June 27, 2025

Jacksonville Tourism Industry’s Major Economic Impact

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News Summary

Jacksonville’s tourism sector saw 8.2 million visitors in fiscal year 2024, generating a substantial $4.1 billion in direct economic impact. This surge supported 59,600 jobs and marked 4.99 million room nights booked. Despite positive trends, concerns loom over potential declines in vacation frequencies and reduced international travel. The city is proactively countering these challenges with initiatives like ‘Bring it Home, Jax!’ and a strategic marketing plan aimed at enhancing its appeal as a top travel destination.

Jacksonville Tourism Industry Draws 8.2 Million Visitors and Generates $4.1 Billion in Economic Impact for FY 2024

Jacksonville welcomed 8.2 million visitors during the fiscal year 2024, marking a significant contribution to the local economy with $4.1 billion in direct spending across various services and attractions. This surge in tourism has notably supported 59,600 jobs in the region.

The tourism industry recorded an impressive 4.99 million room nights booked, with approximately 45% of visitors opting for paid accommodations. A striking trend indicates that more than half of all visitors traveled to Jacksonville primarily to see friends and relatives.

The hospitality tax, collected at a rate of 6% on hotel room rentals, has consistently exceeded $30 million annually for the past three years. In fiscal year 2023-24, the Duval County Tourist Development Council (TDC) reported collections totaling $10.4 million from this tax, with around $6.3 million collected through April of this year. Of the total hospitality tax collected, 4% is allocated for debt service on renovations of the EverBank Stadium.

Challenges and Concerns for Future Tourism

125,000 hotel room nights may be lost annually due to changes in the football schedule.

To counter these challenges, a community initiative called “Bring it Home, Jax!” has been launched to bolster support for the tourism sector. This effort aims to engage local residents in promoting Jacksonville as a vibrant destination.

Strategic Marketing and Future Initiatives

Moreover, the plan includes supporting events held in diverse neighborhoods to create a broader and more inclusive destination brand. By leveraging the unique characteristics and charms of Jacksonville’s neighborhoods, the tourism strategy aims to increase visitation and solidify the city’s position as a premier travel destination.