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WTM London: Florida promotes its rich diversity of experiences

North America
Tom Parry
2 November 2021

Florida is focusing on its “diversity of travel experience” through a new partnership with the Michelin Guide and increased promotion of its hiking, biking and boarding trails.

Stand-up paddle boarding in Weeki Wachee, Florida

The Sunshine State announced at WTM London that a new edition of the long-standing guidebook series would be launched in 2022, covering Miami, Orlando and Tampa.


Visit Florida’s chief marketing officer, Staci Mellman, said Florida’s gastronomy offering had “a unique blend” of influences from Latin America, the Caribbean and US Deep South.


“When people think of Florida they don’t necessarily think about our culinary scene. We know people – especially in the UK and Europe – value that experience [and] having the new guide means they won’t have to hunt to find the best restaurants.”