QUARTERLY REPORT

July-September, 2015

Prepared by VISIT FLORIDA, Research Office

Copyright © 2016 VISIT FLORIDA®, All rights reserved. VISIT FLORIDA data or information may not be otherwise reproduced or communicated without prior written permission from VISIT FLORIDA. Covers components not otherwise sourced. July-September, 2015 2 of 3 Research Component VISIT FLORIDA Quarterly Report

CURRENT VITALITY OF THE FLORIDA VISITOR INDUSTRY

The most recent calendar quarter for which information is available on the vitality of the Florida visitor industry is July-September 2015, also referred to as 2015Q3. This is the best available processing schedule as this report was prepared in January 2016.

The domestic estimation methodology was developed for VISIT FLORIDA by George Washington University and the University of North Florida. Canadian estimates remain derived from Statistics Canada and overseas estimates are derived from aggregate card usage data provided by VisaVue® Travel and incorporates data from other independent research sources.

In 2015Q3, Florida hosted 25.5 million visitors, an increase of 7% from 2014Q3 based on preliminary estimates. The volume of air visitors was 11.4 million, while the volume of non-air visitors was 14.2 million. See the attached report on the Visitor Estimates and Industry Trend Indicators for 2015Q3.

CANADA Canada is Florida’s top international origin country. Statistics Canada has not released any 2015 data so, the only final figures VISIT FLORIDA has is a revised report for the annual 2014, estimating Canadian person-visits to Florida at 4,016,000 for that period. This is an decrease of 4% from 2013. The volume of air visitors was 2.1 million, while the volume of non-air visitors was 1.9 million.

OVERSEAS VISIT FLORIDA now uses data from VisaVue Travel for its quarterly estimates of overseas visitors to Florida. For 2015Q3 Florida hosted 2.8 million overseas visitors. This is a 2% decrease from 2014Q3.

PLEASURE TRIPS BY FLORIDIANS Floridians took 10.2 million person-trips for pleasure within Florida during the first three quarters of 2015, down 35% from 2014 results. Total pleasure trips taken by Floridians during the first three quarters of 2015 were 24.2 million a decrease of 12% from 2014.

VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I Marketing and Events Gala Awards Dinner- Visit USA Ball July 2, 2015, London, England The Annual Visit USA Association UK Independence Ball was held at the Park Plaza Riverbank Hotel on July 2nd. This prestigious event was attended by over 400 UK travel industry professionals who promote X tourism and travel to the United States. Brand USA South China Roadshow, July 28-30, 2015, Guangzhou & Fuzhou, China VISIT FLORIDA participated in the Brand USA South China Roadshow in the cities of Guangzhou and Fuzhou. Presentations were given to 150 travel trade and 25 media professionals showcasing the Florida X product and all the Sunshine State has to offer. IncentiveWorks, August 18-19, 2015, Toronto & Ontario, Canada IncentiveWorks is Canada’s single and largest running education and tradeshow event for the meetings, incentive travel and special events industry. This two day event is specifically tailored for Canadian based planners to network with suppliers from around the world and identify prospective venues for future X planned meetings. As Canada is the number one international market for visitation to Florida, a Florida presence at this show has been key to maintain market share. India AVIAREPS Roadshow, August 18-20, 2015, New Delhi, India VISIT FLORIDA participated in the AVIAREPS Partner dinner that was organized in New Delhi for the travel trade and airline industry. The networking event was attended by over 50 travel trade participants X followed by dinner. In addition, three day sales calls were conducted by our travel partners in Delhi with more than 30 agents in attendance. La Cita FAMs, August 28-September 2, 2015, Bradenton, Sarasota, & Fort Myers VISIT FLORIDA conducted a Pre-La Cita FAM for Latin American travel agents and media to showcase Southwest Florida. Five participants from Colombia and Costa Rica attended the FAM which included site inspections to various properties in Ft. Myers, exploring cuisine from different restaurants, and shopping X at local retailers. The participants were also given the opportunity to explore our Florida beaches and stated they were eager to write about their experiences upon their return home. La Cita, September 2-4, 2015, Boca Raton, Florida VISIT FLORIDA participated in La Cita which is a three-day forum for travel industry professionals from Latin America. This year, the event was held in Boca Raton and VISIT FLORIDA conducted thirty appointments with Latin American clients and media. As the official media sponsor for La Cita, VISIT X FLORIDA served on the selection and policy making committee as well as provided the media lounge for attendees.

1 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I Brand USA MICE Event, September 4-5, 2015, Goa, India VISIT FLORIDA also attended a Brand USA corporate MICE Event in Goa which enabled 22 Indian corporations the opportunity to meet with American delegates for networking and dinner. This was the X first annual Brand USA MICE Event held in Goa with the objective of attracting MICE groups from India to the Sunshine State. Brand USA India Mission, September 4-11, 2015, Mumbai, New Delhi, & Chennai, India VISIT FLORIDA participated in the Brand USA Mission in Mumbai, Chennai, and New Delhi. The event X attracted over 500 travel agents which included B2B meetings and a networking dinner. China Trade FAM, September 15-23, 2015, St. Pete/Clearwater, Orlando, & Fort Lauderdale VISIT FLORIDA along with American Airlines conducted a VIP FAM tour to St. Pete/Clearwater, Orlando, and Fort Lauderdale. Five of the top tour operators and wholesalers from Southern China joined the X FAM. The feedback from the participants was great as they will follow up and better develop ways to promote visitation to the Sunshine State. Routes Rendezvous, September 16, 2015, Durban, South Africa For the first time, VISIT FLORIDA and Partners coordinated a 2-day signature workshop and networking event just outside of Durban with key international airline contacts. VISIT FLORIDA plans to establish this X as an annual event taking advantage of the changing global conference destination as a strategic opportunity to build relationships and help grow new air service to Florida. Routes World Forum, September 19-22, 2015, Durban, South Africa VISIT FLORIDA and eight of our Florida aviation and tourism industry Partners participated in World Routes 2015 in Durban, South Africa. Held in Africa for the first time, this prestigious event attracts the senior representatives from the world’s airlines, airports and tourism authorities who wish to meet, plan and discuss new and existing global air services. As the largest global gathering of the route development community, the forum boasts four main components: meetings, networking, an educational X conference and route exchange airline briefings. World Routes 2015 attracted more than 2,500 delegates representing 250 airlines, 650 airports and 170 tourism authorities. Under the Brand USA Pavilion, VISIT FLORIDA and our partners including four DMOs and four airports created a Florida- branded booth where we were able to hold pre-arranged meetings and networking opportunities with a host of the airline and airport representatives attending from destinations around the globe.

2 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I ABAV, September 24-27, 2015, Sao Paulo, Brazil VISIT FLORIDA coordinated a Florida stand under the Brand USA Pavilion at The Brazilian Travel Agents Association (ABAV) at the Anhembi Convention Center in Sao Paulo, Brazil. ABAV is the largest X tourism trade show in the Americas with an estimated 40,000 in attendance. Feria Internacional de Turismo (FIT), September 26-29, 2015, Buenos Aires, Argentina VISIT FLORIDA participated in FIT this year under the Visit USA Pavilion in Buenos Aires, Argentina. This four day show attracted over 62,000 consumers and 31,000 trade visitors. The event proved to be highly successful as the Ambassador of Argentina provided an update on visas and stated that thus far, 2,000 visas were processed in July when registration opened and over 30,000 were processed in August. X This is a huge step for tourism and travel to the United States and Florida. VISIT FLORIDA also coordinated a VIP Event around FIT to over 200 top tour operators, travel agents, airlines, and media to show our appreciation for all the support provided to drive visitation to the state. The event was a huge success thanks to our sponsors.

