28 million visitors chose Miami during 2024
A report from Greater Miami Convention & Visitors Bureau reflects the strength of tourism in Miami-Dade.
Marking a record number of visitors during the past year, the Greater Miami Convention & Visitors Bureau (GMCVB) highlighted during its annual event “State of the Travel and Tourism Industry,” which brought together more than 500 attendees, the strong performance of the tourism economy and communicated the benefits of tourism in Miami-Dade.
Industry partners of the GMCVB, government officials, and community leaders gathered to celebrate the dynamic tourism ecosystem of Greater Miami and Miami Beach, one of the main economic engines of the destination.
Miami-Dade experienced sustained tourism growth in 2024, attracting more than 28 million visitors. This figure, the highest recorded in a single year, resulted in $22 billion in revenue and more than 209,000 jobs supported by tourism activity, something unprecedented.
Within the state of Florida, leadership was demonstrated in two of the main performance indicators of the hotel market: average daily rate and revenue per available room. Additionally, the destination ranked fourth nationally in hotel occupancy and third in the average daily rate metric, reflecting strong tourist demand.
With increases of 2% and 5% respectively, both domestic and international visitors also traveled to Greater Miami and Miami Beach in greater numbers than in 2023. Furthermore, they spent more in 2024: 3% more for domestic visitors and 5% more for international visitors.
“Our visitors have arrived in greater numbers, and the economic impact of this benefits us all. Tourism is not just a local priority; it is the engine that drives Miami-Dade County onto the world stage as a model of economic prosperity and exceptional quality of life,” emphasized Julissa Kepner, chair of the GMCVB board. “The tourism industry in Miami-Dade is propelled by momentum, innovation, and a global outlook. Our sustained success depends on bold marketing, a diverse and high-quality 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 major events.
The recent laying of the cornerstone for the Grand Hyatt Miami Beach, which is set to open in 2027 and will have around 800 rooms, will further strengthen the destination's capacity to attract global events of first and large scale. Fun fact? A live camera provides real-time images of the hotel construction, generating excitement among organizers and the general public.
“Tourism is the soul of Miami-Dade County. Our industry works tirelessly to ensure that Greater Miami and Miami Beach remain a top-tier global tourist destination while celebrating our unique cultural neighborhoods and creating programs that welcome all visitors,” expressed David Whitaker, president and CEO of the GMCVB. “Our residents and businesses benefited from an economic impact of over $31 billion —9% of Miami-Dade's GDP— in the past year. This growth represents a 4% increase compared to 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 present a refreshed brand image, aligned with the growing profile of Greater Miami and Miami Beach as a Michelin-recognized 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, a provider of accessible travel, and other tourism partners, the goal was set for the destination to be “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 that tourism and hospitality stakeholders 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 Purposeful Travel Map was launched, guiding visitors to organizations with positive social and environmental impact.
The Multicultural Tourism and Development Department 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 enterprises throughout Miami-Dade's tourism economy.
Key events that contributed to the success of the tourism industry included the Calle Ocho Music Festival, the Latin GRAMMYs, the Winter Party Festival, Jazz in the Gardens Music Festival, Art Basel Miami Beach, the Miami Crypto.com Formula 1 Grand Prix, the Capital One Orange Bowl, among others.
For the upcoming year, in 2026, major sporting events will play a key role in elevating 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 2024 Industry Report from the Greater Miami Convention & Visitors Bureau is available online at the following link.