#IPW2025

 GREATER MIAMI CONVENTION & VISITORS BUREAU REPORT: MIAMI-DADE TOURISM REMAINS ROBUST WITH RECORD NUMBER OF VISITORS IN 2024

Marking a record number of visitors in the last year, the Greater Miami Convention & Visitors Bureau (GMCVB) emphasized the high-performing visitor economy and communicated the benefits of tourism in Miami-Dade County at its annual State of the Travel & Tourism Industry event. More than 500 attendees, including GMCVB industry partners, government officials and community leaders, gathered at Jungle Island to celebrate Greater Miami and Miami Beach's robust tourism ecosystem and one of the destination's main economic drivers.

Miami-Dade County experienced sustained tourism growth in 2024, attracting over 28 million visitors – the highest number ever recorded in a single year. These visitors spent $22 billion in the destination, generating $2.2 billion in local and state tax revenues. With more than 209,000 tourism-supported jobs in Miami-Dade, the industry now employs more people than ever before.

In 2024, the county led the state of Florida in average room rate and revenue generated per available room, two of the top hotel market performance indicators. The destination also ranked fourth nationally in hotel occupancy and third in the average daily room rate metric, reflecting strong tourism demand.

Domestic and international visitors also frequented Greater Miami and Miami Beach in higher numbers than in 2023, improving by 2 percent and 5 percent respectively and spent more in 2024, by 3 percent and 5 percent.

Julissa Kepner, GMCVB board chair noted, "Our visitors have traveled here in greater numbers and their additional spending benefits us all. This should drive home the importance that tourism isn't just a local priority -- it's the engine propelling Miami-Dade County onto the world stage as a model for economic prosperity and exceptional quality of life. Miami-Dade's tourism industry is driven by momentum, innovation and a global outlook. Our continued success depends on bold marketing, diverse and elevated offerings, a deep commitment to sustainability and inclusion, and the celebration of our distinct cultural assets."

Key drivers of tourism business ꟷ above and beyond leisure travel  ꟷ remain the meetings and conventions sector as well as major events. The recent groundbreaking of the 800-room Grand Hyatt Miami Beach convention center hotel, set to open in 2027, will further boost the destination's ability to attract premier global events, business meetings, trade shows and conventions. A new Live Cam offers real-time visuals of the property's construction, creating excitement among planners and reinforcing our readiness for large-scale events.

“Tourism is the lifeblood of Miami-Dade County. Our industry works tirelessly to ensure that Greater Miami and Miami Beach remains a top global travel destination while celebrating our unique cultural neighborhoods and creating programs that welcome all visitors,” shared GMCVB President and CEO David Whitaker. “Our residents and businesses benefited from more than $31 billion in economic impact – 9% of Miami-Dade's GDP – in the last year. This growth marks a 4% increase from 2023 and is a testament to the strength and success of the industry's efforts to attract visitors.”

Continuing in 2025, Miami-Dade County grew in hotel room demand, with most weeks showing growth over the same period the previous year. The average daily room rate has also started to grow, leading to an increase in room revenue.

Innovative GMCVB programs helped support the industry's strong yearly performance and set the outlook for the year ahead. Here are some notable FY 2024 highlights:

• Among three of Miami-Dade County's leading international travel markets, Colombia, Brazil and the United Kingdom continue to show year-over-year gains of 8, 12 and 10 percent respectively.

• The convention sales team secured 16 new Miami Beach Convention Center convention bookings surpassing its goal of 15. These events accounted for 65,000 attendees with 107,604 room nights sold. The estimated economic impact of these 16 bookings was more than $131 million. In 2025, meeting trends indicate that there will be a higher average of attendees per event and larger economic impact. In fact, nine new bookings have been secured totaling 62,000 attendees with 46,978 room nights sold and an economic impact of more than $95 million.
• Marketing team highlights included a strategy that led to social media growth and the rollout of the Creator Collective, a content engine powered by diverse local storytellers producing owned content across key platforms. This contributed to @VisitMiami becoming the fastest-growing destination marketing organization Instagram channel, driving record engagement and reach. The ability to expand digital mapping of neighborhoods through Miami-Dade County's municipalities on com and Share of Voice efforts have lifted visibility of municipal tourism partners across social and public relations channels further showcasing the extent of Miami-Dade County visitor experiences. In 2025, the famed Miami Spice program debuts a refreshed brand appearance aligning with Greater Miami and Miami Beach's rising profile as a Michelin-recognized culinary destination. This campaign will feature influencer partnerships and enhanced content creation designed to maximize engagement and participation. Meeting planners were targeted with an integrated press and paid media campaign with top-tier meetings publications to position Greater Miami and Miami Beach as a premier business destination.
  
  
• Key developments in sustainability and accessibility included efforts to certify local hotels to adopt internationally recognized sustainability standards in partnership with Green Key Global, amplifying opportunities to cater to visitors who enjoy environmentally responsible accommodations. In collaboration with Wheel the World, an accessible travel provider, and our tourism partners, Greater Miami and Miami Beach has set a goal to be “Destination Verified,” making it easier for travelers with disabilities to plan accessible experiences. Alongside partner, the International Board of Credentialing and Continuing Education Standards (IBCCES), the GMCVB continued to engage hospitality and tourism partners to become Certified Autism Centers, ensuring that we nurture and support the environment for neurodivergent travelers and their families. In 2025, in collaboration with Tourism Cares, a Miami-Dade County Meaningful Travel Map was launched to guide visitors to organizations making positive social and environmental impacts.

• The Multicultural Tourism & Development Department has supported 147 small businesses over the last year through the Tourism Business Enhancement program strengthening the capacity and long-term viability of multicultural and heritage-based businesses throughout Miami-Dade County's tourism economy. The Art of Black Miami initiative now features more than 66 activations – more than 266 percent since it began – underscoring a decade of cultural impact and artistic excellence. The program has expanded its neighborhood footprint from 10 to 14 communities, accounting for a 40 percent increase in geographic representation in Miami-Dade County. Earlier this month, the BHI raised a record $250,000 in scholarship funds to provide the next generation of hospitality and tourism students opportunities to pursue careers in Miami-Dade's leading economic sector.

• Key events contributing to the visitor industry's success included Calle Ocho Music Festival, Latin GRAMMYs, Winter Party Festival, Jazz in the Gardens Music Festival, Art Basel Miami Beach, Formula One Crypto.com Miami Grand Prix, the Capital One Orange Bowl and others. In 2026, several large sporting events will play a major role in raising the profile of the destination including the College Football Playoff National Championship, NHL Winter Classic, World Baseball Classic, FIFA World Cup and NASCAR Championship Race.