Florida is a long-time favourite with UK and Irish visitors because of its year-round warmth, world-famous attractions and easy-going charm, and now the destination is tapping into shifting traveller priorities.

Increasingly, holidaymakers are seeking more than traditional sightseeing, with demand growing for nature-led escapes, cultural immersion, culinary exploration and wellness-focused breaks.

The Live More Floridays campaign responds to this trend by encouraging visitors to “find the new in the known”, blending Florida’s iconic experiences with lesser-known discoveries, all enjoyed at a slower, more intentional pace. The message is clear: Florida is not just a place to visit, but a mindset to embrace.

While Orlando’s theme parks remain a key draw, the campaign highlights the breadth of experiences available beyond the headline attractions. Travellers are encouraged to explore Central Florida’s evolving neighbourhoods, burgeoning food scene and outdoor activities, offering a fresh perspective on a familiar destination.

Nature continues to play a central role in Florida’s appeal. Visitors can encounter manatees in Crystal River, explore the vast wetlands of the Everglades, or unwind along the state’s extensive coastline. Meanwhile, cultural tourism is gaining traction, with Miami’s Wynwood arts district and St. Petersburg’s gallery scene, including the renowned Dalí Museum, offering rich artistic experiences.

Wellness is another growing pillar, with activities such as sunrise paddleboarding, beach yoga and coastal cycling routes appealing to those seeking relaxation and rejuvenation.

For the travel trade, the campaign provides a strategic opportunity. Positioned as more than a marketing push, Live More Floridays acts as a practical sales toolkit, helping agents reframe Florida as a destination with depth, diversity and strong repeat-visit potential.

Key recommendations for agents include encouraging clients to slow their itineraries, showcasing the state’s natural and cultural assets, and creating tailored trips that balance must-see attractions with off-the-beaten-track experiences.

By promoting both the familiar and the unexpected, agents can drive longer stays, increase customer engagement and inspire repeat travel — reinforcing Florida’s status not just as a holiday hotspot, but as a destination ready to be rediscovered.

Further resources, itinerary ideas and sales tools are available via VISIT FLORIDA.