28 million visitors chose Miami in 2024

Marking a record number of visitors last year, the Greater Miami Convention & Visitors Bureau (GMCVB) highlighted the strong performance of the tourism economy and highlighted the benefits of tourism in Miami-Dade County during its annual State of the Travel & Tourism Industry event, which drew more than 500 attendees.  

GMCVB industry partners, government officials, and community leaders gathered to celebrate Greater Miami and Miami Beach's dynamic tourism ecosystem, one of the destination's key economic drivers.

Miami-Dade experienced sustained tourism growth in 2024, attracting more than 28 million visitors. This figure, the highest ever recorded in a single year, generated an unprecedented $22 billion in revenue for the destination and created more than 209,000 tourism-supported jobs.  

Within the state of Florida, the destination led in two of the hotel market's key performance indicators: average room rate and revenue generated per available room. Additionally, the destination ranked fourth nationally in hotel occupancy and third in the average daily rate metric, reflecting strong tourism demand.

With increases of 2% and 5% respectively, domestic and international visitors also visited Greater Miami and Miami Beach in greater numbers than in 2023. They also spent more in 2024: domestic visitors increased by 3% and international visitors increased by 5%.

“Our visitors have arrived in greater numbers, and the economic impact of this benefits us all. Tourism is not just a local priority; it's the engine that propels Miami-Dade County onto the world stage as a model of economic prosperity and exceptional quality of life,” said Julissa Kepner, chair of the GMCVB board of directors. “Miami-Dade's tourism industry is driven by momentum, innovation, and a global outlook. Our sustained success depends on bold marketing, a diverse and high-level offering, a deep commitment to sustainability and inclusion, and the celebration of our distinctive cultural values.”

In Miami-Dade, in addition to leisure tourism, the main drivers of the tourism business continue to be the meetings and conventions sector, as well as large events.

The recent groundbreaking of the Grand Hyatt Miami Beach, scheduled to open in 2027 and featuring approximately 800 rooms, will further strengthen the destination's ability to attract high-profile, large-scale global events. Fun fact? A live camera provides real-time views of the hotel's construction, generating excitement among organizers and the general public.

“Tourism is the lifeblood of Miami-Dade County. Our industry works tirelessly to ensure Greater Miami and Miami Beach remain a premier global tourism destination, while celebrating our unique cultural neighborhoods and creating programs that welcome all visitors,” said David Whitaker, president and CEO of the GMCVB. “Our residents and businesses benefited from an economic impact of more than $31 billion—9% of Miami-Dade County’s GDP—in the past year. This growth represents a 4% increase from 2023 and is a clear testament to the strength and success of the industry’s efforts to attract visitors.”

In 2025, the renowned Miami Spice program will unveil a refreshed brand image, aligned with the growing profile of Greater Miami and Miami Beach as a Michelin-starred culinary destination.  

In terms of sustainability and accessibility, progress was made in certifying local hotels under international sustainability standards, in collaboration with Green Key Global, to attract visitors seeking environmentally responsible accommodations. Additionally, together with Wheel the World, an accessible travel provider, and other tourism partners, the destination has set a goal of becoming "Destination Verified," facilitating the planning of accessible experiences for people with disabilities.  

In partnership with IBCCES (International Board of Credentialing and Continuing Education Standards), the GMCVB continues to promote tourism and hospitality stakeholders to become Certified Autism Centers, fostering a welcoming environment for neurodivergent travelers and their families.  

In 2025, in collaboration with Tourism Cares, the Miami-Dade County Purpose Driven Travel Map was launched, guiding visitors to organizations with positive social and environmental impact.

The Department of Tourism and Multicultural Development supported 147 small businesses over the past year through the Tourism Business Strengthening program, enhancing the capacity and long-term sustainability of cultural and heritage ventures throughout Miami-Dade's tourism economy.

Key events contributing to the success of the tourism industry included the Calle Ocho Music Festival, the Latin GRAMMY Awards, the Winter Party Festival, Jazz in the Gardens Music Festival, Art Basel Miami Beach, the Crypto.com Formula 1 Grand Prix of Miami, the Capital One Orange Bowl, and others.  

Next year, in 2026, major sporting events will play a key role in raising the destination's profile, including the College Football Playoff National Championship, the NHL Winter Classic, the World Baseball Classic, the FIFA World Cup, and the NASCAR Championship Race.

The full version of the Greater Miami Convention & Visitors Bureau's 2024 Industry Report is available online at the following link.

Source: Greater Miami Convention & Visitors Bureau