Research Released Q2-2015 preliminary estimates of visitors to the state. Preliminary Quarter 2 estimates show a total of 25.8 million visitors to Florida during the second quarter of 2015, a 6 percent increase from the X X year prior.

The Research Team responded to data requests from Partners, government, media, the public and X industry during July - September 2015. Also, responded to ad hoc research and data requests internally.

Completed and posted three sections of the 2014 Florida Visitor Study X X Promotions The "Get More Save More" promotion ran with Travel Brands in Toronto from July 1 to 29, 2015. It generated $21,000 in media value and 869,600 impressions for VISIT FLORIDA and The Epicurean, X X Hawks Cay Resort, Plantation on Crystal River, World Golf Hall of Fame, and W Fort Lauderdale.

The "Florida Flyaway" promotion ran on WTIC-FM in Hartford from July 1 to 17, 2015. It generated X X $132,000 in media value and 510,000 impressions for VISIT FLORIDA and Grand Beach Hotel Surfside.

The "Florida Flyaway Song of the Day" promotion ran on WCBS-FM in New York from July 4 to 19, 2015. It generated $354,000 in media value and 8.8 million impressions for VISIT FLORIDA and The Gates X X Hotel Key West.

3 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I The "25th Anniversary Getaway" promotion ran on WGRR-FM in Cincinnati from July 6 to 20, 2015. It generated $138,000 in media value and 1.1 million impressions for VISIT FLORIDA and Hilton X X Clearwater Beach. The "Huge Summer Prize Pack" promotion ran on WLIT-FM in Chicago from July 6 to 24, 2015. It generated $314,700 in media value and 2.2 million impressions for VISIT FLORIDA and Beacon Hotel X X South Beach.

The "Pick Your Beach - Week 1" promotion ran on WJXA-FM in Nashville from July 6 to 10, 2015. It X X generated $60,600 in media value and 756,651 impressions for VISIT FLORIDA and Bellasera Hotel.

The "Clearwater Super Boat National Championship" promotion ran on WDRV-FM in Chicago from July 8 to August 9, 2015. It generated $345,000 in media value and 3.1 million impressions for VISIT FLORIDA, X X Clearwater Regional Chamber of Commerce, and Sheraton Sand Key Resort. The "Trip-A-Day to FLA" promotion ran on WSB-FM in Atlanta from July 12 to 31, 2015. It generated $367,500 in media value and 4.2 million impressions for VISIT FLORIDA and Lake Buena Vista Resort X X Village & Spa. The "Florida Summer Getaway" promotion ran on WZRR-FM in Birmingham from July 13 to August 14, 2015. It generated $96,500 in media value and 400,000 impressions for VISIT FLORIDA and X X ResortQuest by Wyndham Vacation Rentals. The "Fanatic Fantasy Fest Family Vacation" promotion ran on WPEN-FM in Philadelphia from July 13 to August 28, 2015. It generated $129,500 in media value and over 1 million impressions for VISIT X X FLORIDA, Holiday Inn Winter Haven, and LEGOLAND Florida. The "Fanatic Fantasy Fest - Guys Getaway" promotion ran on WPEN-FM in Philadelphia from July 13 to August 28, 2015. It generated $129,500 in media value and over 1 million impressions for VISIT X X FLORIDA and Hawks Cay Resort. The "Fabulous Florida Flyaway" promotion ran nationally on Edge Media Networks from July 13 to September 30, 2015. It generated $5.9 million in media value and 122.8 million impressions for VISIT X X FLORIDA and Westin Cape Coral Resort at Marina Village. The "Pick Your Beach - Week 2" promotion ran on WJXA-FM in Nashville from July 13 to 17, 2015. It generated $72,900 in media value and 932,710 impressions for VISIT FLORIDA and Hilton Sandestin X X Beach Golf Resort & Spa.

4 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I The "Pre-Season Pigskin Package" promotion ran on WDTW-FM in Detroit from July 16 to 31, 2015. It generated $69,750 in media value and 1.2 million impressions for VISIT FLORIDA, Florida's First Coast X X of Golf, Visit Jacksonville, Omni Jacksonville Hotel, and Hidden Hills Country Club. The "Pick Your Beach - Week 3" promotion ran on WJXA-FM in Nashville from July 18 to 24, 2015. It generated $80,100 in media value and 932,710 impressions for VISIT FLORIDA and Holiday Inn Resort X X Panama City. The "Florida Family Getaway" promotion ran with the South Florida Flyer in Miami from July 19 to August 22, 2015. It generated $162,500 in media value and 1.2 million impressions for VISIT FLORIDA and Lake X X Buena Vista Resort Village & Spa. The "School's Out for Summer Family Vacation" promotion ran on WOFL-TV in Orlando from July 20 to August 2, 2015. It generated $126,500 in media value and 1.2 million impressions for VISIT FLORIDA X X and Omni Ameila Island Plantation Resort. The "Bluegrass at the Beach" promotion ran on WWFF-FM in Huntsville from July 20 to August 7, 2015. It generated $33,100 in media value and 138,589 impressions for VISIT FLORIDA and ResortQuest by X X Wyndham Vacation Rentals. The "Pick Your Beach - Week 4" promotion ran on WJXA-FM in Nashville from July 25 to 31, 2015. It generated $71,700 in media value and 917,397 impressions for VISIT FLORIDA and Shephard's Beach X X Resort. The "Summer Family Getaway to Florida" promotion ran on WCAO-FM in Washington, DC from July 27 to September 7, 2015. It generated $101,500 in media value and 300,371 impressions for VISIT X X FLORIDA and Hilton Cocoa Beach Oceanfront. The "Free Trip Fridays" promotion ran on WNNX-FM in Atlanta from July 27 to August 28, 2015. It generated $374,050 in media value and 3.5 million impressions for VISIT FLORIDA and Seminole Hard X X Rock Hotel & Casino Tampa. The "103 Days of Summer" promotion ran on CIDC-FM in Toronto from July 27 to August 31, 2015. It generated $300,000 in media value and 3.8 million impressions for VISIT FLORIDA and Bahama Bay X X Resort & Spa.

The "Hawks Cay Resort & Salt Life - Salt Life Social Media" promotion ran nationally via social media X X from July 27 to August 8, 2015. It generated 1.8 million impressions for VISIT FLORIDA.

5 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I The "Verizon Wireless Florida Flyaway" promotion ran on WZLX-FM in Boston from July 29 to August 21, 2015. It generated $20,004 in media value and over 1 million impressions for VISIT FLORIDA and Sirata X X Beach Resort. The "Last Chance Summer Fun" promotion ran on WZYP-FM in Huntsville from July 30 to August 1, 2015. It generated $68,890 in media value and 1.3 million impressions for VISIT FLORIDA, Melia X X Orlando Suite Hotel at Celebration, and iFLY Orlando. The "Guys Ultimate Getaway" promotion ran on WBT-AM in Charlotte from August 1 to 21, 2015. It generated $136,450 in media value and 666,115 impressions for VISIT FLORIDA, Florida's First Coast of X X Golf, Courtyard by Marriott Jacksonville Beach Oceanfront, Windsore Park Golf Club, and Visit Jacksonville. The "Escape Ohio" promotion ran regionally on RadiOhio in Ohio from August 2 to 30, 2015. It generated $306,000 in media value and 1.7 million impressions for VISIT FLORIDA and staySky Suites I-Drive X X Orlando. The "Central Indiana Chevy Dealers Family Beach Giveaway" promotion ran on WZPL-FM & WNTR-FM in Indianapolis from August 3 to 21, 2015. It generated $171,305.40 in media value and 2.2 million X X impressions for VISIT FLORIDA and TradeWinds Island Resorts. The "10th Annual ESPN Chicago Fantasy Football Championship" promotion ran on WMVP-AM in Chicago from August 3 to January 4, 2016. It is expected to generate $86,000 in media value and 1.1 X X million impressions for VISIT FLORIDA and Naples Grande Beach Resort. The "Unbreakable Florida Flyaway" promotion ran on WMMJ-FM in Washington, DC from August 10 to 30, 2015. It generated $67,000 in media value and 840,000 impressions for VISIT FLORIDA and Loews X X Miami Beach Hotel.

