Keys Season: One Road, Miles of Savings

The Florida Keys & Key West are launching a new promotion called Keys Season, a travel initiative running from Aug. 1 through Oct. 31. The campaign, presented by Visit Florida Keys & Key West, is designed to attract visitors during a period traditionally considered the off-peak window. Travelers can access exclusive deals on lodging, dining, and activities across the island chain, from Key Largo to Key West. Travel market projections suggest this timing coincides with a broader industry shift toward extending seasons.

The promotion includes offers from local businesses, chambers of commerce, and tourism partners. Many participating hotels are offering a Flexibility Promise, which provides free cancellation and rebooking options if plans change. Some discounts extend beyond the Oct. 31 end date.

Kara Franker, President and CEO of Visit Florida Keys & Key West, described the timing as “one of the most rewarding times to visit.” She noted that guests can “settle into the island lifestyle,” whether watching a sunset from a waterfront tiki bar or diving on North America’s only living coral barrier reef.

“One Road. Miles of Savings” is the campaign slogan. Suzi Youngberg, President & CEO of the Key Largo Chamber of Commerce, said the initiative showcases “incredible value” and encourages travelers to support locally owned businesses while exploring beyond a single stop.

The region is preparing for a busy late summer and fall. The calendar includes the Jimmy Buffett tribute event Just a Few Friends and the Fantasy Fest celebration in Key West, both of which occur during the Keys Season timeframe. Daniel Samess, CEO of the Greater Marathon Chamber of Commerce, highlighted the appeal of the season, calling it “one of those rare opportunities where visitors truly get the best of everything.” He emphasized that the waters remain beautiful, fishing is world-class, and the pace is relaxed.

The timing of this initiative is notable. While late summer is often viewed as a quiet period for tourism, this campaign positions the season as a time to capitalize on lower prices and fewer crowds. Historically, destinations use summer lulls to court leisure travelers with aggressive pricing, a strategy that works well for outdoor-focused locations like the Keys where weather is consistently warm. By coupling financial incentives with signature events, the campaign attempts to shift the perception of the season from a “shoulder” period to a primary travel window.

What You Can Do

Visitors can tailor their trips to fit various interests. Activities include snorkeling or diving on the coral reef, paddleboarding through mangrove trails, or fishing for mahi-mahi, tarpon, or snapper. Dining options range from dockside fish shacks to craft cocktails and tiki bars. Cultural activities such as visiting distilleries, galleries, and museums are also available.