The state of Florida’s tourism industry in 2025
- Mateo
- Jun 12
- 3 min read
Florida’s tourism industry in 2025 is a story of contrasts. On the one hand, the state still controls the domestic vacation market, attracting millions of American tourists to its beaches, theme parks, and cultural events. International tourism, especially Canadian travel, is also falling back on the other, causing anxiety among local business owners and officials who count on foreigners to occupy hotel rooms and restaurant tables.
The bright spot has been domestic tourism. In 2024, Florida took a pie of 15.5 percent of the U.S. vacation market- a record- driven by high demand across the nation. As Americans choose to stay within the U.S.A. due to increasing international instability, Florida attractions have been crowded, and reservations have continued to be brisk. However, to a state that has always been dependent on foreign visitors, the decline in foreign travel, particularly by its biggest foreign market, is sending warning signals.
Canadian tourism, which was once a reliable revenue stream, has been gradually declining. In the first quarter of 2025, the state of Florida received 1.227 million Canadian travelers, which is 3.4 percent less than in the first quarter of 2024. In May alone, the number of Canadians driving across the border declined by 38 percent, and air travel to the U.S. decreased by 24 percent. Airline tickets to Florida fell by 76 percent in April compared to the same month last year. The travel agents within the major cities, such as Toronto and Vancouver, have recorded a decline of up to 73 percent of Florida travel requests by their clients. It is not a dip, it is a dive.
The reasons are layered. On the diplomatic level, a simmering trade conflict, coupled with inflammatory comments by American politicians, have spoiled the mood in Canada. The high U.S. dollar has contributed to higher costs of taking a vacation and long visa processing delays and border hassles have created additional tension. The Canadians are choosing to stay in their country or visit other places in Europe which seem more hospitable and affordable.
To compete with this global deficit, Florida is considering new models to attract tourists, and that involves reviving the argument of casino tourism. There has been a new effort to have more high-end casinos in Miami Beach and particularly in widely recognized places such as the Fontainebleau Hotel. The proposal that would allow the current gaming permit holders to move the licenses within a 30-mile radius is expected to establish world-class gaming destinations capable of attracting both U.S. and foreign gamers. Its proponents believe that luxury casinos would bring new life to the area, create thousands of new jobs, and increase tax revenues.
At the same time, there’s growing interest in the online gambling world, especially among crypto users. Digital platforms that offer fast, anonymous gameplay are gaining ground. A good example are SOL casinos, which are rising in popularity thanks to their integration of Solana crypto payments, slick interfaces, and global accessibility.
For Florida, the economic implications of declining Canadian tourism are substantial. Canadians typically account for nearly 28% of the state’s international visitors. According to the U.S. Travel Association, a 10% drop in Canadian tourism could cost the U.S. $2.1 billion and affect up to 140,000 hospitality jobs. With declines nearing 40%, Florida’s potential losses could stretch to $12.5 billion in 2025 alone.
Nevertheless, the state does not remain without alternatives. Leisure travel within the country has remained strong dampening the effect of the international markets. Hotels and resorts are occupied with festivals, sport events and family holidays. The development of home offices and unlimited travel has also simplified the process of Americans arranging extended vacations in Florida. However, regaining global confidence especially on the part of Canadian visitors will be a long process.
The industry insiders opine that Florida requires a three-pronged solution: restoration of diplomatic relations, diversification of tourism marketing such as development of casinos and adoption of digital technologies in the sphere of gaming and hospitality. The tourism environment is evolving, and to keep up with the trend, Florida needs to evolve according to the demands of the travellers.
What’s clear is this: while Florida is still one of the most visited states in the country, the rules of tourism are shifting. And so must the playbook.