Tourism is Miami’s No. 1 job creator, historically supporting almost 144,800 jobs annually and saving Miami-Dade households as much as $1,744 in taxes annually. In 2019, tourism generated more than $1.5 billion in tax revenue, providing funding for critical services such as transportation and healthcare. At the state level, 38 percent of all sales taxes are paid by visitors, generating $1.4 billion in tax revenue annually.

The return of international visitors to Miami plays a vital role in making a full recovery from the pandemic.

Let us dig in and have a look at the Miami tourism trends and statistics.

INDUSTRY STATISTICS AND TRENDS

  • Because of its mild weather, ocean setting, and extensive resort facilities, Miami, together with its environs, is one of the great tourist centers of the world.
  • Miami has numerous attractions devoted to nature. The Everglades National Park offers a unique opportunity to observe the flora and fauna of an unspoiled wilderness, as does the Grossman Hammock State Park, near Homestead.
  • In 2021, 15.9 million overnight visitors and an additional 8.3 million day visitors totaling 24.2 million came to the area, which essentially matched the total volume of tourists seen in 2019. Furthermore, visitor spending rebounded and tourists spent an estimated $19.2 billion, an increase of 8% over 2019.
  • More than 23 million tourists visited Miami in 2018, a record-breaking volume that contributed nearly $18 billion to the local economy.
  • Travel bans, air travel limitations, and more severe virus outbreaks all contributed to much lower visitor volume in the last two years.
  • New York City is the largest domestic market in visitation to the Greater Miami area, despite the city being harder hit than most early in the pandemic. Philadelphia, Los Angeles, and Washington DC were the top markets with the largest declines, while Atlanta, Chicago, Dallas, and Boston fared better on a relative basis.
  • Mexico visitors were the number one international overnight travel market in 2020.
  • Miami ranked high in the Top 25 U.S. Hotel Markets in 2020 despite the turmoil of the pandemic.
  • The top international visitors to Miami are Brazil, Colombia, Argentina, Canada, the UK, and Germany.
  • Miami is still attracting new visitors to the area, and among those that have made a prior visit, most are returning within a few years.
  • International visitors produce the most first-timers – an important pipeline for future visits.
  • The visitor industry is roaring back in Miami post-covid, Hotel occupancy and dining have surpassed 100% of pre-COVID levels. Airports are at about 85% to 90% of what they were pre-COVID.
  • The [average daily room rate] in 2022 is almost 30% higher than 2½ years ago” and Miami’s is the highest in the nation.
  • Miami has the highest tourist-to-local ratio with 1,641 visitors to every 100 residents.
  • According to search data from Google Trends, search volumes for popular keywords among future tourists such as “visit miami” and “hotel miami” had in 2021 and 2022 almost fully recovered to pre-pandemic levels.
Google search volumes for the keyword visit miami

Google search volume for the keyword “visit miami”. Source: Google Trends

Search volumes for hotel miami

Google search volume for the keyword “hotel miami”. Source: Google Trends

MOTIVES AND HABITS

  • The great majority of domestic visitors come to the Greater Miami area for vacation and other leisure-related activities.
  • The beaches continue to be the main draw and are a big reason why people love the Miami area, but shopping, special events, sports, business, and the weather all contribute as well.
  • Domestic visitors generally favor hotels and this continued to be the case throughout 2020.
  • International visitors often visited their friends and families while taking a vacation in the Greater Miami area.
  • Day trippers frequent many shopping destinations in Greater Miami and Miami Beach, among them Brickell City Centre, Bal Harbour Shops and other popular shopping malls. Luxury shopping is an activity enjoyed by many visitors to the area.
  • While International visitors still generally prefer hotels over other accommodations, a considerably higher proportion in 2020 opted to stay with friends and family instead; this is consistent with their primary reasons for visiting. Using home-sharing and peer-to-peer rentals was consistent with prior years.
  • International visitors who spent the night in Greater Miami towards the end of 2020 tended to be younger and less likely to have children traveling with them.
  • Florida residents made more trips than those from outside of the state to visit friends/family.
  • Visitors are overwhelmingly likely to say they were extremely/very satisfied with their experience in Greater Miami. Similarly, they are very likely to say they will return.
  • Visitors from New York City contributed more than 500,000-day trip visitors to Greater Miami in 2019, far outpacing other markets.
  • Day trippers frequent many shopping destinations in Greater Miami and Miami Beach, among them Brickell City Centre, Bal Harbour Shops, and other popular shopping malls. Luxury shopping is an activity enjoyed by many visitors to the area.

OTHER TRENDS

  • Continued expansion to Miami International Airport has helped increase the volume of Domestic visitors to Greater Miami. While Fort Lauderdale-Hollywood International Airport is also a popular choice for our visitors, visitors started to show more preference towards MIA as well as traveling by automobile.
  • In 2020, the makeup of domestic visitors shifted more towards younger visitors and considerably less who were traveling without children.
  • During their stay, many visitors (particularly International) consider Bayside Marketplace, Lincoln Road, Little Havana, and the Everglades as must-see places.
  • Downtown Miami ranked as the most visited neighborhood, closely followed by Miami Beach. Aventura, Doral, and South Dade were popular for International visitors, largely because of many popular shopping areas.
  • Miami has about 460 hotel properties and 58,000 rooms, according to the Greater Miami Convention and Visitors Bureau.
  • Miami has a strong Latin culture, so this is one of the interesting facts about Miami that may not be too surprising. Miami’s population comprises 70% Hispanic residents.
  • The Greater Miami Convention & Visitors Bureau (GMCVB) serve as Greater Miami’s official destination sales and marketing organization, representing the brand globally with offices in 49 cities and 52 countries.
  • Each year Miami Beach hotels host over 35% of the ten million tourists who visit Greater Miami.
  • The port of Miami is the busiest cruise port in the world. The port of Miami welcomes both passenger and cargo boats. There are millions of cruise passengers going through Miami each year.
  • The port is also one of the most modern in the world and home to the largest cruise ships on earth.
  • Florida’s tourism industry was responsible for welcoming 122 million visitors in 2021, representing a 54% increase from 2020.
  • There are people from over 121 countries and about 70 different languages are spoken there. Spanish is particularly common, almost as much as English.
  • The recovery of Florida’s hotel sector is outpacing most of the nation, with statewide ADR and RevPAR surpassing pre-pandemic levels in each month since May 2021.
  • Floridians have many options to travel to destinations nearby but Greater Miami and Miami Beach draws a lot of interest. While the visitation of Florida residents increased dramatically from 2020, it was still lagging as compared to years past.
  • Miami and Dubai led the major global markets in hotel profit recovery for 2021, according to STR‘s full-year P&L data release. Miami’s gross operating profit per available room (GOPPAR) beat 2019 levels by 14 percentage points, while Dubai reached 95% of its pre-pandemic comparable.

REFERENCES

https://www.miamiandbeaches.com/getmedia/004b3094-e2a5-49a0-bd64 d583c43546f8/Visitor_Industry_Overview_FY_2020.pdf.aspx

https://www.miamiandbeaches.com/getmedia/414b53a1-6b69-4eae-91f2-ed4585389a58/2019_Visitor_Industry_Overview_051320.aspx?ext=.pdf

https://www.beelovedcity.com/fun-facts-about-miami

https://www.miamiandbeaches.com/getmedia/fcf55ce5-3058-4362-990b-e33cf85171d2/Visitor_Industry_Overview_2021_FINAL_1.pdf.aspx