A Trump Bump for Florida Tourism

Palm Beach County, Florida, is benefiting from a “Trump bump” in tourism, as the president attracts international interest by frequently traveling back to his Mar-a-Lago home. The increase reflects an ongoing upward trend in the tourism economy for the area, although the long-term picture may not remain sunny. 

Tourism Benefits Across Industries 

CoStar recently released data showing that Palm Beach has surpassed Miami-Dade as the top-grossing destination in Florida. In 2024, 9.9 million people visited Palm Beach County, up 5% over 2023, and 2025 is also off to a record-breaking start. 

This bump was particularly noticeable in the hotel industry. In January, revenue per room (RevPAR) was up 17% to $239, with an average daily rate (ADR) of $313, an increase of 7%. Miami-Dade’s January numbers lagged behind, with a RevPAR of $203 and an ADR of $257. 

Although Palm Beach expected a Trump bump after a similar experience during his first term in office, this year’s has been stronger and has the advantage of a stronger starting point, since Palm Beach County tourism was already on the upswing. In response, the area has seen an increase in luxury hospitality investments, including new and revamped hotels and new restaurants. Currently, Palm Beach County has 20,000 hotel rooms as well as 8,000 to 9,000 other rental accommodations. These new investments should add around 2,500 rooms in the coming years and position Palm Beach County as a year-round vacation destination. The increased accommodations will open up opportunities for visitors booking last-minute vacation package deals. 

However, hotels aren’t the only beneficiaries of the tourism bump. Retail stores, auto rentals, and clubs are all also experiencing growth. And according to research by the destination marketing organization, Discover the Palm Beaches, the appeal is bipartisan, as both Democrats and Republicans appreciate all that the area has to offer. 

Potential Pitfalls on the Horizon

While the news is encouraging for the Palm Beach County economy, there are some potential storm clouds forming. With new tariffs and previously friendly international relations chilling substantially, there could be a drop in tourists from other countries visiting. Canadian visitors are the most common international travelers to Palm Beach County, and after former prime minister Justin Trudeau urged Canadians to avoid vacationing in the U.S., there was a slight decrease. Now that tariffs have gone into effect globally, other countries may follow suit. 

Another concern is the looming threat of mass deportations, which could adversely impact the already short-staffed hospitality industry. The hospitality industry — particularly accommodations and food service — is the second-largest employer of undocumented workers. Many workers may also have pending asylum cases or temporary protected status that allows them to work legally. If these protections are removed, as they have been for Venezuelan workers, it could lead to even more labor shortages. Industry executives are conflicted over whether mass deportations will have an effect, with some believing it will drive up costs and others maintaining it isn’t likely to make a significant difference. Though only time will tell how Palm Beach County will fare, now is an excellent time to take advantage of last-minute vacation packages. 

By: Candina Jordan