Brett Laiken of Visit Florida shared optimistic insights on the state’s tourism industry during a recent conversation with Graham. While UK visitor numbers dipped slightly due to calendar shifts like Easter, Laiken emphasized strong Q1 performance and favorable currency exchange as positive signs. A new brand campaign—“The New and the Known”—aims to promote Florida as a repeat destination with fresh experiences, from ziplining in Ocala to paddleboarding in calm inland waters. With upcoming events like the FIFA World Cup and expanded culinary recognition, Florida is positioning itself as a flexible, vibrant vacation hub.  

While this year as a whole could be tough, Florida tourism officials celebrated another annual record for tourist arrivals in 2024. Latest state data confirmed a new record with 143 million visitors to the Sunshine State. That is a small increase of 1.7% over the previous record in 2023,. It comprised 130.65 million domestic travelers, and almost 9 million from overseas. There were also 3.41 million Canadian tourists. However, the Canadian market – Florida’s top overseas source market - could contract this year due to weakening demand over political issues with the US. It is still unclear how it will affect Florida tourism. Still, Florida began the year mostly unaffected, attracting 41.2 million visitors in the first quarter of 2025. The upcoming opening of the new Epic Universe theme park this month is likely to boost visitation for the second quarter.

According to the 2025 Hilton Trends Report, ‘foodies will travel for food’ and ‘local cuisine isn’t just part of the travel experience; it’s the main event.’ Florida’s Nature Coast is offering food lovers a tasty new experience in the towns of Crystal River, Homosassa, Lecanto and Inverness. The Nature Coast offers an affordable, under-the-radar option with surprisingly spectacular scratch-kitchen dining. Here, seafood comes straight off the boat, while charming downtowns like Inverness buzz with pubs, coffee roasters, and eateries. Here are four scratch-based favorites where flavor and local pride come together in every bite:   Wallace’s at The Greenhouse, Homosassa After a life-changing cancer diagnosis, husband-and-wife team Wallace and Stefanie Phaire went all-in on their dream, and Wallace’s at The Greenhouse was born. This cozy spot serves up inventive dishes including Hickory Dusted Porkchops and Shrimp and White Cheddar Grit Cakes topped with Cajun cream sauce. Bayside Kraft Kitchen, Crystal River At Bayside Kraft Kitchen you get sweeping views of King’s Bay and fresh scratch-made dishes. Owners Tiffany and Richard Wiggins use fresh, local ingredients and time-honored techniques like sous vide, pickling, and cast-iron cooking. Start with Whipped Feta appetizer (with charred local sourdough and house-pickled onions), and a main course of Chilean Seabass paired with creamy mashed potatoes and crisped Brussels sprouts, Sweet endings include a tempting Chocolate Torte topped with house-made whipped cream. Katch 22, Lecanto A little inland, visitors can find Katch 22, another local must-visit dining destination. Also owned by the Wiggins family and helmed by Michelin-starred Chef de Cuisine James Hill, this spot is an insider’s secret. Everything is created from scratch, from the fresh bread and handmade pasta to the decadent desserts. Popular items include the Trinidad Pepper Shrimp, Crab Cakes, and Truffle & Mushroom Risotto. The Cove Pub, Inverness History meets hospitality at The Cove Pub, a Citrus County institution that got its start back in the 1950s. Fast-forward through decades (and a rebuild after a fire), and today The Cove Pub still serves up legendary flavors with Old Florida charm. The scratch-made sauces, jumbo “Debbie” wings, and indulgent Oinkers (house chips smothered in smoked pulled pork, ranch, and chipotle BBQ) have made The Cove a can’t-miss classic. To start planning a scratch-made summer foodie adventure, visit  DiscoverCrystalRiverFL.com . Crystal River, Florida is renowned as the Manatee Capital of the World and one of North America’s premier destinations for swimming with manatees. On a guided eco tour, visitors can enjoy an up-close encounter. Located on Central Florida’s Gulf Coast, Crystal River and the surrounding cities of Old Homosassa, Inverness and Floral City are home to tens of thousands of acres of protected state parks, forests and wildlife refuges  