The "Country on the Coast Getaway" promotion ran on WWFF-FM in Huntsville from August 8 to 25, X X 2015. It generated $37,100 in media value and 144,000 impressions for VISIT FLORIDA.

The "Trip-A-Day Giveaway" promotion ran on WALR-FM in Atlanta from August 10 to 28, 2015. It generated $367,500 in media value and 2.8 million impressions for VISIT FLORIDA and ResortQuest by X X Wyndham Vacation Rentals.

6 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I The "Summer Florida Road Trip" promotion ran with the New York Daily News in New York from August 16 to September 12, 2015. It generated $2.9 million in media value and 38.9 million impressions for X X VISIT FLORIDA, Mazda North American Operations, Inn on Fifth, W Fort Lauderdale, Sunstream Hotels & Resorts, and Lake Buena Vista Resort Village & Spa. The "Summer Florida Fun Sweepstakes" promotion ran on WJFK-FM & WPGC-FM in Washington, DC from August 17 to October 11, 2015. It generated $60,000 in media value and 992,000 impressions for X X VISIT FLORIDA and The Marker Key West. The "Guys Ultimate Getaway" promotion ran on WQAM-AM in Miami from August 17 to September 6, 2015. It generated $146,125 in media value and 768,234 impressions for VISIT FLORIDA and Florida's X X First Coast of Golf, Courtyard Jacksonville I-295/East Beltway, and Hidden Hills Country Club. The "Extend My Summer Getaway to Florida - Phase 1" promotion ran on WJMK-FM in Chicago from August 1 to 28, 2015. It generated $127,000 in media value and 1.1 million impressions for VISIT X X FLORIDA and The Shores Resort & Spa. The "Taylor Swift 1989 Tour" promotion ran on WKSL-FM in Jacksonville from August 24 to September 6, 2015. It generated $36,500 in media value and 464,642 impressions for VISIT FLORIDA, Visit Tampa X X Bay, Busch Gardens Howl-O-Scream, and Taylor Swift 1989 Tour. The "Guys Ultimate Getaway" promotion ran on KILT-AM in Houston from August 26 to September 9, 2015. It generated $56,000 in media value and 585,000 impressions for VISIT FLORIDA and Florida's X X First Coast of Golf. The "Taste of Home" promotion ran with the Gwinnett Daily Post in Atlanta from August 26 to October 23, 2015. It generated $210,771.04 in media value and 2.6 million impressions for VISIT FLORIDA and X X The Shores Resort & Spa. The "Extend My Summer Getaway to Florida - Phase 2" promotion ran on WJMK-FM in Chicago from August 29 to September 4, 2015. It generated $127,000 in media value and 1.1 million impressions for X X VISIT FLORIDA, Amelia Island CVB, and Omni Amelia Island Plantation Resort. The "BMW Golf Experience" promotion ran on WFAN-FM and WFAN-AM in New York from August 30 to September 26, 2015. It generated $45,000 in media value and 1.1 million impressions for VISIT X X FLORIDA and LaPlaya Beach & Golf Resort. The "Florida Flyaway to Watch Them Play" promotion ran on WWFX-FM in Boston from August 31 to November 13, 2015. It is expected to generate $400,000 in media value and 2.1 million impressions for X X VISIT FLORIDA.

7 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I The "Taylor Swift Concert Flyaway" promotion ran on WWWQ-FM in Atlanta from August 31 to September 18, 2015. It generated $170,422 in media value and 2.4 million impressions for VISIT X X FLORIDA, Visit Tampa Bay, Busch Gardens Howl-O-Scream, Taylor Swift 1989 Tour. The "Florida Flyaway" promotion ran on WTTS-FM in Indianapolis from September 1 to 30, 2015. It generated $36,000 in media value and 240,000 impressions for VISIT FLORIDA and Sunstream Hotels & X X Resorts. The "Hall of Fame" promotion ran on WNCX-FM in Cleveland from September 1 to 30, 2015. It generated $115,250 in media value and 1.6 million impressions for VISIT FLORIDA and The Hotel X X Zamora. The "Middle Tennessee State University - Spring Break Getaway" promotion ran on WKDF-FM in Nashville from September 1 to November 21, 2015. It is expected to generate $139,000 in media value X X and 672,000 impressions for VISIT FLORIDA and ResortQuest by Wyndham Vacation Rentals. The "Stress Free September" promotion ran on KOIT-FM in San Francisco from September 1 to 30, 2015. It generated $80,000 in media value and 720,000 impressions for VISIT FLORIDA and Hawks Cay X X Resort. The "Florida Family Flyaway" promotion ran on CHKX-FM and CJKX-FM in Toronto from September 3 to 18, 2015. It generated $190,400 in media value and 5.2 million impressions for VISIT FLORIDA and Lake X X Buena Vista Resort Village & Spa. The "Extend Your Summer in Florida" promotion ran on CIDC-FM in Toronto from September 4 to 12, 2015. It generated $145,750 in media value and 1.8 million impressions for VISIT FLORIDA and Caribe X X Cove Resort. The "Extend My Summer Getaway to Florida - Phase 3" promotion ran on WJMK-FM in Chicago from September 5 to 11, 2015. It generated $127,000 in media value and 1.1 million impressions for VISIT X X FLORIDA and TradeWinds Island Resorts. The "Florida Flyaway #1" promotion ran on CKDO-FM in Toronto from September 5 to 18, 2015. It generated $53,250 in media value and 970,218 impressions for VISIT FLORIDA and Pointe Estero X X Beach Front. The "Island Hopper" promotion ran on WOCL-FM in Orlando from September 5 to 13, 2015. It generated $25,250 in media value and 30,000 impressions for VISIT FLORIDA, Gullwing Beach Resort, and Island X X Hopper Songwriter Fest.

8 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I The "25th Anniversary Getaway" promotion ran on WGRR-FM in Cincinnati from September 7 to 21, 2015. It generated $138,000 in media value and 1.1 million impressions for VISIT FLORIDA and Hawks X X Cay Resort. The "Jay's Juniors Family Trips to Walt Disney World" promotion ran on WNIC-FM in Detroit from September 7 to December 12, 2015. It is expected to generate $1.5 million in media value and 12 million X X impressions for VISIT FLORIDA. The "Energy Jet Florida - Phase 1" promotion ran on CHWE-FM in Winnipeg from September 7 to October 16, 2015. It generated $133,025 in media value and 2 million impressions for VISIT FLORIDA X X and ResortQuest by Wyndham Vacation Rentals.

The "Pitbull Miami Contest" promotion ran nationally with Perfumania from September 8 to October 3, X X 2015. It generated $667,200 in media value and 2 million impressions for VISIT FLORIDA.

The "Fall Florida Flyaway" promotion ran on CIRR-FM in Toronto from September 8 to 21, 2015. It generated $95,250 in media value and 1.1 million impressions for VISIT FLORIDA, Discover the Palm X X Beaches, and Waterstone Resort & Marina Boca-Raton.

