Dancing Through Delays: How NYC Still Stole the Show

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

In early October, my family and I planned a much-anticipated getaway to New York City, the first since our pre-pandemic college visit years ago. We had the perfect weekend lined up: arriving Friday evening, savoring flavors from around the world (including Lebanese, Greek, Taiwanese, Korean, and more) and then, on Saturday, indulging in an eight-course Michelin-two-star dinner at The Modern at MoMA. Afterward, we’d stroll through Tiffany & Co. and Rockefeller Center, grab late-night dumplings at Din Tai Fung in Times Square, and cap it all off with a dazzling Moulin Rouge Broadway show. Sunday’s plan was simple: a quiet tea before catching a mid-morning flight home.

Just one day before our trip, the FAA announced widespread flight reductions beginning Friday, November 7, with possible cancellations (up to 14-15%) through November 12. For a few anxious hours, I hovered over the “cancel” button on every reservation. But after listening to the FAA director’s calm TV interview, I decided to trust the process and go, with a heart full of uncertainty.

Friday came, and miraculously, our flights were not canceled. Atlanta’s airport buzzed as usual, though the mood was subdued. Travelers were tense but kind, unified by one hope: to simply get where we needed to go safely. With federal workers unpaid and stretched thin, everyone seemed more patient, more human.

New York welcomed us with unexpected serenity. Carnegie Hall wasn’t full, MoMA was calm, and The Modern was perfection, every dish flawless, the staff graceful, and the kitchen tour pure inspiration. Tiffany’s shimmered, Rockefeller sparkled, and even crowded Times Square felt strangely manageable. Excitement filled the air, though a quiet worry lingered: would we make it home?

Sunday morning, two flights before ours were canceled. We arrived at LaGuardia a cautious three hours early (because, well, New York traffic plus construction equals chaos). Boarding went smoothly but then came an hour-long runway delay.

Countless travelers were dashing through the terminals, some sprinting, others power-walking, all racing the clock to catch their next flight. The shuttles transporting passengers between concourses were packed and hectic as ever. I even saw a few husbands using their backpacks to block the closing shuttle doors so their slower-walking wives or partners could squeeze in, well-intentioned, but definitely risky business!

I was sure I’d miss my Gainesville connection in Atlanta. Luckily, that flight was delayed too, and somehow, everything aligned. We made it home, tired but grateful.

The weekend was peppered with uncertainty, but it also reminded me that travel, at its best, is about flexibility, patience, and humanity.

10 Smart Travel Strategies for Uncertain Times

1. Buy travel insurance early. Look for “cancel for any reason” coverage. It’s worth every penny when disruptions hit.

2. Book refundable hotels and flights. Flexibility equals peace of mind.

3. Fly early in the day. Mid-morning flights are less likely to be canceled or delayed.

4. Keep essentials in your carry-on. Medications, chargers, and snacks. Pack like your luggage won’t make it.

5. Track your flights. Use apps like FlightAware or your airline’s app for real-time updates.

6. Sign up for TSA PreCheck or CLEAR. When staff are short, these programs can save your sanity.

7. Plan extra connection time. Especially during government shutdowns, delays can stack fast.

8. Stay kind and calm. Airport staff are often stressed too. Patience and respect can work wonders.

9. Use credit cards with travel protection. Many premium cards cover delays, lost bags, and cancellations.

10. Expect the unexpected. Leave room in your itinerary for surprises, sometimes, the most unforgettable memories are the unplanned ones.

As the government shutdown continues, my holiday wish is for swift resolution, a win-win that restores paychecks and peace of mind to the countless federal employees facing food, housing, and utility deadlines with quiet strength. May this season still bring moments of calm, warmth, and connection with those we hold dear. And may we never forget what a gift it is to have meaningful work/career, the freedom to travel, and the joy of creating lasting memories with our loved ones.

{Image Credit: R.J.F}

Virtual Tourism: A Smart Path to Easing Overtourism and Greening the Globe

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

By 2035, the world’s most loved destinations from Venice to Yellowstone may face a paradox. Their very popularity risks destroying what makes them special. The tourism sector, which accounts for nearly 10% of global GDP, is responsible for about 8% of global carbon emissions. The rise of virtual tourism, powered by augmented reality (AR), virtual reality (VR), the Internet of Things (IoT), and real-time streaming, offers a powerful new playbook. It is expected to relieve pressure on physical sites while still driving economic impact and engagement.

A New Reality: Experiencing Without Overcrowding

Imagine slipping on a VR headset to join the Formula One’s Monaco Grand Prix or NASCAR Daytona 500 complete with live telemetry, driver biometrics, and IoT-linked pit-lane sensors feeding your haptic chair vibrations. Or stepping virtually into a Michelin-starred kitchen in Tainan (Taiwan) to watch street-food artistry unfold, the steam from the wok simulated in 4D AR. A virtual spa in Iceland can even synchronize scent diffusers and temperature cues to mimic the Blue Lagoon experience.

These experiences don’t replace the real thing. They augment, educate, and entice. They serve as sustainable pre-travel immersion, letting travelers explore responsibly before committing to physical travel, reducing unplanned and high-impact trips.

How Virtual Tourism Can Lighten Overtourism’s Load

Overtourism causes crowding, strain on infrastructure, and degradation of heritage and natural sites. Virtual experiences act as “pressure valves,” offering:

1. Digital Diversion: Encourage travelers to “visit” digitally first, diverting a portion of demand from fragile ecosystems and historical sites.

2. Temporal Redistribution: Promote virtual visits during peak times, while nudging off-season or less-known destinations for physical travel.

3. Inclusive Access: People with mobility limitations, cost barriers, or environmental concerns can participate in tourism without physical strain.

4. Cultural Preservation: Digitally archive and showcase cultural rituals, cuisine, and performances without over-commercializing local communities.

5. Revenue Diversification: Virtual entry fees, NFT-based souvenirs, and live-stream sponsorships can financially support real-world conservation.

AR/VR and IoT: The Experience Ecosystem

Virtual tourism becomes powerful when AR/VR integrates with IoT data streams:

• AR Gastronomy Tours: Smart glasses overlay ingredient sourcing, chef stories, and tasting notes while live-streaming from real kitchens.

• IoT-Linked Spas: Smart bracelets track heart rate and stress response as users undergo a “digital onsen” guided by AI therapists.

• Live Sporting Feeds: Fans join metaverse-style viewing pods where IoT-fed live stats and real crowd noise create hyper-real immersion.

• Gamified Adventures: Users compete in virtual scavenger hunts around the Great Barrier Reef or Machu Picchu, blending education with conservation messaging.

Ten Doable Strategies to Promote Virtual Tourism for a Greener Future

1. Create Dual-Access Passes: Combine virtual previews with discounts for off-season, lower-impact travel.

2. Partner with Destination Marketing Organizations (DMOs): Use VR storytelling to highlight sustainability initiatives.

3. Integrate Eco-Credits: Reward users with carbon offsets or digital badges for choosing virtual experiences.

4. Launch “Virtual First” Campaigns: Encourage travelers to explore virtually before booking, reducing spontaneous mass trips.

5. Build Educational Layers: Add sustainability trivia or interactive guides explaining ecosystem fragility.

6. Offer Local Business Links: Within VR, enable direct purchases from artisans, chefs, or guides stimulating real economies.

7. Standardize Virtual Experience Quality: Set ethical and technical benchmarks for authenticity, cultural sensitivity, and accuracy.

8. Leverage AI Personalization: Use predictive analytics to tailor content to users’ interests and suggest eco-friendly travel alternatives.

9. Gamify Participation: Develop competitions rewarding users for “green travel behaviors” or virtual exploration milestones.

10. Collaborate Globally: Partner with UNESCO, UNWTO, and regional governments to integrate virtual tourism into national sustainability agendas.

Strategic Actions to Release the Burden of Overtourism

1. Digital Twin Destinations: Create VR replicas of over-visited sites to offload real-world footfall.

2. Smart Visitor Management: Use AI to forecast crowd density and redirect tourists to less-visited attractions.

3. Dynamic Pricing Models: Adjust admission fees based on visitor load; offer virtual experiences at reduced rates during congestion.

4. Virtual Queue Systems: Let travelers “experience while waiting,” turning long queues into immersive pre-tours.

5. Geo-Fenced AR Trails: Replace physical trail expansion with AR overlays guiding users virtually through protected zones.

6. Sustainable Content Creation: Train influencers and vloggers to promote hybrid experiences that emphasize conservation.

7. Local Community Revenue Sharing: Ensure VR/AR proceeds flow to heritage protection and local economies.

8. Cross-Platform Integration: Link virtual tours to national park apps or museum sites for continuous engagement pre- and post-visit.

9. Virtual Heritage Restoration Projects: Use 3D scanning and VR archiving to preserve sites threatened by climate or human impact.

10. Continuous Data Feedback Loop: Combine IoT data from both virtual and real visitors to refine sustainability and capacity management.

Conclusion: Virtual First, Sustainable Always

Virtual tourism isn’t about replacing the real. It’s about rebalancing it. By blending AR, VR, IoT, and creative design, destinations can safeguard their cultural and natural heritage while still stimulating economic growth and human curiosity. The world doesn’t need fewer travelers; it needs smarter, digitally-empowered explorers.

Whether you’re tuning into the Monaco Grand Prix from your couch, joining a virtual Taiwanese’s cooking class, or meditating in a simulated Kyoto Garden know that every digital journey can make the real world breathe a little easier.

A sweet tip in 2025. This Halloween, we’re saving teeth and the planet. Instead of handing out 10 pounds of sugar, we’re going virtual. Each candy is now a downloadable NFT (Nice-Flavored Treat).  No cavities, no wrappers, and the calories delete themselves at midnight.

{Image Credit: S.S.}

The AI Revolution in Healthcare Hospitality

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

Tomorrow’s hospitals will feel more like five-star hotels, indeed, with better snacks. Patients will check in with voice recognition or a retinal scan. AI-driven kiosks will verify insurance, predict wait times, and coordinate appointments as smoothly as a symphony conductor. Predictive analytics will choreograph operations, calling in extra nurses when data forecasts a surge in ER traffic.

Billing errors and long queues? Ancient history. Algorithms will flag inconsistencies before patients ever see a bill. Behind the curtain, “digital twins” of hospitals will simulate workflows in real time, preventing bottlenecks and maximizing efficiency.

From Digital Empathy to Emotional Intelligence

AI isn’t just crunching numbers. It is learning bedside manners. Imagine a virtual nurse that not only reminds you to take medication but notices anxiety in your voice and responds gently: “You sound uneasy. Would you like me to connect your doctor?”

