TALLAHASSEE, Fla. — VISIT FLORIDA hosted the second annual Florida Huddle UK & Ireland in London, building on the success of its inaugural event. The two-day show brought Florida partners together with travel trade professionals and media from the UK & Ireland一two key international markets for Florida一and generated 570+ scheduled meetings. Florida is the only state to host a multi-day trade show of this kind dedicated entirely to a single state.

The event drew over 100 attendees, and included destinations, attractions, resorts, and accommodations partners, giving buyers a broad view of what Florida offers.

“Florida Huddle UK & Ireland is a one-of-a-kind show that puts our partners together with buyers and media from two critical international markets focused entirely on Florida,” said Bryan Griffin, President and CEO of VISIT FLORIDA. “No other state hosts a multi-day trade show like this. The growth from year one shows the value of a dedicated event focused entirely on our state, and the show creates opportunities that turn into new products, stronger relationships, and more visitors.”

“Florida Huddle UK and Ireland continues to be a valuable opportunity to strengthen relationships with our international travel trade partners and inspire future visits to Panama City Beach,” said Jayna Leach, Senior Vice President and Chief Marketing Officer at Visit Panama City Beach. “This year’s format provided an engaging setting for meaningful conversations and productive appointments. VISIT FLORIDA’s efforts in organizing this event give us valuable access to key travel trade partners and the opportunity to tell our destination’s story, showcase what makes Panama City Beach special, and inspire future international visitation.”

The event brought VISIT FLORIDA and 22 Florida tourism partners together with tour operators, travel agents, product managers, media representatives, and content creators from the UK and Ireland. Through one-on-one meetings, participants generated new travel products, strengthened business relationships, and expanded international awareness of what's new in Florida.

“Florida Huddle UK and Ireland puts St. Pete-Clearwater directly in front of the media who influence travel decisions and the trade partners who help turn those decisions into bookings,” said Jason Latimer, Director of Public Relations at Visit St. Pete-Clearwater. “An event dedicated entirely to Florida gives partners across our state a platform to reach these important audiences. The connections we make help attract visitors whose spending supports our hotels, restaurants, attractions and local businesses.”

Launched in 2025, Florida Huddle UK & Ireland is a dedicated platform for Florida’s tourism industry to engage directly with international buyers and media in these markets. The event is part of VISIT FLORIDA’s work to strengthen travel trade relationships, expand the state’s presence in key overseas markets, and grow tourism across Florida.

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