TORONTO — As Canada-to-U.S. visitor numbers inch up ever so slightly, there’s reason to believe that ‘quiet tourism’ stateside could be gaining some real traction.

Meanwhile pro-active destinations like Visit Florida Keys & Key West are making sure they remain in this market for the long haul, no matter what happens to the visitor numbers. Up or down, Visit Florida Keys & Key West is committed to Canada long-term, as Mary B. Haban, Senior Director of Public Relations for Visit Florida Keys & Key West, told Travelweek yesterday.

Key West, Florida

“WE’RE NOT NAIVE ABOUT THE RHETORIC”

“We’re not looking at this as a short-term situation. We want to maintain those relationships with the trade and with travellers and be here when demand strengthens again,” said Haban.

Haban and her team, including representation here in Canada from Jerry Grymek and LMA Communications, are still waiting on the latest inbound stats for The Florida Keys & Key West. Overall Florida saw an estimated 1.68 million Canadian visitors in the first half of 2026, about 270,000 fewer than a year earlier. A small but important uptick in cross-border numbers from Canada to the U.S. just released by Statistics Canada, with a 3.6% increase in air travel year over year, is the other side of the coin.

“If we see growth, that’s encouraging, but we also have to be realistic about what we’re comparing it to. The entire U.S. market has been affected by the decline in Canadian travel. An increase can still be an increase from a significant decline,” said Haban. 

“We’re not naive about the rhetoric or the current environment. We understand that some Canadian travel advisors are frustrated, and we value honest conversations about what they’re hearing from their clients.”

At the same time, she said, there are certain types of trips that Florida — and the U.S. more broadly — can offer that aren’t necessarily interchangeable with Mexico or the Caribbean. “Someone who traditionally drives to Florida or Arizona and stays for three weeks may not simply replace that with three weeks at a Caribbean resort. The experience is different and there’s a familiarity and ease to that kind of long-stay trip that can be difficult to replicate elsewhere.”

Ernest Hemingway Home and Museum, Key West

THE FAMOUS ‘CONCH REPUBLIC’

The Florida Keys and Key West have long attracted Canadians as much for the unique and fiercely independent mindset of the locals as for the sunshine and beaches. It’s a quirky part of the Sunshine State. Most famously, in 1982 a satirical declaration of independence by the ‘Conch Republic’ garnered headlines and PR that have fuelled the destination’s popularity for decades. 

The culinary scene, the laidback vibe and perennial favourite attractions like the Ernest Hemingway Home and Museum are top draws these days. Key West’s colourful Southernmost Point Buoy is another highlight. “Key West is only about 90 miles from Cuba, and that proximity is a big part of its character,” says Haban. “The joke is that when you’re in Key West, you’re closer to Cuba than you are to a Walmart. Some people hear that and think, ‘Where am I going to get everything I need?’ Other people hear it and think, ‘Perfect.’ That sense of being removed from everyday life is part of the appeal.”

While Key West may be the best-known, “we do have other Keys!” says Haban. “Key West certainly has that well-known party atmosphere, but there are four other Keys, and each has its own personality. Some are more family-oriented, while others have a strong focus on environmental protection and sustainability. In the Lower Keys, there’s a strong eco and sustainability focus. Islamorada is known for sport fishing, while Key Largo is a major diving destination.

Key West’s colourful Southernmost Point Buoy

HOTEL & RESORT UPDATES 

Asked about new hotels, Haban points to The Compass Hotel Margaritaville Key West, expected to open in spring 2027. “There isn’t a great deal of new development in the Keys because space is limited and the environment is highly protected. You’re not going to find a lot of towering, high-rise hotels here. We’re very intentional about how we build, develop and plan. At the same time, when we work with existing properties, we want to preserve the historic charm and character of the destination while making the enhancements needed to remain competitive.”

In other hotel news, Cheeca Lodge & Spa in Islamorada, owned by the same family for many years, was recently sold.

There are also changes happening on Stock Island, just outside Key West. A property previously known as Ocean’s Edge Resort & Marina is now operating as Hilton Key West Resort & Marina. Hilton has put its flag on the property and enhancements are underway.

The Compass Hotel Margaritaville Key West is expected to open in spring 2027 (rendering)

DECEMBER WEBINAR & KEY LIME ACADEMY 2.0

All the updates from Visit Florida Keys & Key West will be showcased in an upcoming webinar, hosted in conjunction with Travelweek this coming December. Registration details will be available in the coming months.

Attendees will also hear about the tourism board’s newly revised travel advisor portal. 

“We used to have the Key Lime Academy, and you could think of this as Key Lime Academy 2.0,” said Grymek. “It’s a resource centre where advisors and operators can register, find out what’s happening with different partners and access information to help them sell the Florida Keys.”

Haban’s take? “For travel advisors and tour operators, the Key Lime Academy is a great resource. Advisors can also earn ‘Conch’ status — we are the Conch Republic, after all — as they work through the program.”

Pool views at The Compass Hotel Margaritaville Key West (rendering)

KEYS SEASON DEALS

Haban says late summer and early fall in The Florida Keys & Key West isn’t the off-season; it’s “the breezy season.”

It’s also ‘Keys Season.’ From Aug.1 through Oct. 31, visitors can take advantage of deals and incentives with the Keys Season program. “It’s a promotion we’ve developed with many of our core partners, including hotels, attractions and restaurants. It gives travellers another incentive to visit the Keys, whether that’s a special hotel offer, a buy-one-get-one offer at an attraction or another type of added value,” says Haban. Another fun offering is the Key West Cooking Show.

The industry can also keep an eye out for ‘Play in Your Own Key’, a new promotional campaign on the way. Says Haban: “It’s a play on the musical heritage of the Florida Keys. When people think of the Keys, they think Jimmy Buffett and Kenny Chesney and the whole trop-rock music scene. You can walk down Duval Street or into restaurants and bars throughout the Keys and hear live music at almost any time of day — breakfast, lunch, dinner or late at night. ‘Play in Your Own Key’ also speaks to the fact that we have five distinct Keys. It’s about asking travellers: What does your Key look like? What works for your family and the way you want to travel?”

More information about travel to The Florida Keys & Key West can be found at VisitFloridaKeys.com.

Lead image caption: Mary B. Haban, Visit Florida Keys & Key West and Jerry Grymek, LMA Communications