Florida wants to attract more Canadian visitors as tourism drops over Trump comments, actions

"As Visit Florida compiles 2025 tourism figures, the agency's President and CEO Bryan Griffin and Carol Dover, the president and CEO of the Florida Restaurant and Lodging Association, are setting up a meeting with Canadian officials. "We had this opportunity land in our lap, so we're both going to have a meeting ... and see what we can do," Dover said during a Jan. 26 Visit Florida Executive Committee meeting. Dover is also a member of the Visit Florida Board of Directors."

"Griffin, who was Gov. Ron DeSantis' communications director before taking over the tourism agency last summer, is also set to participate in trade shows and possible media appearances over the next couple of months in Toronto and Vancouver. "We're doing what we can, just as we are with any country outside the United States, to make sure that visitation remains strong," Griffin said."

"However, as President Trump had wielded tariffs and rhetoric, such making the United States' northern neighbor the 51st state, relations between America and Canada have chilled. Last month, Canadian Prime Minister Mark Carney made a high-profile visit to Beijing to discuss lowering some tariffs with Chinese President Xi Jinping. Trump responded on Truth Social that "China is successfully and completely taking over the once Great Country of Canada. So sad to see it happen." Trump added that "I only hope they leave Ice Hockey alone!""

Florida tourism leaders Bryan Griffin and Carol Dover are arranging meetings with Canadian officials to address a travel backlash tied to U.S. rhetoric and tariffs. Griffin plans trade shows and media appearances in Toronto and Vancouver while Visit Florida compiles 2025 tourism figures. December figures estimated 34.339 million visitors to Florida between July and September, slightly up from 34.239 million the prior year, with modest growth in overseas and domestic travel. Relations between the U.S. and Canada have chilled amid tariff moves and presidential rhetoric. South Florida hotels and businesses hope Canadian visitation returns during winter.

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