Studies will show patients may often rate chatbot answers as more empathetic than human ones. By 2030, conversational AI will use tone analysis, eye tracking, and contextual awareness to deliver what some call “digital empathy.” It will explain lab results in plain English (or in your preferred language), translate complex instructions, and adapt its tone to each patient’s personality. This tech will not replace nurses. It will free them. Less time on data entry means more time for a real smile or a reassuring hand on the shoulder. Ironically, AI may help restore the humanity modern healthcare lost to bureaucracy.

The New Workforce: Robots with Heart

Hospitals are already experimenting with a new cast of helpers:

• The Heavy Lifters: Japan’s robotic bears can safely lift patients without risking staff injuries. By 2035, similar machines will quietly handle transfers, reducing strain on human caregivers.

• The Couriers: Robots like TUG and Moxi deliver supplies and crack jokes on the way. One U.S. hospital even reports Moxi takes selfies with staff between rounds. Why not?

• The Companions: The breakout star is Robin, a childlike robot that plays, chats, and mirrors emotions. If a patient laughs, Robin laughs. If a patient cries, Robin’s LED eyes droop. In nursing homes, Robin leads memory games and calms anxiety by playing Elvis songs or puppy videos.

These robots aren’t here to replace anyone. They are teammates. Humans bring empathy and judgment; AI brings patience and precision.

AI in the Home: Caring Beyond the Hospital Walls

Healthcare hospitality won’t stop at discharge. Picture J.C., 97, living independently. Her smart home monitors movement, hydration, and sleep. When she stumbles, an AI voice calmly asks if she’s okay and summons help. Her wearable predicts an oncoming heart issue and schedules a remote checkup before symptoms start.

Jonny, recovering from surgery. His AI patch tracks temperature and oxygen levels. When an infection threatens, the system alerts his surgeon instantly. At home, a holographic rehab coach demonstrates stretches and cheers him on: “You’re 20% stronger than yesterday!”

Stacy, managing chronic asthma, has an AI health coach that knows her better than her smartwatch ever did. It tracks humidity, sleep, and inhaler use. When pollen spikes, it reminds her to take preventive steps and sends a gentle nudge: “Maybe skip the morning jog. Drinking a cup of green tea counts as recovery, too.”

These scenarios aren’t fantasy. They’re extensions of tools already emerging today. Remote monitoring, smart inhalers, and predictive analytics are transforming chronic care from reactive to proactive.

Maximizing Ethics and Humanity

For all its promise, AI demands vigilance. Healthcare must stay human at its core. Systems should assist, not dictate. Patients must know when they’re talking to a person versus a program. Privacy must be sacred. No algorithm should trade dignity for data.

Regulators are catching up: the EU’s 2025 AI Act classifies healthcare AI as high-risk, demanding transparency and safety audits. In the U.S., hospitals and tech coalitions are testing for bias to ensure algorithms work equally well for all races and genders. Let’s not forget humor. When your hospital’s robot ever tells a terrible joke, just remember it’s trying its best.

The Big Picture: A Kinder, Smarter Future

By 2035, healthcare will be a hybrid ecosystem of people, data, robots, and empathy. AI will predict illness before symptoms appear, robots will assist without complaint, and clinicians will have time to connect again.

Waiting rooms may fade as virtual visits become the norm. Hospital kitchens might use AI to craft personalized meals based on recovery needs and cultural tastes. Digital twins will allow doctors to test treatments on your simulated self before trying them on you.

The future of healthcare won’t just be smart. It’ll be compassionate, conversational, and maybe even a little bit funny.

Both of my grandmamas, who each lived to be 99 years young, always reminded me that “a happy heart is good medicine, and a joyful mind brings healing.”

{Image Credit: S.O.}

Celebrating World Tourism Day: A Call for Sustainable Travel and Cultural Harmony

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

  “Travel and tourism have the rare power to act as both teacher and healer. They teach us to respect differences and heal divides by building understanding. If pursued wisely, it is not just an economic driver but a global peace project.” – by Dr. Rachel J.C. Fu

Every year, World Tourism Day reminds us that travel is far more than leisure. It is a bridge between nations, a driver of economies, a preserver of cultures, and a responsibility to the planet we all share. The industries that live under the umbrella of travel and tourism including hospitality, events, transportation, and tourism services, are not isolated. They form an interconnected ecosystem that thrives only when they operate with respect for people, cultures, and the environment.

The Importance of Travel and Tourism

Travel and tourism are among the largest contributors to global GDP and employment. Beyond economics, these industries shape cultural exchange and mutual understanding. They allow a traveler from Tokyo to discover Moroccan traditions, a family from Mexico to enjoy Swiss hospitality, and a student from Kenya to attend an international conference in Singapore. Tourism fosters peace, appreciation, and empathy.

The hospitality industry, with its hotels, resorts, and guest services, sets the stage for welcoming experiences. Events and conferences bring people together for dialogue, collaboration, and innovation. They represent a sector that does not just move people across borders but connects them to meaningful experiences, ideas, and opportunities.

Balancing Impact: Environmental, Social, and Economic

While travel enriches lives, it also places stress on ecosystems, communities, and resources. Over-tourism can degrade heritage sites, create waste, and strain local infrastructures. Unchecked development may bring economic benefits but at the cost of environmental destruction. That is why tourism must go beyond simply “growth” to embrace responsible growth.

• Minimizing negative environmental impacts: Protecting fragile ecosystems, reducing carbon emissions, and respecting biodiversity.

• Maximizing social and economic benefits: Empowering local communities, creating fair jobs, and ensuring that profits circulate within local economies.

• Enriching culture and peace: Encouraging cultural preservation, respecting indigenous traditions, and fostering dialogue across nations.

This integrated vision turns travel and tourism into not just an industry, but a force for sustainable development and global harmony.

The Treasures We Must Protect

Earth’s treasures are not limitless. From coral reefs to rainforests, from ancient ruins to sacred traditions, tourism touches them all. With that privilege comes accountability. The industry must manage these treasures with wisdom and humility through preserving heritage for future generations, not exploiting it for short-term gains.

Travelers, too, hold power. A mindful traveler who respects local customs, supports local artisans, and reduces waste becomes part of the solution. Collective responsibility (e.g., industry and individuals alike) ensures the planet remains an open book for future explorers.

Advancing Sustainable Tourism: Five Strategies and Slogans

To move from awareness to action, we must prioritize achievable strategies. Here are five practical ways to advance sustainable tourism, paired with slogans that can inspire action worldwide.

1. Green Transportation Networks

What to do: Invest in eco-friendly transport such as electric buses, hybrid rental cars, cycling infrastructure, and better public transit in tourist destinations.
How: Governments and private companies can collaborate on green mobility initiatives, supported by incentives and funding.
Why: Transportation accounts for a significant share of tourism’s carbon footprint. Greener mobility directly reduces emissions.
Slogan: “Travel Light, Travel Right.”

2. Empowering Local Communities

What to do: Ensure tourism revenue benefits locals by promoting community-based tourism, hiring locally, and supporting artisans.
How: Tour operators and hotels can partner with local cooperatives, while travelers can prioritize locally-owned accommodations and eateries.
Why: This strengthens economies from within, reduces inequality, and preserves authentic cultural traditions.
Slogan: “Think Global, Spend Local.”

3. Smart Waste and Resource Management

What to do: Implement circular economy practices including recycling, composting, water conservation, and renewable energy in hospitality and events.
How: Hotels and venues can adopt green certifications, while destinations can enforce sustainability standards.
Why: Tourism often pressures limited resources; efficient management safeguards both the environment and the industry’s future.
Slogan: “Waste Less, Experience More.”

4. Technology for Transparency

What to do: Use digital tools to promote sustainable practices such as apps showing eco-certified hotels, AI-driven crowd control at heritage sites, or blockchain for transparent supply chains.
How: Governments and private enterprises can integrate sustainability ratings into booking platforms.
Why: Travelers are increasingly eco-conscious; technology can empower them to make responsible choices.
Slogan: “Click Green, Go Clean.”

5. Education and Awareness Campaigns

What to do: Launch global campaigns to educate travelers on cultural respect, environmental care, and ethical tourism.
How: Schools, airlines, travel agencies, and influencers can spread simple, engaging messages.
Why: Sustainable tourism depends not only on policies but also on informed choices by millions of individuals. Happiness is a choice.
Slogan: “Respect Today, Preserve Tomorrow.”

The Road Ahead

World Tourism Day [September 27!] is more than a celebration it’s a reminder of our shared duty. Travel can either deplete or enrich the earth. It can either divide or unite. The choice is ours. By embedding sustainability in every action, we can ensure that travel continues to bring joy, jobs, and justice to communities worldwide.

As we celebrate this World Tourism Day, let us travel not just to see the world, but to sustain it.

{Image Credit: Dr. Rachel J.C. Fu @West Palm Beach, Florida}

EFTI Advisory Board Welcomes Jonathan Kaplan

Jonathan Kaplan

Vice President of Commercial Essentials and Suites

InterContinental Hotels Group (IHG)

The Eric Friedheim Tourism Institute is excited to welcome Jonathan Kaplan to its advisory board. As Vice President of Commercial Essentials and Suites at InterContinental Hotels Group (IHG), Jonathan leads strategy for over 4,000 hotels, driving growth and innovation across seven global brands.

A proud University of Florida alumnus with a BA in Business Administration, Jonathan has spent more than two decades shaping the hospitality industry through leadership roles at IHG and Starwood Hotels and Resorts. His work has earned him top honors, including HSMAI’s Top 25 Most Extraordinary Minds in Sales & Marketing and the Cvent Group Game Changer Award.

Jonathan currently resides in Marietta, Georgia, and serves on the HSMAI Americas Board of Directors.

Agritourism in Florida: Products, Potentials, and Future Opportunities

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

 “Farm Florida: Taste, Tour, Treasure.”

Florida is well known for its beaches, theme parks, and golf courses. Beyond the postcard images, the state has a thriving agricultural backbone. Agritourism, where agriculture meets tourism, has become a meaningful way to connect visitors with Florida’s farms, ranches, and orchards. It not only diversifies income streams for farmers but also creates authentic, educational, and memorable experiences for tourists. With Florida’s diverse geography and subtropical climate, the state can offer agritourism products year-round, positioning it as a leader in the U.S. market.

Current Agricultural Products Driving Tourism

1. Beef and Cattle Ranches
   Florida is one of the top beef-producing states in the U.S., with a cattle industry that dates back centuries. Ranches across Central and North Florida can offer horseback riding, ranch tours, rodeo demonstrations, and farm-to-table steak dinners.

2. Citrus and Fruit Orchards
   Oranges, grapefruits, strawberries, blueberries, peaches, and tropical fruits like mangoes and avocados provide opportunities for U-pick experiences, juicing demonstrations, and food festivals. Strawberry festivals already attract huge numbers, showing how fruit can drive tourism.

3. Wineries, Breweries, and Distilleries
   Florida’s muscadine grapes, honey meads, and even fruit wines (like blueberry and mango) are carving out niche tourism markets. Coupled with craft breweries that source local produce, agritourism can be packaged into tasting tours.

