Florida Continues to Welcome Canadians with Open Arms and New Offerings

Against a backdrop of softening Canadian visitation tied to ongoing geopolitical tensions, VISIT FLORIDA was in Toronto this week to reinforce the Sunshine State’s connection with its top international market.

The tourism board met with trade partners and media Thursday night with a delegation focused on rebuilding momentum, highlighting new product, and reassuring advisors that Florida remains a welcoming, high-value destination for Canadian travellers heading into the next peak booking season.

Canada is consistently Florida’s largest international market, often ranking number one in a typical year. 2.9 million of us visited in 2025, down from roughly 3.2–3.4 million visitors in 2024.

“Canada remains Florida’s #1 international source of visitors, and VISIT FLORIDA maintains a strong presence in the Canadian market,” Bryan Griffin, President and CEO of VISIT FLORIDA told Travel Market Report Canada.

“Events like the one we hosted today enable us to stay connected, share new travel opportunities, and keep Florida top-of-mind for Canadians. There’s a ton happening in Florida this year, and it’s a great time to visit the Sunshine State.

Here’s a quick look at what’s new in Florida:

Destin-Fort Walton Beach – The historic SS United States—the fastest transatlantic ocean liner ever built—will be transformed into the world’s largest artificial reef by spring 2026. The 1,000-foot vessel will create a thriving marine habitat and a new hotspot for divers and anglers. Destin-Fort Walton Beach is a leader in artificial reef development, with more than 580 reef sites already established, including over 20 large vessels deployed since 2020.

Fort Myers’ Islands, Beaches and Neighborhoods The first new hotel to open on Sanibel in 40 years, 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.

Ocala/Marion County is emerging as a destination where luxury meets authenticity its growing downtown features new hotel developments including a Tapestry by Hilton and A.C. Mariott, and a buzzworthy BBQ scene led by a nationally recognized pitmaster.

Visit Central Florida – The recently opened LEGO® Galaxy is one of the most ambitious expansions at LEGOLAND® Florida Resort. The new immersive area is anchored by Galacticoaster, the park’s first indoor, space-themed family coaster.

Visit Florida Keys & Key West – 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 – Pensacola is emerging as a global sailing hub and an accessible gateway for outdoor adventure. With the opening of the $20.8 million American Magic High Performance Center at the Port of Pensacola, the city is now home to a permanent base for American Magic, with operations beginning in 2026.