Palm Beaches Report Record-Breaking Tourism

(Press Release) WEST PALM BEACH, Fla. – Feb. 12, 2026 – Discover The Palm Beaches (DTPB), the tourism marketing organization dedicated to supporting the tourism economy of Palm Beach County, today announced record-breaking 2025 calendar-year visitation. According to DTPB’s data, The Palm Beaches welcomed more than 10.7 million visitors in 2025 (January–December), surpassing the destination’s previous calendar-year record of 9.9 million in 2024 and representing an 8% increase.

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​This historic milestone reflects broad-based demand across leisure, meetings, sports, and international travel. The success was driven by DTPB’s strategic investments in new domestic travel markets, targeted sales efforts to attract groups and meetings during key need periods, and the continued strengthening of transformational events that deliver enhanced programming for both residents and visitors. Together, this momentum complements Florida’s statewide growth while underscoring how success often “starts with a visit,” as the path from first-time traveler to repeat guest, student, remote professional, entrepreneur, and investor is real in The Palm Beaches.

• Visitation was more than 10.7 million compared to 9.9 million in 2024
• Visitor spending preliminary estimate is $7.7 billion compared to $7.2 billion in 2024
• Economic impact preliminary estimate is $11.7 billion compared to $10.5 billion in 2024

“This record-breaking achievement underscores the strength of our destination and the effectiveness of our strategic marketing,” said Milton Segarra, CDME, president and CEO of DTPB. “Reaching this historic milestone reflects years of investment, robust partnerships, and an authentic promise that resonates with travelers.”

Tourism investment directly supports Palm Beach County residents in many ways, such as enhancing the quality of life and quality of place. Tourist Development Taxes, known as “bed taxes,” are collected through visitation. These bed taxes help to fund important initiatives such as beach restoration, cultural programming and institutions, sports tourism, screen production, and new facilities.

Tourism is one reason Florida residents do not pay a state income tax. Because of visitors to the Sunshine State who are paying various taxes and fees, every Florida household is saved nearly $2,000 in taxes*.

“The powerful collaboration across Tourist Development Council agencies – the Cultural Council for Palm Beach County, the Palm Beach Film and Television Commission, and the Palm Beach Sports Commission – has been nothing short of transformational, driving record visitation and elevating our destination to new heights,” emphasized Segarra. 

DTPB sister agencies under the Palm Beach County Tourist Development Council (TDC) also delivered exceptional results. The Cultural Council for Palm Beach County, which manages cultural tourism marketing grants on behalf of the TDC, reported its grantees had audiences of more than 3 million in its 2025 fiscal year. The Council also reports that Palm Beach County's cultural sector generates more than $335.3 million in annual economic impact. The Palm Beach County Film and Television Commission (FTC) reported that production in 2025 generated more than a quarter billion dollars in revenue, marking four consecutive years of record-breaking growth and $260 million in local expenditures – an increase of 3% from 2024. The Palm Beach County Sports Commission reported a projected 1.6 million sports-related attendees that participated in 227 events in the last fiscal year, generating $496 million in direct visitor spending and supporting more than 462,000 hotel rooms.

“Surpassing 10 million visitors is proof that tourism is a powerful engine for Palm Beach County’s long-term economic vitality,” said Emanuel J. Perry, executive director of the TDC. “This milestone reflects strong stewardship across culture, sports, film, and hospitality. When we align around a shared vision, tourism delivers lasting benefits for the entire community.”