4. Specialty Crops and Niche Farms
   Agritourism extends to lavender farms, sunflower fields, aquaculture farms, and honey production. These allow “Instagram moments” that younger generations seek while also providing educational value.

Potentials and Further Opportunities

• Year-Round Offerings: Unlike northern states limited by snow, Florida can market agritourism every season such as winter citrus harvests, spring strawberry picking, summer mangoes, and fall corn mazes.

• Cultural Fusion: With diverse immigrant communities, Florida can highlight Caribbean, Latin, and Southern agricultural traditions, offering cooking classes and cultural immersion experiences.

• Eco-Tourism Crossover: Florida already markets its natural springs, Everglades, and coastal ecosystems. Linking these with agricultural tours creates stronger destination packages.

• Farm Stays & Retreats: Accommodations on ranches, working farms, or eco-lodges provide tourists with immersive rural experiences.

• Education & Youth Markets: Partnering with schools, universities, and youth organizations could expand agritourism into “edutainment” fields such as STEM education on food systems, sustainable farming, and robotics in agriculture.

Strategies for Growth

1. Branding and Marketing

• Develop regional agritourism trails (e.g., “Florida Beef & Citrus Trail”).

• Create a statewide marketing campaign that ties Florida’s farm heritage to its tourism identity.

• Leverage social media by encouraging visitors to share #FarmFlorida moments.

2. Partnerships

• Collaborate with Visit Florida, local tourism boards, and chambers of commerce.

• Partner with restaurants and hotels to feature “Farm to Florida Table” menus.

• Work with cruise lines and theme parks for day-trip packages to nearby farms.

3. Infrastructure Development

• Improve signage, rural transportation options, and visitor facilities at farms.

• Offer grants or incentives for farmers to build agritourism amenities (lodging, event spaces, tasting rooms).

4. Education and Training

• Provide workshops for farmers on hospitality, branding, and digital marketing.

• Train tour guides who can merge storytelling with agriculture education.

5. Diversified Experiences

• Blend agriculture with wellness: yoga in sunflower fields, vineyard meditation, or horseback riding retreats.

• Organize seasonal events: pumpkin festivals, cattle drives, citrus harvest fairs.

Packaging Ideas

1. Beef Tourism Package

• “Florida Ranch Adventure”: Includes a ranch tour, cowboy cooking demo, horseback riding, and steak dinner.

• Add-ons: Rodeo tickets, western photography, and “ranch life” lodging.

2. Fruit & Citrus Package

• “Pick, Taste, and Squeeze”: A day tour to citrus groves or strawberry farms with U-pick, juice tastings, jam-making workshops, and fruit-themed souvenirs.

• Add-ons: Picnic baskets filled with farm products.

3. Wine & Brew Trails

• “From Vines to Pints”: Pair local fruit wines with craft breweries in multi-stop tours.

• Add-ons: Transportation, souvenir glasses, and pairing workshops.

4. Agri-Festival Weekends

• Multi-day festivals celebrating seasonal crops—complete with cooking competitions, live music, artisan vendors, and family-friendly activities.

5. Farm Stay & Retreat Packages

• Overnight experiences in cabins or glamping sites on farms.

• Activities: barnyard chores, cooking with farm produce, bonfire storytelling.

Creating Potential Slogans

• Beef:

• “Taste the Sunshine, Savor the Steak.”

• “From Ranch to Table, Florida Feeds the Nation.”

• Fruits & Citrus:

• “Pick Fresh, Live Sweet—Florida Citrus.”

• “From Sunshine to Your Hands.”

• General Agritourism:

• “Beyond Beaches: Florida’s Fields of Fun.”

• “Roots, Ranches, and Real Florida.”

Conclusion

Agritourism in Florida is ripe with opportunity. By highlighting beef, citrus, fruits, and niche agricultural products, the state can diversify its tourism economy beyond beaches and theme parks. Strategic branding, thoughtful packaging, and creative experiences can turn farms and ranches into destinations themselves. With the right mix of tradition, innovation, and hospitality, Florida can market agritourism not just as a side trip but as one of the core parts of its tourism identity.

{Image Credit: Dr. Rachel J.C. Fu} Speaker: Dr. J. Scott Angle, Senior Vice President, University of Florida

Over-Tourism, Local Concerns, and Visionary Solutions

Dr. Rachel J.C. Fu, Chair and Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

“Floridians want the jobs and economic stability tourism brings, but not at the expense of their neighborhoods, natural resources, and sense of belonging. To reduce the negative impacts of over-tourism, Florida must rethink how it manages its assets.”

Florida is a symbol of sunshine, beaches, and boundless opportunity in the tourism world. From Walt Disney World to the Keys, the state has built its global identity on being a playground for millions. As with every paradise, there’s a catch: over-tourism. For residents, this isn’t just a buzzword, it’s a lived reality that stirs fear, conflict, and fatigue. Their daily experiences of traffic congestion, rising costs, environmental strain, and community overcrowding reveal an uneasy truth: the very industry that sustains Florida’s economy is also diminishing the quality of life for many Floridians.

This tension between opportunity and exhaustion places Visit Florida, the state’s official tourism marketing arm, in a unique role. It must not only promote Florida as a global brand but also lead the dialogue that bridges the gap between what residents value and what tourists demand.

The Local Sentiment: Purpose Meets Pressure

Residents of Florida are proud of their home. They recognize tourism’s benefits: jobs for their families, thriving small businesses, and revenue that keeps communities afloat. Many feel trapped in the double-edged sword of growth. On one side lies opportunity; on the other, disruption.

• Traffic & Congestion: Daily commutes in cities like Orlando, Miami, and Tampa now feel like combat zones, with infrastructure stretched beyond its limits.

• Housing & Affordability: Short-term rentals drive up property prices, making it harder for locals to live where they work.

• Environmental Strain: Fragile ecosystems including beaches, Everglades, springs are bearing the brunt of heavy tourist use, threatening long-term sustainability.

• Cultural Erosion: Small communities fear losing their identity as destinations morph into tourist-centric hubs.

The Positive Impacts: Florida’s Tourism Powerhouse

It’s important not to overlook the substantial ways tourism strengthens Florida’s foundation. Visit Florida’s branding efforts have kept the state at the top of global travel wish lists, yielding benefits such as:

• Economic Growth: Tourism pumps billions into Florida’s economy each year, helping it avoid recessions even when other states struggle.

• Jobs & Workforce: The industry sustains over a million jobs, from hospitality and events to transportation and retail.

• Tax Contributions: Revenue from tourism-related activities helps fund property taxes, infrastructure projects, education, and public services. Tourism doesn’t just benefit visitors, it underwrites the state’s daily operations, schools, and roads. The question, then, is not whether tourism is vital (it is), but how it can be balanced with residents’ lived experience.

The Need for Smarter Tourism Management

The state can no longer simply chase growth in visitor numbers, it must instead aim for sustainable growth that maximizes benefits while minimizing burdens. Key steps include:

1. Diversifying Destinations: Shift marketing efforts to lesser-known areas beyond Orlando, Miami, and the Keys. Encouraging visits to underutilized regions spreads the load while boosting local economies.

2. Investing in Infrastructure: Tourism revenue should be funneled back into roads, public transit, airports, and utilities to ensure residents don’t shoulder the entire cost of accommodating visitors.

3. Protecting the Environment: Stronger regulations, visitor caps in fragile areas, and investment in green tourism practices will ensure Florida’s natural treasures survive for generations.

4. Community Engagement: Visit Florida must amplify resident voices, ensuring that promotional strategies align with community needs and values.

5. Housing Balance: Regulating short-term rentals to protect residential affordability while still capturing revenue is essential to maintaining community livability.

Visionary Solutions: Toward a Win-Win Future

To induce outcomes that benefit both locals and tourists, Florida needs visionary strategies not just reactive measures. Here’s a forward-looking list of potential solutions:

1. Tourism Contribution Funds: Establish a structured fund where a portion of tourism revenue is earmarked directly for local needs such as schools, public safety, and housing affordability. This makes residents see tourism as a direct investment in their well-being.

2. Smart Capacity Management: Implement digital visitor caps for parks, attractions, and beaches through using reservation systems and real-time tracking to prevent overcrowding and environmental degradation.

3. Resident Discounts & Benefits: Provide locals with tax breaks, discounted attraction access, or resident-only days to reaffirm their ownership of Florida’s treasures.

4. Sustainable Transportation Networks: Expand rail and bus systems that connect high-volume tourist destinations, reducing car dependency and easing resident traffic.

5. Education & Workforce Development: Partner with schools and universities to channel tourism revenue into programs that train the next generation of hospitality leaders, while ensuring locals get first access to these jobs.

6. Cultural Preservation Grants: Fund local heritage and arts programs, ensuring Florida’s unique character is celebrated, not erased, by global tourism.

7. Tourism Innovation Labs: Create public-private partnerships to test new tourism models, such as eco-tourism, agritourism, cultural immersion, diversifying the industry beyond traditional “sun and sand” attractions.

Conclusion: Balancing Paradise

Over-tourism has sparked real concerns among residents, from congestion to environmental degradation, but it has also fueled one of the strongest state economies in the nation. Visit Florida’s challenge and opportunity is to lead with vision, to foster dialogues that not only highlight the benefits but also address the pain points head-on.

When Florida can align residents’ quality of life with the global demand for its attractions, it won’t just remain a top destination it will set the diamond standard for sustainable tourism. A future where tourists enjoy world-class experiences and locals see their quality of life rise from good to great.

{Image Credit: T. Edmidson}

Healing Beyond Medicine: The Roles of Competencies, Communication, and Compassion in Hospitality-Driven Healthcare

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

 “The intersection of healthcare and hospitality is where service meets science. Hospitality operations act as the “hidden medicine” that complements clinical treatment.”

Healthcare and hospitality are no longer separate silos. They are two industries converging to redefine what it means to care for people. It’s not just through clinical outcomes but through holistic well-being. Competencies, communication skills, and compassion, when combined, these qualities create a foundation for health providers and hospitality professionals to elevate community healthcare systems, improve recovery journeys, and sustain well-being across body, mind, emotions, and spirit.

The Power of Competencies in Care

Competencies are more than certifications or credentials. They are the applied skills and knowledge that translate into effective action. In community healthcare systems, competency means the ability to diagnose, treat, and guide patients within a framework that respects cultural and social realities. A nurse may have clinical knowledge, but their competence shines when they adapt that expertise to serve a rural community with limited resources, or when they coordinate with nutritionists, therapists, and local leaders to create an achievable well-being system.

In hospitality, competencies translate into anticipating guest needs, operational efficiency, and creating environments conducive to comfort and recovery. A well-trained hospitality manager in a healthcare facility ensures the rooms are welcoming, meals are nutritious, and operations run smoothly. These are not luxuries. They are healing accelerators. A patient who feels comfortable and cared for will recover faster, with reduced stress on both body and mind. Without competencies, no amount of empathy or good intentions can be fully effective.

