Earlier this month, TTG headed to Florida Huddle, which was this year held at the World Equestrian Centre in Ocala, Marion County, around 90 minutes from both Orlando and Tampa.
There, Visit Florida revealed the Sunshine State’s latest tourism figures and shared its focuses for the coming year, while urging agents in the UK and Ireland to help their clients "get out and see the real Florida".
Plus, speaking to TTG at the event just days prior to her retirement, Visit Florida president and chief executive Dana Young played down the prospect of another "Trump slump".
So what does Florida have planned for 2025? And how can agents make the most of one of the UK and Ireland’s most enduring and popular destinations?
Work to do as UK visitor numbers flatten
Overseas arrivals to Florida increased by 6.6% last year from 8.31 million in 2023 to 8.86 million. However, UK visitation was ever-so-slightly down year-on-year in 2024 by around 1%.
This resulted in the UK being one of only two of Florida’s top 10 source markets to contract in 2024, the other being Ecuador, from which visitation also fell by 1%.
Nonetheless, some 1,137,000 Brits visited Florida in 2024, ensuring the UK remained the state’s second largest market behind Canada.
Speaking to TTG just days before her retirement, Visit Florida president and chief executive Dana Young said: “I don’t know what caused UK visitation to be flat last year, but I think we can certainly try harder – we need to get those numbers up and get more Brits to Florida.”
Visit Florida not expecting another ’Trump Slump’
With Florida Huddle taking place just a fortnight after Donald Trump’s second inauguration, it would perhaps be premature to draw conclusions about whether his return will impact tourism to Florida – not that Young and Visit Florida are concerned.
“I’m not worried,” said Young. “We’ve had a lot of political change over the last 20 years in Florida and in the US, and we’ve never seen political forces really have an impact on tourism."
Young continued: “People talk about politics a lot, but when it comes to keeping people away from their favourite beach in Florida, it really doesn’t come to fruition, or hasn’t in the past.”
A snap TTG poll last November, when Trump was re-elected, showed there was concern among industry professionals about a second Trump term, with 56% of respondents telling TTG they feared the US tourism would experience a downturn following the election.
Visit Florida to launch new trade show in London
Following its decision to withdraw from World Travel Market London this year, after years of attendance, Visit Florida will launch a new trade event of its own in September. UK representatives at Gosh PR are currently scoping out dates and venues.
"They’re looking at central London, but we are open to something maybe just a little outside the city centre where we can have a hotel right there for people who need to spend the night,” said Young. “We’re looking for something that’s going to be great and easy.”
Michelin Guide expands into three more destinations
The Michelin Guide, which currently covers Miami, Orlando and Tampa Bay, is expanding to Greater Fort Lauderdale, The Palm Beaches and St Pete-Clearwater, and by 2026, the guide will be state-wide, recognising restaurants from all corners of Florida.
Gwendal Poullennec, Michelin Guides international director, said: “Florida continues to raise the bar with its emerging culinary talent, international influences and the palpable passion of its local restaurant communities.”
Poullennec added Michelin had witnessed the Sunshine State’s selection of recognised restaurants “grow and strengthen” over the past three years as a result of the guide’s acknowledgement.
Investigations in Greater Fort Lauderdale, The Palm Beaches and St Pete-Clearwater are already under way, with the 2025 restaurant selection set to be announced at a ceremony later this year.
Continued focus on fly-drive holidays
Visit Florida is continuing to encourage travel professionals in the UK and Ireland to promote Florida beyond its attraction parks.
“Everybody is talking about Universal Epic Universe, so I don’t need to tell travel agents they need to talk about it, but I would like for agents to continue the message of fly-drive," Young told TTG.
“Florida is very easy to move around, it’s easy to drive, even in the cities. Go to Orlando, but don’t stay the whole time in Orlando – get out and see the real Florida, at least for a few days.”
Florida Huddle x Universal Epic Universe
Next year’s Florida Huddle will take place over 2-4 February at the Hilton Orlando on International Drive, just 10 minutes from the new Universal Epic Universe theme park, which will welcome guests from 22 May this year.
“Next year, attendees will be just steps away from award-winning dining, legendary entertainment and a variety of attractions, including our world-famous theme parks,” said Casandra Matej, president and chief executive of Visit Orlando.
Catch up with more news and inspiration from the Sunshine State on the TTG Florida Selling Guide.
