Quarterly EFI Report Q4 FY 17/18

QUARTERLY REPORT

April – June, 2018

Prepared by VISIT FLORIDA, Research Office

Copyright © 2018 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. April – June, 2018 2 of 2 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 April – June, 2018, also referred to as 2018Q2. This is the best available processing schedule as this report was prepared in October, 2018.

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 2018Q2, Florida hosted 31.8 million visitors, an increase of 6.2% from 2017Q2 based on preliminary estimates. The volume of air visitors was 14.8 million, while the volume of non-air visitors was 15.9 million. See the attached report on the Visitor Estimates and Industry Trend Indicators for 2018Q2.

CANADA Canada is Florida’s top international origin country. VISIT FLORIDA’s preliminary 2018Q2 estimates indicate 933,000 Canadians came to Florida in 2018Q2. This is an increase of 1.3% from the same quarter the year prior. The volume of air visitors was 388,000, while the volume of non-air visitors was 545,000.

OVERSEAS VISIT FLORIDA now uses data from VisaVue Travel for its quarterly estimates of overseas visitors to Florida. For 2018Q2 Florida hosted 2.5 million overseas visitors. This is a 2.1% decrease from 2017Q1.

UNAUDITED UNAUDITED Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA Operating Consolidated Statement of Income and Expense Twelve Months Ended June 30, 2018

YTD YTD YTD Actual Budget Variance A B C

Revenues State of Florida Proceeds 75,000,000 75,000,000 Partner Investment 1,379,390 1,313,260 66,130 Strategic Alliances 129,066 213,332 (84,266) Events Revenue 837,102 1,088,129 (251,027) Trade Show Revenue 1,421,899 1,313,967 107,932 Welcome Center Revenue 414,473 461,212 (46,739) Reimbursement Revenue 196,752 250,000 (53,248) Publication Revenue 195,936 203,000 (7,064) Interest Income 29,007 29,000 7 Research Revenue 59,640 124,840 (65,200) Website Revenue 22,523 38,394 (15,871) Other Revenue 1,349,769 675,900 673,869 Industry-Contributed Promotional Value 106,224,614 85,000,000 21,224,614 Industry-Cooperative Advertising Value 8,255,068 11,083,935 (2,828,867) Industry Match-FRLA

Total Revenues 195,515,241 176,794,969 18,720,272

Expenses Salaries & Benefits 11,096,253 13,164,762 (2,068,509) Fees & Services 8,091,663 8,615,542 (523,879) Citrus Juice 196,752 250,000 (53,248) Office & Computer Supplies 96,071 82,724 13,347 Event Supplies/Resources 84,919 143,562 (58,643) Depreciation 1,383,323 1,407,283 (23,960) Dues & Subscriptions 211,585 180,024 31,561 Printing/ Copying/ Photo 440,920 331,637 109,283 Business Promotion 880,146 972,349 (92,203) Repairs and Maintenance 137,602 163,260 (25,658) Equipment Rental 322,667 320,969 1,698 Postage & Freight 92,625 183,209 (90,584) Fulfillment 103,785 170,000 (66,215) Grants 268,748 455,000 (186,252) Insurance Business 213,416 86,523 126,893 Legal 50,622 33,380 17,242 Promotional Items 161,422 191,991 (30,569) Registration Fees/Booth Rental 1,292,466 1,382,397 (89,931) Employee Relocation 3,180 8,500 (5,320) Office Rent 471,173 478,373 (7,200) Research Project 1,587,009 1,127,990 459,019

9/20/2018, 5:34 PM 1 03 - Consolidated Operating_FY17-18 (June 2018), Consolidated Operating UNAUDITED UNAUDITED Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA Operating Consolidated Statement of Income and Expense Twelve Months Ended June 30, 2018

