Prepared by GMCVB with data collected by:
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 2024 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 2024, a total of 28.2 million visitors (20.1 million overnight visitors and an additional 8.1 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 billion, an increase of 4% over 2023. Furthermore, the total economic impact of tourism amounted to $31.1 billion, a 5% increase year-over-year.
Continuing the growth of tourism over the past few years in the wake of COVID-19, hotel room demand, air travel and cruise passenger volume all increased year-over-year Miami International Airport (MIA) has created 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 increased by 4% from 2023. This was driven by increasing domestic demand as well as a sustained rebound from international visitation. Floridians also visited in volumes above the prior year.
• Domestic overnight visitation increased by 2%. Comparing the top 10 domestic overnight markets, six out of 10 domestic overnight visitor markets increased year-over-year; most notable, Chicago (#2), LosAngeles (#4) and Dallas (#5) all saw double digit increases.
• Visitation from New York saw a decline, after four years of steady growth. However, this market remained the number one domestic market.
• 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 were also common
• Domestic day-trip visitation increased by a respectable 3% from the year prior This means that there were many more visitors who were staying outside of Miami-Dade County that decided to take a day trip while visiting the region.
• Notable markets such as Atlanta (#2) and Washington (#4) markets saw very healthy increases, as did other markets that ranked further down.
• Domestic day-trippers frequently visited beaches and cultural attractions such as Wynwood Walls and Lincoln Road. Culinary tourism surged among domestic daytrippers.
Executive Summary
• Florida resident visitation to Greater Miami & Miami Beach increased from 2023 by more than 500,000 visitors. Special events, shopping and Miami’s burgeoning culinary scene all contributed to tourism growth from Florida markets – a 6% increase yearover-year. Furthermore, the population of Florida has grown, and this has also propelled visitation.
• Visitation from many Florida areas continued to improve, and overnight visitation increased from several major markets. Among the most notable, Tampa/St. Petersburg (+25%) and Naples/Fort Myers (+16%) both saw larger volumes.
• Orlando day visitation broke previous records, 37% above 2023. The addition of Brightline’s direct route from Orlando to Miami greatly aided Orlando residents’ ability to experience Greater Miami & Miami Beach's many tourism assets
• Lodging preferences mirrored broader domestic trends, and cultural sites and shopping remained key attractions
• While much of the overall tourism momentum was driven by domestic visitation, traditional international visitor markets continued to return. The overall volume of international visitors still trails 2019 by about 7%.
• Barriers to travel have eased, with international travel restrictions and extended visa wait times both improving steadily. However, economic headwinds continued to hamper overseas travelers from visiting. Still, there was a strong comeback of international markets
• Colombia was still #1 in overnight visitation, growing 8% year-over-year Next in line, Brazil (#2) improved by 12% Only two of the top 10 international overnight markets saw any decline, and they were minor: Canada (#3) was down -4% and The Bahamas (#10) declined -2%.
• International overnight visitors were drawn by leisure, cruises 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 2024 than ever – $22 billion as compared to $21 1 billion in 2023, a net increase of 4% This increase was driven by stronger spending among all visitor segments, particularly domestic
• Domestic spending has increased remarkably, 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 tended to spend a bit more above their weight. While they represented 23% of total visitors, they account for 32% of all visitor spending
Greater Miami & Miami Beach Visitor Overview
Million Total Visitors in 2024
At 20 1 million overnight visitors, 2024 was a record year for visitation Adding in 8 1 million day trippers netted 28 2 million total visitors to Greater Miami & Miami Beach
2024 Greater Miami & Miami Beach Visitation
Net visitation increased year-over-year. International markets continued to rebound last year, and their overall volume is coming closer to pre-pandemic levels. Domestic overnight visitation in 2024 grew slightly over the prior year Florida residents also demonstrated more interest in Greater Miami & Miami Beach
Greater Miami & Miami Beach Visitors (000s)
Overnight Visitation – Market Analysis
Overnight Visitation – Origin
For the domestic markets, 2024 regional visitation was close to the prior year.
