Visit Pensacola Celebrates Florida Tourism Day with Record-Breaking 2024 Metrics

As Florida Tourism Day shines a spotlight on the state’s thriving visitor economy, Visit Pensacola is proud to report record-breaking 2024 tourism metrics, reinforcing the Pensacola area’s position as a key driver of economic growth and community prosperity in Florida. Conducted annually in partnership with Downs and St. Germain Research, the latest data highlights how tourism fuels job creation, enhances local businesses, and contributes to infrastructure and quality of life for residents in Escambia County. 

Key findings from the 2024 report include: 

• 2.54 million visitors– up 2.3% 
• $22 million in tourism development tax collections – up 2.1% 
• $1.3 billion in direct spending – up .4% 
• $2.01 billion in economic impact  
• 18,700 Jobs Supported  
• $513 in local taxes saved per household  

"Florida’s tourism industry is the backbone of many communities, and in Escambia County, it’s not just about visitors enjoying our world-class beaches, history, and attractions—it’s about real benefits for our residents," said Visit Pensacola President and CEO Darien Schaefer. "Every dollar spent by a visitor helps put food on tables, keep jobs strong, and fund projects that improve our region for everyone who lives here." 

Contributing to these successes were several factors: 

• A dynamic $6 million marketing strategy reaching audiences worldwide 
•  112 group sales initiatives booked, driving $111 million in local impact 
•  212 national and international media features, generating $1.94 million in earned media 
•  370 local business partners elevating The Way to Beach™ 
• 3.8 million website users exploring Pensacola, Pensacola Beach, and Perdido Key offerings 
• Sharing daily content across 10 social media channels, engaging over 300,000 followers 

As Florida continues to lead the way in tourism, Visit Pensacola is focused on maintaining its status as a premier destination while addressing the challenges and opportunities from the research, including limited group facilities, regulatory changes to tourism development tax (TDT) usage, and evolving travel trends. 

"Behind every visitor is a team working to ensure our destination remains competitive and welcoming," added Schaefer. "As we celebrate Florida Tourism Day, we recognize the dedication of our hospitality industry, business owners, and community leaders who make Pensacola a top choice for travelers." 

For more information about tourism in Pensacola or to access the full 2024 tourism report, please contact pr@visitpensacola.com.