YTD YTD YTD Actual Budget Variance A B C

Taxes and Licenses 49,557 23,761 25,796 Telephone 229,831 272,134 (42,303) Temp. Labor 54,689 52,451 2,238 Training 83,498 126,372 (42,874) Travel 827,415 944,450 (117,035) Travel - Projects (Non-Emp) 1,752,450 1,904,568 (152,118) Uniforms 21,602 24,614 (3,012) Utilities 111,553 121,084 (9,531) Warehouse-Rent 92,770 90,375 2,395 Agency Fees 3,365,360 4,129,939 (764,579) Media 42,790,899 39,899,021 2,891,878 Production 2,717,220 3,372,790 (655,570) Industry Contributed Promotional Value 106,224,614 85,000,000 21,224,614 Industry Cooperative Advertising Value 8,255,068 11,083,935 (2,828,867)

Total Expense 193,762,875 176,794,969 16,967,906

Revenue Over Expense 1,752,366 0 1,752,366

9/20/2018, 5:34 PM 2 03 - Consolidated Operating_FY17-18 (June 2018), Consolidated Operating UNAUDITED UNAUDITED Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA FRLA Marketing Program Consolidated Statement of Income and Expense Twelve Months Ended June 30, 2018

YTD YTD YTD Actual Budget Variance A B C

Revenues Industry Match-FRLA 374,856 348,815 26,041

Total Revenues 374,856 348,815 26,041

Expenses Fees & Services 76,575 38,760 37,815 Printing/ Copying/ Photo 553 553 Business Promotion (787) (787) Promotional Items 1,600 1,600 Travel - Projects (Non-Emp) 38,591 38,591 Media-FRLA Marketing Program 276,214 348,815 (72,601) Industry Match FRLA 374,856 348,815 26,041

Total Expense 767,602 736,390 31,212

Revenue Over Expense (392,746) (387,575) (5,171)

9/20/2018, 5:34 PM 3 04 - Consolidated FRLA_FY17-18 (June 2018), Consolidated FRLA UNAUDITED UNAUDITED Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA Florida for Veterans Program Consolidated Statement of Income and Expense Twelve Months Ended June 30, 2018

YTD YTD YTD Actual Budget Variance A B C

Revenues State of Florida Proceeds 999,152 1,000,000 (848)

Total Revenues 999,152 1,000,000 (848)

Expenses Fees & Services 20,010 220,000 (199,990) Event Supplies/Resources 855 855 Dues & Subscriptions 20 20 Printing/ Copying/ Photo 1,228 1,228 Promotional Items 11,244 11,244 Research Project 70,000 85,000 (15,000) Travel - Projects (Non-Emp) 4,937 7,000 (2,063) Agency Fees 192,961 123,000 69,961 Media 370,965 490,000 (119,035) Production 326,368 75,000 251,368

Total Expense 998,587 1,000,000 (1,413)

Revenue Over Expense 565 0 565

9/20/2018, 5:35 PM 4 05 - Consolidated Florida for Veterans_FY17-18 (June 2018), Consolidated Veterans VISIT FLORIDA QUARTERLY REPORT Quarter 4, April 1 – June 30, 2018

Four – Year Objectives by June 30, 2020 A. Keep Florida top-of-mind among target audiences. B. Stimulate balanced incremental growth that delivers the greatest economic impact to Florida. C. Identify and engage advocates in promoting the Florida brand. D. Promote industry alignment and collective impact through partner investment and thought leadership.

Public Relations Department A B C D North America and International Earned Media Coverage - April through June: 1,917,559,550 impressions (YTD: 3,985,505,921) X In-Market PR Programs, Events and Initiatives - April through June: -- April: - China: Mission Beijing Media Reception - China: Mission Guangzhou Media Reception - China: Mission Chengdu Media Reception X X X - China: Mission Shanghai Media Reception - Brazil: WTM Media Reception - Brazil: IMM - Germany: Virtual Sunshine Corporate/Domestic Marketing and Events Department A B C D Florida Governor's Conference on Tourism September 12-14, 2018 - The conference provides an opportunity for members of the tourism industry to network with fellow travel professionals, learn more about participating in VISIT X X FLORIDA’s marketing programs, obtain the latest tourism research data, and hear from experts about their proven strategies for increasing business.

