The smart reason why Florida holidays should always be twin-centre
Theme park alternatives, expanded rail links and Michelin stars top the bill for Visit Florida this year. We learn more from the tourist board
“My key message when talking to agents is this,” says Gill Standeven, travel trade account director for Visit Florida. “If a first-timer stays one or two nights outside the theme parks, they are five times more likely to rebook. Add extra nights at the beach and they will come back to Florida.”
Some of her top recommendations for taking a break from the theme parks include swimming with the manatees in Crystal River; kayaking on Florida’s Space Coast; zip-lining in Ocala, Marion County; and taking an airboat ride to see gators in their natural habitat, where the source waters for the Everglades start in central Florida at Kissimmee. There’s so much that you can easily do as a day trip when you’re based in Orlando, she urges, and even more when you factor in nights elsewhere in the state.
For those Florida regulars keen to look more outside the box, she highlights New Smyrna Beach. “It’s a real unsung hero on the east coast. It has a Key West vibe but without the seven-hour drive because it’s just an hour from Orlando.”
Standeven also recommends driving the Scenic 30A, which hugs the Gulf of Mexico coastline in north-west Florida: “You’ll find plenty of undiscovered beaches and very few high-rises,” she says. Sarasota, Florida’s cultural capital and the quirky, historic city of St Augustine are also among her tips.
A major new piece of infrastructure is the expansion of the Brightline rail service. The well-established Miami-Fort Lauderdale line was recently extended to West Palm Beach and there are plans for it to link as far as Orlando by early summer, with the terminal based at Orlando International airport.
“This will make it easy to take the train from Orlando to Miami or vice versa,” explains Standeven. “And that’s great news, particularly with the rise in car hire costs, and for those resistant to driving in the US or wanting to travel more sustainably.
“We’ve had encouraging conversations with Brightline about working with the UK trade so it’s very much ‘watch this space’.”
PASSIONATE CHEFS
Pricing is a factor and not just because of the exchange rate. “Because Florida didn’t really shut down during the pandemic,” Standeven explains, “there was a domestic tourism boom, which impacted hotel rates, but they are levelling off now.”
In line with the general industry trend, she’s cautiously optimistic about the coming year. The UK has quickly returned to being Florida’s top international source market and bookings are being maintained on an upwards trajectory.
“In conversations with key partners and airlines, I think everyone’s a little surprised how much bookings are coming in, but then maybe holidays are the last luxury to go!”
Another key driver agents can use to leverage Florida bookings is the state’s culinary credentials. The inaugural Michelin Guide to Miami, Orlando and Tampa awarded 14 one-star restaurants and one two-star, L’Atelier de Joel Rubuchon Miami.
Michelin-star restaurants include Los Felix, a Mexican restaurant in Miami inspired by Indigenous heritage (losfelixmiami.com); Capa, a Spanish-influenced steakhouse at the Four Seasons Resort Orlando in Walt Disney World (fourseasons.com); and Soseki, a tiny operation in Orlando, offering a modern take on omakase – a chef’s choice dinner exploring local Florida produce (sosekifl.com).
The guide also highlights 29 Bib Gourmands, recognising great restaurants where you can eat two courses and have a glass of wine or dessert for less than $49.
“There’s a real misconception that Floridian food is all burgers and fast food,” says Standeven. “Agriculture is the second-biggest industry in the state after tourism and there are some really fantastic farm-to-table restaurants where the chefs are so passionate about what they serve.”
Add to that Florida’s 1,250 miles of coastline, offering up some succulent seafood, and agents have some pretty tasty reasons to be recommending Florida this year.
Inclusive Florida
Visit Florida’s Accessibility Hub now has nine videos showcasing how people of different abilities can fully enjoy Florida’s experiences, from kayaking and biking to enjoying the beach and scuba diving. Sample videos feature these local Floridians:
- Hunter, a five-year-old diagnosed with Autism, ADHD and Mixed Receptive Expressive Language Delay visiting Dinosaur World, a Florida Certified Autism Center;
- Zoey, who has Down Syndrome, blueberry picking at Southern Hills Farm in Clermont;
- The LeFors family, which has five deaf members, kayaking and biking along the Palm Coast.
For more information and travel tips, see visitflorida.com/things-to-do/accessible-travel
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