MIAMI — As a sixth generation Floridian, Dana Young proudly gushes about her state’s endless white sand beaches, Michelin-starred restaurants in Miami, Orlando and Tampa and memorable experiences, like snorkelling with manatees in Crystal River.
“We’re proud of our international market share – we’ve surpassed New York, California, Hawaii and Texas. It really shows our marketing plan is moving the needle more than our key competitors,” explained Young, President and CEO of Visit Florida during an interview with Travelweek at Florida Huddle 2024.
The 2024 event, held earlier this month, enjoyed its highest-ever attendance. Full coverage can be found here.
Young told Travelweek she’s thrilled with the education and growth of visitors for off the beaten path experiences outside gateway cities, like the 1500 miles of the Florida National Scenic Trail, 30 natural springs and the Florida Keys activities and festivals.
There’s also been a shift in what visitors are pursuing during their vacation. “We’re adapting for younger visitors: the average age of a Canadian traveller was 49, it’s now 41,” said Young.
Those travellers are focused on culinary and the arts, like seeking out one of the 19 Michelin starred restaurants in Florida including 12 in Miami. In April the third edition of Michelin Guides for Miami, Tampa and Orlando will be released.
Expansion is happening across the state. At the Miami Beach Convention Centre, a US$640 million addition is underway, with an 800-room Grand Hyatt Hotel, with 90,000 square feet of additional meeting space opening spring 2026. The Bradenton Convention Center is undergoing a US$48 million renovation, adding 14,000 square feet to be finished in 2025, and this spring the 252 room Palmetto Marriott Resort & Spa will open, attached via walkway.
Last week, Sarasota launched the 76 Flyer, a new daily trolley service connecting Sarasota International Airport (SRQ) and nine downtown hotels, including the Westin, Aloft, Hyatt Regency and The Ritz-Carlton (trolley fare is US$2). The St Regis Longboat Key Resort is slated to open in June, the second hotel from this luxury chain in the state.
Meanwhile the Brightline high-speed train connecting Miami, Boca Raton, Fort Lauderdale, West Palm Beach and Orlando has a new partnership with Princess Cruises. Scheduled to start in March 2024, guests travelling to Fort Lauderdale can have their luggage shipped direct to their stateroom, allowing more time to experience cities prior to a cruise.
With spring training beginning soon and Miami becoming one of the host cities for the World Cup in 2026, there’s more lures for travellers on the horizon, like the growth of sports tourism. “We have a vast and diversified marketing program, and our hope for 2024 is a full recovery of all our markets,” said Young.
And on the horizon for 2025: the next edition of Florida Huddle, taking place in Ocala.