When millions of visitors flocked to Greater Miami this past year, they didn’t just fill hotel rooms or snap photos of sun-drenched beaches—they fueled an economic powerhouse, setting new tourism records and cementing Miami’s place on the world stage. The Greater Miami Convention & Visitors Bureau (GMCVB) announced a historic milestone in its annual State of the Travel & Tourism Industry event: over 28 million visitors in 2024, the highest in the destination’s history.
A City That’s Booming
From the vibrant streets of Miami Beach to the bustling convention centers downtown, tourism’s impact ripples through every corner of Miami-Dade County. Visitors spent a staggering $22 billion last year—money that supports more than 209,000 jobs and generates $2.2 billion in local and state taxes. In essence, tourism isn’t just about leisure; it’s the engine propelling Miami toward economic resilience and global prominence.
“The data clearly shows that tourism is not just a sector; it’s a lifeline,” GMCVB President and CEO David Whitaker stated. “Our industry’s momentum, innovative marketing, and cultural richness continue to draw visitors—and their dollars—to support our residents and local businesses.”
Luxury, Events, and Innovation
Miami’s reputation as a luxury hotspot remains unchallenged, with occupancy rates leading Florida and ranking fourth nationally among hotel markets. The city’s allure is further strengthened by major conventions and events, including the upcoming opening of the Grand Hyatt Miami Beach’s 800-room convention center hotel in 2027—a move set to attract global conferences and trade shows.
Recent successes include securing 16 new bookings at the Miami Beach Convention Center, translating to over $131 million in economic impact and nearly 66,000 attendees. These large-scale events highlight Miami’s thriving meetings and conventions scene, emphasizing the city’s versatility beyond leisure tourism.
In digital realms, Miami’s social media presence surged, notably with the @VisitMiami Instagram account becoming the fastest-growing destination marketing channel, engaging millions worldwide. Meanwhile, the city is elevating its culinary profile with the refreshed Miami Spice program, shining a spotlight on its Michelin-recognized cuisine, influencer partnerships, and engaging content meant to entice food lovers everywhere.
Sustainable Steps and Inclusive Experiences
The city is also carving out a sustainable and accessible future. With over 70 hotels in the pipeline for Green Key certification, Miami is committed to environmentally responsible tourism. Collaborations with Wheel the World and initiatives like “It’s Where You Belong” aim to make Miami-Dade more accessible for travelers with disabilities.
Additionally, efforts to create Certified Autism Centers ensure neurodivergent visitors and their families find welcoming, supportive environments, exemplified by the Autism Adventure Guide featuring local organizations.
Celebrating Culture and Community
Miami’s rich multicultural tapestry continues to thrive through programs like the Art of Black Miami, which saw a 266% increase in activations during Art Week, now expanding across more neighborhoods than ever. Supporting local entrepreneurs, the GMCVB’s Tourism Business Enhancement program has uplifted 147 small businesses, reinforcing the diversity at the heart of Miami’s appeal.
Looking Ahead
With a host of marquee events on the horizon—including the College Football Playoff National Championship, FIFA World Cup matches, and the NHL Winter Classic—Miami’s vibrant calendar promises even more growth in 2026. As the city continues to evolve, one thing remains clear: Miami’s infectious energy and relentless innovation keep it at the forefront of global travel destinations.
To learn more, read the just-released Greater Miami Convention & Visitors Bureau 2024 Industry Review here.
Miami isn’t just a destination; it’s an experience that keeps reinventing itself—drawing people from all walks of life to its sun-drenched shores and dynamic streets.
For additional information, visit www.MiamiandMiamiBeach.com/About-GMCVB or call 305-539-3000. Stay connected with the GMCVB by following us on our corporate communications and external affairs social media channels: Instagram and X @GreaterMiamiCVB and LinkedIn/GreaterMiamiConvention&VisitorsBureau.