By MICHAEL BAGINSKI/ With new VISIT FLORIDA president and CEO Bryan Griffen headed to Canada for his first official visit in the coming days, the tourism organization’s annual media mission called ahead in Vancouver and Toronto last week to assure that the sun is still shining in the state and that Canadians are still most welcome to come to visit – when they’re ready.
The state tourist board’s Erin Cramer, who joined half a dozen tourism partners for a unique evening of networking and games in the Real Sports bar in Toronto Thursday, told Travel Industry Today, “Canada has always been our No. 1 market and regardless of what happens, always will be, and our overall message is that we’re continuing full steam ahead with our marketing efforts.”
Indeed, VISIT Florida estimates that 2.9 million Canadians visited in 2025, down about half a million from the year before, but not as dramatic as some overall U.S. figures.
It helps, she observes, that some Florida attractions, like its theme-parks, help mitigate the trend, but also that the state overall offers an increasingly recognized diversity of options beyond its beaches, ranging from outdoor adventures to cultural and culinary highlights, not to mention emerging destinations, new hotels, and other epic experiences.
“Florida is always evolving,” Cramer concluded, adding, “Canadians have a long-standing relationship with Florida, and we hope to welcome you back soon – when you’re ready and comfortable.”
Here are just a few highlights for the year ahead in Florida:
FIFA World Cup in Miami
Miami will take centre stage as one of the official host cities for the 2026 FIFA World Cup, welcoming fans from around the globe. From June 15 to July 18, Hard Rock Stadium – temporarily renamed Miami Stadium for the tournament – will host seven matches, including group-stage games, a Round of 32 match, a quarterfinal, and the third-place playoff. Beyond the matches, visitors can expect vibrant fan zones, cultural programming, and the city’s renowned dining, nightlife, and beaches.
New and noteworthy hotel openings
Florida’s accommodation scene continues to evolve in 2026 with several standout hotel openings. Olde Naples Hotel, part of the Opal Collection, will debut in winter 2026, blending classic Gulf Coast charm with modern luxury just steps from Naples Beach and the historic district.
In Central Florida, Nickelodeon Hotels & Resorts Orlando opens with more than 400 rooms and condos featuring character-themed suites inspired by SpongeBob SquarePants, PAW Patrol, Dora, and Teenage Mutant Ninja Turtles.
Along the Gulf Coast, The Luce offers a 200-room beachfront escape on nine acres of private coastline with bungalow-style studio suites and direct beach access. In South Florida, Delano Miami Beach will return in winter 2026, reimagined with stylish suites and multiple dining and bar concepts, including the iconic Rose Bar. Together, these openings further expand Florida’s diverse and evolving hotel landscape.
New attractions and local experiences
New attractions are already welcoming visitors across the state. In Kissimmee, the Mystery Fun House Arcade delivers all-ages fun by blending retro gaming, simulators, bowling, themed dining, and interactive entertainment under one roof. Along the Gulf Coast, Slipaway Food Truck Park and Marina offers a laid-back waterfront experience, featuring rotating food trucks, live music, shaded seating, and marina access for boaters.
Special celebrations
Florida will participate in celebrations marking America’s 250th anniversary, with statewide heritage events, exhibitions, and educational programs throughout the year. On the Gulf Coast, Venice will celebrate its 100th anniversary, highlighting its historic charm, walkable downtown, and access to cycling and paddling trails.
Improved transportation across the state
Rail travel within Florida continues to expand with Brightline’s planned extension to Stuart in Martin County, expected to open in late 2026. The new stop will improve access to the Treasure Coast while strengthening rail connections between Central, South, and Southeast Florida.
Theme parks
- Universal Epic Universe: Universal Orlando Resort’s fourth theme park opened in May 2025, featuring 50+ attractions across five themed worlds, including Harry Potter, Nintendo, and more.
- SeaWorld Orlando: Expedition Odyssey, a fully immersive Arctic-themed flying theater, debuted in 2025. Coming in 2026: SEAQuest, a family dark ride exploring underwater worlds.
