TALLAHASSEE, Fla. (WTXL) -- Looks like people really love Florida's beaches, theme parks and other destinations.
VISIT FLORIDA CEO Will Seccombe announced Tuesday another record breaking quarter for tourism attendance.
Seccombe told the Florida Cabinet that 24 million people visited the Sunshine State in the second quarter of 2014, up 3% from the same time the year before.
It is welcome news among state leaders who have been pushing to achieve 100 million visitors. Earlier this year the Legislature approved $74 million for tourism promotion and marketing.
State tourism leaders say it's money well spent. Seccombe says in the second quarter of this year, tourists spent an average of $37.5 billion in the state and helped sustain an industry that employs 1.1 million people.
Among those touring the Sunshine State included fellow Floridians (3.7 million), domestic travelers, overseas visitors (2.8 million) and Canadians (1 million).
"Experiencing the largest second quarter for tourism in our state's history, including a record number of tourism-related jobs, proves that this industry continues to be a vital force in Florida," said Andrew Hertz, Chair of the VISIT FLORIDA Board of Directors. "These records also emphasize the power of tourism as a way to sustain Florida's economic growth."
According to VISIT FLORIDA, tourism and recreation taxable sales for Florida grew year-over-year for January-May 2014 (last reported month), representing a 7.4 percent increase over the same period in 2013. Bed Tax also increased year-over-year for January-April 2014 (last reported month), representing a 10.1 percent jump over the same period last year. Other indicators were up for Q2 2014 as well, with the average daily room rate (ADR) rising 7.0 percent, the occupancy rate for Florida hotels increasing 4.8 percent and the demand in rooms sold growing 5.5 percent compared to quarter two 2013.
"Florida tourism is maintaining strong momentum with all indicators up across the board for the quarter," said Will Seccombe, President and CEO of VISIT FLORIDA. "With occupancy, rooms sold, average daily room rate and tourism and recreation taxable sales all continuing to climb, we are well on our way to making Florida the No. 1 travel destination in the world."
