Visit Florida has acquired the travel trade event, Florida Huddle.
The event, which has been operating for 37 years, was bought from Huddle International after industry-wide consultation.
As part of its due diligence, Visit Florida enlisted the help of an external consulting company to survey buyers and suppliers to assess their interest in attending future Florida Huddle trade shows.
The findings showed that nearly 80% of those surveyed, some of whom had not attended the event recently, intend to participate in the coming years.
Visit Florida said it will retain the services of one of the event’s former owners through 2014 to ensure a smooth transition.
"Relationship building events that allow buyers and suppliers to have pre-arranged face-to-face appointments are a vital component of the Florida tourism industry’s marketing efforts," said Will Seccombe, president and CEO of Visit Florida.
In 2011, Florida welcomed more than 12.6 million international visitors who spent over $14 billion.
Overseas travel to Florida increased 16.1% over 2010 levels, compared with a rise of 5% for the whole of the US.
by Bev Fearis
