About Us
Florida HIA was created by hospitality people, for hospitality people. We are the only discount program available to everyone working in Florida’s hospitality industry, offering exclusive FREE attraction admissions and discounts across the state.
Our mission is to make it affordable for industry workers to enjoy the very best that Florida has to offer.
Through our network of tourism partners, members receive complimentary admissions and special discounts at attractions, hotels, restaurants, golf courses, and service providers statewide. Our partners know that word of mouth is the best form of referral, and they value the opportunity to showcase their businesses directly to hospitality professionals.
We also provide a FREE marketing platform for tourism partners to promote their business to industry workers. Join here and become part of the hundreds of partners already participating.
Florida HIA is proud to be the exclusive tourism benefits provider for Visit Florida and an active member of the Florida Attractions Association, along with many other associations across the state. As part of Florida’s tourism community, we are dedicated to giving back to the true “Ambassadors” of our industry—the hospitality workers.
Recent History
The Hospitality Industry Association (HIA) was originally founded in 1983 by C.E. Wray, who believed that the employees serving Florida’s guests every day were the true “Ambassadors of Florida Tourism.” His mission was to recognize and reward these individuals—the backbone of the industry.
In 2012, Keith Charlton, a 30-year veteran of hospitality, revived the program as Florida HIA. Keith began his career as a valet at the Royal Plaza in Orlando in 1988, where he met C.E. Wray. Under Wray’s mentorship, Keith learned the importance of taking care of employees—because they are the ones who take care of our guests.
Today, Florida HIA proudly carries on this legacy by supporting, celebrating, and rewarding Florida’s hospitality workforce.
