TORONTO — The travel industry knows how to network, no matter what – and that’s exactly what happened at last night’s Visit Florida get-together in Toronto.
Industry and media partners met with representatives from six Florida favourites – Fort Myers Islands, Beaches & Neighborhoods, Visit Central Florida, Destin Fort Walton Beach, Ocala / Marion County, Pensacola and The Florida Keys & Key West – to talk shop.
The fun sports-themed event, which featured a soccer kick competition and customized sports jerseys, was hosted by VISIT FLORIDA, represented in Canada by VoX International.
PROJECTED 2025 VISITATION: 2.9 MILLION CANADIANS
Initial estimates for 2025 for Canadian market pegs visitation from this side of the border to the Sunshine State at 2.9 million travellers. Official numbers will be released in about a month’s time.
Canadian visitation to Florida may be down amid the current Canada-U.S. political climate. But it’s not out.
“We’re still full steam ahead in this market, especially with our marketing efforts with the media and travel trade,” said VISIT FLORIDA’s Erin Cramer in an interview with Travelweek. “We’re holding events like this so we can continue to network, and stay top of mind.”
Cramer added: “At the end of the day, we’re still fully committed to the Canadian market. Canada is still our number one international market. We’re also focused on being understanding, and respectful. We’ve had such a great relationship with Canada, and we want to maintain that. We’ll be here no matter what.”
THE EXPERIENTIAL TRAVEL TREND
Last night’s event venue, downtown Toronto’s Real Sports Bar, was a perfect fit as VISIT FLORIDA promotes sports travel among its many draws.
Home to nine major professional sports teams in the MLB, NFL, NBA and NHL, Florida will also play host to seven FIFA World Cup 2026 matches at Miami’s Hard Rock Stadium.
Experiential travel, including sports tourism, is a pillar of ‘Live More Floridays’, VISIT FLORIDA’s new-for-2026 campaign. “Repeat visitors still doing the iconic attractions, while many new visitors to Florida are seeking out different experiences. We call it ‘the new and the known’,” says Cramer. “Canadians have a long-standing relationship with our state. You think you know this state, but it’s ever-changing and ever-evolving. Return visitors can always go to all their same favourite destinations, because there’s always something new.”
Travel advisors can keep track of the latest developments in Florida’s tourism scene with training at VisitFloridaTravelPro.com.
Partner destination reps on hand at the event included Lindsay Steck, Marketing and Communications Manager for Visit Pensacola, Stacey Young, Community and PR Manager, Visit Destin-Fort Walton Beach, Jessica Heller, Marketing & Communications Supervisor with Ocala / Marion County, Michael Hogan, Sr. Communications Specialist with Visit Central Florida, Andrew Ricketts with VoX representing Fort Myers Islands, Beaches & Neighborhoods and Mary Haban, Director, PR for The Florida Keys & Key West.
Haban summed it up for the group: “When you are ready to come back and visit us, you are very welcome.”
For more information see VisitFlorida.com.
Lead image caption (left to right): Mary Haban, The Florida Keys & Key West; Susan Webb, VoX International; Andrew Ricketts, Fort Myers Islands, Beaches & Neighborhoods; Lana Lubon, VoX International; Erin Cramer, VISIT FLORIDA; Jessica Heller, Ocala / Marion County; Stacey Young, Visit Destin-Fort Walton Beach; Lindsay Steck, Visit Pensacola; Anja Brokjans, VoX International; Michael Hogan, Visit Central Florida