Communication: The Lifeline of Trust

If competencies are the backbone, communication is the lifeblood of healthcare and hospitality alike. In healthcare, poor communication often leads to misdiagnosis, treatment non-compliance, or fractured trust between providers and patients. In hospitality, unclear communication creates unmet expectations and erodes brand loyalty.

Effective communication is not just about relaying facts. It’s about translating expertise into language people understand and relate to. A physician explaining treatment options in plain terms, or a front-desk manager who listens actively to a patient’s concerns, bridges the gap between professional authority and personal experience. In community well-being systems, communication expands into public health education, encouraging healthier lifestyles and preventive care.

Communication builds a circle of trust that goes beyond the individual. Families, caregivers, and entire communities rely on transparent dialogue to feel included in decision-making. In this sense, communication is not only about clarity but also about empowerment.

Compassion: The Soul of Service

Competence and communication create structure, but compassion gives it to its soul. Compassion is the difference between treating symptoms and caring for a person. In both healthcare and hospitality, compassion is the emotional intelligence that recognizes the human story behind every encounter.

For healthcare providers, compassion is seen in the small gestures such as holding a patient’s hand, acknowledging their fears, or tailoring care to respect cultural and spiritual beliefs. For hospitality professionals working in healthcare-adjacent spaces, whether recovery centers, wellness resorts, or hospital guest services, compassion is evident in creating warmth, dignity, and comfort. Compassion drives sustainability. Communities thrive when individuals feel cared for not just during illness, but throughout their entire well-being journey.

Hospitality as a Healing Environment

In a community healthcare system, hospitality can transform sterile clinics into healing sanctuaries. A well-designed waiting area, culturally appropriate meals, personalized care coordination, and attention to emotional comfort can enhance patient experiences. Hospitality-trained professionals add value by orchestrating seamless experiences by removing friction points such as long waits, poor signage, or lack of personalized attention. These seemingly small elements speed recovery by reducing stress and creating environments that signal safety and healing.

AI-Driven Hospitality in Healthcare

The future belongs to those who can blend human touch with technological intelligence. AI-driven hospitality in healthcare is already reshaping possibilities. Imagine:

• AI concierges guiding patients through hospital systems, reducing stress and confusion.

• Predictive analytics personalizing recovery plans based on lifestyle, medical history, and community context.

• Virtual care companions that monitor patient well-being across physical, emotional, and mental dimensions, while escalating to human providers when compassion is most needed.

Healthcare and hospitality professionals must upskill to remain relevant and effective.

Skills Healthcare Providers Need:

• Digital literacy to work alongside AI systems for diagnosis, monitoring, and communication.

• Interdisciplinary collaboration to integrate hospitality practices into medical routines.

• Emotional intelligence to counterbalance AI’s efficiency with human warmth.

Skills Hospitality Leaders Need:

• Healthcare literacy to understand patient safety, medical privacy, and wellness protocols.

• Tech fluency in AI tools for guest management, predictive personalization, and service automation.

• Ethical judgment to ensure technology enhances, not replaces, compassion.

Conclusion

Competencies, communication, and compassion are not abstract ideals. They are the practical tools that shape the future of community healthcare systems and hospitality operations. Together, they create experiences that heal faster, sustain well-being longer, and respect the whole human condition: body, mind, emotion, and spirit.

As we look ahead, AI will not erase these pillars but amplify them. The challenge and opportunity for healthcare providers and hospitality leaders alike is to marry high-tech with high-touch. Those who master this balance will not only enhance customer experiences but also build sustainable systems of care that honor what it means to be human.

{Image Credit: a_g_arch}

Balancing Innovation and Human Touch: AI & Robotics in the Future of Restaurant Operations

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

“Technology should be positioned not as a threat, but as a partner in making work more meaningful. For leaders, the guiding principle is simple. Put people at the heart of your tech strategy.” By Dr. Rachel J.C. Fu

Human Experience & Guest Connection

The challenge for restaurants is not whether to adopt AI and robotics, but how to do so without losing hospitality’s soul. The best use of technology is as a supporting cast. Robots can run food, process payments, or manage queues, freeing staff to focus on warmth and empathy. Guests still value human touchpoints such as greetings, menu guidance, and issue resolutions where emotional intelligence matters most.

AI can supercharge personalization, recalling past orders and tailoring suggestions at scale. Yet, it shines brightest when paired with human finesse. A chatbot may remember your favorite wine, but it is the server who notices your mood and recommends a pairing with warmth. The future lies not in choosing between AI and humans, but in letting AI provide insights so staff can deliver deeper, more personal hospitality.

Operational Efficiency vs. Brand Identity

Introducing automation risks standardization, but restaurants can preserve identity by tailoring tech to fit their ethos. Robots should reflect the brand (e.g., playful in family chains, sleek and discreet in fine dining). Back-of-house automation, like robotic prep or dishwashing, enhances consistency invisibly. Front-of-house requires careful balance. Robots should augment, not replace, service moments that define brand character.

ROI must be measured not just in efficiency, but also in loyalty. A cost-saving kiosk that alienates patrons erodes long-term value. Successful operators pilot innovations, gather guest feedback, and frame automation as enhancing not replacing human service. Done right, automation can unlock creativity. For example, robots handle repetitive tasks, enabling chefs to experiment with recipes and staff to engage more meaningfully. Used poorly, it risks constraining the brand into cold uniformity.

Partnerships, Data, and Ecosystems

Restaurants no longer operate in isolation. Delivery apps and aggregators hold valuable consumer data that can optimize menus, staffing, and promotions. Sharing insights, even in aggregated form, benefits both sides (e.g., restaurants improve service while platforms increase orders). Transparency and privacy are paramount. Guests must know why data is collected, how it’s used, and what value they receive in return.

Partnerships with AI and robotics firms can accelerate strategic growth. Rather than building tech in-house, operators can leverage partners’ expertise, deploying innovations at scale and co-developing solutions that fit their brand. These alliances often future-proof operations, addressing labor shortages or capacity limits, while positioning brands as innovators. Success requires continuous evolution and alignment with long-term goals not one-off installations.

Workforce & Labor Transformation

AI and robotics should relieve staffing pressures without erasing human roles. Robots are most valuable as colleagues who take on menial or high-turnover tasks, allowing staff to focus on hospitality and creativity. This framing not only eases operations but also boosts morale by reducing physical strain.

As automation grows, new jobs emerge including robotics supervisors, data analysts, or digital concierges who blend service with tech fluency. Upskilling is critical such as teaching employees to manage and collaborate with machines while honing traditional hospitality skills. Leaders must guard against over-dependency. Training should emphasize that human warmth remains irreplaceable, even in a high-tech workplace. Staff need to understand why automation is adopted, see opportunities for growth, and share in the benefits whether through better schedules, higher pay, or recognition.

Guest Expectation, Delivery, and Last-Mile Innovation

Consumers today are willing to pay for speed and convenience, forcing restaurants to rethink last-mile delivery. Autonomous robots, drones, and AI-optimized routing promise to reshape logistics. These tools cut costs, reduce delays, and create novel customer experiences.

Curbside pickup is evolving with geofencing, mobile check-ins, and smart lockers, minimizing wait times and friction. AI-driven systems will soon predict demand, fire orders at the right moment, and orchestrate handoffs with near-perfect timing. The future of delivery and pickup is about ultra-convenience.

AI and robotics should be adopted not for novelty or cost savings alone, but to enhance human creativity, hospitality, and trust. The brands that thrive will be those that balance high-tech with high-touch. Kitchens where robots handle the grind while chefs innovate, dining rooms where AI empowers staff to connect more personally, and ecosystems where data is shared responsibly for mutual gain.

Hospitality has always been about making people feel welcome. In the age of robotics, that essence must not be lost. Innovate boldly, but always in service of human connection. What would be our recipe for a future-ready restaurant industry?  AI-driven Hospitality.

QSR Speakers: (left to right) Scott Taylor, Bob Schalow, Dr. Rachel J.C. Fu, Danny Klein, Ryan Weaver

Presence Matters: A Call to Hospitality Education

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

“Hospitality education must wake up. It must remember that presence is professionalism, presence is leadership, and presence is hospitality itself.  In an industry where presence is the currency, educators cannot afford to devalue it.” – by Dr. Rachel J.C. Fu

The Freedom of Remote Research vs. The Duty of Presence

Scholars thrive in quiet corners. Their laptops open in mountain cabins, campus offices, cafés, or home offices. Research allows us to withdraw from the noise and create knowledge that advances industries. That freedom is part of the academic reward. Unlike pure research careers, hospitality professors and educators are role models for an industry rooted in service, human interaction, and authenticity. Presence in this field is not optional. It’s a fabric of credibility.

 Hospitality Education is More Than Information

Hospitality students don’t come to class merely to memorize formulas of revenue management or event planning. They invest their money, time, and life energy in the promise of learning from people, their professors. When lights are off in the office during scheduled hours, when a teacher is a ghost in the corridors, students and parents receive a subtle but loud message: “I’m paid to teach, but I’ll be present only when it suits me.” That absence erodes trust.

Lights On, Smiles On

Hospitality education is about modeling. Every smile in the hallway, every greeting with authentic warmth, every door that is open sends a signal: this is what hospitality looks like in action. Students don’t just absorb lectures, they observe behaviors. They will mirror the professionalism, or lack of it, they see. If we, as educators, fail to embody hospitality in the micro-moments, by leaving offices dark, skipping presence, or treating engagement as optional, we are not just failing our students, we are failing the entire next generation of service leaders.

Actions Speak Louder Than Publications

Yes, publishing in high-impact journals matters. An H-index is important at a research university. It sustains careers, promotions, and institutional rankings. Hospitality is a practice-based field. A dazzling publication record does not offset the damage of absent role models in classrooms. Students, their parents, and industry recruiters don’t evaluate us on Scopus citations. They judge us by whether our lessons and behaviors translate into marketable skills and human-centered leadership. In hospitality, actions are louder than words, and presence is louder than publications.

 Research That Matters

This does not mean research is secondary. It means research must connect. If our findings don’t enhance companies’ ROI, if our case studies don’t resonate with community needs, if our innovations aren’t adoptable in hotels, airlines, hospitals, or events then our work risks irrelevance. Presence is intellectual. It means showing up in field sites and communities where our insights matter. Students watch this too. They learn that hospitality scholarship is not abstract, but a living contribution to industry resilience and growth.

 The Parent’s Perspective

Parents who send their children to renowned institutions expect more than prestigious logos on diplomas. They expect mentorship, guidance, and access. They want their children to learn from professors’ knowledge, behaviors, and networks. The office door, the smile in the classroom, and the guidance in internships. These are as valuable as the curriculum itself. Absent presence robs families of the return on their massive investment in tuition and trust.

