Florida Huddle 2026, held concurrently with Florida Encounter, is taking place from 2 to 4 February 2026 at the Hilton Orlando in Orlando.
Oragnsiers say the event is focused on connecting international and domestic tour operators, wholesalers, media, and Florida suppliers through structured appointments, educational sessions, and networking to promote the state’s diverse tourism offerings.
- Attendees expressed fears that the key Canadinan market is softening with a sizeable reduction in air capacity this spring.
- Delegates characterise the 2026 outlook as a shift toward a more balanced, “normalizsed” market rather than a catastrophic downturn, following the post-pandemic surge.
- Despite earlier records, 2025 saw a softening in demand due to economic factors, a dip in international visitors, and an increase in hotel room supply.
- International Travel Concerns: There is continued, lingering concern regarding a decrease in international visitation, particularly from Canada and parts of Europe, which dropped in 2025.
- Many industry professionals are optimistic about 2026, citing the FIFA World Cup and the 250th anniversary of the U.S. Declaration of Independence as major drivers for a rebound.
- Some observers note that high consumer prices, combined with a potential slowing of the economy, are creating a “wait-and-see” approach for some tourists.
- While some areas of Florida are facing, in some extreme commentary, a “ghost town” scenario in 2026, other, more measured reports suggest that Southwest Florida, for instance, expects a stronger 2026 than 2025.
- Emphasis was placed on international markets, including England, Canada, Germany, Argentina, Brazil, Colombia, Mexico) with targeted updates and sessions from VISIT FLORIDA’s global marketing teams.
- Networking opportunities included events such as the AdventureCONNECT session (hosted by the Adventure Travel Trade Association and VISIT FLORIDA) to explore trends in adventure travel, plus opening receptions, breakfasts on the tradeshow floor, and hosted lunches.
- Pre- and post-event FAM (familiarisation) tours covered destinations like Greater Miami, Ocala/Marion County, and others to build confidence in recommending lesser-known or emerging Florida areas.
- The format utilised AI-matched appointments (prioritising mutual requests) to maximise efficiency and business outcomes for suppliers (CVBs, hotels, attractions) and hosted buyers.
- Educational components included international market updates from VISIT FLORIDA, helping attendees stay informed on trends, research, and opportunities in global tourism.
- Florida Huddle remains the Sunshine State’s official travel trade show, with one-on-one appointments (typically 12 minutes each) to foster direct business connections between buyers and Florida destinations, hotels, resorts, attractions, and theme parks.
- The event was co-located with Florida Encounter, supporting both leisure travel trade and the MICE (meetings, incentives, conferences, and exhibitions) sector for broader industry impact.
- Orlando’s central location on International Drive was highlighted for its proximity to world-famous theme parks, the new Universal Epic Universe, award-winning dining, and entertainment, positioning the area as a key hub for attendees to experience Florida’s attractions firsthand.
