Dear Friends,

Welcome to the University of Florida’s Eric Friedheim Tourism Institute (EFTI)!

Established in 2010 as UF’s first endowed tourism institute, EFTI continues the legacy of the former Center for Tourism Research and Development (founded in 1992). Our mission is to lead visionary research, foster global insight, and connect with industry leaders across Florida and beyond. We are committed to advancing research, expanding engagement, and supporting higher education in meaningful ways.

It is a privilege to serve as the Director of EFTI, housed in the Department of Tourism, Hospitality, and Event Management (THEM) within the College of Health and Human Performance.

Our current priorities are:

1. Recruitment & Retention. We aim to attract and support outstanding students, faculty, staff, and board members through meaningful opportunities and engagement.

2. Philanthropy. Thanks to our generous donors, we are building lasting scholarship and endowment programs that will benefit future generations.

3. Industry Partnerships. By fostering trust and collaboration, we will enhance dialogue and produce impactful, applied research.

4. Community Engagement. Working closely with our board, EFTI and THEM will support communities while creating professional growth opportunities for our students.

5. Practical, Future-Focused Research. We are committed to advancing research that addresses real-world challenges, ranging from crisis prevention/management (e.g., COVID-19, hurricanes) to strategic planning (e.g., economic forecasting, revenue management), and emerging trends (e.g., AI, data science).

On behalf of our students and team, thank you for your continued support, partnership, and dedication to higher education and leadership development.

It is my great honor to work with and for you in the exciting years ahead. 

GO GATORS!

Rachel 

Rachel J.C. Fu, PHD, CHE
Director, the Eric Friedheim Tourism Institute (EFTI)

Mission

EFTI aims to lead visionary research and provide insight nationally and globally. EFTI’s missions are to connect with talented industry leaders in the state of Florida and beyond, advance cutting-edge research, create meaningful engagement opportunities, and support higher education.

Vision

EFTI will become the leading voice for the Future of Tourism in Florida and the United States.

Eric Friedheim (1910 - 2002)

In a career that spanned more than 60 years, Eric Arthur Friedheim personified and shaped the travel and tourism industries into what they are today. As owner, publisher, and editor-in-chief of the weekly Travel Agent Magazine, he reported on all major developments in travel and tourism, logging over a million miles and 150 countries and eventually winning a place in the Travel Hall of Fame and a seat on the Tourism Advisory Board to the President of the United States.