Thanksgiving Marks the Start of High Season as Tourism Surges

Generating $11.3 Billion for Palm Beach County and its Residents

WEST PALM BEACH, Fla. – Nov. 12, 2025 – Discover The Palm Beaches (DTPB), the official tourism marketing organization for Palm Beach County, announced a new record-breaking visitation milestone: 10.6 million visitors during the county’s recently completed fiscal year, which occurred from October 1, 2024, through September 30, 2025. The visitation figure marks a significant increase from the previous record of 9.6 million visitors in the last fiscal year and reflects an estimated economic impact of $11.3 billion, reinforcing the region’s reputation as Florida’s premier destination for leisure, wellness, sports, cultural, and business travel.

The announcement comes as Thanksgiving kicks off the destination’s “high season,” with travelers flocking to The Palm Beaches for its 47 miles of pristine beaches, vibrant events and signature hospitality.

Hotel room night revenue also surged, reaching $1.32 billion, an 11.6% increase year-over-year. This performance ranks Palm Beach County second in the state, behind only Tampa Bay/Hillsborough County, and reflects strong demand across leisure, group and wellness segments.

These results were driven by DTPB’s strategic investments into new markets, cutting-edge tools for data-driven decision making to optimize marketing reach, and enhanced sales strategies to attract new and returning conventions, meetings and events – all working together to broaden impact.

Equally important, this momentum is a shared achievement made possible through the collaborative efforts of the Tourist Development Council (TDC) of Palm Beach County and our sister agencies, the Cultural Council for Palm Beach County, the Palm Beach County Sports Commission, and the Palm Beach County Film and Television Commission. Each organization’s programs, initiatives and achievements play a vital role in shaping the county’s overall tourism success and sustaining the economic vitality of The Palm Beaches.

“Achieving 10.6 million visitors and ranking second in hotel revenue statewide is a remarkable accomplishment for The Palm Beaches,” said Milton Segarra, CDME, president and CEO of DTPB. “It speaks to the strength of our tourism brand, the dedication of our partners and the exceptional experiences we offer. Our destination continues to thrive and deliver real value to both visitors and residents.”

Tourism continues to be a vital economic engine for Palm Beach County with the $11.3 billion in economic impact supporting approximately 90,000 local jobs in hospitality, retail, transportation, and entertainment. It also delivers other tangible benefits to residents:

• Saves each Florida household about $2,000 annually, driven by the tax revenue tourism generates
• Funds key public services like beach renourishment, parks, safety, and cultural amenities
• Brings new restaurants, attractions, shops, and events for everyone to enjoy

These benefits are made possible through the 6% bed tax – a fee collected from visitors staying in hotels and short-term rentals. This tax directly funds Discover The Palm Beaches’ strategic destination promotion, ensuring that every visitor contributes to the well-being of the community, and the quality of life and place for residents.

“Our role goes far beyond attracting visitors,” emphasized Segarra. “We are stewards of our destination’s brand that belongs to everyone, and we take seriously our responsibility to promote The Palm Beaches in ways that uplift our local economy, support public services, and enrich the everyday lives of Palm Beach County residents.”

As a private, not-for-profit 501(c)(6) organization, DTPB follows the fiscal year of Palm Beach County government rather than the calendar year. This alignment ensures accurate reporting and accountability in how tourism impacts the local economy.

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About Discover The Palm Beaches
Discover The Palm Beaches is the tourism marketing organization for the collection of 39 cities and towns known as The Palm Beaches in Southeast Florida, stretching from Boca Raton to Jupiter. Tasked with growing visitation and the local tourism economy, the organization works year-round to bring travelers to Palm Beach County. The Palm Beaches have a rich history as America’s First Resort Destination®, where genuine hospitality is a way of life among a vibrant and welcoming blend of people, cultures, and coastal towns. Tourism is among the county’s major industries, generating an annual economic impact of approximately $11.3 billion and supporting approximately 90,000 local jobs. For more information about The Palm Beaches, visit www.ThePalmBeaches.com or follow on social media on Instagram, Facebook, TikTok, YouTube, X, Threads, Pinterest and LinkedIn.