Lake Eola in Downtown Orlando. There are more than 480 hotels across the city. Courtesy of Visit Orlando

When Ponce de Leon “discovered” Florida in the 1500s, chances are he never dreamed that 500 years later the Sunshine State would be carpeted in high-rise hotels, beachside bars and over-the-top theme parks. Yet, more than 500 years later, those are some of the reasons planners from all over the country flock to Florida to hold their corporate events and incentive trips, and why attendees request return trips year-after-year.

From east-to-west, north-to-south, the state boasts such a wealth of options for business travelers it’s not surprising the Incentive Research Foundation identified Florida as one of the top incentive destinations in the U.S.

No doubt part of that appeal lies in its versatility. From the luxurious and bustling atmosphere of Miami to the serene coastal charm of Fort Myers, each Floridian city offers a unique flavor. Add to that the state’s consistently warm climate, extensive event facilities, and diverse cultural offerings, and it’s no wonder Florida is a top choice for planners.

Fort Lauderdale

Often referred to as the “Venice of America,” Fort Lauderdale is famous for its picturesque canals, vibrant nightlife and high-end shopping — making it ideal for luxury, waterfront events, such as corporate retreats. With a wealth of upscale venues and resort properties, and its proximity to Miami, the city is often selected for exclusive events that can easily cater to fly-in attendees.

The highly anticipated 801-room Omni Fort Lauderdale Hotel is part of the master plan for a $1.3 billion expansion of the Greater Fort Lauderdale/Broward County Convention Center. The property will connect with the convention center and feature multiple restaurants, rooftop bar, spa, pool, and fitness center, as well as 120,000 sf of indoor and outdoor meeting and event spaces, including the grand ballroom and pre-function meeting spaces with waterfront views. Slated to open in 2025, the property is currently accepting booking requests for 2026 and beyond.

Meanwhile, Pier 66 is set to debut its upgrades in late 2024. Reinvigorating the property’s luxurious waterfront setting, the reimagined resort will include a long entranceway that wraps around the storied banyan tree, a new 10-story hotel, two-tiered pool (with separate adults-only pool), rooftop lawn and ballroom spaces.

For planners seeking a cutting-edge vibe, the Seminole Hard Rock Hotel & Casino, located in Hollywood, is worth considering. (The flagship-integrated resort is owned by the Seminole Tribe of Florida.) A few years ago, the property underwent a $1.5 billion expansion that included three hotel towers, 1,271 guest rooms, a 42,000-sf spa, an 18-acre recreational water experience, more than 20 food and beverage outlets, and 120,000 sf of meeting and convention space.

On the dining front, planners might consider Nubè: a rooftop bar on the 26th floor of the Hilton Fort Lauderdale Beach Resort, or the diverse offerings at 40 Food Hall in downtown Hollywood, which houses unique food and beverage concepts alongside a brew bar, game area and entertainment venue.

Lee County

Located on Florida’s Gulf Coast, Lee County is where you’ll find Fort Myers, an area known for its relaxed atmosphere, beautiful beaches and historic charm.

Beloved musician (and Florida resident) Jimmy Buffet created a unique vision of a laid-back lifestyle with his quintessential song “Margaritaville,” which led to a franchise that includes properties like the Margaritaville Beach Resort at Fort Myers Beach. With 5,000+ sf of indoor space and another 15,000+ sf of outdoor meeting space (including the Sunset Terrace, overlooking the Gulf of Mexico), attendees can expect unforgettable beachside experiences amidst a tropical vibe.

Another Lee County city of note is Bonita Springs, home to the Hyatt Regency Coconut Point Resort & Spa, where Jodi Collen, director of meetings and events for Great Clips, chose to hold the company’s annual Grow Your Organization in February of this year. The event welcomed 220 attendees to the resort, where they had previously held the annual conference.

“We have a long history of using a variety of properties in the Naples/Fort Myers area,” says Collen, who chose the Coconut Point Hyatt because of the overall quality of the hotel, level of service, location and balance of indoor/outdoor spaces. Located on 26 acres, the resort features 82,500 sf of meeting space and 462 rooms.

“Our attendees can see the inside of a ballroom anywhere, but the hotel does an amazing job of integrating the indoor areas with the ambiance of the surrounding outdoor space. The beach is right outside, where our attendees could take advantage of going out on a catamaran, on a nature tour, or playing golf. It was also a good option for February, when it’s still accessible weather-wise.”

Because it’s Florida, there’s always the possibility of an impact from a seasonal hurricane, so Collen was aware of that as a consideration. “We were contracted pre-Hurricane Idalia, and we spoke to the hotel’s team right afterwards to determine if the event could go forward as planned. Fortunately, the hotel didn’t experience any damage, so we were okay.

