JACKSONVILLE, Fla. — Florida saw record tourism in 2023, according to new stats from the state’s lead tourism agency, but Jacksonville didn’t manage to capitalize on the boost.
With 140.6 million visitors, the state of Florida saw a 2.3 percent increase over the prior year.
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The Bold City, on the other hand, saw 7.3 percent fewer visitors last year compared to 2022.
Katie Mitura with Visit Jacksonville noted the nearly 23 million visitors who came to Jacksonville in 2023 is still significantly higher than pre-pandemic levels.
“2022 was the best year in Jacksonville tourism history and so, it was hard to eclipse that. 2023 was a strong year though. Still saw great numbers. Still saw a lot of people in our hotels, people here for events and things,” Mitura said.
Read: Florida tourism sees mixed results in 2023, international visitors surge despite a domestic dip
There is uncertainty on the horizon though, as one of the city’s biggest tourism draws, EverBank Stadium, will operate at limited capacity starting next year as renovations get underway.
In 2027, it will be completely closed.
“We’ve got a bunch of major venues in our downtown area that are still bringing a ton of visitors,” Councilman Jimmy Peluso (D-District 7), who represents downtown, said.
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Peluso argued while losing an entire Jags season and two Florida-Georgia games might cause the city to miss out on some visitors, he’s optimistic other projects coming online during the renovation, like new parks and hotels, will help make up the difference.
“And we kind of put more money into our Jacksonville sporting group, that’s trying to draw in more championships, and then we’re gonna bring in more NCAA championships in the next couple of years. That’s gonna be huge,” Peluso said.
While there could be some growing pains over the next few years, Mitura argued the completed stadium renovation will be a boon for tourism that will pay dividends for years to come.
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“That will be a whole new ball game, you know not to make jokes and puns, for the city,” Mitura said.
According to VISIT FLORIDA, tourism in the state led to some major savings for Florida residents.
The $36.9 billion in tax revenue generated from tourism in 2023 equates to roughly $1,900 in tax savings per household, according to the agency.
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