In 2024, more than 8 million visitors came to Jacksonville, resulting in an estimated economic impact of $7.4 billion to the local economy.
The findings are included in the Economic Impact and Visitor Tracking Report, commissioned by Visit Jacksonville and funded by the Duval County Tourist Development Council.
The study, conducted by Tallahassee-based Downs & St. Germain Research, surveyed more than 2,700 visitors and focused on their economic impact and characteristics.
Overnight visitors, those staying in hotels or with friends and relatives, accounted for $4.1 billion in direct spending on restaurants, attractions, activities, rental cars and more.
“These numbers are a testament to the strength of Jacksonville’s tourism industry and its significant contribution to our local economy,” Michael Corrigan, president and CEO of Visit Jacksonville, said in a Jan. 28 news release.
“We are proud to welcome millions of visitors each year who experience our vibrant city and support local businesses.”
Carol Brock, Duval County Tourist Development Council executive director, said the report highlights the economic potential of the local tourism industry.
“We are dedicated to continued investment and collaboration within our community to elevate Jacksonville as a premier destination and attract even more visitors in the future,” Brock said.
Nearly 5 million guest rooms were sold in local hotels during the 2024 fiscal year ended Oct. 1, generating bed tax collections of $31.5 million.
The visitors supported 56,900 jobs in Duval County and generated almost $2.8 billion in wages. Additionally, visitors contributed to local taxes, saving each Duval County household an estimated $540 in taxes for 2024, according to the report.
The study also determined:
• The top five origination markets are Orlando-Daytona, New York City, Atlanta, Tampa-St. Pete and Miami-Fort Lauderdale.
• Median age of a visitor: 41
• Household income: $76,000
• Travel party: 2.4 people
• Average stay: 3.7 nights
• Daily spend: $333
• Total trip spend: $1,100
• Top three visitor activities: Dining out, visiting friends/family, going to the beach
• 80% of visitors plan to return
The full Economic Impact and Visitor Tracking Report is available on the Research and Development Information page here