The recovery of international travel has been well underway, with continued improvement from European and Latin American markets Canada saw a slight decline
Top 20 Domestic Markets – Overnight Visitors
Domestic overnight visitation remained strong, with continued growth among many of the top markets. Chicago, already one of the largest visitor markets, saw a very substantial rise. Visitors from western markets, such as Los Angeles and Denver, have steadily increased over the years and exceed prepandemic levels
New York is still the top domestic visitor market by a wide margin, but saw a decline as compared to the prior year That said, their volume has increased by almost a half million since 2019
Domestic Overnight Visitors
Top 20 International Markets – Overnight Visitors
Our international recovery continues to flourish, with many of our top 10 markets continuing to rebound towards their 2019 rankings For the past several years, Colombia has been the top international market and saw more growth in 2024 Visitation from Brazil, Argentina and European markets all saw steady improvement.
Conversely, Canada visitor recovery has been less robust and saw a minor dip
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 most of the main Florida feeder markets increased their overnight visitation in 2024 Some of this was aided by the steady increase in the Florida population over the past five years Overnight visitation from the Tampa/St Petersburg area has returned to pre-pandemic levels
The west coast of Florida suffered a major hurricane in 2022, which subsequently impacted their traveling in 2023. In 2024, their visitation rebounded.
Florida Resident Overnight Visitors
Domestic Overnight Visitor Profile
Domestic Overnight Visitors – Purpose of Visit
Travel for pleasure continues to thrive and steadily increase year after year.
Cruising continues to be a popular reason for visiting In 2024, one in 10 domestic overnight visitors said they came here for a cruise
All Reasons for Visit – Domestic Overnight Visitors
Survey questions:
Q. What was the MAIN purpose of your visit to the Greater Miami & Miami Beach area?
Q. Were there any OTHER purposes for your visit to the Greater Miami & Miami Beach area?
Domestic Overnight Visitors – Type of Lodging
The various types of hotels available in Greater Miami & Miami Beach continued to be the predominant choice for accommodations. On par with prior years, home sharing provides additional options for those who prefer a different experience
While hotel stays continue to be the primary lodging choice among domestic overnight visitors, visitors often took advantage of the opportunity to stay with friends and family as an alternative.
Type of Lodging
Hotel/Motel/Resort/Spa
Stayed with friends/relatives
Home sharing/peer-to-peer rentals
Domestic Overnight Visitors – Accommodations Area
At almost half of domestic overnight visitors, Miami Beach is the most popular area for accommodations. Due to the continued growth and success of Miami International Airport, hotels around the airport were also popular Downtown Miami/Brickell is also a preferred location, particularly with the addition of several world-class hotels over the past few years
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. Fort Lauderdale-Hollywood International Airport (FLL) is another popular option, with more than one in four domestic overnight visitors claiming they came to the area through this airport
Mode of Transportation
Survey questions:
Flew into MIA
Flew into FLL Drove to Miami
Domestic Overnight Visitors – Neighborhoods Visited
Miami Beach continues to be the most popular area for domestic overnight visitors, followed by Downtown Miami/Brickell. Wynwood has undergone a transformation in the past several years that has drawn more and more visitors every year.
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 – Top Places of Interest
Greater Miami & Miami Beach offers a wide array of diverse areas and attractions. Similar to prior years, areas such as Lincoln Road, Wynwood Walls, Bayside Marketplace and others continued to draw large crowds
Areas/Attractions Visited
Lincoln Road
Wynwood Walls
Bayside Marketplace
Zoo Miami
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.
Data derived from surveying and mobile devices that were present in specific areas of Miami-Dade County during the specified year.
CocoWalk/Coconut Grove
Calle Ocho/Little Havana
Domestic Overnight Visitors – Top Places of Interest
Greater Miami & Miami Beach is known for its beaches, and domestic visitors continue to show great interest in the area's beaches. The popularity of the area’s parks was also evident, with visitors showing strong interest
Popular Places Visited
Tour of the City Parks Beaches
Any Place on Ocean Drive Clubs/Night Clubs
Art Galleries
Museums
Concerts
Theaters
Data derived from surveying and mobile devices that were present in specific areas of Miami-Dade County during the specified year.
