VISIT FLORIDA brought sunshine, smiles, and serious business to the UK & Ireland with the launch of Florida Huddle UK & Ireland — the first-ever multi-day trade show hosted by a U.S. state in the market. Over two dynamic days, the event brought together leading tour operators, travel agents, media and content creators, to showcase the destination’s newest products, forge partnerships, and drive bookings for the future.

Held September 22-23, 2025, in the heart of London, the event was a vibrant celebration of all things travel in Florida - showcasing sun-soaked experiences, exciting new products, and the warm hospitality that makes Florida shine.

“Florida is proud to lead the way as the first state to host a dedicated, multi-day travel and trade show for the UK & Ireland markets. This innovative conference will shape the future of our industry. By hosting our own show, we’ve been able to bring together tour operators, travel agents, and media to fully focus on Florida, and our local partners who joined us got access to uniquely-focused industry audiences. Longer meeting blocks and a dedicated space also meant that British and Irish travel agents and tour operators had time to truly specialize in Florida destinations to produce unmatched Florida travel products. We thank our partners and the industry leaders who attended Florida Huddle, UK & Ireland.”

Bryan Griffin, President & CEO, VISIT FLORIDA

Highlights That Made Waves
One-on-one meetings: 22-minute appointments gave buyers and suppliers the chance to dive into meaningful conversations and build lasting partnerships.

Networking breaks: relaxed, social settings kept the buzz going and connections flowing throughout both days.

Interactive travel agent training: a fun, hands-on session kept learning engaging while equipping agents with insider knowledge to better sell Florida.

An inspiring talk with an astronaut: A truly out-of-this-world keynote and Q&A with veteran NASA astronaut, Joan Higginbotham.

Signature dinner finale: A vibrant closing celebration captured the spirit of the Sunshine State with unforgettable food, fun, and Florida flair.

Launch of a new campaign: VISIT FLORIDA announced its “Live More Floridays,” brand campaign aimed at inspiring travellers to see the Sunshine State through a fresh lens. While many visitors believe they already know Florida - often through its iconic theme parks and world class beaches - this campaign invites them to look beyond the expected.

“The deep dive focus on Florida was incredibly valuable for us. Instead of broad, surface-level conversations, we were able to engage in meaningful discussions that addressed the real challenges and opportunities. That level of detail helped us come away with actionable insights, stronger partnerships, and a clearer vision on how we might be able to grow our product and increase sales”.

Harriet Hudders - Partnerships Manager, Gold Medal

“Florida Huddle UK made a fantastic debut! Hosted in a bright, thoughtfully laid-out venue right in the heart of the city, it was both easy to access and a pleasure to attend. The relaxed atmosphere and generous appointment times created space for meaningful conversations—whether reconnecting with familiar faces or forming new relationships. With warm hospitality throughout, the event ended on a high note with the VISIT FLORIDA Signature Dinner: a fun, friendly evening shared with great company."

Jayne White - Product Manager, Premier Holidays

“It was a great inaugural event and I’m looking forward to seeing how it grows next year.”

Scott Edwards - Destination Manager, Virgin Atlantic Holidays

The Future Looks Sunny
The success of Huddle UK & Ireland has set the stage for an even bigger and bolder edition next year, promising more hosted buyers, expanded exhibitor space, and even more reasons to say yes to Florida. And 2026 couldn’t be a better year to do it — as the USA celebrates its 250th anniversary, Florida will be front and centre in the celebrations, giving travel partners the perfect moment to shine a spotlight on the Sunshine State.

Florida Huddle UK & Ireland in numbers:
· 1 State
· 1 Market
· 2 Days
· 20 VISIT FLORIDA Partners exhibiting
· 36 Buyers
· 80 Travel agents
· 20 Media
· 734 Appointments
· 22-Minute appointments

ENDS

For more information, including high-res images, please contact:
Hannah Mulvey: Hannah@goshpr.co.uk

About VISIT FLORIDA
VISIT FLORIDA is Florida’s official tourism marketing corporation and travel planning resource for visitors across the globe. As Florida's No. 1 industry, tourism was responsible for welcoming a record-setting 142.9 million visitors in 2024, an increase of 1.6% from 2023. In 2023, the Florida tourism industry generated $127.7 billion in economic impact and supported 2.1 million Florida jobs, making tourism a key economic engine benefiting Florida families. The Florida Legislature’s independent Office of Economic and Demographic Research calculates VISIT FLORIDA’s ROI as delivering $3.3 in return to the state for every public dollar invested, making VISIT FLORIDA one of the best performing investments in state history. VISIT FLORIDA promotes tourism through sales, advertising, promotions, public relations and visitor services programs, and works with travel industry partners throughout the state. To learn more about VISIT FLORIDA, go to VISITFLORIDA.org and follow us on our industry social media channels: LinkedIn and X @FloridaTourism. For travel inspiration and information follow @VISITFLORIDA on Facebook, X and Instagram or visit VISITFLORIDA.com. For media resources, visit VISITFLORIDAMedia.com.