The "Fall Fantasy at Universal Orlando Resort" promotion ran on WMJX-FM in Boston from September 8 X X to 28, 2015. It generated $246,700 in media value and 3.7 million impressions for VISIT FLORIDA.

The "Home and Away" promotion ran on WKIX-FM in Raleigh from September 9 to 12, 2015. It generated $36,500 in media value and 213,200 impressions for VISIT FLORIDA and Omni Orlando X X Resort at ChampionsGate. The "Florida Flyaway #2" promotion ran on CKDO-FM in Toronto from September 9 to October 2, 2015. It generated $42,750 in media value and 790,548 impressions for VISIT FLORIDA and Hilton Cocoa Beach X X Oceanfront. The "Mason Dixon's Name That #1" promotion ran on WRBQ-FM in Tampa from September 14 to 18, 2015. It generated $9,250 in media value and 27,896 impressions for VISIT FLORIDA and Great X X Explorations Children's Museum. The "Pitbull's New Year's Eve" promotion ran nationally with Elvis Duran & The Morning Show from September 14 to 18, 2015. It generated $460,250 in media value and 10.4 million impressions for VISIT X X FLORIDA and Pitbull's New Year's Revolution.

9 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I The "Pups United" promotion ran nationally with Entertainment Marketing Group from September 15 to October 17, 2015. It generated $40,000 in media value and 3 million impressions for VISIT FLORIDA and X X The Shores Resort & Spa. The "Rockin in the GTA to FLA" promotion ran on CKGE-FM in Toronto from September 17 to October 2, 2015. It generated $59,300 in media value and 778,440 impressions for VISIT FLORIDA and Marriott X X Stanton South Beach. The "Universal Orlando Resort" promotion ran on KSCS-FM in Dallas from September 18 to October 9, 2015. It generated $77,500 in media value and 3 million impressions for VISIT FLORIDA and Universal X X Orlando Resort. The "Endless Summer Songwriters Series" promotion ran on WQIK-FM in Jacksonville from September 19 to 27, 2015. It generated $21,000 in media value and 397,500 impressions for VISIT FLORIDA and X X Sandestin Golf and Beach Resort, and Florida Restaurant and Lodging Association. The "PAN 3D" promotion ran nationally in Canada with Warner Bros. Pictures Canada and Carlton Cards from September 20 to October 17, 2015. It generated $125,000 in media value and 96,457 impressions X X for VISIT FLORIDA and TradeWinds Island Resorts. The "BIG Getaway to Universal Orlando Resort" promotion ran on WBIG-FM in Washington, DC from September 21 to October 16, 2015. It generated $368,300 in media value and 2.8 million impressions for X X VISIT FLORIDA. The "Mason Dixon's Name That #1" promotion ran on WRBQ-FM in Tampa from September 21 to 25, 2015. It generated $6,250 in media value and 26,000 impressions for VISIT FLORIDA and Tampa's X X Lowry Park Zoo. The "Family Fun Flyaway" promotion ran on WKHQ-FM in Traverse City from September 21 to October 16, 2015. It generated $186,000 in media value and 1.8 million impressions for VISIT FLORIDA and Lake X X Buena Vista Resort Village & Spa. The "Marty McFly Away" promotion ran on WXTL-FM in Syracuse from September 28 to October 21, 2015. It is expected to generate $44,625 in media value and 27,000 impressions for VISIT FLORIDA and X X The Westin Cape Coral Resort at Marina Village. The "Taylor Swift Flyaway" promotion ran on WLNK-FM in Charlotte from September 28 to October 9, 2015. It generated $181,700 in media value and 1.3 million impressions for VISIT FLORIDA, Visit Tampa X X Bay, Busch Gardens Tampa, and Hilton Tampa Downtown.

10 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I The "Orlando Family Flyaway" promotion ran on WSBG-FM in Philadelphia from September 28 to October 30, 2015. It is expected to generate $42,625 in media value and 189,000 impressions for VISIT X X FLORIDA, staySky Suites I-Drive Orlando, Fun Spot America, and Boggy Creek Airboat Rides. The "Taylor Swift Flyaway" promotion ran on WHTZ-FM in New York from September 28 to October 2, 2015. It generated $336,500 in media value and 5.9 million impressions for VISIT FLORIDA, Visit Tampa X X Bay, Busch Gardens Tampa, and Hilton Tampa Downtown. The "Universal Orlando Resort" promotion ran on WBBM-FM in Chicago from September 28 to October 23, 2015. It is expected to generate $234,000 in media value and 5.4 million impressions for VISIT X X FLORIDA. ADVERTISING DOMESTIC ADVERTISING

PRINT Sanctioned July: AAA Living South X X X X X X September: Atlanta Magazine

Dedicated September: AAA Georgia; AAA Tennessee; Savoy

11 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I DIGITAL Sanctioned September: Mywedding.com; Wall Street Journal; Travel Spike; Budget Travel

Co-Op July: Fodor's; Budget Travel; Trip Advisor

August: Fodor's; Budget Travel; Trip Advisor

September: Pandora; TripleLift; Budget Travel; Facebook; Trip Advisor; Fodor's X X X X X X Dedicated July: Fodor's; Budget Travel; Google; YouTube + Google Video Network; Johnson Publishing; Facebook; Yahoo; Trip Advisor

August: Fodor's; Budget Travel; Google; YouTube + Google Video Network; Johnson Publishing; Facebook; Yahoo; Trip Advisor; ABC Watch; New York Times; US News; Priceline; Orbitz; Travelzoo

September: Google; Pandora; Yahoo; TripleLift; YouTube + Google Video Network; ABC Watch; New York Times; US News; Fodor's; Priceline; Orbitz; Travelzoo

TELEVISION Dedicated July: Video on Demand X X X X X X August: Video on Demand

September: Spot TV (Atlanta; Boston; Chicago; Dallas; New York; Philadelphia; Washington, D.C.); Video on Demand

12 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I OUT OF HOME Dedicated July: Welcome Center Bulletins (I-10, I-75, I-95, U.S. 231) X X X X X X August: Welcome Center Bulletins (I-10, I-75, I-95, U.S. 231)

September: Welcome Center Bulletins (I-10, I-75, I-95, U.S. 231)

WEBSITE Overall desktop traffic to the site was down in the 1st quarter of the fiscal year (July-September 2015). Visits were down 18% from 1,448,824 in 2014 to 1,180,274 in 2015. Page views were down 22% from 3,399,782 to 2,623,242.

Mobile traffic was up. Visits were up 33% from 554,315 in 2014 to 738,677 in 2015. Page views were also up 29% from 1,106,768 to 1,424,057. X X X X X X

Top Pages viewed on desktop in the last quarter were Home Page (211,654), Search Results (85,485), Deals Landing Page (72,388) and Travel Guides (66,572).

