MIAMI BEACH — With the largest attendance ever – with 728 buyers, suppliers, travel operators and wholesalers – Florida Huddle 2024 opened at the Miami Beach Convention Centre last night with Latin rhythms matching the joyous energy of the attendees.

“Florida is at the forefront of tourism’s recovery,” explained Dana Young, President and CEO of Visit Florida. “There is tremendous enthusiasm from our key markets.” And leading the way is Canada, as the number one source for international visitors to the sunshine state.

David Whitaker, President and CEO, Greater Miami CVB and Dana Young, President and CEO, Visit Florida

In 2023, Florida had 8.31 million international visitors, reflecting a steady increasing trend, with 2023 closer to being fully recovered post-pandemic, more than the U.S. overall.

Despite the final numbers not yet available for Canadian visitors in 2023, in April 2023, Canada’s air visitation numbers had surpassed 2019, and December 2023 saw an increase of 107%.

Florida Huddle, for the travel trade, is held annually every February at the same time as Florida Encounter, for the meetings industry, with three days of meetings, workshops and networking showcasing Florida’s diverse tourism offerings from the panhandle to the keys.

A 2022 economic impact survey revealed an increase in tourism dollars in Florida: increasing from $102 billion in 201 to $121 billion in 2022; the increase was notably large, despite higher prices and inflation, because as the survey showed, travellers wanted to spend their money in Florida.

David Whitaker, President and Chief Executive Officer of the Greater Miami Convention and Visitors Bureau (GMCVB), joined Young in extolling recent successes, with 12 Michelin-starred Miami restaurants, the upcoming third year of the Michelin Guide (there are also Michelin Guides for Tampa and Orlando) and the ‘Messi effect’ with global soccer superstar Lionel Messi now a player and captain of MLS’s Inter Miami CF.

Latin rhythms at Miami Beach Convention Centre for Florida Huddle 2024

In April, the Messi Experience will open at The Hanger Coconut Grove, an interactive and immersive exhibit to learn all about the life and career of the Argentinian soccer star. Miami will also be one of the 16 host cities for the upcoming World Cup 2026, in addition to two cities in Canada (Vancouver and Toronto) and three cities in Mexico and will also host games as part of Copa America 2024, including the finals at Miami’s Hard Rock Stadium in July.

“The silver lining of the pandemic was showing the importance of travel, tourism and events within our economy,” added Whitaker, who understands very well the ongoing connection between Miami and Canada, as the former president and CEO of Tourism Toronto, now Destination Toronto. “Canadians know that we love them.”

Young noted the return of a direct flight three times weekly between Miami and Vancouver in 2022 after an almost 20 years absence on Air Canada as an example of the increasing and numerous flight connections between Canada and Florida.

Florida is also attracting strong growth from Latin America such as Mexico, Brazil and Colombia, as well as European tourists, including the UK, France and Spain, with increases in comparison to 2022 from every country in their top 10 international visitors.