Greater Miami Reports ‘Momentum and Strength’ of Miami-Dade Tourism Market

Whitaker attributed these accomplishments to the destination’s breakthrough marketing programs, exceptional offerings and the dedication of industry partners. "The sustained growth we witnessed in 2023 and the promising start to 2024 are due to our ability to effectively market the enduring appeal of Greater Miami and Miami Beach as a must-visit destination. We know that visitors can easily make the decision to spend their discretionary dollars elsewhere. Tourism magnifies the vibrancy of cultures inherent in our diverse neighborhoods and at the same time, supports essential programs that enhance the lives of residents throughout the county. We know that when tourism flourishes, our communities thrive."

In her first State of the Travel & Tourism address as GMCVB Board Chair, Julissa Kepner, emphasized the organization’s commitment to innovation and collaboration. "I’ve taken the step to remove the word ‘complacency’ from my vocabulary when thinking about how I view Miami-Dade’s tourism and hospitality sector. This industry is dynamic and ever evolving. Our ability to grow and mature as a destination is rooted in competitive marketing, expanding our programming, championing sustainability, being more inclusive and seeking out additional cultural treasures to showcase on a global scale.”

Additional 2023 local industry highlights include the following: 

• Tourism generated almost $30 billion in overall economic impact and over $19 billion in Gross Domestic Product (GDP), representing 9% of Miami-Dade County’s total GDP.
• Visitors contributed $4.98 billion in tax revenue, saving the average household $2,233 per year and individual residents $786.
• Tourism accounted for more than 200,000 jobs, driving $11 billion in wages across the county.

Innovative campaigns and programs also contributed to the industry’s sustained momentum. Launched in 2023, “Rainbow Spring'' is tailored to provide LGBTQ+ visitors with a spectrum of unique programming and promotional offers, enhancing their experience in Greater Miami and Miami Beach throughout the spring season. The success of the campaign saw 18,000 bookings and $11.1 million in gross bookings during March and April 2024, a 5.5% increase from the same period in 2023. Consumer and meeting planner focused campaigns, such as "Find Your Miami," continue to highlight the richness of the destination's neighborhoods and county-wide experiences. The “Find Your Wave” campaign specifically embraced Miami Beach to target discerning travelers as well as county residents.

For 2024, the GMCVB is focusing on sustaining this year’s momentum and building awareness of tourism’s ability to deliver community-wide quality-of-life benefits. Campaigns like “Brought to You by Tourism'' will continue to build local awareness of the impact the industry has across the region.

The GMCVB provided data underscoring the strength of key market indicators, including Miami International Airport arrivals, PortMiami passenger volume, convention and meetings bookings and the county’s robust hotel demand.

Miami International Airport (MIA) played a pivotal role in visitor growth ushering in another record year serving over 52.3 million travelers in 2023 a 3.2 percent increase over 2022. American Airlines played a significant role here increasing its year-over-year seat capacity by 10% during the winter schedule with an unmatched 390 peak-day flights. The airport welcomed new carriers such as Norse Atlantic Airways, Porter Airlines and Volaris El Salvador. International travel continued to rebound with 23.2 million travelers, an 8.5 percent increase over last year. The first quarter of 2024 shows the momentum continuing, with arrivals up 11.5% for the same period last year, driven by both international and domestic travelers.

The continued increase in airport arrivals mirrors increases seen in hotel demand. For Q1 2024, Greater Miami and Miami Beach ranked as the number one destination in the country for hotel occupancy — beating out other top destinations — with an increase of 3.3% over the same period last year. Notably, in the month of March, when Miami Beach introduced enhanced spring break guidelines, occupancy rose 2.3% compared to March 2023. Additionally, Miami-Dade was top in the nation in revenue per available room (RevPAR) for March, posting a 1.6% increase over last year.

PortMiami's impressive performance in 2023 was highlighted by the introduction of new cruise terminals and the expanded lineup of eight new cruise ships for the 2023-2024 season. These developments underscore the port’s position as a leader in the global cruise industry, bringing substantial economic benefits to residents and enhancing travel experiences for millions of visitors. Marking 2023 as the busiest cruising year in history, the port welcomed 7.49 million cruise guests representing an 11% increase over its previous record in 2019.

The meetings and conventions sector continued to thrive, with the GMCVB convention sales team securing 13 new major convention bookings at the Miami Beach Convention Center by the end of May 2024. This represents over 91,000 total room nights throughout Miami-Dade’s communities and generates more than $195 million in economic impact.