Domestic Overnight Visitors – Shopping Areas Visited
Visitors are attracted to many shopping destinations in Greater Miami & Miami Beach, among them Brickell City Centre, Bal Harbour Shops and other popular shopping malls. Luxury shopping is an activity enjoyed by many domestic visitors to the area The Design District continues to attract visitors from all over
Shopping Areas Visited
Brickell City Centre
Aventura Mall Dolphin Mall Design District
Bal Harbour Shops
Dadeland Mall
Miami International Mall
The Falls Shopping Center
Midtown
Southland Mall
Shops at Merrick Park
Cauley Square Historic Village
Westland Mall
Data derived from surveying and mobile devices that were present in specific areas of Miami-Dade County during the specified year.
Domestic Overnight Visitors – Age and Party Size
Similar to 2023, the most dominant age segment was visitors aged 25-34.
The average travel party size was consistent with past years Much like prior years, a small but meaningful proportion of visitors visited 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
International Overnight Visitor Profile
International Overnight Visitors – Purpose of Visit
Traveling for leisure to Greater Miami & Miami Beach was even more prevalent among international overnight visitors in 2024. One in five visitors were in the area to visit friends/family.
The growth of PortMiami continues to be fueled by tourism, with thousands and thousands of international tourists here to take a cruise. Gastro-tourism has also become a reason for travelers to visit Greater Miami & Miami Beach, and with the addition of Michelin-rated restaurants, this scene is well-positioned for growth.
All Reasons for Visit
Survey questions:
Q. What was the MAIN purpose of your visit to the Greater Miami & Miami Beach area?
Q. 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, an increase over the year prior. 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 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
Nearly 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:
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 Wynwood and others.
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 mad e multiple visits to that neighborhood on that trip.
International Overnight Visitors – Top Places of Interest
Many of Greater Miami & Miami Beach's popular areas are visited by large numbers of international visitors. Places like the Art Deco District, Wynwood Walls, Lincoln Road, Bayside Marketplace and others make the list
Areas/Attractions Visited
Art Deco District
Wynwood Walls
Lincoln Road
Bayside Marketplace
Biscayne National Park
Calle Ocho
Vizcaya Museum and Gardens
Haulover Beach
Zoo Miami
CocoWalk
The Fillmore Miami Beach
Miami Seaquarium
Jungle Island
Coral Castle
Fairchild Tropical Botanic Gardens
Calder Casino
Monkey Jungle
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 area and do not reflect if a respondent made multiple visits to that area on that trip.
International Overnight Visitors – Shopping Areas Visited
Visitors have a variety of shopping options, and places like Aventura Mall, Dolphin Mall and Lincoln Road are among the most-often mentioned areas.
Shopping Areas Visited
Aventura Mall
Dolphin Mall
Lincoln Road
Brickell City Centre
Design District
Bal Harbour Shops
Westland Mall
Dadeland Mall
Miami International Mall
Flea Markets
Midtown
Mall of the Americas
Southland Mall
Shops at Merrick Park
Florida Keys Factory Outlet
Mayfair Shops
Shops at Sunset Place
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 area and do not reflect if a respondent made multiple visits to that area on that trip.
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.
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 the top priorities.
While Floridians have many options for where to shop all over the state, one in four visitors said they came to Greater Miami & Miami Beach for shopping. Greater Miami & Miami Beach's culinary scene is gaining more traction and attracting more visitors.
All Reasons for Visit
Survey questions:
Florida Resident Overnight Visitors – Type of Lodging
Consistent with prior years, just over half of Florida resident overnight visitors stayed at a hotel/motel. While staying with friends and family is also quite common, slightly fewer Floridians said they did so Conversely, the number of Floridians who opted for a short-term rental increased slightly
Type of Lodging
Hotel/Motel/Resort/Spa
Stayed with friends/relatives
Home sharing/peer-to-peer rentals
Survey
Florida Resident Overnight Visitors – Accommodations Area
Gaining in popularity, Miami Beach was the most popular location for Floridians’ lodging, followed by Downtown Miami/Brickell. South Miami, the 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 Other areas, such as South Miami, Coral Gables and Coconut Grove, continue to be popular
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 mad e multiple visits to that neighborhood on that trip.
