Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal

 

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.

 

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