Dear Reader,
Money doesn't lie.
Florida just hit 34.4 million visitors in Q2 2025. A record. Meanwhile, California expects its first tourism decline since the pandemic.
What's the difference?
Freedom.
I've been watching this game for decades. Money flows where it's welcomed. People go where they feel safe.
Florida promotes itself as the "Free State." Governor DeSantis talks about "commitment to public safety" and "top-tier attractions." Simple message. Clear brand.
California? They blame Trump policies. They call it the "Trump Slump."
Wrong answer.
The Numbers Don't Lie
Here's what happened:
Florida welcomed 91.5% domestic visitors, 6.7% overseas visitors. Overseas visits up 11.4%.
California saw international visitors drop 9.2%. Canadian arrivals down 15.5% in March alone.
Why?
It's not Trump. It's choices.
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The Real Story
I teach people about assets and liabilities. Florida is an asset. Safe streets. Family-friendly policies. Business-friendly environment.
California has become a liability. High costs. Safety concerns. Environmental disasters.
Los Angeles tourism "fell off a cliff." Hotel bookings down. Flight cancellations up 70%.
Visitors see "skyrocketing costs" and "public safety worries." They see homelessness. Crime. Instability.
That's not politics. That's reality.
Follow the Money
California tourism spending hit $157.3 billion in 2024. Sounds good, right?
But they're projecting a $6 billion drop this year.
Florida keeps breaking records. Even without Canadian tourists, they're growing with Brazilian visitors.
Smart diversification.
California blames external forces. Florida adapts and grows.
That's the difference between rich thinking and poor thinking.
The Lesson
People vote with their wallets. Families vote with their feet.
They choose safety over ideology. Freedom over control. Value over virtue signals.
Florida promotes "world-class amenities" and "family-oriented opportunities". Basic stuff. What people actually want.
California promotes... politics.
I've been saying this for years: Assets put money in your pocket. Liabilities take money out.
Florida built itself into an asset. Safe. Welcoming. Pro-family. Pro-business.
California turned itself into a liability. Expensive. Unsafe. Unpredictable.
Now California's scrambling with marketing campaigns and discount deals. Too late.
You can't market your way out of bad policy.
The tourists have spoken. With their dollars. With their decisions.
Florida: 34.4 million visitors and climbing.
California: First decline since the pandemic.
Case closed.
Robert Kiyosaki
Editor, Money, Power and Profit
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