The Palm Beaches are bucking national and state trends in 2025, with visitor numbers soaring both domestically and internationally.
This comes as many Florida destinations see flat or declining figures.
For the UK travel trade, this means The Palm Beaches offer both commercial opportunity and compelling value for clients seeking more than just the usual Florida sunshine.
Visitation surge and global spotlight
The Palm Beaches have set record highs this year, with over 5.7 million visitors in the first half of 2025 alone—up more than half a million compared to 2024. Industry analysts suggest that worldwide media attention, partly due to the high-profile presence of President Trump’s Mar-a-Lago residence, has helped place the area firmly in the global spotlight. However, this boom is also underpinned by infrastructure investment, hospitality innovation, and fresh marketing that goes beyond any single headline.
Green Innovation and Easy Connectivity
One key driver is the region’s focus on sustainable tourism. The Palm Beaches are pioneering “NextEra Energy” green initiatives, positioning themselves as one of Florida’s leading eco-friendly resort areas. For environmentally conscious UK travellers—and agents eager to promote impactful stories—this emphasis on green energy provides an additional selling point.
Transport is another major win. The Brightline rail stop in West Palm Beach links the region with both Orlando in the north and Miami in the south, making The Palm Beaches a perfect add-on to multi-centre fly-drive holidays or Florida rail tours. Fast, comfortable rail journeys open up new itinerary options for travellers who want to escape car-only travel.
Luxury Golf and leisure
Golf remains a huge draw, with a host of recent and upcoming developments. The Belgrove Resort, Dutchman’s Pipe, The Park (by Sofi), X Golf in West Palm Beach, and Pop Stroke mini-golf all headline a growing portfolio—appealing to serious players and families alike. For non-golfers, Pop Stroke offers a lively mini-golf experience designed by Tiger Woods, making the sport accessible and fun even for beginners. The PGA National home to the Cognizant Classic and the 1987 Ryder Cup is located in Palm Beach Gardens. The course designed by Jack Nicklaus features the infamous ‘Bear Trap’ at holes 15,16 and 17.
Fashion, Florida style
Fashion history is woven into daily life, with The Palm Beaches as the home of Lilli Pulitzer—creator of the famous “orange juice dress” that launched a globally recognized resort-wear empire. This legacy is reflected in colourful boutiques, glamorous shopping districts, and local events, adding flair to any holiday.
Affordable luxury & new marketing initiatives
While The Palm Beaches have sometimes been viewed as an exclusive, costly destination, a new wave of development along the I-95 corridor is challenging this perception. More cost-effective accommodations, value packages, and staycation deals are now readily available, making the area far more accessible.
The latest marketing campaigns emphasize these broader accommodation choices, enabling agents to design Palm Beaches packages that suit families, couples, or themed groups for business, leisure, or multi-generational escapes.
Crystal waters, unbeatable environment
With 47 miles of coastline and crystal-clear Atlantic waters, The Palm Beaches guarantee a classic Florida experience in a uniquely elegant setting. From world-class golf to legendary fashion, diverse dining, and vibrant culture, the region is transforming itself into one of America’s ‘must-sell’ destinations in 2025.
Why agents should add The Palm Beaches:
Rising visitor demand with demonstrable international interest
Fast rail links and new affordable hotels—ideal for modular itineraries
Eco-leadership through pioneering green energy stories
Signature golf, fashion, and lifestyle experiences
The Palm Beaches offer genuine variety and a memorable Florida holiday experience—making the region a smart addition to any tailor-made itinerary in 2025.
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