Critical Thinking and Humanity in Action

Presence is not just about physical availability. It is about cultivating critical thinking and demonstrating humanity. A professor who shows up consistently, listens carefully, and guides patiently embodies the ethos of hospitality such as service with dignity, and professionalism with compassion. Students are not only learning spreadsheets and theories. They are absorbing a philosophy of leadership. Critical thinking is sharpened not only in problem sets but in conversations that require empathy, challenge assumptions, and inspire courage.

 Wake Up, Higher Education

The call is urgent. Presence is no longer optional. It is the baseline expectation.

 Being Present, Being Updated, Being Mindful

Presence means staying updated. Curricula cannot stagnate in an era of AI, automation, and shifting global markets. Professors must be mindful not just for themselves, not just to protect tenure, but to honor the obligation they owe students and the next generation. Mindfulness here means asking: Does my course reflect what the industry needs today? Do my students leave class with skills that are marketable tomorrow? It is about aligning academic presence with industry relevance.

 The Human Side of Leadership

At its core, hospitality is humanity. Being present means being human in front of students. Be approachable, kind, yet rigorous. It means modeling professionalism and resilience, not perfection. The educator who admits mistakes shares industry failures as case studies, and demonstrates humility teaches more about leadership than any textbook chapter ever could.

 Presence is the Ultimate ROI

DEGREES OPEN DOORS, RESEARCH BUILDS CAREERS, BUT PRESENCE TRANSFORMS LIVES. Hospitality education is a sacred trust. Students invest their time, families invest their resources, and industries invest their future talent. When professors are present (e.g., lights on, smiles authentic, research relevant, industry connected, etc.) the ROI is exponential. Students leave not only with knowledge, but with the habits, values, accountability, and confidence to lead.

{Image Credit: Dr. Rachel J.C. Fu EFTI.Talk with Mr. Ross Schilling}

Sunshine & Service: Turning Florida Visitors into Lifelong Partners

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

 “Delivering what’s promised gets you in the game. Exceeding expectations wins hearts.

After the vacation ends, the conversation begins.” - By Rachel. J.C. Fu

Florida’s tourism numbers? WOW! In 2024, the Sunshine State welcomed 143 million visitors, beating its previous record and generating more than $142.9 billion in visitor spending. During the first quarter of 2025 alone, 41.19 million people packed their flip‑flops for a Florida trip. More than 60% of travelers switch brands after just one or two poor service experiences, and 88% of consumers trust recommendations from friends and family. Florida tourism wants to keep breaking records, and it needs to nurture word‑of‑mouth evangelists. This article offers five strategies to transform visitors into lifelong partners.

Why Customer Service Excellence Matters

In tourism, where memories linger long after the vacation ends, delivering an exceptional experience can mean the difference between a rave review and a viral complaint. Florida’s major attractions exemplify how service excellence fuels loyalty. Theme parks like Walt Disney World train employees to anticipate guest needs, smile (even when it’s 97F), and resolve problems on the spot. Hotels along Miami Beach greet return guests by name and remember that last‑year’s cocktail order. Excellence isn’t optional. It's the lifeblood of Florida’s $100‑billion‑plus tourism economy.

Promise Kept: The Power of Consistency

Every destination and attraction makes a brand promise. Delivering on that promise consistently across every touchpoint is harder than writing the brochure. Customers now interact via websites, call centers, mobile apps, social media, and in‑person. A gap in any channel undermines trust. Mystery shopping and customer‑experience research provide an objective lens to ensure the promise meets reality. For Florida tourism brands, consistency is personal. When a family drives eight hours to Orlando, they expect the theme park to deliver the magic seen in ads, and the hotel's website to match the vibe promised by the photos.

Personalization: From Marketing to Memories

Travelers want to feel like more than a booking number. Personalized marketing delivers content tailored to an individual’s preferences, rather than generic promotions. Personalization reduces irrelevant promotions and improves return on investment. For example, an Orlando hotel recommending a brunch spot based on your love of vegan food or an Everglades tour company suggesting a sunrise paddle because you booked early‑morning experiences last year. Using data to segment customers and send relevant messages is among the top email marketing strategies. For example, A Key West hotel could send a birthday promo code or a reminder of the anniversary of your last stay. On‑property messaging can promote events or services based on the length of stay. A guest staying through the weekend might receive a text about Saturday’s beach yoga, while a business traveler checking out Friday is spared irrelevant invites. A potential visitor who browsed Florida Keys snorkel tours might see a reminder ad with a limited‑time discount.

Exceeding Expectations: Beyond the Basics

Social influences are powerful. Original content on platforms like Instagram is judged on popularity, creativity, and community commitment. Clear information about products, pricing, and policies fosters trust. Monitoring customer sentiment across channels and adapting quickly prevents churn. Hospitality businesses that invest in these elements turn satisfied guests into delighted storytellers.

Word‑of‑Mouth: The Most Powerful Marketing

In tourism, where experiences are intangible and expensive, travelers heavily rely on trusted voices. That’s why Florida’s marketing success depends on turning visitors into ambassadors. Florida destinations could build similar programs in college towns like Gainesville or Orlando, tapping students to share local gems, highlight small businesses, and champion sustainability.

Five Strategies for Turning Visitors into Lifetime Partners

1. Deliver Service Excellence Every Time. Train staff to be empathetic problem‑solvers, invest in technology that speeds up responses, and empower employees to make decisions. Proactive communication and cultural awareness build trust. In Florida, where high heat can test patience, simple gestures such as offering free water, shade, and a friendly smile, make or break a day.

2. Align Operations with Your Brand Promise. Use tools like mystery shopping and customer‑experience research to evaluate performance. Identify gaps between the promised and actual experience and take corrective action. Policymakers may consider supporting this by offering tax incentives for businesses that implement accredited quality‑assurance programs.

3. Personalize the Journey. Collect data ethically and use it to tailor communications and experiences. Offer tailored recommendations, targeted emails, personalized texts, and remarketing campaigns. Recognize loyal guests with exclusive perks.

4. Cultivate Authentic Ambassadors. Create formal ambassador programs that recruit locals and repeat visitors. Provide training (e.g., “Gator Guides” in Gainesville), offer perks like free entry or merchandise, and encourage ambassadors to share stories on social media. Empower students and residents to host walking tours, highlight local cuisine, and share behind‑the‑scenes insights. Ambassadors provide the trusted, authentic voice that today’s travelers crave.

5. Amplify Word‑of‑Mouth Through Shareable Moments. Design experiences that guests want to post their unique photo spots, themed events, and personalized souvenirs. Encourage guests to leave reviews and share feedback. Leverage user‑generated content and influencer partnerships to reach new audiences.

Record visitation numbers prove that the state offers attractions people crave, but sustainable success requires more than sunny beaches. By committing to service excellence, delivering on brand promises, personalizing experiences, exceeding expectations, and cultivating word‑of‑mouth ambassadors, Florida’s hospitality sector can transform visitors into lifelong partners. The Sunshine State’s future lies in making every visitor feel like part of its extended family, so they not only come back but bring their friends.

Reference

https://news.ufl.edu/2023/06/fl-tourism/

{Image Credit: Dr. Rachel J.C. Fu}

The Rise of Wellness Care, Spa Tourism, and Health Hospitality: A New Frontier in Health and Human Performance

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

The future of health, human performance, and happiness depends not just on technological advancement but on our ability to recharge, reconnect, and restore with choice, compassion, wisdom, and purpose.

In an era defined by digital overload, burnout, and a growing disconnection from nature and self, individuals are increasingly turning to experiences that offer not just relaxation but rejuvenation. Wellness care, spa tourism, and health hospitality are redefining the ways people restore their health, recharge their energy, and seek spiritual renewal. These movements are no longer fringe activities but are becoming foundational to how humans recreate, perform, and live meaningful lives. As these wellness-driven experiences surge in popularity, their impact is being felt across hospitality, tourism, healthcare, and human performance.

Wellness, Spa Tourism, and Health Hospitality

Wellness care emphasizes prevention, longevity, and holistic well-being. It prioritizes physical, mental, emotional, and spiritual health through lifestyle-centered interventions like mindfulness, nutrition, exercise, and stress management. Spa tourism is a branch of wellness tourism that focuses on travel to destinations offering therapeutic spa treatments, hydrotherapy, massage, detoxification programs, and relaxation services. These destinations often leverage local natural resources (e.g., thermal springs, mineral baths, herbal medicine) to promote health and healing.

Health hospitality refers to the integration of healthcare and hospitality industries, creating environments that combine medical services with the comfort, luxury, and care of mindful hospitality. Examples include medical wellness resorts, integrative health retreats, and lifestyle clinics designed for recovery and performance enhancement. These elements represent a wellness ecosystem designed to address not just the body, but also the mind and soul.

Human Recharge and Spiritual Renewal

People now seek experiences that allow them to reset physically, emotionally, and spiritually. Whether it's thermal springs in Iceland, Ayurvedic spas in India, or forest bathing in Japan, spa destinations offer science-backed and culturally embedded therapies that promote deep recovery.

These environments are not just spaces for pampering, they are spaces of transformation. This aligns with the rising global awareness that well-being is not a luxury, but a necessity for effective performance and life satisfaction. Spiritual restoration is a key aspect. Whether through mindfulness, yoga, or immersion in nature, these wellness experiences offer an opportunity to reflect, realign with one’s values, and reconnect with a greater sense of purpose.

Impacts on Tourism, Healthcare Systems, and Human Performance

Transforming the Tourism Industry

Spa tourism is reshaping the tourism industry by shifting its emphasis from consumption and entertainment to experience and healing. Wellness travelers are purpose-driven. They value cultural authenticity and environmental sensitivity. As a result, we see increased investment in wellness resorts, natural spa facilities, and community-based healing retreats. This model not only promotes local economic development but also ensures wellness tourism practices.

Evolving Healthcare Systems

The rise of wellness care and health hospitality is pushing healthcare systems to move beyond reactive treatment models. Integrating wellness into public and private health institutions helps prevent chronic diseases, reduce mental health crises, and lower healthcare costs. By embedding hospitality principles into medical settings, patient satisfaction and treatment outcomes improve significantly.

Boosting Human Performance

Wellness care and spa-based interventions have a direct and measurable impact on human cognition, energy levels, and creativity. Practices such as thermal therapy, massage, and digital detox enhance parasympathetic nervous system activity, reducing cortisol levels and increasing emotional regulation. These changes translate into improved workplace performance, focus, resilience, and relationships.

Why Higher Education Must Embrace the Wellness Movement

Cultivating the Next Generation of Wellness Advocates

As forward-thinking leaders, we need to prioritize the development of future wellness advocates who are prepared to thrive in this evolving wellness movement.  Students in fields such as hospitality, public health, nursing, tourism, business, and psychology must be equipped with the knowledge and interdisciplinary skills required to lead in this emerging sector. Courses on spa tourism management, customer experience and personalization, wellness entrepreneurship, integrative health sciences, and experiential hospitality should become staples in academic programs.

