The Florida Keys & Key West

The Florida Keys & Key West: Tourism Promotion for the Florida Keys Archipelago

The Florida Keys & Key West is the official tourism office for the Florida Keys archipelago, a chain of coral islands stretching more than 100 miles out to sea, just south of Miami. Its role is to raise awareness of and promote this destination, built around the scenic 113-mile Overseas Highway with its 42 bridges, which connects the islands and combines ocean views, nature and history.

The organization presents the Keys as a destination of five distinct areas, each with its own character and pace: Key Largo, Islamorada, Marathon, The Lower Keys and Key West. Its promotion covers lodging, events, dining, culture and outdoor activities, with materials such as visitor guides, brochures, itineraries and an events calendar.

The Five Destinations of the Keys

The office describes each area with its own traits. Key Largo is presented as the gateway to the archipelago, with underwater national parks, world-famous reefs and the Florida Keys National Marine Sanctuary, an ideal setting for snorkeling and diving. Islamorada is identified as the Sportfishing Capital of the World, with turquoise waters, fishing charters, dockside restaurants and boating tours. Marathon, located in the middle of the archipelago, focuses on family vacations, with visits to rescued sea turtles and the Old Seven Mile Bridge, restored for walking or biking. The Lower Keys, with Big Pine Key, is shown as the quietest and wildest part, with kayaking through mangroves, sightings of the endangered Key deer and skies suited to stargazing. Key West, at the far end, is defined as a unique, lively and eccentric destination, known for its sunsets, its local art scene and places linked to Hemingway.

Promoted Activities and Experiences

The site groups its offerings into major categories: fishing, diving and snorkeling, arts and culture, food and drink, things to do, weddings and outdoor activities. Within the latter, it details options such as boating and on-the-water activities, wildlife encounters, eco-tours, vehicle and bike rentals, and recreation. Beaches, parks and gardens, shopping, sightseeing and spas, health and wellness are also promoted.

Among the specific experiences highlighted are snorkeling and diving on reefs, offshore and backcountry sportfishing, kayaking through mangrove mazes, watching rescued sea turtles and dolphins, spotting Key deer and hand-feeding giant tarpon off the dock. Underwater art, roadside galleries, live music and impromptu island jam sessions are also mentioned.

Trip Planning and Visitor Resources

The office offers tools for organizing a stay: information on getting here, places to stay, an event calendar, itineraries, visitor guides and brochures, and seasonal deals. It includes specific sections for international travelers, LGBTQ+ travelers, families, pets and travelers with accessibility needs, as well as safety and weather tips. It also provides resources for planning meetings and an insider's guide with recommendations.

The event calendar includes celebrations such as the 250th anniversary of the United States, with activities from May to October, and the Taste the Keys initiative, which during the month of October brings together fixed-price menus, signature dishes and food trails in Key Largo and the Upper Keys. The Sunset Celebration in Mallory Square and other unique events in the archipelago are also promoted.

Commitment to Conservation and the Community

The site includes the Keep the Keys Clean initiative, aimed at caring for the environment, and makes room for ecotourism and responsible tourism proposals. Wildlife promotion focuses on local species such as sea turtles, rescued dolphins, butterflies and the Key deer, with experiences that aim to bring visitors closer to these animals.