“We had discussions about going elsewhere on the eastern seaboard, but our attendees want to continue going there. The temperature, the climate and the tourism infrastructure is already in place in Florida, which makes it an ideal destination for us.”

Miami Beach

Miami’s eclectic neighborhoods are evolving with new event spaces and artistic installations, adding to the city’s vibrant cultural scene. Some examples are Wynwood Walls, an outdoor museum made up of giant wall murals covering six buildings, and Little Havana, with its authentic Cuban experience centered around Calle Ocho. Latin-inspired restaurants, cigar shops, rum bars, art galleries and venues such as the Cubaocho Museum & Performing Arts Center provide an opportunity for planners to immerse their attendees in a dynamic cultural setting.

With development already underway, the Miami Beach Convention Center (MBCC) will soon offer the convenience of the new Grand Hyatt Miami Beach Hotel. Connected by a climate-controlled elevated skybridge, the hotel will sport 800 rooms with 52 suites and is located within easy walking distance of the downtown area.

“Many of the corporate planners we work with are looking for experiences for their attendees,” notes Carol Motley, senior vice-president, convention sales and services for the MBCC. “Miami gives you so many options, like Little Havana, where you can arrange to take a salsa lesson, visit a cigar shop, watch a live performance, or take a food and walking tour.

“The cultural diversity of our city can’t be beat. We’re the gateway to the Americas, and we’re beautiful 365-days-a-year.”

That statement is underscored by Annette Gregg, CMM MBA, CEO at the Society for Incentive Travel Excellence (SITE), who helped coordinate the upcoming SITE Classic in Miami, which will include 250 global attendees.

“Miami Beach represents a perfect urban and coastal incentive destination,” says Gregg. “It has award-winning dining and entertainment, and ocean-based activities that attract many incentive-program qualifiers. And the Fontainebleau Miami Beach Resort, where SITE’s event will be held, is a destination unto itself. It’s got an interesting history, incredible service and an updated product. The team at Greater Miami CVB and the resort pulled together an amazing group of supplier partners from the region that will make the conference incredible.”

Upcoming renovations in the Miami area include a $100 million upgrade slated for 2025 at the Ritz-Carlton Key Biscayne, which will undergo changes to enhance its luxury offerings. The beachfront property, located on a five-mile-long barrier island, is set on a 17-acre property and offers 1,000-feet of beachfront access. Another is the $7 billion Capital Improvement Project at the Miami International Airport where airport-wide upgrades will include ticket counters, checkpoints, passenger loading bridges, additional gates and concessions, and the transformation of various concourses.

Orlando

Known as the theme park capital of the world, Orlando is a welcoming city with a focus on entertainment and adventure. Ideal for larger groups and pre- or post-event vacations, the city’s numerous amusement parks and resorts provide unique event spaces and entertainment options that can be tailored to various themes.

Topping the list of companies well-suited to bring your ideas to life is Disney Meetings & Events, which utilizes the Walt Disney World Resort’s five dedicated convention hotels and more than 700,000 sf of ballroom, meeting and event space. The resort also features four theme parks, three championship golf courses, spas, and numerous seasonal festivals that can be tied into an event.

Onsite lodging can easily integrate into an event’s theme, with choices ranging from the reimagined Disney’s Coronado Springs Resort, which celebrates the daring spirit of the great Spanish explorers, artists, writers and architects, to Disney’s Yacht & Beach Club Resort, which welcomes attendees to an 1800’s nautical world, or Disney’s Contemporary Resort, where guests are immersed in a world of modern conveniences including a monorail that glides silently through the atrium lobby. Other properties of note are Disney’s Animal Kingdom Lodge, a lodge-style resort set amidst a 43-acre wildlife preserve, and Disney’s Caribbean Beach Resort, set on 45-acre Barefoot Bay and divided into six unique “villages.”

Located at Universal Studios Florida (another awe-inspiring theme park), the Universal Orlando Resort features nearly 300,000 sf of meeting space and 10,500 guest rooms at various hotel properties, including the Italian-inspired Loews Portofino Bay Hotel, the Caribbean-inspired Universal Cabana Bay Resort, and the sleek, towering Universal Aventura Hotel with its stunning rooftop bar. And opening in 2025 is the Universal Stella Nova Resort, with a design scheme influenced by “the infinite vastness of the unknown universe.”

Meanwhile, the Caribe Royale Orlando is emerging from a $140 million transformation, with 1,217 redesigned one-bedroom suites and 120 two-bedroom private villas, eight restaurants and bars, including the sports-themed Stadium Club, three ballrooms and 58 breakout rooms — all set on one level.

The Rosen Shingle Creek, a AAA Four Diamond property, offers 524,000 sf of meeting and event space, 1,501 guest rooms and suites, 15 onsite dining venues and an Arnold Palmer Design Company golf course, all within about a 10-minute drive from Orlando International.