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Public Relations Department A B C D Proactive PR - April through June: -- Ongoing press and influencer trips to the state from key domestic and international markets: - Brazil: 4 individual press trips - Canada: 5 individual press trips - China: 6 individual press trips - Germany: 5 individual press trips X X - UK: 3 individual press trips

Influencer Campaigns: - Brazil: 1 Influencer trip - China: 5 Influencer trips - UK: 4 Influencer trips Media Familiarization (FAM) Tours - April through June: - Brazil: 1 FAM Tour - Canada: 1 FAM Tour - Domestic: 1 FAM Tour X X - Germany: 1 FAM Tour - UK: 1 FAM Tour Press Releases - April through June: - 18 press releases were posted via the media site - Brazil: 3 press releases were written and distributed to media - China: 3 press releases were written and distributed to media X - Domestic: 3 press releases were written and distributed to media - Germany: 3 press releases were written and distributed to media - UK: 3 press releases were written and distributed to media

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Advertising (Media) Department A B C D NORTH AMERICA (US & Canada) Print Co-op April: Undiscovered Florida, Southern Living, Compass Media, Meetings Today X X X May: Texas Monthly, Modern Luxury The Atlantan , Modern Luxury New York, Meredith-Family Circle, Family, Parents "Florida for Families, Food & Wine, Bon Appetit , Food Network Magazine, AAA Living South, AFAR, Conde Nast X X X Traveler June: Martha Stewart, Eating Well, All recipes X X X Oyster Trail Print Campaign: April: Alabama Journey, Georgia Living, Southern Traveler X X X May: Alabama Journey, Georgia Living, Southern Traveler, Texas Journey, Louisiana Life, Southern Living X X X June: Alabama Journey, Georgia Living, Southern Traveler, Texas Journey, Louisiana Life, Southern Living, New Orleans X X X Magazine, Texas Monthly DEDICATED April: Today's Parent X X X May: New York Times T Travel Magazine, National Geographic Kids X X X June : Ebony, Essence, Family Fun, New York Times Sunday Travel, Oprah, Parents X X X DIGITAL Co-op April: None X X X X May: Ebony,SheKnows,CertifiKID, Taboola, Trip Advisor, Expedia, X X X X June: Ebony,SheKnows,CertifiKID, Taboola, Trip Advisor, Expedia, X X X X DEDICATED April: Pandora, OWN,Ebony, YouTube, Priceline,Family Traveller Cozi,SheKnows, CertifiKID,US News Travel, X X X Amobee,KAYAK, Trip Advisor, Expedia, Sojern, Univision,Atlas Obscura,Lonely Planet,Matador May: StackAdapt,Taboola,Teads.tv, Sojern, YouTube,Priceline, New York Times,Time Inc.,Family Traveller, Cozi,SheKnows, CertifiKID,US News Travel,Hulu,Spotify, Amobee,KAYAK,Trip Advisor,Expedia,Sojern, Pulpo, X X X Univision,Telemundo. S4M, WAZE,Atlas Obscura,Lonely Planet,Matador, Budget Travel, CNT, iExplore, Nat Geo., Outside Travelsike, Trip Adv, T&L June: National Geographic, Outside Online, Condé Nast Traveler, Time Inc. Travel Spike, iExplore, Budget Travel,Trip Advisor, StackAdapt,Taboola,Teads.tv,Sojern, YouTube, Priceline, New York Times,Family Traveller, Cozi,SheKnows,CertifiKID,US News Travel, Hulu,Spotify, Amobee,KAYAK,Trip Advisor, Expedia, Sojern,Pulpo, X X X Univision, Telemundo, S4M, WAZE,Atlas Obscura,Lonely Planet,Matador, Budget Travel, CNT, iExplore, Nat Geo., Outside Travelsike, Trip Adv, T&L

