Canadian Visits Rise in The Palm Beaches; VoX Expands Partnership

The Palm Beaches is strengthening its focus on the Canadian market after bucking a broader decline in Canadian travel to Florida during the first half of 2026.

Discover The Palm Beaches (DTPB), the destination marketing organization for Palm Beach County, welcomed a record 6.09 million visitors during the first six months of 2026, representing a 6.4 per cent increase compared with the same period last year.

Canadian visitation increased 1.8 per cent during the period, contrasting with a 13.9 per cent decline in Canadian visitation across Florida, according to a press release.

The difference was even more pronounced during the second quarter, when Canadian visits to The Palm Beaches climbed 12.5 per cent while Florida overall recorded a 4.2 per cent decline.

“Welcoming more than six million visitors in the first half of 2026 is a tremendous milestone and another testament to the enduring strength of The Palm Beaches as ‘Florida’s Most Stylish Vacation Destination’,” said Milton Segarra, CDME, president and CEO of DTPB, in a statement. “We are especially encouraged by the renewed strength of the Canadian market, and the continued growth in key markets like New York, Dallas and Houston, which speak to the destination’s enduring appeal.”

VoX expands Canadian role

As The Palm Beaches builds momentum in Canada, VoX International has expanded its partnership with the destination to take on public relations efforts in the Canadian market.

VoX already works with DTPB on Canadian travel trade initiatives and will now also lead Canadian PR, with a focus on strengthening the destination’s media presence and raising awareness among travellers.

“We’re so happy to welcome Discover The Palm Beaches back to VoX for PR and expand our relationship beyond the travel trade work we’re already doing together in Canada,” said Susan Webb, president, VoX International, in a statement.

“We’ve really enjoyed working with the destination over the years, and we’re looking forward to building on that relationship and finding fresh ways to share The Palm Beaches with Canadian media and travellers.”

The account will be led by Anchita Singla, PR account executive at VoX International, with Rosalyn Hunter, public relations director, providing senior-level guidance and oversight.

“Canada is a vital market for The Palm Beaches, and the right partnership has never mattered more. VoX’s market expertise, collaborative spirit and deep understanding of the destination will help us strengthen our brand presence and foster meaningful connections with the Canadian travel trade, media and visitors,” added Segarra.

The Palm Beaches, located north of Miami, encompasses 39 cities and towns and 47 miles of beaches. Seasonal direct air service connects West Palm Beach with Toronto and Montreal.

Record tourism numbers

Overall domestic visitation to The Palm Beaches increased 8.6 per cent year-over-year during the first half of 2026.

International visitation increased 6.0 per cent year-over-year, led by Colombia, up 28.6 per cent, followed by the United Kingdom at 21.8 per cent and Brazil at 11.8 per cent.

Hotel revenue hits $918 million

The increase in visitors also translated into higher lodging revenue.

Room night revenue climbed 11 per cent to $918 million during the first half of 2026, while hotels recorded an average occupancy rate of 77 per cent.

Early third-quarter results point to continued growth. Lodging demand increased 3.6 per cent in July and 2.5 per cent in August, while room night revenue rose 14 per cent and 7 per cent, respectively.

September lodging demand was forecast to increase 15 per cent, supported in part by room nights generated by the Miss America competition in West Palm Beach.

Through its expanded Canadian mandate, VoX said it will develop integrated campaigns and identify media opportunities aimed at bringing stories from The Palm Beaches to Canadian audiences and inspiring more travellers to visit.