Florida Resident Overnight Visitors – Top Places of Interest
Beaches are one of the biggest draws to Greater Miami & Miami Beach, but they are by no means the only places of interest. Experiencing nightlife is also popular, along with the destination's parks
Museums have become increasingly popular among Florida resident visitors, with one in four saying they are interested in museums.
Top Places of Interest
Any Place on Ocean Drive Museums
Survey question:
Art Galleries Tour of the City
Theaters
Florida Resident Overnight Visitors – Top Places of Interest
Areas and attractions like Bayside Marketplace, Miami Beach’s Art Deco District, Biscayne National Park, the Everglades and others generally attract the most Florida resident overnight visitors These are only a handful of desirable areas since so many chose other options
Top Places of Interest
Biscayne National Park
Survey question:
Q.
Florida Resident Overnight Visitors – Shopping Areas Visited
Florida resident overnight visitors shop at a variety of places, including Miami International Mall, Aventura Mall, Dolphin Mall and others.
Miami International Mall Shopping Areas Visited
Survey question: Q.
of the Americas
Lincoln Road Midtown
Bal Harbour Shops
Dadeland Mall
Mall
Dolphin Mall
Aventura Mall
Florida Resident Overnight Visitors – Age and Party Size
The age demographics of Florida resident overnight visitors have not really changed, with twothirds of these visitors aged 45 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 following age categories were in your immediate travel party?
Day Visitation – Market Analysis
Domestic Day-Trip Visitor Profile
Top 20 Domestic Markets – Day-Trip Visitors
Day-trip volumes among domestic markets in many cases were not as strong in 2024 as compared to 2023, which was a standout year. With the exception of Atlanta and Washington, DC, many of the top markets saw some declines but were still generally well above 2022
The increases we witnessed in domestic day trip volume were bolstered by secondary feeder markets, mainly from the southeastern U.S., such as Greenville, Charlotte, Savannah and others.
Domestic Day Visitors
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.
Coinciding with the debut of Michelin restaurant rankings, the proportion of domestic visitors who came to the area to experience Greater Miami & Miami Beach’s culinary scene has grown quite rapidly.
All Reasons for Visit – Domestic Day-Trip Visitors
Survey questions:
Q.
Domestic Day-Trip Visitors – Neighborhoods Visited
Day visitors from other parts of the U.S. often head over to the beach and, not surprisingly, Miami Beach is among the most-visited neighborhoods. Other areas, such as Wynwood and South Miami, have become considerably more popular in recent years
Domestic Day Visitors NEIGHBORHOOD
Data derived from surveying and mobile devices that were present in
Domestic Day-Trip Visitors – Top Places of Interest
Areas like Wynwood Walls and Lincoln Road are frequently visited by overnight and day visitors alike. Attractions in Little Havana and Coconut Grove are also popular, along with numerous other areas of interest
Areas/Attractions Visited
Data derived from surveying and mobile devices that were present in specific areas of Miami-Dade County during the specified year.
Zoo Miami
Bayside Marketplace
CocoWalk/Coconut Grove
Calle Ocho/Little Havana
Lincoln Road
Wynwood Walls
Domestic Day-Trip Visitors – Shopping Areas Visited
Domestic day-trip visitors frequently shopped for luxury items during their visits, which include places like Aventura Mall, Bal Harbour Shops and the Design District.
Shopping Areas Visited
Data derived from surveying and mobile devices that were present in specific areas of Miami-Dade County during the specified year.
Dadeland Mall
Midtown
Miami International Mall
Dolphin Mall
Design District
Bal Harbour Shops
Aventura Mall
Domestic Day-Trip Visitors – Age and Party Size
The age breakdown of domestic day trippers was similar to 2023. A solid three-quarters were under the age of 45.