New Smyrna Beach, the eclectic beach town on Florida’s Atlantic coast, just an hour from Orlando, is known for its colorful streets, white sand beach, vibrant arts and laid-back coastal vibe. The relaxed pace of life and small-town feel is New Smyrna Beach’s main attraction, and big developments are rare, but there’s always a busy calendar of local events, new dining options and something new to discover.   Dining updates New Smyrna Beach’s two distinct downtown districts, Flagler Avenue and Canal Street, as well as the hub of East 3rd Avenue and the route to Canaveral National Seashore, are home to many independent restaurants, seafood joints, bakeries, quirky cafés, buzzy breweries and local distilleries. Still, there are a host of new and upcoming options to sample: The Yardery - Following a successful launch in Sanford, FL, The Yardery is set to open a second location on Canal Street in 2025. The Yardery will offer laid-back outdoor dining and outdoor games that are perfect for entertaining guests of all ages. The venue will feature a large turf lawn, fun games like cornhole and foosball, a pet-friendly vibe and a bar serving local craft beers and cocktails.   LUMA NSB  - In July 2024 it opened its doors on Flagler Avenue, offering a family-oriented, predominantly outdoor space, with a laid-back and bohemian charm. The restaurant offers casual dining, coffees, juices, wine, beer, cocktails and charcuterie boards.   Bar Leona - New for 2025, Bar Leona has opened close to Canal Street, in the historic arts and business district. The sister-venue to family-owned Prima, Bar Leona continues the tradition of serving fresh fish, tender meats, pasta creations and vegetarian dishes. Each sauce is crafted in-house daily. Bar Leona also has a focus on sourced wines and artisan spirits from local distilleries.   Shebeen Suspiciously Sweet - This new eatery has a 1920’s speakeasy vibe, harking back to the US’s prohibition era. Opened in late December 2024, Shebeen Suspiciously Sweet is the hot new place offering the coolest sweet treats - ice cream, coffee, artisan chocolates, plus waffles, baked goods and sandwiches.   Events worth travelling for The New Smyrna Beach area has a packed calendar of events, from daily live music at bars and restaurants, to monthly rituals like the sip-&-stroll, wine walk and vintage car show. The local community is always dreaming up ways to gather a crowd, whether that’s for a festival, cook-off, beach run or cultural event.   Atlantic Center for the Arts: Residency with Dani Ferreira Amaro The Atlantic Center for the Arts (ACA) continues to shape the global arts landscape with its innovative residency programs. ACA Soundscape Field Station, in partnership with Canaveral National Seashore, welcomes transdisciplinary sound artist Dani Ferreira Amaro as the 2025 artist-in-residence. This residency coincides with the 50th anniversary of the National Park Service’s designation of Canaveral National Seashore as a protected area. Amaro will spend her residency at ACA creating a site-specific tactile sound sculpture made from Sargassum seaweed and cultural materials representing Florida’s heritage. The public is invited to view Amaro’s sound sculpture from 17 – 30 March 2025, at Canaveral National Seashore, where entry is free with park admission.   NSB Coastal Catch Restaurant Month Launched in 2024 and set to return for 2025, New Smyrna Beach welcomes back the NSB Coastal Catch Restaurant Month. From 1 – 31 October 2025, visitors and locals can experience culinary delights in celebrating NSB’s coastal heritage and diverse dining offerings. Restaurants across NSB will curate special prix-fixe menus, priced at $39 and $59 for three-courses, highlighting their signature dishes. Participating restaurant details to be announced, but with exciting chef collaborations and special tasting menus in the works.   The latest NSB Trails Discovering the area has never been easier thanks to the  ‘NSB Trails’, 25 online guides that offer visitors different ways to explore the destination. Some trails can be completed in a day, whilst others should be split over a few days. Tailored to a variety of themes and activities, travelers can discover the great outdoors, journey into the past, plunge into watersports, or sample local culinary delights and craft beers. One of the newest Trails added to the collection include the ‘NSB Keep it Like New Trail, which includes attractions, accommodations, restaurants and businesses that are committed to developing sustainable tourism. The ‘Retreat to Romance Trail’ takes visitors on a journey that includes tranquil garden strolls, intimate dining venues, relaxing spa sessions and beachside chill, perfect for couples seeking quality time together. For more information on New Smyrna Beach, visit www.visitnsbfl.com

