At the annual trade gathering, Florida Huddle, in Orlando I sat down with Bryan Griffin, President and CEO of VISIT FLORIDA, a Florida native with a deep-seated passion for his home state.
Griffin is navigating a landscape where the “Sunshine State” brand faces a mixture of challenges: global inflation, shifting political perceptions and the sheer logistical weight of record-breaking visitor numbers.
The luxury shift: is Florida still for families?
A concern for international travellers, particularly from the UK and Canada, is a growing perception that Florida is pivoting toward a “luxury-only” model. As theme park technology advances and metropolitan hotel rates climb, the classic, affordable family holiday feels under threat.
“Value is a big part of the answer,” Griffin admits, though he emphasises that the solution lies in dispersion.
“You are going to pay more if you’re in the metropolitan areas and our theme parks. But there are affordable parts of the state you can go to and still travel on a budget.”
Griffin isn’t just waiting for travellers to find these deals; he is actively advocating for a “value-forward” approach from industry partners.
“We advocate to our partners all the time to express value—offer a deal, a package with a free night, or savings on parking. It makes a big difference”.
And despite global price hikes, Griffin remains adamant: “Florida still prides itself on value. In our data, ‘value’ remains one of the main descriptors people use for us”.
The “Broad Church” and the political climate
In Europe, and the UK specifically, travel is increasingly viewed through a political lens.
I asked Griffin about the “politicised travel trend” and whether it’s deterring visitors who worry about the social climate in the U.S.
“I think largely the politicised travel trend is being driven by the media,” he says.
“I just wish people would be honest that nothing’s changed about the traveller’s experience to Florida”.
He points to the UK as Florida’s number two international source market and notes that for many British families, a trip to Florida is still a cherished “rite of passage”.
On the question of whether Florida remains a “broad church” welcoming all, he points to safety as the ultimate welcoming mat.
“We’re putting public safety first. We are at a 50-year crime low, and our leadership has focused on making Florida a safe, fun, and enjoyable place for everyone to visit”.
The World Cup: a hub for global fans
Looking ahead to this summer’s FIFA World Cup, Florida is positioning itself as more than just a host city for games in Miami and Griffin sees the tournament as a catalyst for a statewide “hub” strategy.
“You can experience the game in Miami, but we’re having celebrations all over the state,” he enthuses.
With the expansion of the Brightline rail service, fans can stay in Orlando to enjoy theme parks and still make it to Miami for game day.
“Florida can be your base for games even in other parts of the U.S. Our world-class airports make it easy to get in and out”.
Beyond the theme parks: the power of small towns
While Orlando remains the titan of Florida tourism, Griffin is noting real success in drawing visitors to rural and local areas — a move that helps manage crowds and traffic.
He cites Apalachicola as a prime example of successful dispersion.
“Dispersal has been so successful there that they’ve built new tourist-focused options: breweries, main streets, and new lodging,” he says.
For Florida’s chief, this isn’t just about marketing; it’s about economic survival.
Tourism recently generated $134 billion in economic activity, saving every Florida household roughly $2,000 in taxes.
Tourism’s upward trajectory
Annual international visitation to Florida has been steady climbing since the disruption caused by the pandemic in 2020.
In 2025, Florida welcomed approximately 9.3 million international visitors, a significant increase from the 2.4 million seen in 2020.
While the 2025 total slightly trails the 2018 peak of 10 million, the recovery index for overseas visitation specifically has frequently hovered near or above 90% of pre-pandemic levels throughout recent months.
The UK’s annual share
• Annual Volume: UK visitation from 2025 was at 1.20 million, continuing the recovery from the 1.14 million visitors recorded in both 2023 and 2024.
• Market Share: Florida captures a massive portion of the UK’s travel to the USA. In 2025, Florida’s annual share of the UK market was 26.0%, exceeding New York and California (approximately 11%).
• Monthly Market Dominance: In some months, Florida’s share of the UK market is even more pronounced, reaching 39.6% in August 2025.
The CEO’s perfect matchday
To close, I asked Griffin, who knows just about every corner of the state, for his “must-do” Florida experience. Though he tried to remain impartial, the native Floridian in him won out.
“I love the West Coast of Florida — the Gulf is amazing,” he says, recommending the new developments in Tampa.
As for food? “It has to be a Cuban sandwich.” But he warns travellers of a local rivalry: “In Tampa, they believe you should have salami on your Cuban sandwich; in Miami, they do not. You’ll have to see for yourself!”.
As he navigates the complexities of state legislation, federal politics and global competition, Brian Griffin’sfocus remains clear: keeping Florida affordable, accessible and authentically welcoming.
In his eyes, VISIT FLORIDA isn’t just a marketing arm; it’s a vital investment in the state’s future.
