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VISIT FLORIDA Trends in Tourism

VISIT FLORIDA Trends in Tourism. 501(c)6 Corporation established by statute in 1996 to be the Official Tourism Marketing Corporation for the State of Florida. 3,000 Partners $25 million state funding in FY 2009-10 $67.5 million total budget for FY 2009-10

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VISIT FLORIDA Trends in Tourism

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  1. VISIT FLORIDATrends in Tourism

  2. 501(c)6 Corporation established by statute in 1996 to be the Official Tourism Marketing Corporation for the State of Florida. 3,000 Partners $25 million state funding in FY 2009-10 $67.5 million total budget for FY 2009-10 Actively recruit the state’s tourism industry to invest as Partners through cooperative advertising campaigns, promotional programs and many other pay-to-play ventures. 98 Employees About VISIT FLORIDA

  3. Mission To promote travel and drive visitation to and within Florida Vision VISIT FLORIDA establishes Florida as the #1 travel destination in the world

  4. The Current Situation

  5. Consumer Confidence(1985 = 100 / July ’10 = 50.4)

  6. U.S. and Florida Unemployment Rate

  7. Who are Florida’s Visitors? • Over 80 million visitors came to Florida in 2009 • Over 88% came from the U.S. • 9.6 million came from other countries • 2.6 million Canada • 1.2 million United Kingdom • 712,000 Brazil • 5.1 million from hundreds of other countries

  8. Visitors by Origin 2009

  9. Share of International Visitor Volume Based on Region for 2009

  10. Domestic Visitors • Georgia, New York, Illinois, Alabama and Texas are the top origin states. They make up 38% of Florida’s domestic visitors. • 46% of visitors come by air and 54% come by non-air • Top activities are shopping, going to the beach, touring/sightseeing, and going to a theme/amusement park • Average length of stay is 4.8 nights, a decline from 2008 • Shorter stays, increase in the 1-3 night category • Average expenditures per person per day in Florida was $134.60, down 0.6% from the year before. The largest decreases were in transportation and entertainment.

  11. Domestic Visitors • 86% Leisure purposes, 14% come for business • Majority come in Winter (29%), Spring & Summer (26%) • Average party size 2.2 people • Only 21% are families

  12. Accommodation Type

  13. Accommodation • 50% High End hotels • Four Seasons, Marriott, Doubletree, Westin • 30% Mid-Scale hotels • Courtyard, Holiday Inn, Best Western • 16% Economy • Days Inn, Motel 6, Econo Lodge

  14. Reservation Type for Accommodations (20% made no reservations)

  15. Florida Hotel Occupancy Source: Smith Travel Research

  16. Hotel Average Daily Room Rate

  17. Local Option Tourist Development Tax Collections(in millions)

  18. Local Option Tourist Development Tax Collections • Statewide combined tax collections for all 60 counties was down 11 percent from 2008. • Local option tourist development tax collections through December 2009 showed 11 of the 60 counties having increases over the year prior. • The counties making up the largest portion of 2009’s total were Orange, Broward, Osceola, and Miami-Dade. These four counties accounted for half of the state’s total collections for 2009.

  19. Tourism/Recreation Taxable Sales • $60.9 billion down 6.6% from 2008 • Hotels & Lodging -13% • Restaurants & Lunchrooms -2% • Admissions -3% • Everything else -13% • Tourism/Recreation Taxable Sales represent approximately 22% of total statewide taxable sales

  20. Tourism/Recreation Taxable Sales • Biggest declines • (accounting for 2/3 of the decline) • Hotels & Lodging down $2.1B • Rental of Tangible Property down $1.0B • Amusement machines, beach umbrellas, boats, bikes, motor vehicles, roller skates, sailboats, jet skis, surfboards, etc.

  21. Breakout of Tourism/Recreation Taxable Sales

  22. Tourism and Recreation Taxable Sales(in millions)

  23. VISIT FLORIDA’s Response to the Deepwater Horizon Oil Spill

  24. Positioning VISIT FLORIDA is the trusted source for travel planning information before, during and after this developing crisis. We must maintain: Information Platform. Credible and transparent information to enable visitors to make their travel plans to Florida Pro-active Marketing. Aggressive pro-active marketing efforts to continue to drive visitation

  25. Florida Live

  26. Information Platform - Florida Live

  27. Florida Live Launch May 11, 2010 187, 000 visits Florida Live

  28. Online Television Radio Print Advertising

  29. More Than Enough

  30. Advertising Results to Date Visits to www.VISITFLORIDA.com June 2010 vs June 2009 Atlanta +74% Baton Rouge +130% Birmingham +159% Charlotte +55% Dallas +76% Houston +81% Nashville +156% New Orleans +107% Raleigh/Durham +57% St Louis +128%

  31. Near-Term Travel Intentions Study Conducted by Ypartnership June 4 – 13, 2010 1,286 consumers who reside in central and eastern United States Results Travelers are very aware of the oil spill and its potential impact to Florida beaches 54% following news reports “very closely” 45% following news reports “casually” 95% of respondents expected Florida to have oil Only 10% were less likely to visit Florida

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