Another expansion project is taking place at the Orange County Convention Center (OCCC), to the tune of the $605 million, and slated to wrap up by early next year.

Taking advantage of the OCCC’s versatile exhibition space was planner Vince Slack, CMP, meeting and market planning manager for the Do It Best Market. Held in March of this year, the event drew about 6,000 attendees from across the U.S. and around the world.

Many of those in attendance chose to extend their stay and take advantage of all that Orlando has to offer as a vacation destination. Explains Slack, “This was our first time hosting the Do It Best Market in Orlando, but we plan to return often as our group had an amazing experience. The hospitality professionals were easy to work with, and the destination has so much to offer. Orlando is built to host conventions, and they do an incredible job of doing so.

“In addition to the team at Visit Orlando and the OCCC, the hoteliers, shuttle bus company, security and AV teams were also great to work with. It’s obvious they have a wealth of experience in hosting events like ours.”

St. Petersburg

Downtown St. Pete’s is seeing a commitment to revitalization with new public spaces, cultural venues and improved infrastructure, making it an increasingly attractive option for event planners. It’s home to many galleries and museums, including the Dali Museum, the largest collection of the artist’s works outside of Spain, and the Chihuly Collection, located at the Morean Arts Center complex. St. Petersburg is also close to the Tampa Waterway, and many of the area’s beaches have appeared on “top choice” lists including St. Pete Beach, Clearwater Beach, and Treasure Island Beach.

With its sophisticated-yet-relaxed atmosphere, vibrant cultural scene, beautiful coastal views, and 35 miles of sun-soaked Gulf Coast sandy spots, it’s easy to understand why planners like Moira Lowe would want to “Meet in St. Pete.”

Lowe, principal and chief administrative officer at Saybrus Partners, LLC, coordinated her group’s event at The Don CeSar, a historic property located at St. Pete’s Beach and known for its flamingo-pink exterior.

Opened in the heyday of the Gatsby era, the “Pink Palace’ continues to invite travelers to enjoy its sugar-sand beach and radiant sunsets. The property’s meeting spaces are also ideal for corporate groups, with options like the Grand Ballroom, the 5th Level Conference Center, terrace and veranda combos, and large, open, outdoor event spaces available.

“The Don CeSar is a spectacular space,” says Lowe, who’s held the company event at the hotel before. “We keep returning because the staff, the service and the food are incredible. The Pink Palace has a 100-year history, but a very updated feel. And all the onsite restaurants are very good, including the banquet options.

“Our Welcome Night was happening the same night as a popular football game. The banquet chef worked with us to curate an upscale, indoor tailgating theme, with F&B options that reflected the sports theme. The amount and quality of the food was incredible.”

The Saybrus Partners’ event brought in about 150 attendees, many of whom came early or stayed after to enjoy the property and the surrounding area, making the property even more appealing. But what really stood out to those in attendance was the staff. “When we walk into the hotel, there’s a continuity of personnel that I’ve never seen anyplace else,” says Lowe. “They remember us, often by name and by company. As the person responsible for coordinating the event, that’s one of the main reasons we keep going back.”

Tampa

Tampa Bay, including Tampa, Clearwater and the surrounding areas, is known for its diverse attractions, including historic sites and modern entertainment. Its diversity of venues and attractions make it a flexible choice for various events, while the region’s mix of urban excitement and scenic beauty provides a nice counterpoint.

Planners looking for a more bespoke experience for a smaller incentive group might consider the new Palihouse Hyde Park Village, a residential-inspired hotel in Tampa’s historic Hyde Park neighborhood, an area known for its stately homes, 19th-century architecture and tree-lined streets. Featuring 36 oversized guest rooms and an intimate lobby lounge and cocktail bar, this “urban lodge” is situated within a six-block enclave of curated shops, boutiques and restaurants.

Pulling together Westshore and Downtown into an energetic, contemporary neighborhood, the $500 million Midtown Tampa development offers almost 2 million sf of retail, residential, entertainment and hospitality space, including Tampa’s second Aloft property and Element by Westin. The seven-story dual-branded hotel features 226 rooms, a rooftop terrace, pool and lounge. Meanwhile, the Hotel Flor, originally the Floridan Palace Hotel and once the tallest building in Florida, has undergone a $30 million renovation and offers an elegant Roaring Twenties vibe alongside The Dan, a modern take on an old-school speakeasy with a Gulf Coast-inspired menu.

With its ever-evolving landscape for meetings and events reflecting a commitment to innovation, sustainability and exceptional experiences, it’s evident that Florida— with its diverse destinations, cultural offerings, cutting-edge technology, incredible weather, natural beauty and expanded amenities — will remain a top choice for planners looking to create a dynamic and memorable event. C&IT