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Quarterly EFI Report Q2 FY 15/16

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Quarterly EFI Report Q2 FY 15/16 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.
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