GMCVB report: Record number of visitors in 2024

Travel Daily News

4 days ago

Greater Miami broke records with 28 million visitors in 2024, generating $22 billion in spending and supporting 209,000 tourism-related jobs.
Marking a new record number of visitors in the last year, the Greater Miami Convention & Visitors Bureau (GMCVB) emphasised 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 600 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 supports more people than ever before.
In 2024, the county led the state of Florida in occupancy. In the top 25 U.S. hotel markets, 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 4 percent respectively and spent more in 2024, by 3 percent and 5 percent.
Julissa Kepner, GMCVB board chair, noted, 'Our visitors have travelled 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 resident 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 the celebration of our diverse cultural assets.'
Key drivers of tourism business – above and beyond leisure travel – 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 webcam offers real-time visuals of the property's construction, creating excitement among planners and reinforcing the destination's readiness for large-scale events.
'Tourism and hospitality are 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 neighbourhoods and creating programmes 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 5% increase from 2023 and is a testament to the strength and success of the industry's efforts to attract travellers.'
Continuing in 2025, Miami-Dade County grew in hotel room demand, with most weeks showing growth over the same period the previous year. A snapshot of the first four months indicates that Greater Miami and Miami Beach properties – among the top 25 U.S. hotel markets – rank number one in occupancy in revenue per available room and second in the country in average daily room rates.
Innovative GMCVB programmes 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 overnight 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 (MBCC) 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 fact, nine new bookings have been secured totalling 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 organisation Instagram channel, driving record engagement and reach. The ability to expand digital mapping of neighbourhoods through Miami-Dade County's municipalities on MiamiandMiamiBeach.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 programme debuts a refreshed brand appearance aligning with Greater Miami and Miami Beach's rising profile as a Michelin-recognised culinary destination. This campaign will feature influencer partnerships and enhanced content creation designed to maximise engagement and participation.
Key developmentsin sustainability and accessibility included efforts to certify local hotels to adopt internationally recognised sustainability standards in partnership with Green Key Global. With 71 hotels currently in the certification pipeline, this amplifies the importance of the destination 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 travellers with disabilities to plan accessible experiences. A new campaign, 'It's Where You Belong,' an extension of the GMCVB's 'Find Your Miami' initiative will soon showcase accessible destination attributes. Alongside its 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 a nurturing and supportive environment is created for neurodivergent travellers and their families. In April 2025, the Autism Adventure Guide just featured the GMCVB and the MBCC as Certified Autism Center designated organisations.
The Multicultural Tourism & Development Department has supported 147 small businesses over the last year through the Tourism Business Enhancement programme 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 year-round initiative featured more than 66 activations during Art Week – more than 266 percent since it began – underscoring a decade of cultural impact and artistic excellence. The programme has expanded its neighbourhood footprint from 10 to 14 communities, accounting for a 40 percent increase in geographic representation in Miami-Dade County. Earlier this month, the BHI, the GMCVB's scholarship and talent development arm, 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.
A few of the key events contributing to the visitor industry's success included Calle Ocho Music Festival, Latin GRAMMYs, Winter Party Festival, Miami Carnival, the Orange Blossom Classic, 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.