- Walt Disney World Resort: New shows at Disney’s Hollywood Studios (“The Little Mermaid – A Musical Adventure,” “Disney Villains: Unfairly Ever After”), a nighttime parade at Magic Kingdom, and a new 4D Zootopia show at Animal Kingdom.
- LEGOLAND Florida Resort: Galacticoaster, has launched a space-themed indoor coaster.
Meanwhile, from the six partners at the Canadian events, here are some notable nuggets:
Ocala/Marion County
Crystal-clear springs, outdoor adventure, and world-class equestrian culture come together in Central Florida near Orlando and Tampa, touted as a “refreshing alternative to the typical Florida beach escape” and as an emerging destination where luxury meets authenticity. With a growing culinary scene, waterfront dining, and new hotels emerging in downtown Ocala, the destination blends nature, activity, and comfort – ideal for families, couples, and multi-generational travel.
- Horse sense: At the World Equestrian Center Ocala, visitors experience world-class equestrian sport alongside upscale accommodations and more than 10 on-site dining venues.
Destin-Fort Walton Beach
Situated in Northwest Florida, this idyllic destination offers not only a serene escape for those seeking relaxation along its pristine 45-km of coastline visitors will uncover a wide variety of opportunities for outdoor adventure such as renwowned fishing, boating, watersports and an abundance of wildlife to observe.
- Coming soon: The historic SS United States – the fastest transatlantic ocean liner ever built – is being transformed into the world’s largest artificial reef, creating a thriving marine habitat and a new hotspot for divers and anglers.
Fort Myers’ Islands, Beaches and Neighbourhoods
Located in southwest Florida on the Gulf of Mexico, the destination offers 80 km of beaches, more than 100 coastal and barrier islands, and 300 km of kayaking trails. The destination is famous for world-class shelling on Sanibel Island as well as one of the highest concentrations of bottlenose dolphins.
- New resort opening: Shalimar Beach Resort has reopened as the first Sanibel Island resort to be fully rebuilt following Hurricane Ian. The newly constructed 33-room property offers Gulf-front studios, as well as one- and two-bedroom villas.
Visit Central Florida
Central Florida’s Polk County is visitors can be close to top attractions, yet far from the crowds. Located between Orlando and Tampa along Interstate 4, it offers memorable attractions like LEGOLAND Florida Resort, Peppa Pig Theme Park, SEA LIFE Florida Aquarium, and LEGO Galaxy, anchored by Galacticoaster—LEGOLAND Florida’s first indoor, space-themed coaster.
- Back to nature: Experiences include Circle B Bar Reserve, Safari Wilderness, and Westgate River Ranch Resort, while arts and culture shine at Bok Tower Gardens and with the largest collection of Frank Lloyd Wright architecture in the world, in one location, at Florida Southern College.
Visit Florida Keys & Key West
Starting at southernmost tip of Florida, stretching across 200 km and over 42 bridges between the Atlantic Ocean and the Gulf, visitors can enjoy fishing, diving, natural wonders, dining, and rich cultural heritage, with accommodations ranging from luxury resorts to charming waterfront hideaways. With a strong focus on preservation, the Keys offer both bustling tourist hubs like Key West and quieter escapes, with each major island key exuding its own personality.
- Key note: The Florida Keys is at the forefront of coral reef restoration, with organizations like Mote Marine Laboratory, Coral Restoration Foundation and NOAA working together to grow resilient corals and restore reefs at scale.
Visit Pensacola
As the United States approaches its 250th anniversary, Pensacola tells a story that begins long before 1776. Founded in 1559, it is recognized as America’s First Settlement. With the only walkable historic downtown in Northwest Florida, Pensacola blends history with modern coastal culture, making it an ideal destination to experience America’s 250th.
- Sailing away: Pensacola is emerging as a global sailing hub and an accessible gateway for outdoor adventure.
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