Top destinations for desktop were Fort Lauderdale (42,292 page views), Destin (38,481 page views), and Orlando (29,643 page views). Public Relations 2015-16 FY Global earned media impressions (broadcast audience, digital UVM and circulation print)

Total impressions forJuly: 8,044,798 Total impressions for August: 57,865,372 X X X Total impressions for September: 83,536.253

Total impressions YTD: 149,446,423

13 VISIT FLORIDA Quarterly Report July 1, 2015 - September 30, 2015

Four-Year Objectives by June 30, 2016

A. Increase VISIT FLORIDA’s total, annual budget to $125 million B. Sustain engagement of Florida tourism industry partners with 10,000 or greater qualified business listings on VISITFLORIDA.com C. Increase engagement of the Florida tourism industry as measured by exceeding the legislatively mandated 1-to-1 match of public investment to private industry match D. Sustain the annual percentage of domestic visitors to Florida that were significantly influenced by VISIT FLORIDA’s primary marketing programs at 25% or greater E. Generate a minimum annual ROI from VISIT FLORIDA advertising campaigns of $83 in incremental spending and $5 or greater in new sales tax collections for every $1 of public investment F. Increase from 39.52 to 45.00 the index of Americans viewing VISIT FLORIDA as the trusted source for travel planning information G. Sustain an annual 80% satisfaction level of VISIT FLORIDA as measured by the annual study of industry satisfaction H. Increase share of domestic leisure vacation to 16% I. Increase share of international visitor spending to 20% Department A B C D E F G H I PROACTIVE MEDIA RELATIONS AND AWARENESS ACTIVITIES Digital Press Releases, Media Alerts, Stories for pitching and/or distribution Total press releases, alerts, stories created: 4 media content packages/news releases 1. NationalGeographic.com Showcases Florida’s Pristine Parks in New Editorial Hub X X X 2. 2015 Florida Tourism Industry Awards Announced 3. VISIT FLORIDA & Pitbull Team Up to Showcase the Sunshine State 4. Victory Florida Honors Florida’s Contribution to the War Effort During the 70th Anniversary of the End of World War II

INTEGRATED CAMPAIGNS, MARKETING PROJECTS SUPPORT, PR PROGRAM Initiatives & Campaign Support: • Victory Florida collaborative pitch with Dept. of State – PR/media relations support • Fulham Football (UK marketing initiative) – PR support • India Group Media FDAM to Miami, Naples and Fort Lauderdale X X X • NYC Central Park Horse Show integration - PR support • Emeril's Taste of Florida evcent - media relations - PR driven

Trade Media, domestic and international PR: • TravelMole Content initiative - PR driven program

Ongoing editorial pitching, media assist and press visits from key markets: PR support and Partner collaboration to pitching stories to media and support qualified travel and lifestyle X X X X journalists to visit and/or produce stories about Florida and its travel destinations.

14 Florida Visitor Estimates and Travel Industry Trend Indicators

Quarter Three, 2015 (July - September) with Revised Quarter One, 2015 (January - March) and Revised Quarter Two, 2015 (April - June)

Copyright © 2015 VISIT FLORIDA Research, All rights reserved. This report is for the benefit of VISIT FLORIDA Partners and for internal use only. VISIT FLORIDA data and information may not be otherwise reproduced or communicated without prior written permission from VISIT FLORIDA. Summary of Preliminary Visitor Estimates and Travel Industry Trend Indicators Quarter Three, 2015: July - September

 Preliminary estimates indicate 25.5 million total visitors (in person-trips) traveled to Florida during the third quarter of 2015. This represents an increase of 6.8 percent from the same period in 2014. Domestic visitors accounted for 87 percent of total visitors, while overseas and Canadian visitors accounted for 11 percent and 2 percent, respectively.

 An estimated 22.1 million domestic visitors traveled to Florida during the third quarter of 2015, an 8.2 percent increase from the third quarter last year. During the period, both domestic air visitors and domestic non-air visitors are estimated to have increased by 8.2 percent.

 The preliminary air/non-air split for domestic, non-residents to Florida during quarter three 2015

has been estimated at 37.0% / 63.0%, which parallels the previous year.

 Preliminary estimates of Canadians traveling to Florida during July through September indicate a 1.4 percent decrease in visitation, compared to the same period in 2014. The decline is attributable to a decrease in Canadian non-air visitors to the state.

 Overseas visitation during the third quarter is preliminarily estimated at 2.8 million, a decrease of 1.8 percent from the same period last year.

 Total enplanements at 18 Florida airports in quarter three 2015 increased 9.5 percent from quarter three 2014. Miami reported the most enplaned passengers at 5.5 million (+11.6%), followed by Orlando International and Ft. Lauderdale with 4.7 million (+8.4%) and 3.1 million (+9.9%) enplaned passengers, respectively.

 Domestic enplanements at 18 Florida airports grew 9.2 percent with 1,247,210 more enplaned domestic passengers reported than last year.

 Florida's tourism-related employment experienced an increase of 5.2 percent during the months of July through September, compared to the same period in 2014.

 During quarter three 2015, Florida’s average daily room rate (ADR) increased 5.1 percent from quarter three 2014, while the occupancy rate rose 3.6 percent and rooms sold 4.8 percent.

Note: Figures shown in italics are preliminary.

2 Preliminary Florida Visitor Estimates Quarter Three, 2015 (July - September)

Copyright © 2015 VISIT FLORIDA Research, All rights reserved. This report is for the benefit of VISIT FLORIDA Partners and for internal use only. VISIT FLORIDA data and information may not be otherwise reproduced or communicated without prior written permission from VISIT FLORIDA. Preliminary Estimates of Visitors to Florida Quarter Three, 2015: July - September (in Thousands of Person-Trips)

YEAR DOMESTIC OVERSEAS CANADA TOTAL % of Total

2014 Air 7,566 * 2,854 353 10,772 * 45.1% Non-Air 12,882 * ** 248 13,130 * 54.9% TOTAL 20,448 * 2,854 601 23,902 * 100.0% ** 2015 Air 8,186 2,803 379 11,368 44.5% Non-Air 13,939 ** 214 14,153 55.5% TOTAL 22,125 2,803 592 25,520 100.0%

% Change 15/14 8.2% -1.8% -1.4% 6.8%

Trends in Visitor Arrivals to Florida Quarter Three, 2011 - 2015 (in Thousands of Person-Trips)

23,902 25,520 22,497 22,940 21,190 44.5% 54.9% 44.9% 44.8% (11.4 M) Air 47.1% (10.8 M) (10.1 M) (10.3 M) (10.0 M) Non-Air

55.1% 55.2% 54.9% 55.5% 52.9% (14.2 M) (11.2 M) (12.4 M) (12.7 M) (13.1 M)

Q3-2011 Q3-2012 Q3-2013 Q3-2014 Q3-2015

Note: Estimates shown in italics are preliminary. * Revised ** Not available Source: TNS TravelsAmerica, D.K. Shifflet, Individual Florida Airports; U.S. Dept. of Commerce, ITA, Office of Travel & Tourism Industries; Statistics Canada; VisaVue Travel; Diio aviation data

4 Total Enplanements at Major Florida Airports Quarter Three 2014 - 2015: July - September Quarter Three Quarter Three % Change Airport 2014 2015 '15/'14 Daytona 80,690 74,795 -7.3% Ft. Lauderdale 2,830,148 3,111,470 9.9% Ft. Myers 663,334 680,304 2.6% Jacksonville 662,984 716,632 8.1% Key West 67,146 71,481 6.5% Melbourne 51,846 53,275 2.8% Miami 4,931,937 5,504,102 11.6% Okaloosa 104,669 109,943 5.0% Orlando International 4,302,060 4,662,805 8.4% Orlando Sanford 256,182 308,546 20.4% Palm Beach 577,465 627,411 8.6% Panama City* 118,976 130,513 9.7% Pensacola 212,828 219,284 3.0% Punta Gorda* 59,917 89,311 49.1% Sarasota 119,495 118,979 -0.4% St. Petersburg-Clearwater 141,868 200,104 41.0% Tallahassee 84,663 82,893 -2.1% Tampa 2,021,242 2,176,196 7.7% Total* 17,287,450 18,938,044 9.5%

Trends in Total Enplanements to Florida (in Thousands) 18,938* 17,093 17,105 16,876 17,287

Total Enplanements up 9.5% in the third quarter of 2015

Q3-2011 Q3-2012 Q3-2013 Q3-2014 Q3-2015*

Source: Individual airports *includes estimated Panama City and Punta Gorda for September 2015, since actual figures have not been received.

