The State of Tourism - VisitFlorida
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TSAE Paul Phipps Chief Marketing Officer
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As one of Florida's top industries, tourism is the largest job creator and a leading driver of the state's economy. The meetings industry grows alongside as a critical component of Florida’s economic success. Balancing between both, the need for meeting professionals to be in-the-know has never been more important. With top executives from world-famous tourism and hospitality experts in Florida, this session provides a special opportunity to learn about current trends and the evolution, as well as importance, of the Florida meetings industry.
Transcript of The State of Tourism - VisitFlorida
TSAEPaul PhippsChief Marketing Officer
MissionTo promote travel to and within Florida
VisionVISIT FLORIDA establishes Florida as the No. 1 travel
destination in the world
PurposeTo brighten the lives of all
Five Year Trends
Visitor Volume
2003
2008
2013
74.6M
84.2M
93.7M
Taxable Sales
2003
2008
2013
$51M
$66M
$77M
Occupancy
2003
2008
2013
62% 61%
67%
Visitor Volume
Domestic84%
Canada4%Overseas
12%
Series1
0
2
4
6
8
1.5M
4.1M
7.9M
Growth
Domestic Canada Overseas
2013 Volume & Growth
Meetings Trends
Business Travelers
2003
2008
2013
16.6%
17.5%
11.0%
11% of Florida’s domestic visitors traveled to the state for business purposes
The most popular region destination: Central region (38.2%)
Top activities: beach/waterfront (24%), culinary/dining (21%), shopping (15%)
The average length of stay: 3.1 nights (2013)
59% stayed in a high end hotel; 32% stayed in a mid-level hotel
Business travelers spend approximately $260 per day (the largest portion on transportation)
The average age of business travelers who visited Florida during 2013 increased to reach 46.2 years of age. The percentage of Florida's business visitors who were age 65 years or older increased 6 percentage points from that of 2012.
Age of Adult Traveler
18 to 3421%
35 to 4936%
50 to 6431%
65+ 12%
Age
Hotel Levels
2011 2012 2013
pp* change '13/'12
High End 62% 57% 59% 2 pp
Mid-Level 30% 34% 32% -2 pp
Economy 9% 10% 9% -1 pp
Paid Non-Hotel/Motel5%
Non-Paid10%
High End Hotel59%
Mid-Level Hotel32%
Economy Hotel9%
Top Activities |Domestic Business Visitors
Touring/Sightseeing
Visit Friends/Relatives (general visit)
Theme/Amusement/Water Park
Family/Life Events (Net)
Nightlife (bar, nightclub, etc.)
Shopping
Culture (Net)
Culinary/Dining Experience
Beach/Waterfront
7%
9%
10%
13%
14%
15%
16%
21%
24%
Meetings in Florida
Florida Encounter$18M Incremental BusinessProjected Result
Meetings in Tallahassee
Approximately 40 venues with meeting space 400,000 square feet of meeting space
Available Opportunities Sports Associations / Tournaments
