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| Florida Shines on Wheel of Fortune |
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Wheel of Fortune’s Live More Floridays Week launches today and delivers a powerful brand moment for Florida. For the second consecutive year, VISIT FLORIDA is collaborating with Sony Pictures Television’s iconic game show for a week-long Florida spotlight airing November 9–13, 2026, following a special Live More Floridays episode on November 6. The five-night activation positions Florida destinations in front of millions of viewers through integrated brand exposure.
The collaboration features five destination partners: Experience Kissimmee, Visit Tampa Bay, Visit Pensacola, Visit St. Pete-Clearwater, and Visit Treasure Coast. Through a fully branded set environment, strategic media placements, and sweepstakes engagement, the theme week showcases the diversity of Florida’s visitor experiences and VISIT FLORIDA’s efforts to inspire travel throughout the state. |
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| Check your local listings to watch “Live More Floridays Week” on your local TV station, or stream episodes on Peacock, Hulu, and Hulu on Disney+ in the United States, and Crave in Canada. |
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| Florida Vacations for Veterans Promotion |
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VISIT FLORIDA recently teamed up with Good Morning Texas for a special Veterans Day promotion showcasing the vibrant, multifaceted side of Jacksonville. Veterans were nominated by their friends and family for a chance to win a Florida getaway.
The winners enjoyed exciting immersive experiences at the Dune House Hotel & Spa, Jacksonville Zoo & Botanical Gardens, Adventure Kayak Florida at Kathryn Abbey Hanna Park, the historic USS Orleck Naval Museum, along with many more local businesses.
Their entire journey will take center stage during a dedicated, hour-long Veterans Day special broadcast on November 11—delivering major visibility for Florida's diverse tourism offerings. |
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Record Number of Americans to Cruise in 2027
According to AAA, an estimated 22.4 million Americans are planning to travel via ocean cruise next year, a 3.6% increase from 2026 and the fifth consecutive year of record gains for the cruise industry. Seventy-one percent of cruisers are expected to visit the Caribbean by cruise ship next year with seven-night cruises being the most popular.
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JetBlue Sees Growth at FLL
JetBlue Airways has seen significant revenue growth from its focus on Fort Lauderdale-Hollywood International Airport, with a 21% increase in operating revenue in Q3 compared with last year. The airline has added 15 destinations from the airport and increased daily departures by 39%. JetBlue ended Q3 with $2.2 billion in cash and has not reported a profit since before the pandemic.
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Join an Industry Strategic Planning Session!
We recently gathered regional DMO Partners, business owners, and community leaders in Jacksonville for the second of five statewide Strategic Planning Sessions. This interactive working session facilitated collaborative conversations and gathered ground-level insights for our 2027–2031 Strategic Plan. |
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| Your voice is vital to ensuring statewide efforts deliver real value for your local destination. We invite you share your perspective by joining one of our upcoming strategic sessions in Orlando, Destin, and Fort Lauderdale. |
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Call for Speakers: Destinations FL Marketing Summit
Destinations Florida is currently seeking expert speakers for several one-hour sessions covering a range of topics in tourism marketing, convention sales, industry relations, research, and technology. The 2027 Destination Marketing Summit will be held at the World Equestrian Center in Ocala, Florida, May 26-28, 2027.
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Host a Travel Trade FAM
VISIT FLORIDA’s collaborates with tour operators, travel advisors, and agency owners to support education and product development for the Sunshine State. If you're interested in hosting a group familiarization (FAM) trip for tour operators or advisors, please fill out the form below and select the markets you are interested in hosting.
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Florida Huddle
This January 24–26, 2027 in Kissimmee, Florida Huddle will bring the world’s top travel buyers directly to you. Following a record-setting year with 4,600+ one-on-one appointments with delegates from 27 countries, this premier event puts tour operators, wholesalers, OTAs, and travel trade under one roof so you can secure real business for the year ahead.
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Florida Encounter
The Sunshine State's premier meetings show will be held January 24–26, 2027, at Gaylord Palms in Kissimmee, FL. This year's event will feature a new pool of vetted meeting planners, bringing fresh opportunities for one-on-one appointments with Florida suppliers and showcasing everything Florida has to offer. Secure your spot now on the trade show floor!
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Greg Cook of Ritz-Carlton Amelia Island Named GM of the Year
Greg Cook, General Manager of the Ritz-Carlton Amelia Island and former VISIT FLORIDA Board Chair, has been named 2026 General Manager of the Year, Resort Property by the American Hotel & Lodging Association (AHLA). Cook was honored for his commitment to responsible leadership, high standards of service and developing future hospitality leaders.
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The Florida Aquarium's $57M Expansion
Construction is underway for the Florida Aquarium’s multimillion-dollar expansion project, called Sea Change, which will add new exhibits, habitats and experiences to the aquarium located in Tampay Bay. The additions include a two-story puffin habitat and an outdoor sea lion pavilion. These new phases of the expansion are set to open in late 2027 and late 2028.
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