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BROADCAST DEDICATED April: Broadcast & Cable TV :30 second Spots in Birmingham, Charlotte, Cincinnati, Cleveland, Dallas, Detroit, Greenville/Spart/Ash, Houston, Minneapolis, Nashville, New Orleans, Raleigh, St. Louis, Atlanta, Chicago, New York, X X X Philadelphia, Washington, DC Streaming TV :30 second Spots on ABC, CBS, NBC, Gamut and Scripps Network X X X Network TV: HGTV X X X Digital TV: VISIT FLORIDA Channel X X X Radio: African American: Atl, Birm,Char,Chi, Det, NY, Phil, Raleigh, Wash, DC X X X Hispanic: Chi, Dal, Hous, NY X X X May: Broadcast & Cable TV :30 second Spots in Birmingham, Charlotte, Cincinnati, Cleveland, Dallas, Detroit, Greenville/Spart/Ash, Houston, Minneapolis, Nashville, New Orleans, Raleigh, St. Louis, Atlanta, Chicago, New York, X X X Philadelphia, Washington, DC Streaming TV :30 second Spots in ABC, CBS, NBC, Gamut and Scripps Network X X X Network TV: HGTV X X X Digital TV: VISIT FLORIDA Channel X X X Hispanic TV :30 second Spots in Chicago, Dallas, Houston, New York X X X Radio: African American: Atl, Birm,Char,Chi, Det, NY, Phil, Raleigh, Wash, DC X X X Hispanic: Chi, Dal, Hous, NY X X X June: Broadcast & Cable TV :30 second Spots in LA X X X Streaming TV :30 second Spots in ABC, CBS, NBC, Gamut and Scripps Network X X X Network TV: BET X X X Digital TV: VISIT FLORIDA Channel X X X Radio: African American: Atl, Birm,Char,Chi, Det, NY, Phil, Raleigh, Wash, DC X X X Hispanic: Chi, Dal, Hous, NY X X X Out Of Home DEDICATED April: Digital Billboards: Birmingham, Charlotte, Cincinnati, Cleveland, Dallas, Detroit, Greenville/Spart/Ash, Houston, Minneapolis, Nashville, New Orleans, Raleigh, St. Louis, Atlanta, Chicago, New York, Philadelphia, Baltimore, Boston, X X X Chattanooga, Indianapolis, Knoxville, Louisville, LA, Memphis, Montgomery, Savannah Simon Malls X X X

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May: Digital Billboards: Birmingham, Charlotte, Cincinnati, Cleveland, Dallas, Detroit, Greenville/Spart/Ash, Houston, Minneapolis, Nashville, New Orleans, Raleigh, St. Louis, Atlanta, Chicago, New York, Philadelphia, Baltimore, Boston, X X X Chattanooga, Indianapolis, Knoxville, Louisville, LA, Memphis, Montgomery, Savannah. Simon Malls X X X June: Digital Billboards: Birmingham, Charlotte, Cincinnati, Cleveland, Dallas, Detroit, Greenville/Spart/Ash, Houston, Minneapolis, Nashville, New Orleans, Raleigh, St. Louis, Atlanta, Chicago, New York, Philadelphia, Baltimore, Boston, X X X Chattanooga, Indianapolis, Knoxville, Louisville, LA, Memphis, Montgomery, Savannah. Simon Malls X X X Gas Station TV ( SE Florida) X X X INTERNATIONAL ADVERTISING Out Of Home Co-op UK: Digital 6 Sheets & Tube Car Card Panels X X X X Germany: Thomas Cook X X X X DEDICATED April: UK Digital 6 Sheet, Tube car panels. X X X May: UK Digital 6 Sheet, Tube car panels. X X X DIGITAL Co-op April: Germany: Kayak, TripAdvisor., Expedia, Sojern X X X X May: Germany: Kayak, TripAdvisor., Expedia, Sojern X X X X June: Germany: Kayak, TripAdvisor., Expedia, Sojern X X X X DEDICATED April: Germany: Holiday Check, Kayak, TripAdvisor, Expedia, Sojern UK: Lonely Planet, Kayak, Independant, Telegraph, TripAdvisor, Expedia, Sojern, YouTube X X X China: Adara May: Germany: Holiday Check, Kayak, TripAdvisor, Expedia, Sojern UK: Lonely Planet, Kayak, Independant, Telegraph, TripAdvisor, Expedia, Sojern, YouTube X X X China: Adara June: Germany: Holiday Check, Kayak, TripAdvisor, Expedia, Sojern UK: Lonely Planet, Kayak, Independant, Telegraph, TripAdvisor, Expedia, Sojern, YouTube X X X China: Adara DIGITAL TV DEDICATED April- June: Digital TV in UK X X X

