Orlando solidified its status as the most visited destination in the United States in 2024, drawing a record-setting 75,333,800 visitors—a 1.8% increase over its 2023 total.
Visitor Breakdown: Domestic vs. International
- Domestic visitation rose by 1.4% year‑over‑year, reaching approximately 68.84 million travelers in 2024. Growth was fueled by a notable upswing in day‑trippers and guests staying in non‑hotel accommodations, like vacation rentals and short‑term rentals.
- International visitation rebounded even more strongly, surging 5.9% over 2023 to roughly 6.5 million visitors. This reflects a continued recovery of global travel following pandemic disruptions.
Top International Markets
The leading international source markets for Orlando in 2024 were:
- Canada with 1,290,300 visits (up 2.7%)—a new record for the second year in a row
- United Kingdom, 907,900 visits (up 3.5%), reaching around 88% of pre‑pandemic levels
- Brazil, 697,200 visits (up 0.2%)
- Mexico, 438,000 visits (up 1.5%)
- Colombia, 343,000 visits (up 13.6%)—the highest percentage growth among the top five markets.
Visitor Types and Segments
- Leisure travelers dominated the mix, accounting for 81% of domestic visitors.
- Domestic business travelers made up about 10%.
- International visitors comprised the remaining 9% of total visitation.
- The group meetings segment also experienced growth, increasing by 3.9% to reach 5.616 million visitors in 2024.
What Fueled Growth in 2024?
Multiple factors contributed to Orlando’s record-breaking year:
- New attractions and developments, including the opening of its first new theme park in 25 years scheduled for May 2025, energized interest in the destination
- Strategic marketing and promotional campaigns by Visit Orlando helped attract both domestic and international audiences.
- The expanding share of non‑hotel accommodations and day‑trip visitors offered flexibility and options for different traveler types.
Economic & Industry Impact
- Tourism remains a cornerstone of Orange County’s economy, supporting roughly 30% of local employment and accounting for nearly half of the county’s sales tax revenues.
- Performance metrics such as hotel occupancy and average daily rates (ADR) held up well. For March 2025, for instance, occupancy was 76.6% (slightly down 4.6%), while ADR increased modestly to about $230—reflecting sustained demand for lodging.
How 2024 Fits Into the Bigger Picture
With 75.3 million visitors, Orlando continued to outperform other major U.S. destinations and reinforced its position at #1 ahead of even New York, Los Angeles, and Miami.
Although the increase from 2023 was relatively modest at 1.8%, international growth surged nearly 6%, signaling strong global recovery. The domestic market’s shift toward more flexible lodging models and day‑trip activity further diversified the visitor profile.
Looking Ahead: The Early Impact of Epic Universe
Though the new Epic Universe theme park officially opened in May 2025, the anticipation and pre‑opening promotions likely influenced visitor sentiment in late 2024 and early 2025. Analysts forecast it could bring 5–8 million new visitorsin its first year and potentially divert around 1 million from Disney’s parks.
Summary Table
| Metric | 2024 Value |
|---|---|
| Total visitors | 75,333,800 (+1.8% vs. 2023) |
| Domestic visitation | ~68.84 million (+1.4%) |
| International visitation | ~6.5 million (+5.9%) |
| Top international market | Canada (1.29M, +2.7%) |
| Leisure vs. business vs. intl. | 81% / 10% / 9% |
| Group meetings | 5.616 million (+3.9%) |
In 2024, Orlando’s tourism ecosystem reached new heights—both in sheer volume and in recovering international appeal. With 75.3 million visitors, robust leisure travel, record-breaking international markets, and momentum building toward new attractions like Epic Universe, the destination’s upward trajectory remained clear and compelling.