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Discover The Palm Beaches reports modest visitor growth for Boca Raton, previews tourism master plan
Summary
Discover The Palm Beaches presented 2024 visitation data for Boca Raton, minor hotel performance changes and a countywide tourism master plan that will include a June visioning workshop; the organization said tourism promotion drives economic impact and jobs.
Representatives from Discover The Palm Beaches presented visitation and hotel performance numbers for Boca Raton and outlined the organization’s countywide tourism master planning process at the April 7 council workshop.
Senior vice president Gustav Weibel reported Boca Raton received about 1.35 million visitors in 2024, a nearly 4 percent increase over 2023, and that the city accounted for roughly 13 percent of county visitors. Hotel room nights sold rose modestly, despite a temporary closure of the Boca Beach Club for renovations. Weibel said six new hotels are expected over the next four years, adding just under 1,000 rooms and an estimated 500–1,000 jobs depending on hotel scale.
Milton Segarra, president and CEO, emphasized the countywide tourism strategy’s focus on walkability and the city’s role as a destination pillar. Discover The Palm Beaches described an ongoing research phase — more than 200 stakeholder interviews countywide, including 10 with Boca Raton stakeholders — and collection of planning documents from municipalities to align priorities. The tourism master plan will be summarized in a report and the organization plans a visioning workshop in June with live polling and public input.
Staff and council thanked the presenters for participation in local centennial events and for marketing Boca Raton’s assets. No council action was required.
