Discover The Palm Beaches, the nonprofit marketing group representing 39 cities from Boca Raton to Jupiter, announced that a record 6.09 million people visited the Palm Beaches during the first half of 2026. That marks a 6.4% increase over the same period last year.
Canadian travelers defy state trend
Visitation from Canada rose 1.8% in the first half of 2026, while the rest of Florida saw a 13.9% decline. In the second quarter alone, Canadian arrivals jumped 12.5% in Palm Beach County, contrasting with a 4.2% drop statewide.
President Trump’s trade stance
President Donald Trump, a Palm Beach resident, has entered a trade dispute with Canada, calling the nation “one of the worst countries to work with” and accusing it of unfair practices. A tentative trade deal fell apart in August, and Canada responded with duties on certain U.S. products.
Economic impact and domestic growth
Tourism generates roughly $11.6 billion annually for Palm Beach County and supports nearly 95,000 local jobs. Domestic visitation grew 8.6% year‑over‑year, led by strong performance in core markets such as New York (+7.1%), Washington, D.C. (+8.7%), Philadelphia (+8.4%) and Atlanta (+5.4%). Dallas and Houston posted the fastest domestic gains, up 23.3% and 20.6% respectively.
International markets and lodging performance
International travel contributed a 6% year‑over‑year increase, driven by Colombia (+28.6%), the United Kingdom (+21.8%) and Brazil (+11.8%). Hotel room‑night revenue rose 11% to $918 million, with an average occupancy of 77%.
Future outlook
Early third‑quarter data show continued lodging demand growth, with July and August occupancy up 3.6% and 2.5% respectively. September forecasts predict a 15% rise, helped by the Miss America competition in West Palm Beach.
Milton Segarra, president and CEO of Discover The Palm Beaches, credited the organization’s strategic marketing and partnerships with local agencies for the strong performance, emphasizing the benefit to the broader community.
Original reporting: WPBF West Palm Beach — read the source article.
