The Greater Miami Convention & Visitors Bureau (GMCVB) revealed
that Miami-Dade tourism
remains robust, attracting over 28 million visitors in 2024, the highest
number ever recorded in a single year.
The GMCVB emphasized its high-performing visitor economy and
communicated tourism benefits at its annual State of the Travel & Tourism
Industry event at Jungle Island in Miami reporting that visitors spent $22
billion in the destination, generating $2.2 billion in local and state tax revenues.
In addition, more than 209,000 tourism-supported jobs occurred in Miami-Dade.
The county led the state in occupancy in 2024 and in the top
25 U.S. hotel markets, Miami ranked fourth nationally in hotel
occupancy and third in the average daily room rate metric.
Julissa Kepner, GMCVB board chair said in a statement,
"Our visitors have traveled 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."
Highlights of CMCBE program initiatives include:
- Leading overnight international travel markets
of Columbia, Brazil and the United Kingdom showed year-over-year gains of 8,
12, and 10 percent respectively.
- 16 new Miami Beach Convention Center bookings
surpassed its goal of 15, generating more than $131 million.
- Rollout of the Creator Collective content engine
resulted in Visit Miami becoming the fastest-growing destination marketing
organization Instagram channel, driving record reach and engagement. In 2025,
the Miami Spice program debuts a refreshed brand appearance as a
Michelin-recognized culinary destination.
- In partnership with Green Key Global, 71 hotels
are currently in the sustainability certification pipeline. “Destination Verified”
makes it easier for travelers with disabilities to plan accessible experiences
and the GMCVB has engaged hospitality and tourism partners to become Certified
Autism Centers. In April 2025, the Autism Adventure Guide featured the GMCVB
and MBCC as Certified Autism Center designated organizations.
- The Multicultural Tourism & Development
Program supported 147 small heritage-based and multicultural businesses through
the Tourism Business Enhancement program. The Art of Black Miami initiative
featured more than 66 activations during Art Week underscoring a decade of
cultural impact and artistic excellence. GMCVB’s BHI scholarship and
development arm raised a record $250,000 in funds.
- Upcoming key events include 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 and the Capital One Orange Bowl.
- 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.
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