Promoting Student and Faculty Well-being

Universities face growing mental health challenges among students, staff, and faculty. Incorporating wellness facilities, guided retreats, mindfulness centers, and spa-based therapies on campus may serve as powerful tools for resilience, cognitive enhancement, and overall student success.

Advancing Research and Innovation

Universities can lead studies on the physiological and psychological benefits of spa therapies, experiential wellness tourism, or digital wellness interventions. Collaborations with wellness centers and health resorts provide real-world learning and innovation labs for learners.

Building a Wellness-Driven Future

The rise of wellness care, spa tourism, and health hospitality is not a fleeting trend. It represents a long-term societal evolution toward intentional living and sustainable health. As more people recognize the power of wellbeing healing, spiritual renewal, and energy optimization, these sectors will continue to expand and influence how we live, travel, heal, and perform.

To support this evolution, higher education must take a leadership role not only by training future wellness professionals but also by embodying the principles of well-being in its own culture.

{Image Credit: Mike S.}

Hospitality and Tourism in Florida: Opportunities, Challenges, and Community-Centered Growth

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

Florida’s hospitality and tourism industries have long served as cornerstones of the state’s economy. From the theme parks of Orlando to the sun-soaked beaches of Miami and the cultural richness of cities like St. Augustine and Tampa, tourism consistently ranks among the top economic drivers. As we look ahead to the next five years, the industry is poised for continued growth.

A Promising Five-Year Outlook

Florida’s tourism economy is projected to expand steadily, fueled by strong domestic demand, rising international travel, and a resurgence in group and business travel. Orlando alone welcomed over 75 million visitors in 2024, and expectations are high for continued record-setting arrivals.

Visit Florida and regional destination marketing organizations (DMOs) have sharpened their marketing strategies to diversify visitor segments—targeting higher-spending travelers, international tourists, and off-peak visitors to spread tourism more evenly throughout the year.

The hospitality sector, too, is undergoing innovation. Hotels and resorts are investing in personalized guest experiences and digital enhancements to meet rising consumer expectations. Industry leaders anticipate continued development of boutique properties, wellness-focused retreats, and mixed-use tourism infrastructure. In addition, the return of major conventions and events is reinvigorating urban destinations and helping diversify revenue streams beyond leisure travel.

With the right policies and strategic alignment between industry stakeholders and local governments, Florida is well-positioned to remain a global tourism leader—so long as it addresses the underlying tension between economic opportunity and community impact.

Understanding Mixed Community Sentiment Toward Tourism

Despite its economic advantages, tourism often generates mixed reactions in the communities it touches. This ambivalence is not unique to Florida but resonates globally in high-traffic destinations. On the one hand, tourism brings substantial benefits including career creation, business growth, and vital tax revenues that support public services. In regions like Orlando, roughly one in three jobs is linked to tourism.

Tourists contribute billions in local and state tax revenues annually, funding schools, transportation, parks, public safety, and more. Many small and medium-sized businesses thrive because of consistent visitor spending, and the industry’s success often promotes investment in infrastructure and cultural venues that residents enjoy as well.

However, the rapid influx of visitors—especially during peak travel seasons—can place considerable strain on local infrastructure. Traffic congestion, wear and tear on public spaces, environmental stress, and rising housing and service costs can diminish residents’ quality of life. While tourism may increase local tax collections, residents often question whether those revenues are being fairly or visibly reinvested in their neighborhoods.

In some cases, locals perceive that the benefits of tourism are disproportionately captured by private entities or are reinvested solely into attracting more visitors, rather than enhancing community well-being. Overtourism, loss of neighborhood character due to short-term rentals, and crowding at beloved local spaces all contribute to skepticism. Thus, while communities often appreciate the economic vitality tourism brings, they want to see clear, tangible benefits for residents—not just for visitors or the tourism industry itself.

Use of Tourism Tax Revenues: Balancing Growth and Community Needs

Tourism-related taxes, such as hotel occupancy and resort taxes, generate billions in annual revenue. How that revenue is allocated plays a central role in shaping public opinion and sustaining long-term tourism growth. Across the United States, approaches vary. In states like Michigan, tourism taxes are narrowly earmarked for marketing and promotion. In contrast, places like Illinois and Colorado have adopted more flexible frameworks, allowing tourism tax revenues to support broader community needs such as transportation, public safety, and housing—especially when approved by local voters.

Florida has an opportunity to lead in adopting a balanced model. By expanding the allowable uses of tourism tax revenues—while still supporting strategic promotion and infrastructure development—state and local governments can ensure that the benefits of tourism are shared equitably. For instance, dedicating a portion of tourist taxes to maintaining parks, funding public transit, or addressing workforce housing can help bridge the gap between industry growth and resident satisfaction.

When residents see visible improvements in their communities—better roads, enhanced safety, revitalized public spaces—they are more likely to support the continued expansion of tourism. Transparent reporting and community engagement in how tourism taxes are spent can further enhance accountability and trust.

Tourism organizations, including DMOs and convention and visitor bureaus (CVBs), play a critical role in Florida’s tourism strategy. Their success is traditionally measured by key performance indicators such as visitor numbers, visitor spending, hotel occupancy rates, and overall economic impact. A successful tourism organization must demonstrate not only how it attracts visitors, but how it contributes to community vitality, protects natural resources, and fosters inclusive economic opportunity.

Looking Ahead: Sustainable, Inclusive, and Community-Centered Tourism

The future of Florida’s hospitality and tourism industries is bright—but must be guided by thoughtful policy, collaborative leadership, and inclusive vision. By leveraging tourism tax revenues to reinvest in communities, embracing innovation, and prioritizing resident quality of life alongside visitor satisfaction, Florida can maintain its status as a world-class destination while ensuring long-term social and economic resilience.

The path forward is not simply about attracting more tourists—it’s about building a tourism economy that works for everyone.

{Image Credit: Dennycshots}

Why are Food Festivals so Popular in Florida?

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

Florida has become a hotspot for food festivals because they combine two things people love: travel and unique culinary experiences. In today’s travel trends, cuisine is a huge draw – about 80% of travelers research food options before a trip, and over half identify as “culinary travelers,” seeking out local flavors and food events during their vacations. Florida’s theme parks and tourist venues have tapped into this in a big way. These events turn a regular park visit into a culinary adventure, letting guests sample global dishes, craft beers, and gourmet bites that they can’t find every day. 

Another reason for the popularity is the social and fun atmosphere of these festivals. They’re not stuffy food events – they’re often full of live music, entertainment, and themed activities. For example, Epcot’s International Food & Wine Festival features live concerts and tasting booths from around the world, creating a party-like environment. Even the Kennedy Space Center – an unusual venue for a food fest – has found success with its annual “Taste of Space” festival each fall, where visitors sample space-inspired dishes and cocktails and even meet astronauts. It turns out that even at a space museum, people love the chance to enjoy food in a new context. Food is a universal language, and these festivals let Florida’s attractions offer something for foodies, families, and culture-seekers all at once. Social media has further boosted their popularity – eye-catching dishes and drinks often go viral, and that exposure to a mass audience quickly translates into profit for the organizers. In short, food festivals hit the sweet spot between entertainment and gastronomy, which is why both tourists and locals flock to them.

Benefits in Attendance and Revenue

Yes – food festivals have proven to be huge revenue and attendance boosters for Florida’s parks. Epcot’s International Food & Wine Festival has become a template for theme parks nationwide, because it led to increased attendance and guest spending, especially during what used to be slower times of year. Recent numbers bear this out – Epcot’s attendance jumped by nearly 20% in 2024, even when other parks saw declines. Much of that success is credited to the park’s festivals and new attractions creating fresh reasons to visit.

For the parks, these events are a win-win: they drive ticket sales and get visitors to spend more on food and drink. Guests often purchase tasting lanyards, special dinners, and festival merchandise. SeaWorld Orlando, for instance, expanded its Seven Seas Food Festival in 2025 to add even more concerts and menu items due to guest demand, indicating the festival’s strong drawing power. The per-guest spending on food and beverages tends to surge during these festivals – one theme park company reported food and beverage revenue up by tens of millions in a year of heavy event programming. In short, culinary festivals not only bring healthy crowds through the gates, they also encourage those visitors to spend more time and money in the park, making them very profitable for Florida’s tourism industry.

Off-Season Festivals to Prevent Attendance Slumps

Many of these food festivals are scheduled outside the summer peak. This is quite intentional. Traditionally, Florida’s theme parks see a dip in visitation when school is back in session – late summer and fall used to be “slow” periods. To combat that, parks introduced food festivals and other special events during those months to keep attendance high. The strategy has worked so well that it’s practically erased the old slow season. As one theme park insider observed, Epcot’s festivals have made the off-season as busy as summer at that park. In other words, a food & wine festival in October can fill the park just like July used to. Parks are indeed timing these festivals to smooth out the crowds across the year.

As mentioned earlier, Epcot’s Food & Wine Festival kicks off in late August and runs through the fall – a period that, decades ago, saw lighter tourist traffic. Now, fall is a highlight for foodie tourists and locals who plan visits specifically for the festival. Similarly, Kennedy Space Center’s Taste of Space runs in October when typical family vacation travel is lower. By hosting a fun food event, the Space Center draws in local residents and adults (including food enthusiasts and space buffs) who might not visit in the middle of the school year otherwise. The parks have learned that locals will come out for these limited-time events, even if they aren’t on vacation – so scheduling festivals during the school year prevents steep drops in paying customers. It keeps the turnstiles clicking year-round. In Florida’s climate, it also helps that the cooler fall and winter months are perfect for outdoor eating events, making the experience more comfortable and enjoyable than the sweltering summer. All in all, these carefully timed festivals are a savvy way for attractions to maintain momentum and revenue between the big holiday and summer travel seasons.

Variety and Community Impact of Food Festivals

It’s worth noting that Florida’s food festivals aren’t just about indulgence – they’re also embracing diverse cultures and even healthy eating themes. For instance, the Collard Green Festival in St. Petersburg (Tampa Bay Collard Green Festival) is a community-oriented event that celebrates a traditional Southern staple with a healthy twist. Now in its seventh year, this festival has grown tremendously – from a small gathering in 2018 to an expected crowd of over 12,000 people in 2025. It offers cooking demonstrations, a collard greens cook-off, and even health screenings and wellness talks. The focus is on teaching people to grow and prepare healthy food and addressing issues like diabetes and heart health in the community. In other words, it’s using food as a fun way to educate and uplift the community.