The average travel party size was 2 7 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
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. Since the start of the pandemic, this was the most often-cited reason for visiting.
With the recovery of international visitation well underway, many international visitors are once again traveling to Greater Miami & Miami Beach primarily for leisure
All Reasons for Visit
Survey questions:
International Day-Trip Visitors – Neighborhoods
Visited
Miami Beach has always been a tremendously popular place to visit, but other areas in the Greater Miami area have grown in popularity, such as Wynwood, Downtown Miami/Brickell, 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 who visited a particular neighborhood and do not reflect if a respondent made multiple visits to that neighborhood on that trip.
International Day-Trip Visitors – Top Places of Interest
While visitors travel all over the county to experience areas and attractions, the Art Deco District, Wynwood Walls and Bayside Marketplace are among the most often mentioned.
Areas/Attractions Visited
Art Deco District
Wynwood Walls
Bayside Marketplace
Haulover Beach
Zoo Miami Lincoln Road
Calle Ocho
Biscayne National Park
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 area and do not reflect if a respondent made multiple visits to that area on that trip.
Miami Seaquarium CocoWalk
International Day-Trip Visitors – Shopping Areas Visited
Dolphin and Aventura malls were among the most often mentioned shopping areas for international visitors who were not staying in Greater Miami & Miami Beach.
Shopping Areas Visited
Dolphin Mall
Aventura Mall
Flea Markets
Bal Harbour Shops
Brickell City Centre
Lincoln Road
Mayfair Shops
Mall of the Americas
Dadeland Mall
Miami International Mall
Design District
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 area and do not reflect if a respondent made multiple visits to that area on that trip.
International
Day-Trip Visitors – Age and Party Size
International day-trip visitors tend to be older than domestic visitors, with just under half aged 45 or older. About one in three visited 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 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 following age categories were in your immediate travel party?
Florida Resident Day-Trip Visitor Profile
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 2024 Much of this was due to an increasing Florida population Orlando day trippers increased quite dramatically, aided by new direct service to the area by Brightline
The Naples and Fort Myers areas have suffered several major weather events over the past few years, which likely impacted their visitation.
Florida Resident Day-Trip Visitors
Survey
Florida Resident Day-Trip Visitors – Purpose of Visit
Florida resident day trippers most often state their reason to visit was for a vacation Visiting friends and relatives is also quite common, and shopping is also a big motivator
While relatively fewer Floridians mentioned they were in the area for a cruise, they still contribute to the steady growth of PortMiami.
All Reasons for Visit
Survey questions: Q.
Florida Resident Day-Trip Visitors – Neighborhoods Visited
Florida resident day-trip visits are spread throughout the county, but Downtown Miami/Brickell and Miami Beach are clearly the top areas. Downtown Miami/Brickell continues to evolve into its own destination and is an area that Floridians enjoy visiting.
Hard Rock Stadium in Miami Gardens has steadily grown and attracts many world-class events, including Formula 1 and Taylor Swift
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 – Top Places of Interest
Miami’s beaches continue to be a top area of interest, specifically South Beach Other places, such as parks and museums, are also quite popular
Top Places of Interest
South Beach Beaches
Museums
Clubs/Night Clubs Parks
Any Place on Ocean Drive Tour of the City
Art Galleries
Theaters
Survey question:
Q. Did you visit (or do you plan to visit) any
Florida Resident Day-Trip Visitors – Top Places of Interest
Top visited places by Florida resident day trippers include Bayside Marketplace, Coconut Grove and the Everglades.
Top Places of Interest
Bayside Marketplace
CocoWalk/Coconut Grove
Biscayne National Park Art Deco District Everglades
Haulover Beach
Lincoln Road
Vizcaya Museum and Gardens
Fairchild Tropical Botanical Garden
Calle Ocho/Little Havana
Survey question:
Q. Did you visit (or do you plan to visit) any of the following places during THIS visit to the
Florida Resident Day-Trip Visitors – Shopping Areas Visited
Many Floridians came to the area to shop, and their top spots included Miami International Mall, Aventura Mall, Dolphin Mall and a host of other excellent shopping areas.