5 Domestic Enplanements at Major Florida Airports Quarter Three 2014 - 2015: July - September Quarter Three Quarter Three % Change Airport 2014 2015 '15/'14 Daytona 80,690 74,795 -7.3% Ft. Lauderdale 2,262,540 2,424,316 7.2% Ft. Myers 645,530 658,114 1.9% Jacksonville 662,409 715,978 8.1% Key West 67,146 71,481 6.5% Melbourne 51,846 53,275 2.8% Miami 2,488,155 2,889,760 16.1% Okaloosa 104,669 109,943 5.0% Orlando International 3,743,429 3,993,918 6.7% Orlando Sanford 198,113 264,023 33.3% Palm Beach 573,926 623,739 8.7% Panama City* 118,976 130,513 9.7% Pensacola 212,828 219,284 3.0% Punta Gorda* 59,917 89,311 49.1% Sarasota 114,094 117,148 2.7% St. Petersburg-Clearwater 141,868 194,315 37.0% Tallahassee 84,663 82,893 -2.1% Tampa 1,955,187 2,100,390 7.4% Total 13,565,986 14,813,196 9.2% Trends in Domestic Enplanements to Florida (in Thousands)

14,813* 13,568 13,508 13,306 13,566

Domestic Enplanements up 9.2% in the third quarter of 2015

Q3-2011 Q3-2012 Q3-2013 Q3-2014 Q3-2015*

Source: Individual airports *includes estimated Panama City and Punta Gorda for September 2015, since actual figures have not been received.

6 Revised Preliminary Florida Visitor Estimates Quarter One, 2015 (January - March)

Copyright © 2015 VISIT FLORIDA Research, All rights reserved. This report is for the benefit of VISIT FLORIDA Partners and for internal use only. VISIT FLORIDA data and information may not be otherwise reproduced or communicated without prior written permission from VISIT FLORIDA. Revised Preliminary Estimates of Visitors to Florida Quarter One, 2015: January - March (in Thousands of Person-Trips)

YEAR DOMESTIC OVERSEAS CANADA TOTAL % of Total

2014 Air 10,481 2,689 931 14,100 52.8% Non-Air 11,818 ** 762 12,580 47.2% TOTAL 22,299 2,689 1,692 26,680 100.0%

2015 Air 11,306 * 2,859 950 * 15,115 * 53.4% * Non-Air 12,496 * ** 690 * 13,186 * 46.6% * TOTAL 23,802 * 2,859 1,640 * 28,301 * 100.0%

% Change 15/14 6.7% * 6.3% -3.1% * 6.1% *

Trends in Visitor Arrivals to Florida Quarter One, 2011 - 2015 (in Thousands of Person-Trips)

28,301 25,892 26,680 24,840 23,279 53.4% 52.8% 52.8% 53.3% (15.1 M) Air 54.3% (14.1 M) (13.1 M) (13.8 M) (12.6 M) Non-Air

47.2% 46.6% 45.7% 47.2% 46.7% (12.6 M) (13.2 M) (10.6 M) (11.7 M) (12.1 M)

Q1-2011 Q1-2012 Q1-2013 Q1-2014 Q1-2015

Note: Estimates shown in italics are preliminary. * Revised ** Not available Source: TNS TravelsAmerica, D.K. Shifflet, Individual Florida Airports; U.S. Dept. of Commerce, ITA, Office of Travel & Tourism Industries; Statistics Canada; VisaVue Travel; Diio aviation data

8 Revised Preliminary Florida Visitor Estimates Quarter Two, 2015 (April - June)

Copyright © 2015 VISIT FLORIDA Research, All rights reserved. This report is for the benefit of VISIT FLORIDA Partners and for internal use only. VISIT FLORIDA data and information may not be otherwise reproduced or communicated without prior written permission from VISIT FLORIDA. Revised Preliminary Estimates of Visitors to Florida Quarter Two, 2015: April - June (in Thousands of Person-Trips)

YEAR DOMESTIC OVERSEAS CANADA TOTAL % of Total

2014 Air 9,137 2,761 527 12,425 50.8% Non-Air 11,396 ** 631 12,027 49.2% TOTAL 20,533 2,761 1,158 24,452 100.0%

2015 Air 9,760 * 2,683 530 12,973 * 51.3% * Non-Air 11,691 * ** 640 12,331 * 48.7% * TOTAL 21,451 * 2,683 1,170 25,305 * 100.0%

% Change 15/14 4.5% * -2.8% 1.1% 3.5% *

Trends in Visitor Arrivals to Florida Quarter Two, 2011 - 2015 (in Thousands of Person-Trips)

24,452 25,305 22,803 23,412 21,804 51.3% 50.7% 50.8% Air 53.0% 51.1% (12.4 M) (13.0 M) (11.6 M) (11.9 M) (11.6 M) Non-Air

48.7% 47.0% 48.9% 49.3% 49.2% (12.3 M) (10.2 M) (11.2 M) (11.5 M) (12.0 M)

Q2-2011 Q2-2012 Q2-2013 Q2-2014 Q2-2015

Note: Estimates shown in italics are preliminary. * Revised ** Not available Source: TNS TravelsAmerica, D.K. Shifflet, Individual Florida Airports; U.S. Dept. of Commerce, ITA, Office of Travel & Tourism Industries; Statistics Canada; VisaVue Travel; Diio aviation data

10 Tourism Industry Trend Indicators Quarter Three, 2015 (July - September)

Copyright © 2015 VISIT FLORIDA Research, All rights reserved. This report is for the benefit of VISIT FLORIDA Partners and for internal use only. VISIT FLORIDA data and information may not be otherwise reproduced or communicated without prior written permission from VISIT FLORIDA. Tourism/Travel Related Employment in Florida Quarter Three 2015: July - September (Averages)

Quarter Three Quarter Three Percent Tourism Related Employment Category 2014 2015* Change

Air Transportation 33,600 35,200 4.8% Travel Arrangements & Reservation Services 26,400 26,700 1.1% Arts, Entertainment, and Recreation 207,000 217,400 5.0% Hotels & Lodging 173,200 175,200 1.2% Eating & Drinking Establishments 695,800 740,900 6.5%

TOTAL 1,136,000 1,195,400 5.2%

Note: Some items may not add up due to rounding.

Tourism Related Employment Trends in Florida Calendar Years 2012 - 2014 and YTD September 2015* (Averages)

1,198,100

1,145,800 1,141,900

1,097,000

1,057,700 +4.9% +4.4%

+3.7%

2012 2013 2014 Jan-Sep 14 Jan-Sep 15*

*preliminary; subject to revision Note: year-over-year figures are an average of the individual monthly data.

