Florida expects to attract its highest ever number of international visitors in 2023 as it “exceeds records left and right”, Visit Florida president and chief executive Dana Young has revealed.
Speaking to TTG@WTM, Young said Florida received almost two million overseas visitors in the first nine months of 2022, down 22% compared with the same period during the state’s record-breaking year of 2019.
The UK was the largest source market, followed by Brazil, Colombia, Mexico and Argentina.
Young explained: “We appear on track to exceed 2019 in 2023. Economists predicted we wouldn’t recover until 2024, but it’s looking very promising.”
Young said Florida now attracts 44% of all international visitors to the US, having taken the top spot from New York in 2020. She added: “That’s a really good bellwether for next year.
“Florida is exceeding records left and right, and it’s largely because we stayed open during the pandemic and were able to deal with our workforce issues very early. Florida is a very low crime state, generally our average state of living is high, we offer a wide variety of activities for people of all income levels so we appeal to a very large cross section of travellers.”
The state was hit by Hurricane Ian in late September, but Young said travellers would notice “zero difference” outside of the affected areas on the south-west coast around Fort Myers.
“There is also some rebuilding work in the Naples area, but the vast majority of Florida was not impacted at all, and will provide the same experience [as before],” she added.
Accessibility is a key focus for the state in 2023, as Young noted half of all visitors have a disability or mobility issue. In 2021, Visit Florida launched a consumer online accessibility hub to help travellers plan their holiday, which has been updated with more than 100 articles this year. Visit Florida is also working with trade partners and businesses across the state to improve accessibility.
Elsewhere in summer 2023, the Brightline high-speed rail will open a new station in Orlando, followed by Tampa in 2025, which will connect to stops in Miami, Fort Lauderdale and West Palm Beach.
Young explained: “This will really open the state up to travellers who aren’t driving.”
This summer the inaugural edition of the Michelin Guide Miami, Orlando and Tampa was released, with inspectors awarding 15 stars and 29 Bib Gourmand designations.
“There should be another round of selections in 2023,” Young explained. “Florida is a place for incredible cuisine, and people want to travel to try it.”