FORT LAUDERDALE — VISIT FLORIDA’s CEO, Bryan Griffin, could not be happier to share the tourism board’s revised Canadian visitation numbers for 2025.

Back in April the estimate for the year was 2.9 million Canadian visitors, down 500,000, or about 14.7%. Now the official numbers are in.

“We have to estimate visitation. And then there are revisions that happen afterwards. We actually had 3.17 million Canadian visitors. So visitation is down by just 6.8%,” Griffin told Travelweek in an interview at IPW 2026 in Fort Lauderdale.

As Griffin puts it, “we always like to see those revisions come out. It gives a fuller picture. This is pretty remarkable. And we’re happy to get that message out there.”

Florida is well-served for lift, highlighted this year by Air Canada’s extra 50,000 seats to the state and Porter’s two new direct routes from YHM to Ft. Lauderdale and Orlando. Florida will rejoin Air Transat’s winter 2026-2027 program, with service to Fort Lauderdale resuming after a summer pause. Air Transat plans to operate up to seven weekly flights from Montreal, three from Quebec City and one from Halifax.

“They’re not going add seats if there wasn’t demand,” said Griffin.

“We are extremely optimistic about Canada. Canada and Florida have a special relationship.”

Other notables from the Sunshine State include more than 100 new hotels under construction, and expanding infrastructure like Brightline. The train now goes from Orlando to Miami with several stops along the way.

Meanwhile Florida’s iconic theme parks “are doing a great job of keeping up with the trend to immersive experiences,” said Griffin.

No matter what, Florida “is still the reliably fun destination that Canadians know and love,” he added.

More takeaways from Griffin …

Favourite weekend getaway: “Get on an airboat and see the Everglades. Swim with the manatees in Crystal River. Head to St. Augustine, where it feels like you’re going back in time.”

Hidden gem: “The middle of Florida. The Panhandle. Walk along the main streets, with all their shops and restaurants, they’re fantastic.”

Must-try local Florida dish? “A Cuban sandwich – and there’s a fun rivalry over the Cuban sandwich between Tampa and Miami.”

Recommended three day itinerary for Canadians: “A different city a day. You could do Miami, Tampa and Orlando. Or spend three days driving the Panhandle.”

Message for Canadian travel advisors: “We’re here to help you know what to do, to develop new packages, and we definitely encourage people to move around the state.”

Lead image caption: Bryan Griffin, CEO, VISIT FLORIDA at IPW 2026 in Fort Lauderdale (photo courtesy Annie Cicvaric)