The Palm Beaches Sets New Visitation Record in First Half of 2025

WEST PALM BEACH, Fla. – Aug. 20, 2025 – Discover The Palm Beaches (DTPB), the tourism marketing organization for Palm Beach County, announced the destination had a record-breaking 5.72 million visitors in the first half of 2025. This growth represents an increase of 531,000 visitors compared to the same time period in 2024.

This milestone reaffirms The Palm Beaches’ reputation as a world-class travel destination, renowned for its 47 miles of pristine and uncrowded beaches, vibrant cultural scene, and signature hospitality. Tourism remains a vital economic driver for the region, generating an annual impact of approximately $10.5 billion and supporting more than 90,000 jobs.

While hotel occupancy has decreased across the U.S., The Palm Beaches has defied state and national trends, recording growth in both hotel room demand and revenue.

“Breaking visitation records in the first half of 2025 is a remarkable milestone for The Palm Beaches and a testament to the strength of our brand, our team, our partners, and the exceptional experiences we offer,” said DTPB President & CEO Milton Segarra, CDME. “This growth reflects the enduring appeal of The Palm Beaches across our key markets and around the world. We are proud to welcome more visitors than ever before, and we remain committed to continuing to build on this momentum to deliver even more value to our visitors, residents, and local businesses.”

Performance was especially strong among the destination’s core target markets, including New York, Orlando, Washington, D.C., and Dallas. Dallas led growth with a 42.9% increase, drawing nearly 77,000 visitors compared to 53,110 during the same period in the previous year. International visitation has also set a new benchmark, reaching 500,600 visitors, a 2.56% increase from the first half of 2024.

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About Discover The Palm Beaches 
Discover The Palm Beaches is the tourism marketing corporation 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 visit 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 $10.5 billion and supporting more than 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.