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Grab yourself a late deal >British travellers may have plenty to explore on holiday in Florida
A trend of going off the beaten track has developed among British tourists visiting the US, which could include those on holiday in Florida.
Stella Clery-Ackland, spokeswoman for the US Travel Association, says people are stepping out of the traditional big cities in order to find an authentic taste of the country and increased value for money.
"We are seeing a great emergence of second and third tier destinations coming forward and experiencing growth from the UK," she explains.
This pattern may mean locations such as Tampa and Miami are left behind as holiday makers seek more from smaller beach resorts, such as those lining the Sunshine State's coast.
Florida is also renowned for its plethora of top-class theme parks, which could also trigger a rise in new, nearby resorts.
STR recently published figures that showed more people appear to be heading to the US, with the country's hotel occupancy rate up by 6.7 per cent to 63.9 per cent.
Posted by Alison Selby
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