Miami-Dade County marked a historic milestone in 2024, drawing more than 28 million visitors — the highest number ever recorded in a single year — according to the Greater Miami Convention & Visitors Bureau (GMCVB).
The announcement came during the bureau’s annual State of the Travel & Tourism Industry event held at Jungle Island, where more than 600 attendees gathered to celebrate the strength of the region’s tourism economy.
Visitors spent a combined $22 billion in the destination last year, generating $2.2 billion in state and local tax revenues. The county’s visitor economy now supports over 209,000 tourism-related jobs — more than ever before — and accounts for 9% of Miami-Dade’s GDP, with a total economic impact of more than $31 billion in 2024.
“Tourism and hospitality are the lifeblood of Miami-Dade County,” said GMCVB President and CEO David Whitaker. “Our industry works tirelessly to ensure that Greater Miami and Miami Beach remains a top global travel destination while celebrating our unique neighborhoods and creating programs that welcome all visitors.”
Miami-Dade led Florida in hotel occupancy in 2024 and ranked fourth nationally among the top 25 U.S. hotel markets. It also placed third in average daily room rates, reflecting continued strong demand. Growth came from both domestic and international visitors, up by 2% and 4% respectively, while spending increased by 3% and 5%.
“Our visitors have traveled here in greater numbers and their additional spending benefits us all,” said Julissa Kepner, GMCVB board chair. “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.”
Conventions and culture power Miami-Dade’s tourism surge
Key tourism drivers included meetings, conventions, and major events. In 2024, the GMCVB’s convention sales team exceeded goals by securing 16 new bookings for the Miami Beach Convention Center, bringing in 65,000 attendees and over $131 million in economic impact. Nine more events are already booked, projected to add 62,000 attendees and $95 million in activity.
Progress continues on the adjacent 800-room Grand Hyatt Miami Beach, scheduled to open in 2027. A live construction webcam now allows planners to follow its development in real time.
Marketing efforts included the launch of the Creator Collective, a local storytelling initiative that helped @VisitMiami become the fastest-growing Instagram channel among U.S. destination marketing organizations. Social and digital outreach also expanded to spotlight Miami-Dade’s municipalities. A refreshed Miami Spice campaign is set for 2025, supporting the city’s rise as a Michelin-rated culinary hub.
International markets performed well, with overnight visitor growth from Colombia (8%), Brazil (12%), and the United Kingdom (10%).
The GMCVB also advanced its sustainability and accessibility goals. In partnership with Green Key Global, 71 hotels are pursuing international sustainability certification. Miami-Dade is on track to be “Destination Verified” by Wheel the World, and more tourism partners are becoming Certified Autism Centers.
The Multicultural Tourism & Development Department supported 147 small businesses, while the Art of Black Miami initiative expanded to 14 neighborhoods and hosted over 66 activations during Art Week — a 266% increase since its launch. The Bureau’s talent development efforts also raised a record $250,000 in scholarships for students pursuing careers in tourism and hospitality.
Major events that drew visitors included Calle Ocho, the Latin GRAMMYs, Winter Party Festival, Miami Carnival, the Orange Blossom Classic, Jazz in the Gardens, Art Basel, the Formula One Miami Grand Prix, and the Orange Bowl. Looking ahead, 2026 is packed with marquee events like the College Football Playoff National Championship, NHL Winter Classic, World Baseball Classic, FIFA World Cup, and NASCAR Championship Race.
As Greater Miami continues to evolve and attract record-breaking crowds, officials say the destination’s lasting appeal lies in its authenticity and emotional resonance with travelers.
“Greater Miami’s international appeal is driven by the fact that our destination is ever evolving, yet always delivering world-class hospitality, diverse cultural experiences and year-round sunshine,” said Whitaker. “We have an authenticity that visitors deeply connect with, whether it’s the arts, food, or our natural beauty. It’s more than a vacation spot; it’s an experience that stays with you.”
