Palm Beaches set tourism record in 2024

The clock tower at the end of Worth Ave in Palm Beach, FL. [Photo by Sean Pavone]

Tourism in The Palm Beaches reached an all-time high in 2024 with 9.9 million visitors, according to data released by Discover The Palm Beaches.

The number of visitors rose 4.6% from 2023 and represented the fourth consecutive year of growth after the pandemic struck in 2020.

Visitor spending reached $7.2 billion, up 2.7% from 2023, and the total economic impact climbed to $10.5 billion, a 1.9% increase. The Palm Beaches’ success coincided with a Florida-wide surge in tourism.

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“This remarkable achievement underscores the effectiveness of our strategic destination promotion efforts,” said Milton Segarra, the president and CEO of Discover The Palm Beaches. “Our data-driven marketing strategies, targeted sales initiatives, and collaboration with our sister Tourist Development Council agencies in sports, culture and Film/TV have been instrumental in attracting visitors. We thank our tourism industry partners for their unwavering support in making The Palm Beaches a world-class destination.”

Local revenue from tourist development taxes (bed taxes) helps fund beach restoration, cultural programs and public facilities. Statewide, tourism-related taxes help ensure no Florida income tax. According to state estimates, visitors paying bed taxes save each Florida household $1,910 annually.

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The Palm Beach County Tourist Development Council reported the success of its collaboration with partner agencies in 2024:

• Cultural Council for Palm Beach County — More than 3.3 million people attended cultural events supported by tourism marketing grants.

• Palm Beach County Film and Television Commission (FTC) — Film and TV productions spent a record $253 million in local expenditures, a 3% increase from 2023.

• Palm Beach County Sports Commission — Sports-related tourism drew 1.3 million people, contributing a $329 million economic impact and supporting 338,000 hotel room bookings.

“Our continued future success depends on Florida remaining competitive in the global tourism industry. We are actively implementing our Love The Palm Beaches Tourism Master Plan, ensuring we maintain strong resources and vision for sustainable growth,” said Emanuel J. Perry, the Tourist Development Council’s executive director. “With 90,000 local jobs supported by the tourism industry, our commitment to destination promotion benefits everyone.”

For more information, visit ThePalmBeaches.com.