GMCVB Reports Continued Momentum, Strength of Miami-Dade Tourism Market

The Greater Miami Convention & Visitors Bureau (GMCVB) highlighted the enduring success of Miami-Dade County’s tourism industry at its annual State of the Travel & Tourism Industry presentation.

The event, set against the backdrop of the Norwegian Cruise Line (NCL) terminal at PortMiami ─ the “Cruise Capital of the World” ─ celebrated the industry’s achievements and profiled the marketing programs in 2023 that propelled strong momentum into early 2024.

More than 650 GMCVB industry partners, government officials and community leaders convened at this key event to receive updates on the destination’s primary industry and economic driver. This year’s presentation coincided with National Travel and Tourism Week (NTTW), emphasizing the industry’s vital role in economic growth, job creation and enhancing quality of life.

Nationwide, tourism is a $2.8 trillion industry supporting nearly 15 million jobs and fueling other crucial sectors, making it a cornerstone of the United States’ global competitiveness.

GMCVB president and CEO David Whitaker, reflected on the past calendar year’s successes, highlighting key industry achievements:

• Greater Miami and Miami Beach welcomed over 27.2 million visitors in 2023, showcasing a sustained growth trajectory.
• Visitors generated an estimated $21.1 billion in spending, marking a 2 percent increase from the previous year.
• The region saw 17.3 million hotel room nights sold, holding onto impressive gains achieved in 2022 and edging slightly higher with an increase of 0.3 percent.

Whitaker attributed these accomplishments to the destination’s breakthrough marketing programs, exceptional offerings and the dedication of industry partners.

“The sustained growth we witnessed in 2023 and the promising start to 2024 are due to our ability to effectively market the enduring appeal of Greater Miami and Miami Beach as a must-visit destination. We know that visitors can easily make the decision to spend their discretionary dollars elsewhere,” he said.

“Tourism magnifies the vibrancy of cultures inherent in our diverse neighborhoods and at the same time, supports essential programs that enhance the lives of residents throughout the county. We know that when tourism flourishes, our communities thrive,” Whitaker added.

In her first State of the Travel & Tourism address as GMCVB Board chair, Julissa Kepner emphasized the organization’s commitment to innovation and collaboration.

“I’ve taken the step to remove the word ‘complacency’ from my vocabulary when thinking about how I view Miami-Dade’s tourism and hospitality sector. This industry is dynamic and ever evolving,” Kepner said. “Our ability to grow and mature as a destination is rooted in competitive marketing, expanding our programming, championing sustainability, being more inclusive and seeking out additional cultural treasures to showcase on a global scale.”

Additional 2023 local industry highlights include the following:

• Tourism generated almost $30 billion in overall economic impact and over $19 billion in Gross Domestic Product (GDP), representing 9 percent of Miami-Dade County’s total GDP.
• Visitors contributed $4.98 billion in tax revenue, saving the average household $2,233 per year and individual residents $786.
• Tourism accounted for more than 200,000 jobs, driving $11 billion in wages across the county.

Innovative campaigns and programs also contributed to the industry’s sustained momentum. Launched in 2023, “Rainbow Spring” is tailored to provide LGBTQ+ visitors with a spectrum of unique programming and promotional offers, enhancing their experience in Greater Miami and Miami Beach throughout the spring season.

The success of the campaign saw 18,000 bookings and $11.1 million in gross bookings during March and April 2024, a 5.5 percent increase from the same period in 2023. Consumer and meeting planner focused campaigns, such as “Find Your Miami,” continue to highlight the richness of the destination’s neighborhoods and county-wide experiences. The “Find Your Wave” campaign specifically embraced Miami Beach to target discerning travelers as well as county residents.

For 2024, the GMCVB is focusing on sustaining this year’s momentum and building awareness of tourism’s ability to deliver community-wide quality-of-life benefits. Campaigns like “Brought to You by Tourism” will continue to build local awareness of the impact the industry has across the region.

The GMCVB provided data underscoring the strength of key market indicators, including Miami International Airport arrivals, PortMiami passenger volume, convention and meetings bookings and the county’s robust hotel demand.

Greater Miami and Miami Beach also garnered significant industry recognition in 2023:

• World Travel Awards named Miami Beach the 2023 World’s Leading Lifestyle Destination.
• The 2023 Travvy Awards bestowed Gold awards for Best City Destination – Domestic and Best Tourism Board – U.S., and a Silver award for Best Culinary Destination – U.S.
• Miami received the Award of Excellence in Corporate Incentive Travel.
• TripAdvisor ranked Miami in the Top 5 Best of the Best Destinations as part of their Travelers’ Choice Awards.

For additional information, visit www.MiamiandMiamiBeach.com/About-GMCVB or call 305-539-3000.

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