Valentine's Day has gone but you can continue celebrating everything sweet and indulgent on Florida's Historic Coast.  Chocolate was first tasted in North America by the residents of St. Augustine, where newly discovered treats from Central and South America were first found. In fact, the first written record of the word chocolate in North American history was on a cargo list from a ship porting in St. Augustine in 1641. “Sweet Beginnings: Unwrapping St. Augustine's Chocolate Legacy,” will be on display at the Governor's House Cultural Center and Museum through March 31, 2025. This engaging exhibit is funded by a Forrest E. Mars, Jr. Chocolate History Grant. Through an ArcGIS story map and a virtual tour, visitors can trace the roots of chocolate in the Nation's Oldest City. Since 1967, the Whetstone family has been crafting chocolates savored by residents and visitors to Florida's Historic Coast. What began as a young couple's kitchen pastime has become Whetstone Chocolates, a multi-generational business. Its factory, located in downtown St. Augustine, still creates confectionaries from the finest cacao beans, offering daily tours where patrons can see the chocolate-making process, enjoy samples, and purchase treats. For a full chocolate experience, visit Claude's Chocolates, which specializes in small-batch bonbons and truffles made with Belgian chocolate; Peterbrooke Chocolatier, which uses Old World European techniques to craft classically American treats; and Crème de la Cocoa, with chocolates, French macarons, cakes, and more. For a guided tour, take St. Augustine Experiences' Not Just a Chocolate Tour, which features candy shops, bakeries, coffee, and history. For those with a more grown-up palate, try sweetness with an adult bite with hand-crafted bourbon and rum tastings at the St. Augustine Distillery. Take the behind-the-scenes tour or sign up for an in-depth tasting course. Wines vinted by the San Sebastian Winery are uniquely made with muscadine grapes, known for their juicy flavor. At the end of the free tour, sample their wines, sherry, and port. Enjoy local brews at Ancient City Brewing's Taproom on the Plaza where guests enjoy Matanzas River Red Ale, Ponce's Pale Ale, Anastasia Island Style IPA, and other signature brews. Go with a pro and explore the town's sweetest bites and sips with a luxury foodie tour from The Tasting Tours. A Historic Coast trip gets even better when booking a sweet package at one of the destination's charming Inns, or at a luxury oceanfront resort. Use the new and improved Trip Planner to create a tantalizing itinerary. It's packed with useful information and an interactive mapping feature. Florida's Historic Coast includes historic St. Augustine, the outstanding golf and seaside elegance of Ponte Vedra, Hastings, Elkton, St. Johns, and 42 miles of pristine Atlantic beaches.

  Peebles Barbeque, a beloved Florida institution, has been serving up delicious smoked meats since 1947. Founded by Erica Strawbridge’s grandfather, the restaurant began as a backyard operation and has grown into a popular destination for both locals and visitors worldwide. Open Thursday through Saturday, Peebles thrives during its busy weekend rush, especially on Saturdays. With original smokers still in use, the restaurant focuses on delivering a unique dining experience, allowing customers to watch their food being cooked. Erica recommends the sampler dinner for newcomers, while her personal favorite is the mouthwatering ribs.  

  Erica Smith from Bok Tower Gardens shares insights into the historic Florida attraction, dedicated in 1929. Known for its iconic Singing Tower, the gardens also offer a rich blend of wildlife, native bird species, and lush landscapes. Erica highlights the gardens as a serene space for visitors to disconnect and reconnect with nature. Upcoming preservation projects include restoring the moat and reviving original Water Gardens. Open 363 days a year, the gardens welcome visitors to explore, reflect, and enjoy the tranquility. Entry fees are affordable, with details available on the Bok Tower Gardens website.  

