Greater Miami and Miami Beach welcomed more than 26.5 million visitors in 2022 (Photo: Pallavi Pasricha)
As it hosted its annual State of the Tourism and Travel Industry presentation, the Greater Miami Convention & Visitors Bureau (GMCVB) reported that Greater Miami and Miami Beach, renowned for its cultural diversity, stunning beaches, cutting-edge culinary establishments and thriving arts and culture offerings, witnessed another year of unprecedented travel growth.
According to a press statement issued by Miami-Dade County’s official destination marketing organisation, the statistics confirmed what was expected to be a successful 2022 season. It says that Greater Miami and Miami Beach welcomed more than 26.5 million visitors in 2022. It adds that the visitors generated higher levels of spending ─ upwards of an estimated USD 20.8 billion, marking an 8 pc increase over 2021.
The statement adds that more hotel guests accounted for the 17.1 million hotel room nights sold in 2022, representing an increase of 12.7 pc compared to 2021.
David Whitaker
‘‘We strongly believe that these 2022 results can be attributed to our destination’s all-star lineup of attractions, amenities, dining, accommodations and the tireless work of industry partners. But the numbers by themselves don’t tell the whole story of what sustained success in this industry means. Tourism fuels job growth and economic vitality resulting in quality-of-life benefits as a result of visitor taxes that support everything from arts and culture to healthcare and transportation,” says David Whitaker, President and CEO of the GMCVB.
The statement adds that industry recovery that began in 2021 carried over into 2022 with sustained room bookings at record levels. At the forefront of travel, Miami International Airport (MIA) served more than 50.6 million travelers and welcomed new carriers including Southwest Airlines, JetBlue and Spirit Airlines. Despite challenges posed by international travel restrictions and extended visa wait times, Greater Miami and Miami Beach experienced a resurgence of its traditional international markets. The rebound in the international overnight visitor market highlighted a steady growth rate of 2.7 pc in 2022.
The cruise market made a triumphant return with a surge in guest volume that began in the summer, rebounding to 2019 levels. Cumulatively, international visitors compromised 25 pc of the overnight market, with 4.7 million visitors, contributing to 29 pc of tourist expenditures. The board says that in particular, Latin America maintained its status as a key source market. Colombia was the leading international overnight market for the second consecutive year, accounting for 432,000 visitors.
Bruce Orosz
‘‘As we navigate the ever-changing landscape of the travel and tourism industry, 2022 serves as a powerful reminder of the appeal of our destination. The return of the international visitor has been key to our destination’s success,” says Bruce Orosz, GMCVB board chairperson.
“With the reactivated GMCVB international office network spanning 50 cities in 53 countries, we’ve galvanised key resources to promote international travel to Greater Miami and Miami Beach. Innovation and collaboration are critical moving forward as we compete among global destinations to remain the business, leisure, conference and meetings location of choice for visitors from around the world,’’ Orosz adds.
The meetings and conventions sector also experienced significant growth, with bookings filling the destination’s iconic Miami Beach Convention Center (MBCC) and surrounding hotels. Year to date, the GMCVB has worked to confirm 386 conventions and meetings, locking in 239,218 total room nights. The board goes on to list some of the meetings for 2023 which include Bitcoin North America, Machine Learning and Systems, LE/Miami: This is Beyond, Florida International Medical Expo (FIME), American Black Film Festival and the American Vein and Lymphatic Society.
The statement adds that notably, Greater Miami and Miami Beach’s hotels not only sold more rooms in 2022 but also exceeded 2021 by 13 pc. Moreover, hotel daily rates increased 14 pc, indicating a willingness among visitors to invest in unparalleled hospitality and luxury experiences. The increase in room sales and record-high hotel rates contributed to an increase in gross hotel revenue of 29 pc.
Unparalleled hospitality experiences include exquisite dining and thanks to publications like the Florida Michelin Guide, which debuted in 2022, and most recently Bon Appétit magazine naming Miami its Food City of the Year, Greater Miami and Miami Beach’s dining scene is generating unprecedented buzz, says the statement by GMCVB.
Throughout the state of the industry event, the GMCVB showcased several new initiatives, including expanded multicultural tourism and development efforts, the ‘Miami Begins With Me’ training programme, ‘Rainbow Spring’ and the popular ‘Miami Temptations’ programmes. These initiatives aim to raise awareness of the destination’s diverse heritage neighbourhoods, create an authentic and welcoming experience for all visitors and provide promotions and savings at top eateries, says the statement.
The GMCVB says its focus for 2023 includes expanding offerings and improving the visitor experience while at the same time delivering marketing and branding campaigns like ‘Find Your Miami’, a promotional effort that showcases the cultural richness of Miami’s neighborhoods and county-wide experiences.
Among other presentation highlights, the GMCVB has zeroed in on the talent pipeline, specifically by supporting career development through its Black Hospitality Initiative and recently raised over USD 200,000 to support scholarships. The organisation says it is also taking steps to broaden its commitment to sustainability and inclusivity.
"
