MIAMI. — Florida reached an all-time high of 34.3 million visitors during the third quarter of 2025, a figure that relegates the Canadian market to a minimum of 1.5% of the total.
This stagnation of the flow from the north responds to VISIT FLORIDA’s strategic decision to prioritize attracting Latin American and European travelers, added to the hegemony of the national tourist that today monopolizes the state’s offer.
Despite the positive figures for the industry, the flow from Canada shows a notable disproportion compared to other sectors. Of the 34.3 million tourists who came to the state, only 507,000 came from the North American country.
This figure pales in comparison to the 31.5 million Americans who chose Florida as a vacation destination, who today represent 91.7% of the market.
This low representation of visitors from the north coincides with an adjustment in the demand for accommodation. Although hotels’ average daily rate rose 1.1%, room occupancy moderated following strong performance in the first half of the year.
According to experts, this suggests that the high cost of living and hotel prices could influence the Canadian traveler’s decision. Others take into account the political environment.
Strategic turn to the south
The main reason for this low Canadian presence lies in the new direction of VISIT FLORIDA. Bryan Griffin, president and CEO of the entity, confirmed that the state strategy focuses specifically on increasing visits from Latin America and Europe.
The success of this approach is visible in markets such as Brazil, which recorded growth close to 5% in this period.
The official tourism marketing agency manages commercial missions and direct sales in Latin American countries to capture a traveler with greater growth potential.
This policy displaces Canada from the list of immediate priorities, while the state reinforces its national market share to ensure the stability of its tourism income, according to VISIT Florida.
iconic places
Miami and Miami Beach consolidate their position as the fundamental economic engines of South Florida. These cities absorb a large part of the international flow that today compensates for the lower influx of travelers from the north, who opt for other destinations due to the increase in hotel prices. The robust service infrastructure in these areas supports thousands of local small businesses that depend on this constant dynamism.
Iconic landmarks such as Calle Ocho in Little Havana and the Art Deco district of Miami Beach attract millions of onlookers each year. These sites represent the heart of the cultural experience sought by visitors more interested in vibrant identity and gastronomy than in simply relaxing in the sun.
The rise of visitors from Central and South America is evident in the commercial and recreational areas of the city. Marvin Soto, a Costa Rican tourist visiting the area, said: “The energy of Miami is unique and we feel at home thanks to the language and the warmth of the people”.
This testimony reinforces VISIT FLORIDA’s goal of strengthening ties with the Hispanic market to fill the void left by tourists from Canada.