These kinds of events show how food festivals can be about more than just eating – they promote culture, community, and even public health alongside tourism. Florida’s lineup ranges from big-budget theme park festivals to local street fairs dedicated to a single ingredient or cuisine. All of them leverage what food does best: bringing people together. As one festival organizer put it, people love when “the community can come together over something we all share in common – our love for what food does”. Whether it’s families tasting international dishes at Epcot or friends dancing at a neighborhood collard greens block party, food festivals succeed in Florida because they create memorable shared experiences. They boost the economy, keep tourism humming year-round, and celebrate the rich culinary tapestry and hospitality that Florida is known for – a recipe for continued popularity.

[Image Credit: G. Park]

The Growth and Barriers of the Space Tourism Industry

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

1. From Barriers to Growth

The growth of the Space Tourism industry is shaped by several critical challenges. Foremost are technological limitations—while reusable rockets and commercial space vehicles have advanced, reliability, scalability, and cost-efficiency still need refinement. Regulatory frameworks lag behind innovation, with international space law and national policies needing updates to govern safety standards, environmental protection, liability, and equitable access. Concerns about passenger safety, ethical use of space, and public perception—often shaped by high-profile billionaires or environmental concerns—add layers of complexity. These factors are slowing widespread adoption, keeping space travel largely out of reach for all but a small group of ultra-wealthy individuals.

2. Projected Timeline

Space tourism is currently in its infancy, but progress is steady. When technological advancements, regulatory harmonization, and infrastructure development continue on pace, we can reasonably project that by the early to mid-2030s, space travel will become accessible to a broader group of participants—especially affluent adventure travelers, researchers, educators, and artists. By the 2040s, we may begin to see more democratized access through government partnerships, educational sponsorships, and reduced commercial costs, much like early aviation transitioned from luxury to mainstream. This trajectory depends greatly on sustained investment, global cooperation, and public trust in spaceflight safety.

3. Short-Term and Long-Term Future of the Industry

In the short term (2025–2035), space tourism will likely remain focused on suborbital experiences, short orbital stays, and high-profile commercial missions that double as scientific or promotional events. These early ventures are essential—they will help test protocols, develop infrastructure, and normalize public engagement with space. We can expect growth in spin-off industries, such as space-themed education, virtual space experiences, and high-tech training programs.

In the long term (2035–2050 and beyond), the possibilities expand. We envision low-orbit space hotels, educational missions for students and researchers, and even cultural or artistic collaborations beyond Earth. Space tourism could revolutionize the travel industry, create new career pathways in aerospace, hospitality, engineering, and ethics, and spark public fascination that drives STEM education worldwide. Environmentally, it challenges us to innovate greener propulsion systems and ensure we preserve orbital and planetary ecosystems. Ethically, it prompts vital conversations about who has the right to explore space and how to prevent inequality from being projected beyond Earth.

4. Broader Impacts on Humanity and Innovation

Beyond tourism, these early ventures mark humanity's next evolutionary step—extending our presence beyond Earth not for conquest, but for cooperation, learning, and global inspiration. The

industry fosters technological innovation that feeds back into healthcare, climate science, and robotics. It holds the potential to unify nations around shared exploration and broaden our understanding of life, existence, and stewardship of Earth.

As we look upward, we must also look inward—to ensure that the pursuit of space tourism uplifts society, protects our planet, and reminds us of our shared destiny in the cosmos. The journey ahead is not just about reaching space—it's about expanding what it means to be human.

May 5, 2025

[Image Credit: Insider Hook]

Building Safer Destinations to Strengthen Tourism and Community Connections

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

Tourism thrives where trust lives. A destination's image shaped by perceptions of safety, cleanliness, and livability, is central to travelers' decisions. While crime rates, shooting incidents, and visible cleanliness influence public narratives, a destination’s ability to respond with resilience, collaboration, and long-term strategic planning can redefine its trajectory. This editorial offers a forward-looking perspective: one that emphasizes the collective power of communities, governments, and industries to transform city images and offer visitors safer, more welcoming, and rejuvenating spaces to explore and return to.

The Perception Gap: Crime, Cleanliness, and the Tourist Mindset

Tourists choose destinations not only for attractions but for the overall experience, which begins the moment they consider a place and extends far beyond the trip itself. In recent years, media coverage of gun violence, public safety concerns, and environmental neglect has raised alarms for many U.S. cities and global destinations alike. Even a few high-profile incidents can erode decades of brand-building and influence travelers to reroute their plans.

Yet perception is malleable, and through intentional action, destinations can change the narrative.

Tourism as a Catalyst for Safety and Cleanliness

Cities and destinations around the world have proven that investments in safety and environmental care are not only public service imperatives, and they are growth strategies for tourism and economic development. When tourists feel safe walking downtown streets, visiting local parks, or taking public transportation, they engage more deeply with communities. When streets are clean, green spaces are maintained, and air and water quality are prioritized, destinations are not only more beautiful but they are more livable and more marketable.

 In fact, tourists become vocal ambassadors of positive change when they encounter a city that feels not only exciting but secure and cared for. Their social media posts, reviews, and personal recommendations carry the power to reshape reputations and inspire new waves of visitation.

A Strategic Call for Collective Action

To build a resilient and appealing destination image, a strategic, multi-sectoral approach is essential. Below are key strategies that cities, tourism boards, community organizations, law enforcement, and residents can jointly pursue:

1. Cross-Sector Collaboration and Data Sharing  

   Tourism boards, public safety officials, and local governments should maintain open lines of communication, sharing real-time data on safety improvements, crime prevention efforts, and environmental progress. Transparency builds trust with both residents and visitors. Coordinated messaging—backed by facts—can help control narratives and highlight areas of improvement.

2. Visible, Community-Focused Safety Initiatives  

   Investing in community policing, ambassador programs, and well-trained hospitality liaisons can enhance the visible presence of safety personnel in a non-intimidating way. When tourists see smiling, knowledgeable personnel in hotels, public areas, and visitor centers, they feel both welcomed and protected.

3. Environmental Beautification and Urban Renewal  

   Cleanliness is more than aesthetics—it signals care. Strategic urban investments in street cleaning, green spaces, sustainable infrastructure, and waste management elevate a city’s image. Public art installations, pedestrian-friendly walkways, and outdoor lighting projects also contribute to a perception of safety and vibrancy.

4. Media Partnerships and Narrative Reframing  

   Local and national media play a significant role in shaping public perceptions. Cities can proactively partner with media outlets to highlight positive stories, new initiatives, and testimonials from travelers who have had safe and enriching experiences. Video storytelling, influencer partnerships, and destination branding campaigns that center authentic, uplifting voices can shift perspectives.

5. Community Inclusion and Empowerment  

   The most sustainable improvements happen when local communities are engaged as partners. Cities should invest in youth programs, workforce development in tourism and hospitality, and inclusive public forums. When residents feel proud of their neighborhoods, they become natural advocates for their destination.

6. Preparedness, Crisis Communication, and Visitor Education  

   While safety cannot be guaranteed, preparedness is reassuring. Emergency plans, responsive crisis communication systems, and visitor education campaigns (including signage, mobile apps, and multilingual resources) all contribute to a sense of readiness and care.

Conclusion: From Challenge to Opportunity

Safety and cleanliness are not just features—they reflect a city's respect for its people, spaces, and guests. Rather than be defined by the past, destinations can lead with action, investing in strategies that foster safety, pride, and visitor trust.

Tourism unites people across cultures and generations. By prioritizing collaboration and well-being, cities can drive shared growth and lasting community impact. Let’s move beyond headlines toward a future where every traveler feels safe and every resident feels proud. With hope and commitment, we can create destinations where people, purpose, and place shine together.

April 18, 2025

[Image Credit: Getty Image]

Out of Office? Prove It. Why Vacation Should Actually Mean Vacation

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

Let’s talk about the importance of taking actual, restorative time off—and I don’t mean logging into Zoom calls from a hammock or “just responding to one little email” in the airport lounge. I mean a true mental escape. The kind where you forget what day it is, and your biggest decision is beach or brunch (or both).

Burnout: The Slow Burn with a Side of Inbox Guilt

You don’t wake up one day and say, “Today, I shall be burnt out.” No, it’s sneakier than that. It starts with:

• Feeling tired even after sleeping like a rock

• Forgetting why you liked your job (or people) in the first place

• Snapping at your dog because your Outlook froze again

• Needing three cups of coffee just to open your laptop

• Thinking “vacation” means working from a sunnier Wi-Fi zone

And the worst part? Low-quality vacations—where you're technically “off” but spiritually tethered to email—do more harm than good. Your body may be poolside, but your brain is still stuck in a meeting that could’ve been an email.

The Great American Vacation Mystery: Where Did All the Days Go?

According to the U.S. Travel Association (2019), “over half of American workers (55%) didn’t use all their vacation days—leaving 768 million days unused. Of those, 236 million vacation days were completely forfeited, translating to $65.5 billion in lost benefits. If Americans used those days for travel, it could generate $151.5 billion in additional travel spending and support 2 million more U.S. jobs.” Less vacation means less travel spending, which hits the $1.1 trillion tourism industry like a sad little ripple in what should be a splashy pool of prosperity.

So yes—when you skip your vacation, you’re not just hurting yourself. You’re hurting beach towns, ski resorts, quirky roadside attractions, and every ice cream shop within a 50-mile radius.

Vacation: It’s Not Just for Fun (But It Should Be Really Fun)

Let’s be clear: vacation is not just about stopping work. It’s about restoring your whole self. It’s your chance to reclaim recreational joy—whether that means dancing like nobody’s watching, hiking like you’ve got a deer to impress, composing songs only you know how to sing, enjoying oil painting, or perfecting the noble art of lying still. Spend quality time with people who love you even though you never cc them on anything. Use the silence to rediscover who you are beyond job titles and email signatures. And never underestimate the power of rest: a well-rested brain is basically a superpower in slacks.

Use your vacation days. All of them. A fully present break can benefit not only your mental clarity and performance but also your relationships and overall quality of life. A restful vacation refreshes your mind, reignites your creativity, and makes you a stronger contributor upon return. So go ahead—take that well-deserved time off. Your health, your loved ones, and yes, even the travel economy, will thank you.

Ironically—and my staff is probably chuckling as they read this—I’m writing this during my vacation. I love what I do. My career brings me fulfillment, and my office often feels more like a place of purpose than pressure. When I’m focused on reaching goals and crossing tasks off my list, I feel energized and inspired. It’s not about overworking—it’s about passion. This rhythm of meaningful work and intentional rest is what drives my efficiency, clarity, and optimism. So yes, even while I’m enjoying the sun with SPF 50 and a coconut drink in hand, don’t be surprised if inspiration strikes—and I start typing. It’s a balance I choose, with joy and intention.

March 28, 2025

[Image Credit: New York Times]

Flow State of a Champion: The Inner Game of Gator’s Champion Night

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

On Gator’s Champion Game Night, it's more than just winning. It’s about entering the arena with a champion’s mind—where the real game is internal. When the stakes rise and the top two teams lock horns, it’s no longer just about skill. It becomes a battle of flow, focus, and finesse.