Next year’s Florida Huddle and Encounter trade event will be hosted in Orlando. It will take place February 2-4, 2026, at Hilton Orlando. Florida Huddle is the Sunshine State’s Official Travel Trade Show, showcasing the best of Florida to international and domestic tour operators, wholesalers and media. It facilitates one-on-one-appointments, and hosts educational sessions and networking. Florida supplier partners that typically attend are CVBs, hotels, resorts, attractions and theme parks. Florida Encounter, one of the longest-running appointment trade shows in the MICE industry, will take place in conjunction with Florida Huddle 2026. Encounter features appointments between fully hosted, qualified planners with proven business for Florida and Florida suppliers. VISIT FLORIDA Chief Marketing Officer Brett Laiken said: “Florida Huddle and Encounter provide invaluable opportunities to unlock business potential for the Sunshine State’s destinations, hotels, resorts and attractions. Next year, we are thrilled to showcase the diverse offerings of the Orlando area to key travel professionals from around the globe.” Visit Orlando President & CEO Casandra Matej said, “As the No. 1 travel and meetings destination in the U.S., Orlando is excited to host Florida Huddle and Encounter once again. “This trade show brings together top travel professionals and Florida destinations, creating valuable connections that drive business and boost the economy.”

Florida set a new  tourism record in 2024, welcoming 142.9 million visitors. It marks the most travelers in the state’s history. There were over 30 million visitors in the fourth quarter of 2024, with almost three million foreign travelers. Of these, 742,000 were Canadians. Overall, the state welcomed a total of 8.9 million overseas visitors in 2024. “That is a pretty good increase over 2023 and the highest on record,” said Governor Ron DeSantis. “And we know a lot of that is here in South Florida. We’re really excited that our tourism industry is booming.” Secretary of Commerce J. Alex Kelly added: “Tourism in Florida continued to break records, recovering from a challenging hurricane season, driving economic growth, and improving quality of life for Florida’s communities and families.” Air arrivals were slightly up by 3.1% in 2024, with the biggest air passenger growth seen at secondary airports like Tallahassee, Panama City and Pensacola. Room nights sold at Florida hotels increased by 1.6% in 2024.

  VISIT FLORIDA announced that next year’s Florida Huddle and Encounter will take place February 2-4, 2026, at Hilton Orlando in Orlando, Florida.   Florida Huddle is the Sunshine State’s Official Travel Trade Show, showcasing the best of Florida to international and domestic tour operators, wholesalers and media with one-on-one-appointments, educational sessions, and networking. Florida partners that typically attend are CVBs, hotels, resorts, attractions and theme parks.   Florida Encounter, one of the longest-running appointment trade shows in the MICE industry, will take place in conjunction with Florida Huddle 2026. Encounter features appointments between fully hosted, qualified planners with proven business for Florida and Florida suppliers.   VISIT FLORIDA Chief Marketing Officer Brett Laiken said, “Florida Huddle and Encounter provide invaluable opportunities to unlock business potential for the Sunshine State’s destinations, hotels, resorts and attractions. Next year, we are thrilled to have the opportunity to showcase the diverse offerings of the Orlando area to key travel professionals from around the globe.”   Visit Orlando President & CEO Casandra Matej said, “As the No. 1 travel and meetings destination in the U.S., Orlando is excited to host Florida Huddle and Encounter once again in 2026. This trade show brings together top travel professionals and Florida destinations, creating valuable connections that drive business and boost the economy. Held next year at the centrally located Hilton Orlando on International Drive, attendees will be just steps away from award-winning dining, legendary entertainment and a variety of attractions, including our world-famous theme parks and the new Universal Epic Universe.”   Stay tuned for more details and updates at www.floridahuddle.com and www.floridaencounter.com.

