The engine hummed beneath me as I gripped the jet ski handlebars slightly harder before easing up on the throttle. Our instructor, Andrew – a former ship captain, now three days into his new island gig – gave me an all-knowing grin before taking off ahead of me and shooting a stream of water up into the air behind him. It was my first time on one of these nifty water vehicles and thankfully the waters were calm, and with Andrew by my side, I’m excited to get closer to the shallow coastline, where I spot a few harmless hammerhead sharks and one of the region’s ray species.

Along with a handful of intrepid agents, I was whizzing across the Gulf of Mexico with Anna Maria Island Dolphin Tours as part of the latest TTG Luxury Journey. These fam trips are designed to showcase some of the gems the luxury travel world has to offer, and this one was exploring Florida’s Bradenton Area.

Made up of the mainland and the two barrier islands of Anna Maria Island and Longboat Key, the area is tucked away on the state’s west coast, away from mass tourism. Longboat Key is home to 7,500 residents, while the access points to the 12 quiet public beaches allow for an almost private beachfront experience. On Anna Maria Island, there’s just over 4,500 full-time residents, with the count varying depending on the time of year.

Home from home

All that adrenaline from chasing waves and rays found us craving a moment of serenity, for which our prestige villa was perfect. Called Beachly Beloved, it’s part of the wide range of homes available through Prime Vacations and proved to be the kind of villa that makes you wish you could just move in for ever. 

Located on Anna Maria Island and just a four-minute walk from Bradenton Beach, this premium rental is nothing short of the perfect home away from home. Francesca Stevenson of Swords Travel was particularly struck by its charming exterior, commenting: “The decor at Beachly Beloved is thoughtfully designed and easy on the eye, with colours and materials that echo the beach and sky around you."

Designed for large families and groups, the property features seven en-suite bedrooms, a fully equipped open-plan kitchen and even a rooftop terrace, which has sweeping views of the Gulf of Mexico and Tampa Bay. The villa features a private pool area, which soon became everyone’s favourite place to hang out. Boasting a sparkling heated pool, spa and comfortable lounge chairs, this backyard oasis is the perfect option for clients who crave a more sophisticated and private way to spend their holiday.

Prime Vacations manages more than 1,400 premium rental properties across coastal Florida, from spectacular waterfront locations to more casual settings. Each of the specialist’s properties promises a seamless experience, including 24/7 guest service and personalised recommendations. 

Available throughout Anna Maria Island, private rentals also offer good value for money, especially for families and large groups. Each property comes complete with everything you need, from kitchen essentials and high-end appliances to parasols and foldable sun loungers, ideal for a day on the beach. It’s easy for visitors to make their way around Anna Maria Island too, as much of its beauty can be explored on foot, by bike, scooter or electric golf carts, allowing guests to experience the island like a local.

Rooms with a view

There are also plenty of hotel options if your clients prefer to discover a destination this way. The stunning Waterline Marina Resort includes benefits such as private access to the pier, where guests can enjoy a number of hosted activities, including fishing, watersports and sunset boat tours.

A little further along the coast sits Mainsail Beach Inn – located perfectly on Holmes Beach, offering that picture-perfect sandy-shores escape. “The property has a relaxed vibe, with private balconies allowing for stunning sea views,” said Sally Medd, a personal travel agent from Luxe Holidays. “It would suit families after a self-catering option, or clients wanting to stay on a beautiful white-sand beach.”

And for something with a unique, retro twist, there’s Mello On The Beach, a quirky condo hotel located directly on Manatee Beach. The property felt like a stylish step back in time, with a perfect blend of retro nostalgia and coastal feel guaranteed to charm families, couples, creative types and solo travellers alike

Foodie heaven

We knew we wouldn’t go hungry on this trip from day one. Upon arrival, we were lured by the captivating aromas of a freshly prepared seafood feast by friendly chefs Isabella and Rachel from Island Fresh Market, setting the tone for the rest of the trip.

A leisurely breakfast from the comfort of the villa may be tempting, but Anna Maria Island is full of cute places to soak up the full American breakfast experience, such as Ginny’s & Jane E’s Cafe and Gift Store, with a quirky gift-store vibe and some of the best cinnamon buns we’d ever tasted.

For clients wanting something more refined, the elegant Chateau Anna Maria brings a touch of sophistication to brunch. The Holiday Village’s Sara Colclough opted for a sweet breakfast here. “It was like creme brulee disguised as a pancake – and it didn’t disappoint,” she enthused.

Sally, meanwhile, enjoyed a peanut buttertopped offering at one of the locals’ favourite breakfast spots, North Shore Cafe. “It was the best breakfast bowl I’ve had in a long time,” she said.