Flow—that elusive, high-performance state—is where champions are made. It begins the moment a player quiets the noise, tunes into the now, and becomes fully present. First comes focus, deep and unwavering. Then, fear dissolves, giving way to fluid execution—not overthinking, just instinct. From there, clarity and confidence emerge, allowing strategy to be not just planned, but embodied.

When two elite teams face off, it’s a test of more than talent—it’s a showcase of mental resilience, emotional stability, and inner power. Brilliance isn’t just what the world sees—it’s what happens when pressure knocks and the mind answers with poise. It’s not the loudest voice that wins, but the most grounded presence.

The champion mind is forged in pressure. It thrives on teamwork, strategizes with precision, adapts without panic, and rises with every setback. At the final whistle, the trophy doesn’t just go to the most physically dominant—it goes to the team that flowed under fire, that trusted each other, trusted the process, and leaned into the moment with every ounce of inner strength.

In the end, the champion is the one who plays from within.

2025 UF Men’s Basketball Team – You’re the high-flying Gators with fire in your game—soar for the dunk, spin with finesse, and rise above the rim. Go, Gator Champions!

April 7, 2025

[Image Credit: Getty Images]

Florida Tourism: From Crisis to Comeback

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

How Did the COVID-19 Pandemic Disrupt Florida’s Tourism Industry?

The Florida tourism industry experienced a historic downturn in early 2020 when the pandemic led to travel restrictions, business closures, and a decline in consumer confidence. Visitor numbers plummeted as theme parks, beaches, and major attractions either shut down or operated under strict capacity limits. International travel was particularly affected due to border closures. Since 2021, the industry has not only recovered but has surpassed pre-pandemic levels. Florida welcomed over 137.6 million visitors in 2022, breaking the previous record of 131.4 million in 2019. Domestic travel played a crucial role in this resurgence, as Americans sought destinations with outdoor activities, flexible safety measures, and minimal restrictions.

Was There a Risk of Total Industry Collapse?

There were major concerns that Florida’s tourism industry, one of the largest economic drivers in the state, could face long-term devastation. Florida welcomed 79.75 million visitors in 2020, marking a 39.3% decline from the 131.4 million visitors in 2019 and the lowest annual total in a decade, according to Visit Florida. Theme parks, including Disney World, Universal Orlando, and SeaWorld, faced months-long closures, and the cruise industry was at a standstill until mid-2021. Many feared that without significant government support, business innovation, and consumer confidence, Florida’s tourism sector could take a decade to recover. Decisive state leadership, early reopening efforts, and targeted financial support helped prevent a complete collapse. Florida's travel and tourism industry continued growing in 2023, reaching a record 156.9 million out-of-state visitors, though growth moderated to 1.4% following the post-pandemic surge. Visitor spending rose 4.9% to $131 billion, with the strongest increases in entertainment, lodging, and shopping, driven by the recovery of international travel. The sector contributed $127.7 billion to Florida’s economy, making up 10% of the state's Gross State Product and supporting 2.1 million jobs, or 14% of nonfarm employment. Tourism-generated taxes grew 5% to $36.9 billion, offsetting $1,910 per household in state and local taxes.

What Fueled Florida’s Tourism Rebound?

Florida’s rapid tourism recovery can be attributed to several key factors:

• State Policies Favoring Reopening. Florida implemented some of the earliest and most aggressive reopening measures, allowing businesses to operate with fewer restrictions compared to other major tourism markets. This positioned Florida as an attractive destination for domestic travelers.

• Pent-Up Travel Demand. By late 2021, Americans were eager to travel after prolonged lockdowns. Florida benefited greatly from this surge, with record-breaking hotel occupancy rates, theme park attendance, and beach tourism.

• Domestic Tourism Boom. International travel restrictions lingered longer than domestic ones, leading Americans to prioritize domestic destinations. Florida, with its year-round warm climate and diverse attractions, became a prime choice.

• Cruise Industry Rebound. After an extended pause, the cruise industry saw a dramatic resurgence as safety protocols reassured travelers. Florida’s ports, including Miami, Port Canaveral, and Fort Lauderdale, resumed operations and quickly ramped up to full capacity.

• Technological Adaptation. Businesses accelerated their use of contactless technology, digital tickets, mobile check-ins, and virtual queuing systems, enhancing the guest experience while improving operational efficiency.

• Marketing and Branding Efforts. Florida’s tourism board, Visit Florida, strategically marketed the state as a safe and desirable travel destination, further driving visitor numbers beyond expectations.

What Lasting Changes Have Benefited Both Tourists and Businesses?

The pandemic accelerated several trends in Florida’s tourism industry that have proven beneficial for both businesses and travelers:

• Contactless and Digital Transactions. Theme parks, hotels, and attractions now rely heavily on digital tickets, mobile ordering, and cashless payments, streamlining operations and reducing physical contact.

• Virtual Queues and Reservations. Many attractions now use reservation-based entry and virtual queuing systems to enhance crowd control and guest experience.

• Enhanced Hygiene and Safety Measures. Heightened cleaning protocols, improved ventilation, and safety-focused infrastructure improvements have increased consumer confidence.

• Flexible Booking and Cancellation Policies. Many travel providers, including airlines and hotels, have adopted more flexible cancellation and rescheduling policies, giving visitors greater peace of mind.

• Rise of Workcations and Extended Stays. With remote work becoming more common, Florida has seen an increase in long-term stays, benefiting resorts, vacation rentals, and second-home markets.

What’s Next for Florida’s Tourism and Hospitality Industry?

Florida’s tourism industry has proven its resilience and adaptability, but future growth will require ongoing innovation and strategic planning. Several trends will shape the industry’s trajectory:

1. Sustainable Tourism. With increasing environmental awareness, Florida must invest in eco-friendly tourism initiatives, including coastal conservation, responsible wildlife tourism, and sustainable lodging options.

2. Diversified Travel Experiences. Beyond theme parks and beaches, Florida can further promote its cultural attractions, historical sites, and outdoor adventure tourism.

3. Infrastructure Development. Continued investment in airports, transportation systems, and hospitality infrastructure will be crucial for managing increasing visitor numbers.

4. Artificial Intelligence and Personalization. AI-driven customer service, smart travel assistants, and data-driven marketing will enhance visitor experience and operational efficiency.

5. Weather Resilience and Disaster Preparedness. Given Florida’s vulnerability to hurricanes and extreme weather events, proactive measures will be needed to safeguard tourism assets and reassure travelers.

A Resilient Future for Florida’s Tourism Industry

Florida’s tourism and hospitality sector has rebounded stronger than expected, proving its ability to adapt and thrive despite major disruptions. Moving forward, innovation, sustainability, and enhanced visitor experiences will be key to ensuring long-term success. The industry must remain agile, embracing new technologies and evolving consumer expectations to sustain Florida’s brand as a top global travel destination.

[Image Credit: iadb.org]

February 28, 2025

Sport Tourism: From Good to Gold

Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida

The Power of Sport Tourism in the USA and Florida

Sport tourism has long been a dynamic force in the global travel industry, and in the United States, it is a billion-dollar sector driving economic growth, community engagement, and athletic excellence. From major events like the Super Bowl and the U.S. Open to grassroots and youth sports tournaments, sport tourism not only fuels travel and hospitality but also fosters economic and cultural exchange. The state of Florida, with its year-round warm climate, world-class venues, and deep-rooted sports culture, stands at the forefront of this industry, leveraging its assets to attract both elite competitions and enthusiastic spectators.

Economic Impact and 2024 Highlights

In 2024, the U.S. has continued to capitalize on sport tourism, hosting marquee events such as the College Football Playoff National Championship, Formula 1 Grand Prix races, and the upcoming preparations for the 2026 FIFA World Cup. Florida has maintained its reputation as a premier sports destination with events like the Miami Open, Daytona 500, and spring training for Major League Baseball. These events contribute significantly to local economies, bringing in millions in tourism dollars, generating jobs, and supporting hospitality and retail industries.

Sport tourism extends beyond professional leagues. Amateur and collegiate tournaments, endurance events like marathons and triathlons, and adventure sports such as surfing and deep-sea fishing are integral to Florida’s sports ecosystem. The state’s renowned golf courses, including those in Palm Beach and Naples, attract thousands of visitors annually.

According to the 2023 findings from Tourism Economics, sports were the leading driver of room-night bookings in 63% of responding cities. The sports-events industry had a direct economic impact of $52.2 billion, contributing to a total economic impact of $128 billion and generating $20.1 billion in taxes. More than 200 million people traveled to attend youth and adult amateur sports events, as well as collegiate championships, resulting in over 73 million room nights. The industry also supported approximately 757,600 full-time and part-time jobs, highlighting its significant role in economic growth and community development. Florida ranks among the top states benefiting from the sports tourism industry, bolstered by its strategic investments in stadium infrastructure, training facilities, and event hosting, which further amplify its appeal.

Opportunities and Challenges in Sport Tourism

The opportunities in sport tourism are vast. With advancements in digital engagement, immersive fan experiences, and sports technology, destinations can create more interactive and accessible experiences for visitors. The growing emphasis on sustainable tourism has prompted sports organizations and venues to adopt eco-friendly practices, such as reducing plastic waste, implementing green transportation solutions, and ensuring responsible water and energy usage.

Sport tourism also faces challenges. Safety and security remain a top priority, with concerns ranging from crowd management at large events to ensuring the well-being of traveling athletes and fans. Weather disruptions, especially in states like Florida, where hurricanes can affect scheduling, pose another hurdle. Economic fluctuations can impact sponsorships and consumer spending on travel and tickets.

Building Community Through Sport and Supporting Athletes Beyond Competition

Beyond economic and logistical considerations, sport tourism serves as a bridge for community connection. It brings together diverse groups of people including fans, athletes, businesses, and residents to celebrate competition, perseverance, and teamwork. Cities that host sporting events often experience a boost in civic pride, cultural exchange, and charitable initiatives linked to sports programs.

Equally important is the role of sport tourism in shaping athletes’ careers and post-competition lives. Many athletes transition into leadership roles, coaching, or business ventures related to sports tourism. The self-discipline, teamwork, and strategic thinking cultivated in their athletic careers often translate into strong leadership in various fields. Supporting programs that help athletes transition into careers in sports management, broadcasting, or community development ensure their impact extends beyond their competitive years.

From Good to Gold: The Future of Sport Tourism

Sport tourism has evolved from a thriving industry into a key driver of economic and social prosperity. As the U.S. and Florida continue to embrace this sector, the focus remains on meaningful growth, safety, talent management, and innovation. With a commitment to excellence, sport tourism can go from good to gold, inspiring future generations of athletes, travelers, and leaders alike.

[Image Credit: unwto.org]

February 26, 2025