The MICHELIN Guide is expanding its selection in Florida with three new destinations being added in 2025. In addition to Miami, Orlando and Tampa, the 2025 selection will include restaurants in Greater Fort Lauderdale, The Palm Beaches and St. Pete-Clearwater. Beginning in 2026, the selection will grow further to become a state-wide selection covering all of Florida. “Florida continues to raise the bar with its emerging culinary talent and the passion of its local restaurant communities,” said Gwendal Poullennec, International Director of the MICHELIN Guides. “Over the past three years, we’ve seen the Florida selection grow and strengthen. We look forward to exploring these new destinations.” The MICHELIN Guide’s anonymous Inspectors are already in the field, making dining reservations and scouting for restaurants to feature. The full 2025 restaurant selection will be revealed at a later date during the annual MICHELIN Guide ceremony for Florida. "The MICHELIN Guide's expansion into three additional Florida destinations in 2025 and statewide in 2026 further cements the state as a premier culinary destination," said Dana Young, President and CEO of Visit Florida. The upcoming restaurant selection will follow Michelin’s historical methodology, based on five universal criteria, to ensure each destination’s selection equity: 1) quality products; 2) the harmony of flavors; 3) the mastery of cooking techniques; 4) the voice and personality of the chef as reflected in the cuisine; 5) consistency between each visit and throughout the menu. Each restaurant is inspected several times a year. Michelin announced its first North American Guide in 2005 for New York. Guides have also been added in many cities such as Chicago, Washington, D.C, California (San Francisco in 2007, statewide 2019), and Miami/Orlando/Tampa, Florida.

Dana Young, President and CEO of VISIT FLORIDA, is set to stand down after six years at the helm of the state's official tourism marketing organization. During her tenure, Young has transformed Florida's tourism industry, leaving a lasting legacy that extends far beyond the traditional tourist hotspots. In a recent discussion with Graham McKenzie from TravelMole at Huddle25 in Ocala, Young reflected on her biggest achievements, emphasizing her journey in tourism and successfully running a Destination Marketing Organization (DMO). She says her most significant accomplishment has been the effective distribution of tourism's benefits across the entire state, expanding Florida's tourism portfolio to include a wider range of destinations. One of Young's strategic moves was focused on showcasing Florida's natural beauty, which proved to be particularly popular and effective. Under her leadership, VISIT FLORIDA expanded its marketing efforts to highlight the state's diverse landscapes, from pristine beaches to lush forests and unique ecosystems. This approach not only attracted more visitors but also encouraged them to explore lesser-known areas of the Sunshine State. The success of Young's initiatives can be attributed to her political acumen and her ability to persuade elected officials of tourism's benefits. From the outset, she recognized the importance of demonstrating the industry's value to the state legislature. Young implemented a comprehensive system of measuring Return on Investment (ROI), able to meticulously track almost every aspect of tourism's impact on Florida's economy. This data-driven approach proved invaluable in illustrating the financial benefits of tourism to the state's income and employment. Young's team quantified the industry's contributions, showing that in 2023, Florida attracted 140.6 million visitors, generating a staggering $127.7 billion in economic impact. This represents a 7.3% increase in visitation and a 32.4% growth in economic impact during her tenure. Young's efforts have elevated VISIT FLORIDA and the tourism industry as a whole to be recognized as major economic contributors to the state's coffers. This recognition has garnered positive media support from the Florida’s press. Under Young's leadership, VISIT FLORIDA has achieved numerous milestones. The organization expanded its membership to include every destination in the state, secured record funding, and at one-point elevated Florida to become the number one destination for overseas travelers, surpassing New York for the first time since 2001. Moreover, Florida's recovery from the pandemic significantly outpaced that of the US as a whole, beating projections by two years. Young's team has been instrumental in these achievements, ensuring that VISIT FLORIDA operates efficiently and effectively. As Young prepares to step down, she leaves behind a transformed tourism landscape in Florida with widespread recognition of tourism's vital role in Florida's economy.