New Tourism Record Set: The Palm Beaches Surpass 6 Million Visitors for the First Half of the Year

• The Palm Beaches bucked statewide trends as Canadian visitation increased 1.8% during the first half of 2026 year-over-year compared to a 13.9% decline in Florida.

• Momentum accelerated because of increased international visitation surrounding FIFA World Cup, as well as expanded DTPB marketing and sales initiatives in domestic markets.

• Tourism generates an estimated $11.6 billion in local annual economic impact and supports nearly 95,000 jobs.
  
  

WEST PALM BEACH, Fla. – Sept. 18, 2026 – Discover The Palm Beaches (DTPB), Palm Beach County’s official destination marketing organization (DMO), announced that The Palm Beaches welcomed a record-breaking 6.09 million visitors during the first half of 2026, a 6.4% increase over the same time period last year.

The Palm Beaches bucked statewide trends in attracting Canadian travelers, with visitation from Canada increasing 1.8% during the first half of 2026, compared to a 13.9% decline across Florida. Notably, momentum accelerated in the second quarter, with Canadian visitation rising 12.5% while Florida declined 4.2%.

Tourism remains one of The Palm Beaches’ leading industries, generating an annual economic impact of approximately $11.6 billion and supporting nearly 95,000 local jobs. This new visitation record further reinforces The Palm Beaches’ position as a premier travel destination known for its 47 miles of pristine beaches, collection of 39 vibrant cities and towns, rich cultural offerings, and world-class hospitality.

“Welcoming more than six million visitors in the first half of 2026 is a tremendous milestone and another testament to the enduring strength of The Palm Beaches as ‘Florida’s Most Stylish Vacation Destination’,” said Milton Segarra, CDME, president and CEO of DTPB. “We are especially encouraged by the renewed strength of the Canadian market, and the continued growth in key markets like New York, Dallas and Houston, which speak to the destination’s enduring appeal.”

“This success reflects the collective efforts of our Discover The Palm Beaches team, and our partners across the destination, including the Palm Beach County Tourist Development Council, 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, as well as the Palm Beach County Convention Center, the Palm Beach County Department of Environmental Resources Management, and our many tourism stakeholders,” emphasized Segarra. “Through Discover’s strategic sales and marketing efforts, we continue to strengthen the tourism economy for the benefit of the entire community.”

Growth Across Key Domestic and International Markets

Domestic visitation remained strong, increasing 8.6% year-over-year during the first half of 2026, demonstrating continued demand for The Palm Beaches.

Performance was particularly strong among DTPB’s core target markets. New York remained the destination’s largest source market, increasing 7.1% year-over-year, while Washington, D.C. (+8.7%), Philadelphia (+8.4%), and Atlanta (+5.4%) also posted solid gains. Among the fastest-growing domestic markets were Dallas (+23.3%) and Houston (+20.6%).

In addition to Canada, international visitation continued to be a significant driver of growth, increasing 6.0% year-over-year during the first half of 2026. Growth was led by Colombia (+28.6%), followed by the United Kingdom (+21.8%) and Brazil (+11.8%).

Lodging Performance Reflects Sustained Visitor Demand

The destination’s strong visitation growth translated into solid lodging performance during the first half of the year. Room night revenue grew 11% to $918 million, while hotels achieved an average occupancy rate of 77%, outperforming many competing destinations.

Looking ahead, the destination is well-positioned to build on its success. Early third-quarter results show continued growth, with lodging demand increasing 3.6% in July and 2.5% in August, while room night revenue rose 14% and 7%, respectively. September lodging demand is forecast to increase 15%, supported in part by a boost in room nights sold from the Miss America competition hosted in West Palm Beach.

These positive trends underscore the continued appeal of The Palm Beaches and provide a strong foundation for sustained tourism growth through the remainder of 2026 and beyond.

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About Discover The Palm Beaches

Discover The Palm Beaches is the destination marketing organization (DMO) 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 $11.6 billion and supporting nearly 95,000 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.

The Palm Beaches
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(561) 233-3030