According to Visit Florida, the state's tourism marketing arm, the 23.7 million visitors includes 2.9 million from overseas and over 500,000 Canadians. The state currently spends $74 million in advertising to fuel the tourism industry. Florida’s thriving tourism industry is vital to job growth, and is great news for Florida families. Floridians themselves took just over 7.9 million in-state pleasure trips during the third quarter, a 37.7% increase from last year.
In 2013, almost 95 million people visited Florida. Totals through the third quarter of 2014, reflect that nearly 74 million have visited the state.