TAMPA, Fla.– Governor Rick Scott today announced that according topreliminary estimates released by VISIT FLORIDA, the state's official tourism marketing corporation, 97.3 million visitors came to Florida in 2014, an increase of 3.9 percent over2013. This is the fourth consecutive record year for visitation to Florida, exceeding theprevious high of 93.7 million in 2013. The number of direct travel-related jobs in 2014 was also arecord high, with 1,135,700 Floridians employed in the tourism industry, up 3.6 percent from 2013.

Governor Scott said, “We are excited to announce that Florida welcomed more than 97 millionvisitors in 2014 marking the fourth consecutive record year for tourism in the Sunshine State. Notonly are visitors coming to our state at record levels, but there are also a record number ofFloridians employed in our tourism industry.  Florida's natural beauty, pristine beaches an excitingattractions continue to bring countless visitors to our state and provide valuable jobs for ourfamilies.  Our tourism industry is vital to helping Florida become the global destination for  jobs, andthis year we are proposing in our 'KEEP FLORIDA WORKING' budget an additional $17.5 millionso VISIT FLORIDA can market our state and continue our unprecedented growth in visitors.”

VISIT FLORIDA estimates that 11.5 million overseas visitors and 3.8 million Canadians came toFlorida in 2014, both of which are record highs and represent 2.6 percent and 2.4 percentincreases over 2013 respectively. Estimates reflect a 4.2 percent increase in domestic visitors toFlorida in 2014 and show that Floridians took a record total of 20.2 million in-state pleasure trips.  

For fourth quarter 2014, preliminary estimates show a record 22.4 million people visited theSunshine State. This represents the largest fourth quarter visitation number Florida has ever seenand reflects an increase of 2.8 percent over the same period in 2013.  VISIT FLORIDA also reportsthat an estimated 3.1 million overseas visitors traveled to Florida in the fourth quarter of 2014, anincrease of 0.5 percent, and 765,000 Canadians traveled to Florida, reflecting an increase of 5.6percent over the same period in 2013.

“In 2014, a record 97.3 million tourists visited the state of Florida, an increase of 3.6 million people. That means there were nearly 4 percent more visitors spending money in Florida last year,” saidAndrew Hertz, Chair of the VISIT FLORIDA Board of Directors.  “Anyone would be happy to see
their business grow by 4 percent year-over-year.  But it is absolutely amazing when an entireindustry keeps beating record numbers, while adding jobs and supporting the rest of the state'seconomy.”

Tourism and recreation taxable sales for Florida increased every month year-over-year fromJanuary through November 2014 (last reported month), representing a 7.7 percent increase overthe same period in 2013.  For 2014, the average daily room rate (ADR) rose 5.7 percent and thenumber of rooms sold grew by 5.3 percent compared to 2013. Florida's average occupancy rate for2014 was 69.7 percent, an increase of 4.4 percent over 2013.  This represents a record year forthe statewide calendar year occupancy rate, exceeding the previous high of 69.0 percent in2005. ADR, occupancy and rooms sold all increased every month year-over-year in 2014. 

“Thanks to the visionary leadership of Governor Rick Scott and the Florida legislature, the Florida
tourism industry has grown from 82.3 million visitors in 2010 to 97.3 million in 2014,” said
Will Seccombe, President and CEO of VISIT FLORIDA.  “With all indicators up – taxable sales,ADR, occupancy and rooms sold – the industry is firing on all cylinders.”