For the first time on record, Florida has overtaken New York as the most visited state by international travellers. This was the cause for celebration at this year’s Florida Huddle by Visit Florida, which brought together buyers and suppliers from around the world for three days of networking and business meetings.

The Sunshine State’s market share of overseas visitors to the US rose from 23.8% in 2019 to 30.3% in 2020, overtaking New York, which had 21.6% of the market share in 2020.

“Tourism is our number-one industry; it contributes $98 billion to Florida’s state economy [every year],” says Dana Young, president and chief executive of Visit Florida.

“Florida is now the number-one destination state in the US for international visitation,” she adds. “New York has had that for ever and we just took it from them.”

Since Huddle took place, Young has revealed on Twitter that 2021 was “record breaking” for tourism in the state and that Florida has achieved the top market share of international visitation for the second year. 

FINE DINING

Visit Florida is planning to focus on the state’s culinary appeal in marketing this year, given the Michelin Guide will be visiting Miami, Orlando and Tampa in 2022. This will be the first time the cities have the opportunity to gain Michelin-star establishments.

“This is something that is new for us and that we’re really excited about,” says Young. She also cites research by Michelin that revealed 71% of travellers would increase their spending if there was a Michelin-rated restaurant in-destination.

With Miami, Florida and Tampa hoping to impress in the culinary stakes and US borders now open for Brits, it looks like 2022 will be a good year for Florida.