Source: DEO, Florida Department of Economic Opportunity

12 Tourism and Recreation Taxable Sales Most Recent Data Available (in Millions)

Calendar Year 69162

$81,995 $76,127 $71,768

-3.90% $60,179 $55,596

+7.7%

+6.1%

+8.2%

2012 2013 2014 Jan-Aug 14 Jan-Aug 15* Fiscal Year

$85,541 $78,997 $73,836 $69,906

+8.3%

+7.0%

+5.6%

11-12 12-13 13-14 14-15

*Figure includes preliminary data for the most recent month and; therefore, is subject to change Source: Florida Department of Revenue

13 Local Option Tourist Development Tax "Bed Tax" Most Recent Data Available (in Thousands)

69162 Calendar Year

$699,113 $626,175 $581,368 -3.90%

$439,829 $392,628 +11.6%

+7.7% +12.0%

2012 2013 2014 Jan-Jun 14 Jan-Jun 15*

Fiscal Year

$746,314 $665,808 $605,854 $571,144

+12.1%

+9.9%

+6.1%

11-12 12-13 13-14 14-15*

* Missing data in March 2015 for Indian River county. Source: Florida Department of Revenue, Office of Tax Research

14 Car Rental Surcharge Collections Most Recent Data Available (in Thousands)

Calendar Year

$167,368 $149,812 $140,448 $128,293 $110,977

+11.7%

+6.7%

+15.6%

2012 2013 2014 Jan-Aug 14 Jan-Aug 15

Fiscal Year

$181,346

$155,492 $144,540 $136,194

+16.6% +7.6% +6.1%

11-12 12-13 13-14 14-15

Source: Florida Department of Revenue, Office of Tax Research

15 Monthly Hotel Occupancy Trends Calendar Year 2013 - September 2015

Quarter One 2015 Quarter Two 2015 Quarter Three 2015 100% Occupancy UP 3.7% from Occupancy UP 2.9% from Occupancy UP 3.6% from Quarter One 2014 Quarter Two 2014 Quarter Three 2014 90%

80%

70%

60%

50%

40%

30%

20%

10%

0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 65.5% 75.0% 81.8% 69.8% 65.2% 68.7% 69.6% 63.2% 54.2% 61.8% 63.0% 63.1% 2014 67.9% 78.1% 82.0% 73.9% 69.5% 70.2% 72.5% 67.0% 57.4% 66.8% 64.6% 66.5% 2015 71.9% 81.0% 83.7% 76.9% 70.7% 72.2% 76.1% 66.9% 61.1%

***YTD September 2015 indicates Florida occupancy at 73.3%, an increase of 3.4%.

Source: STR, Inc.

16 Monthly Average Daily Rate (ADR) Trends Calendar Year 2013 - September 2015

Quarter One 2015 Quarter Two 2015 Quarter Three 2015 $180 ADR UP 7.6% from ADR UP 4.7% from ADR UP 5.1% from Quarter One 2014 Quarter Two 2014 Quarter Three 2014 $160

$140

$120

$100

$80

$60

$40

$20

$0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 $126.80 $136.55 $146.14 $124.79 $113.29 $109.54 $110.19 $102.10 $95.81 $108.34 $110.98 $125.03 2014 $131.43 $144.46 $150.36 $136.40 $118.28 $113.73 $114.76 $107.33 $100.19 $115.14 $117.11 $133.28 2015 $140.36 $156.44 $162.17 $143.37 $123.92 $118.40 $122.77 $110.33 $105.52

***YTD September 2015 indicates ADR of $132.91, an increase of 6.1%.

Source: STR, Inc.

17 Demand in Rooms Sold Calendar Year 2013 - September 2015 (in Millions)

Quarter One 2015 Quarter Two 2015 Quarter Three 2015 12.0 Rooms Sold UP 5.1% from Rooms Sold UP 4.4% from Rooms Sold UP 4.8% from Quarter One 2014 Quarter Two 2014 Quarter Three 2014

10.0

8.0

6.0

4.0

2.0

0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 8.3 8.6 10.4 8.6 8.3 8.4 8.8 8.0 6.6 7.8 7.7 8.0 2014 8.7 9.0 10.5 9.1 8.9 8.7 9.3 8.6 7.1 8.6 8.1 8.6 2015 9.3 9.4 10.8 9.6 9.2 9.0 9.9 8.7 7.7

***YTD September 2015 indicates Room Sold up 4.7%.

Source: STR, Inc.

18 UNAUDITED UNAUDITED Florida Tourism lndustry Marketing Corporation d/b/a VISIT FLORIDA Operating Consolidated Statement of lncome and Expense Three Months Ended September 30, 201 5

Projected YTD YTD YTD Budget Projections Projected Annual VS Actual Budget Variance Remaining Adjustments Year End Actual Budget Budget A B c D E A+D+E=F G F-G=H

Revenues State of Florida Proceeds 18,249,999 18,249,999 54,750,001 73,000,000 73,000,000 Partner lnvestment 1,144,870 1 ,151,474 (6,604) 1,176,026 6,604 2,327,500 2,327,500 Strategic Alliances 5,833 20,829 (14,996) 62,487 14,996 83,316 83,316 n Events Revenue 1 83,802 271,860 (88,058) 1,774,745 1 16,153 2,074,700 2,046,605 28,095 Trade Show Revenue 538,994 49't,137 47,857 1 ,015,343 (250) 1,554,087 1,506,480 47,607 Welcome Center Revenue 391,438 387,681 3,757 86,304 (3,757) 473,985 473,985 Reimbursement Revenue 37,584 62,496 (24,912) 187,504 24,912 250,000 250,000 Publication Revenue 285,000 (22,385) 262,615 285,000 (22,385) lnterest lncome 7,778 10,500 (2,722) 31,500 9,739 49,017 42,000 7,017 Research Revenue 56,075 53,225 2,850 41,939 1 5.1 50 113,164 95,164 18,000 Website Revenue 108,242 184,598 (76,356) 553,796 662,038 738,394 (76,356) Other Revenue 360,865 1,036,234 (675,36e) 4,643,078 (481,898) 4,522,045 5,679,312 (1,157,267) lndustry-Contributed Promotional Value 21,189,048 20,o09,521 1,179,527 70,128,563 (478,427) 90,839,184 90,138,084 701 ,1 00

I ndustry-Cooperative Advertising Value 2,274,682 5,815,213 (3,540,531) 23,732,309 4,587,539 30,594,531 29,547,522 1,047,009

Total Revenues 44,549,210 47,744,767 (3,195,557) f 58,468,595 3,788,376 206,806,181 206,2't3,362 592,81 I

Expenses Salaries & Benefits 2,766,874 2,964,426 (197,552) 9,61 8,169 208,811 12,593,853 12,582,595 11,258 Fees & Services 1,257,936 1,756,062 (498,126) 5,075,483 874,260 7,207,679 6,83r,545 376,134 Citrus Juice 37,584 62,496 (24,e12) 187,504 24,912 250,000 250,000 Office & Computer Supplies 27,716 46,656 (1 8,s40) 1 00,'159 18,574 146,449 146,815 (366) Decorations 51,065 48,782 2,283 '101,807 4,485 '157,358 150,589 6,769 Depreciation & Amortization 270,107 272,455 (2,348) 849,863 (2,254) 1,117 ,715 1,122,318 (4,603) Dues & Subscriptions 67,654 95,981 (28,327) 133,692 30,733 232,O78 229,673 2,405 Printing/ Copying/ Photo 20,470 95,1 85 (74,715) 376,481 40,858 437,809 471,666 (3s,857) Business Promotion 356,167 414,715 (58,548) 874,067 91,663 1,321,897 1,288,782 33,1 1 5 Repairs and Maintenance 65,804 56,665 9,1 39 75,948 26,565 '168,317 132,613 35,704 Equipment Rental 160,296 165,369 (5,073) '169,514 4,382 334,1 93 334,883 (6e0) Postage & Freight 23,039 45,023 (21,s84) 123,659 '19,558 166,256 168,682 (2,426) Fulfillment 81,236 87,386 (6,150) 304,768 6,149 392,1 53 392,154 (1) Grants 14,409 450,000 (435,5e1) 1,134,500 442.459 1,591,368 1,584,500 6,868 lnsurance Business 19,452 20,472 (1,020) 167,916 (3,060) 184,308 '188,388 (4,081) Legal 34,783 35,250 (467) 96,750 10.467 142,O00 '132,000 10,000 Promotional ltems 110,O42 109,828 214 146,323 24,479 280,844 256,1 5 r 24,693 Registration Fees/Booth Rental 239.843 188,873 50,970 1,430,028 31.423 1,701 ,294 1,618,901 82,393 Employee Relocation 2,500 (2,500) 8,500 2,500 1 1,000 1 1,000 Office Rent 110,173 219,803 (10s,630) 662,670 109,630 882.473 882,473 Research Project 228,O70 483,069 (254,ees) 544,115 338,790 1,110,975 1,027 ,184 83,791

