With 434,000 travelers, Colombia is consolidating its position as one of Miami's main source markets in 2024.

The Greater Miami Convention & Visitors Bureau (GMCVB) highlighted the performance of the visitor economy and communicated the benefits of tourism at its State of the Travel & Tourism Industry event.

In 2024, there was sustained visitor growth in Miami, attracting more than 28 million people, the highest number recorded in a single year. These visitors spent $22 billion in the destination, generating $2.2 billion in local and state tax revenue. With more than 209,000 jobs, the industry supports more people than ever before.

The report revealed that Colombia, Brazil, and the United Kingdom are three of Miami's top international markets . All three have seen year-over-year increases of 8 percent, with 434,000 visitors, 12 percent, with 382,000, and 10 percent, with 245,000.

Among the top 25 U.S. hotel markets, the destination also ranked fourth nationwide in hotel occupancy and third in the average daily room rate metric, reflecting strong tourism demand. Domestic and international visitors also visited Miami and Miami Beach in greater numbers than in 2023, improving by 2 percent and 4 percent respectively, and spent more in 2024, up 3 percent and 5 percent.

Julissa Kepner, GMCVB board chair, noted that tourism is not only a local priority, but also the engine that propels Miami-Dade County globally. “Miami’s tourism sector is driven by dynamism, innovation, and a global perspective. Our continued success depends on bold marketing, diverse and elevated offerings, a deep commitment to sustainability, and the celebration of our diverse cultural assets ,” she added.

In addition to leisure travel, the main drivers of the tourism business continue to be the meetings and conventions sector , as well as large events.

“Tourism and hospitality are the lifeblood of Miami-Dade County. Our industry works tirelessly to ensure Greater Miami and Miami Beach remains one of the world’s top tourist destinations , while celebrating our unique neighborhoods and creating programs that welcome all visitors,” shared GMCVB President and CEO David Whitaker.

Some of the key events that contributed to the success of the tourism sector included the Calle Ocho Music Festival, the Latin GRAMMY Awards, the Winter Party Festival, the Miami Carnival, the Orange Blossom Classic, the Jazz in the Gardens Music Festival, Art Basel Miami Beach, the Formula One Crypto.com Grand Prix of Miami, and the Capital One Orange Bowl, among others. In 2026, several major sporting events will be key to promoting the destination, such as the College Football Playoff National Championship, the NHL Winter Classic, the World Baseball Classic, the FIFA World Cup, and the NASCAR Championship.

ANGIE RODRÍGUEZ - TRAVEL EDITORIAL - @ANGS0614