and throughout various attractions, retail outlets and visitor centers in Miami-Dade County. Florida resident visitors are interviewed continually throughout the year via an online survey panel The 2025 study includes perspectives on the following:
• Total overnight visitors by market segment
• Purpose of visit, length of stay, party size, type and location of lodging used
• Demographic characteristics
• Expenditures by category
Visitor volume calculations are done using a statistical model, which uses the following additional data inputs:
• Miami International Airport arrivals
• Fort Lauderdale-Hollywood International Airport arrivals
• Mobile device data
• STR
• I-I92/I-I94 Visitor Arrivals
• Online and in-person surveying
• VISA card transactions
Economic impact assessments are based on analysis by an independent research partner, using IMPLAN in order to calculate the various impacts of tourism
This research, along with supplemental information about travel and tourism jobs, hotel occupancy data, airline arrivals and departures, as well as Miami-Dade County tax receipts, forms the foundation for determining the direct economic impact of visitors on the Miami-Dade County economy