Shopping Areas Visited
Survey question:
Q. Did you visit (or do you plan to visit) any of the following shopping areas during THIS visit to the Greater Miami & Miami Beach area?
Brickell City Centre
Lincoln Road
Midtown
Mall of the Americas
Westland Mall
Dolphin Mall
Aventura Mall
Miami International Mall
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 following age categories were in your immediate travel party?
Economic Impact
Economic Impact of Tourism
More than 28 million individuals visited Miami-Dade County in 2024 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 (31%) and international (23%).
Tourism played a significant role in Miami-Dade County's 2024 economy, with visitors' spending on lodging, food and beverage, retail, transportation and entertainment contributing $22 billion in revenue. Direct spending was 4% above 2023 and 23% over 2019.
Tourism accounted for more than $31 billion in overall economic output and over $20 billion in Gross Domestic Product (GDP), representing 9% 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 209,000 jobs in 2024, or 10% of all Miami-Dade County jobs Furthermore, tourism drove $11 5 billion in wages
Additionally, tourism generated $5.2 billion in combined annual tax revenues for Miami-Dade County, the state of Florida and the federal government.
Miami-Dade County and state of Florida annual tax revenues accounted for $2.2 billion of the combined annual tax revenue, resulting in tax savings of more than $2,200 per household or $787 per person living in the county.
Total Visitor Spend
Overall spending increased year over year in 2024, driven by strong spending across all segments. Domestic spending has increased remarkably, driven by the enormous increase in visitation relative to just a few years ago, and now comprises 50% of all visitor spending.
Total Visitor Spend ($Billion)
Percent
of Visitors
2024 Visitor Vs. Expenditure Mix
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
you
IN
Visitor Spending – Total and Per Person
Spending in 2024 was buoyed by the record number of visitors, who contributed $22 billion to the local economy.
On a per-person, per-visit perspective, international travelers still spent far more than other visitors. This is particularly evident with how much they spent on lodging and shopping.
Total Visitor Spending ($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
$22.0B in Visitor spending in Miami-Dade County 28.2M visitors to
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 continuously throughout the year via an online survey panel The 2024 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
Overnight Visitor Segment Profiles
Areas Stayed In
Domestic: Overnight Visitor Overview
5.1M Visitors (26% of total overnight)
8.4 Avg. Length of Stay have HHI of $100k+ 27% 56% stay in hotels
Top
Areas Stayed In
International: Overnight Visitor Overview
Florida Residents: Overnight Visitor Overview
4.7M Visitors (23% of total overnight)
Miami Beach Downtown Miami South Miami Airport Area
Coral Gables
Florida Residents: Overnight Visitor Overview
Hotel Industry Recap
2024 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 2024. 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 8% and an ADR (average daily room rate) of $224 04 The changes in occupancy andADR resulted in RevPAR (revenue per available room) of $163 79
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 2024, 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, 2024 was a return to more historical hotel performance and the region saw incremental growth.
Miami-Dade County:
#6 Occupancy
#4 Average Daily Room Rate (ADR)
#4 Revenue PerAvailable Room (RevPAR)
Source: STR
TOP 25 HOTEL MARKETS
Source: STR
Source: STR
Tourist-Related Taxes Collected in Miami-Dade County
& Beverage Tax: This tax is collected on food and beverages sold in restaurants in and out of hotels. This
4% Room 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.
.5% Transit Tax**
.5% JMH Tax**
Leisure and Hospitality Employment
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MIAMI-DADE COUNTY JOBS
Leisure and Hospitality Employment
Miami-Dade County 2024
*Reflects annual revision by Florida Department of Economic Opportunity
MIAMI-DADE COUNTY LEISUREAND HOSPITALITY EMPLOYMENT TRENDS
Source: Florida Agency for Workforce Innovation
MIAMI-DADE LEISURE AND HOSPITALITY EMPLOYMENT
Note: Reported figures are in thousands
2024 Dashboard of Key Visitor Industry Indicators
Monthly Dashboard of Key Visitor Industry Indicators