During the trip, lunch often came with a view, and Anna Maria Oyster Bar was no exception. Here, overlooking the Gulf, I had my first oyster – or was it my first dozen? Somewhere between the second and third, and a few spicy margaritas, I stopped keeping track!

Cherished by the community, The Waterfront Restaurant served up calamari to die for, and for firm foodie Sara, the eatery quickly became her favourite. “Our lunch at The Waterfront Restaurant on the second day offered a great selection of fresh seafood, and I had the best fried grouper fish sandwich of my life!” she said.

Another favourite among the group was La Creperie, a colourful local spot serving a great selection of sweet and savoury crepes.

Chasing sunsets

Evenings on Anna Maria Island have their own unique rhythm too, and our dinner spots were usually enjoyed with a side of sunset.

“Sandbar Restaurant was a stunning spot to dine and watch the sunset while enjoying cocktails,” said Sally. “The clam chowder was one of my favourite dishes. I also loved the excitement of the sunset countdown competition, where guests try to guess the exact moment the sun sets. Although our table didn’t win, it made the experience even more memorable.”

For a more refined experience, clients will love the sleek coastal decor and fresh food selection at Shore LBK, while the energetic vibe and enthusiastic service at SALT Bar and Table will make the evening linger far longer than planned.

A slower, yet equally delightful evening unfolded at Viento Kitchen + Bar, after our site visit to Zota Beach Resort. The Personal Travel Agents’ Kate Williams emphasised the premium feel of the restaurant. “The dinner we had at Viento Kitchen + Bar is perfect for upscale clients, offering fantastic food and excellent service,” she commented. “Plus, the terrace overlooking the Gulf allowed us to witness one of the most beautiful sunsets on the island.”

Another highlight of the trip was the sunset cruise with Red Boat Tours AMI. “The Sunset Cruise was a real treat – ideal for couples or a family,” said Sally. “It was lovely to enjoy a private boat for six, with nibbles and prosecco, while watching the sun set. A wonderful way to spend a couple of pre-dinner hours on the sea.”

For beachside relaxation and a helpful concierge on hand, Sally recommends Beach Suites too. “Everything is set up for you on arrival, so there’s no need to haul chairs or cool boxes down to the beach – it was great! The beach games were a fun added bonus too. I also loved the chilled coconut mocktails – delivered by Am I Coconuts? – complete with flower garlands and a perfect photo opportunity."

Experiences for everyone

After an afternoon of sun-soaked relaxation, a slightly more hands-on experience awaited at Gulf Coast Bartender Co. At a mixology experience, the group’s assignment was to learn how to mix and shake a classic Mai Tai cocktail, but what started as a simple class soon turned into a friendly competition and, by the end of the class, everyone was convinced their drink was the winner.

Creativity continued to flow at the Shiny Fish Emporium, where the group decorated shells – a local craft activity ideal for families, groups, or anyone looking to take home a one-of-a-kind souvenir that doubles up as a symbol of luck and good fortune.

Anna Maria Island is perfect for exploring on foot, and shopping on stylish streets such as Pine Avenue and Historic Bridge Street made us lose track of time. Suggest to clients they allocate enough time to spend here, as a leisurely stroll can take up a few hours.

Getting there

Agents agreed that travel to Bradenton Area is convenient, thanks to Virgin Atlantic’s direct nine-hour flights from Heathrow to Tampa International airport. The outbound flight operates four times a week, offering seamless connections for customers wanting to experience the beauty of this Gulf Coast jewel. 

Bradenton Area is just a 40-minute drive from Tampa International airport, with clients having the option of taking a taxi or hiring a car. With a 94% return rate from first-time visitors and the UK market bringing the most international visitation to the destination, Bradenton Area Convention & Visitors Bureau’s global marketing manager Olivia Sawdy-Georgas understands the importance of fam trips such as this one.

She said: “We’re thrilled to have partnered on this TTG Luxury Journey. Travel agents are the key to our success, and we are so grateful we were able to give the agents a first-hand look at our little slice of paradise. With rental homes directly on our sugar-white sand beaches, the freshest seafood around, dining experiences with unobstructed gulf and sunset views and unique locally owned shops, we are the perfect destination for clients looking for an understated luxury holiday.”

Bradenton Area may be Florida’s best-kept secret, but for clients seeking laid-back sophistication, it’s time to let them in on it.

For Francesca, Anna Maria Island revealed a side of Florida she was not familiar with. “Anna Maria Island was an absolute pleasure. I can’t wait to share my experiences with clients and share all the knowledge I’ve gained from this trip with colleagues so we can put this stunning and charming destination on the map.”