1/4/2016. 1:33 PM 20'15-03 Consol¡dated Operating_FY'15-16, Consol¡dated Oper UNAUDITED UNAUDITED Florida Tourism lndustry Marketing Corporation d/b/a VISIT FLORIDA Operating Gonsolidated Statement of lncome and Expense Three Months Ended September 30, 201 5

Projected YTD YTD YTD Budget Projections Projected Annual VS Actual Budget Variance Remaining Adjustments Year End Actual Budget Budget A B c D E A+D+E=F G F-G=H

Taxes and Licenses 915 558 357 13,984 87 14,986 14,542 444 Telephone 72,186 89,471 (17,285) 232,054 (4,553) 299,687 321,525 (21,838) Temp. Labor 25,155 18,599 6,556 31,352 8,707 65,214 49,951 15,263 Training 25,991 51,525 (25,534) 136,403 29,809 192,203 187,928 4,275 Travel 230,345 324,097 (s3,752) 895,266 1 19,090 1,244,701 1,219,363 25,338 Travel- Advertising Agent 6,685 28,380 (21,6e5) 68,380 (9,930) 65,135 96,760 (31,625) Travel - Projects (Non-Emp) 464,483 397,241 67,242 1 ,816,935 (1 31 ,882) 2,149,536 2,214,176 (64,640) Uniforms 1,790 11,249 (9,460) 10,994 9,460 22,243 22,243 Utilities 32,475 27,415 5,060 84,765 '117,240 112,180 5,060 Warehouse-Rent 1 0,929 10,415 514 31,362 (661) 41,630 41,777 (147) Agency Fees 516,225 442,987 73,238 '1,543,469 21,414 2,081,1 09 1,986,456 94,653 Media 6,474,616 8,845,293 (2,370,677) 34,625,366 797,309 41,897,290 43,470,659 (1,573,369) Production 644,966 1,857,042 (1,212,076) 4,8'10,900 823,672 6,279,538 6,667,942 (388,404) lndustry Contr¡buted Promotional Value 21.189,048 20,009,521 1,179,527 70,128,563 (478,427) 90,839,'184 90, I 38,084 701 ,'1 00 lndustry Cooperative Advertising Value 2,274,682 5,815,213 (s,540,531) 23,732,309 4,587,539 30,594,531 29,547,522 1,047,009

Total Expense 4s,550,002 (7,636,788) 160,344,0't I I,O77 6 440,227

Revenue Over Expense 996 934 3

11412016.1:33 PM 2015-03 Consolidated Operat¡ng_FY15-16, Consol¡dated Oper UNAUDITED UNAUDITED Florida Tourism lndustry Marketing Corporation d/b/a VISIT FLORIDA FRLA Marketing Program Consolidated Statement of lncome and Expense Three Months Ended September 30, 2015

Projected YTD YTD YTD Budget Projections Projected Annual VS Actual Budget Variance Remaining Adjustments Year End Actual Budget Budget A B c D E A+D+E=F G F-G=H

Revenues State of Florida Proceeds Hotel Restaurant Trust Fund 201,329 500,001 (29e,672) 1,499,999 298,672 2,000,000 2,000,000 lndustry Match-FRLA (1) 360,000 (360,001) 1,640,000 360,001 2,000,000 2,000,000

Total Revenues 20 ,328 658,673 4,000,000 4,000,000 0

Expenses Fees & Services 128,300 125,001 3,299 374,999 1 503,300 500,000 3,300 Printing/ Copying/ Photo 1,718 1,718 1,718 1,718 Promotional ltems 7,962 7,962 7,962 7,962 Travel - Projects (Non-Emp) (7,208) r 2,500 (19,708) 37,500 6,171 36,463 50,000 (13,537) Media-FRLA Marketing Program 70,000 127,728 (57,728) 1,192,272 57,728 1,320,000 1,320,000 Production 130,000 130,000 130,000 lndustry Match FRLA (1) 360,000 (360,001) 1,640,000 360,001 2,000,000 2,000,000

Total Expense

Revenue Over Expense l0l 234-772 1234.772\ (234.7721 234. l0t 0 f0)

11412016. 1:33 PM 2015-03 Consol¡dated FRLA_FY15.16, Consol¡dated FRLA UNAUDITED UNAUDITED Flor¡da Tour¡sm lndustry Marketing Corporation d/b/a VISIT FLORIDA Medical Tourism Program Consolidated Statement of lncome and Expense Three Months Ended September 30, 2015

Projected YTD YTD YÏD Budget Projections Projected Annual VS Actual Budget Variance Remaining Adjustments Year End Actual Budget Budget A B c D E A+D+E=F G F-G=H

Revenues State of Florida Proceeds Other Revenue

I ndustry-Cooperative Advertising Value (244,057) (244,057) (244,057) (244,o57)

Total Revenues (244,057) 0 (244,057) 0 0 (244,0571 0 1244,0571

Expenses Salaries & Benefits Fees & Services 1,084 1,084 1,084 1,084 Office & Computer Supplies Printing/ Copying/ Photo 20 20 20 20 Business Promotion Grants (127,807) (127,807) (127,8o7) (127,807) Research Project Telephone Travel Travel - Projects (Non-Emp) Agency Fees Media 24,980 24,980 24,980 24,980 Production 995 995 995 995 lndustry Cooperative Advertising Value (244,057) (244,057) (244,057) (244,057)

Total Expense 0 0 (3¿14,780) 0 (344,780)

Revenue Over Expense

114120'16. 1:34 PM 2015-03 Consolidated Med¡cal Tour¡sm_FY1516, Consol¡dated Medical Tourism UNAUDITED UNAUDITED Florida Tourism lndustry Marketing Corporation d/b/a VISIT FLORIDA Florida for Veterans Program Consolidated Statement of lncome and Expense Three Months Ended September 30, 2015

Projected YTD YTD YTD Budget Projections Projected Annual VS Actual Budget Variance Remaining Adjustments Year End Actual Budget Budget A B c D E A+D+E=F G F-G=H

Revenues Stale of Florida Proceeds 249,999 (24e,999) 750,001 249,999 1,000,000 1,000,000

Total Revenues 249,999 (249,999) 750,001 249,999 1,000,000 1,000,000 0

Expenses Research Project Agency Fees 24,999 (24,eee) 75,001 24,999 100,000 100,000 Media 200,001 (200,001) 599,999 200,001 800,000 800,000 Production 24,999 (24,ess) 75,001 24,999 100,000 100,000

Total Expense 0 249,999 (249,999) 750,001 249,999 1,000,000 1,000,000 0

Revenue Over Expense

11412016, 'l:34 PM 201t03 Coreol¡dated FloridaforVeteËns_FY15-16, Consol¡dated FLforVeterans