2024 Executive Summary — Economic Impact & Visitor Profile
This is the summary of the full report.
2024 Economic Impact and Visitor Profile Research
Jacksonville Welcomes 8 Million Visitors, Generating $7.4 Billion in Economic Impact from Tourism
In 2024, Jacksonville welcomed over 8 million visitors resulting in an estimated economic impact of $7.4 billion to the local economy. These findings were revealed in the Economic Impact and Tracking Report, commissioned by Visit Jacksonville and funded by the Duval County Tourist Development Council.
The report, conducted by Tallahassee-based Downs & St. Germain Research, surveyed over 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.
Nearly 5 million guest rooms were sold in local hotels during the fiscal year 2024, generating bed tax collections of $31.5 million. This influx of 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.
Visitor Profile Highlights:
- Top 5 Origination Markets: Orlando-Daytona, New York City, Atlanta, Tampa-St. Pete, and Miami-Ft. Lauderdale
- Median Age: 41
- Household Income: $76,000
- Travel Party: 2.4 people
- Average Stay: 3.7 nights
- Daily Spend: $333
- Total Trip Spend: $1,100
- Return Visits: 80% of visitors plan to return
- Top 3 Visitor Activities: Dining Out, Visiting friends/family, Beach