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International Travel Trade Department A B C D World Travel Market Latin America, April 3-5, 2018, Sao Paulo, Brazil X X X X VISIT FLORIDA and Partners showcased Florida products at World Travel Market Latin America, the region’s largest travel trade show April 3-5. WTM LATAM attracted over 6,500 industry professionals for the three-day event in the economic powerhouse of São Paulo, Brazil. Attendees had the opportunity to schedule appointments with notable Tour Operators, Online Travel Agencies and Media.

Brazil is one Florida’s top travel markets, ranking third, with almost 1 million visitors in 2017.

Participating Partners: Beaches of Fort Myers & Sanibel, Greater Fort Lauderdale CVB, The Hertz Corporation, Naples, Marco Island, Everglades CVB and Visit St. Pete/Clearwater United Kingdom Roadshows, April 11-12, April 17, April 26 X X X X VISIT FLORIDA and Partners participated in a series of educational trainings throughout the UK in April to over 160 agents. Listed below is a recap of the shows:

British Airways Marketplace April 10, 2018, Newcastle, Tyneside VISIT FLORIDA coordinated a training around British Airways annual Marketplace to educate the agents on Florida. There were about 30 agents and 10 operational staff in attendance. Over seven partners were able to educate the agents on their destination or product and VISIT FLORIDA was able provide the agents with an overall presentation on Florida.

Travel Counsellors Florida Training Day, April 11, 2018, London, England Travel Counsellors is the largest network of homeworking travel agents in the United Kingdom that run their own business and are hard to access. VISIT FLORIDA coordinated a Florida training event for over 50 travel agents at the Secret Garden at South Place Hotel. VISIT FLORIDA and seven Florida Partners were able to network and educate agents on their destination, attraction, product or hotel. The diverse group of eight Partners allowed agents an opportunity to learn more about the state and what it had to offer.

Participating Partners: Daytona Beach CVB, Florida Keys & Key West, Greater Fort Lauderdale CVB, Kennedy Space Center Visitor Complex, Naples, Marco Island, Everglades CVB, Visit St. Pete/Clearwater, Walt Disney World Resorts in Florida.

Gold Medal Florida Training Day, April 12, 2018, Preston, UK VISIT FLORIDA held a training day at Gold Medal's head office in Preston, Lancashire. This educational speed date style training event allowed Partners the opportunity to give presentations to a group of 3-4 agents at a time on their destination or product. There were 40 agents who attended the event and seven Partners.

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Participating Partners: Daytona Beach CVB, Dollar Thrifty Automotive Group, Inc./Hertz, Florida Keys & Key West, Kennedy Space Center Visitor Complex and Visit Sarasota County.

Barrhead of Florida Training, April 17, 2018, Glasgow, England VISIT FLORIDA and partners were invited to Barrhead Travel to attend a Florida immersion day for new starters throughout their shop network at Studio Venue in Glasgow. VISIT FLORIDA and Partners were able to give 20 minute presentations to over 45 agents and train them on their Florida product or destination for those who attended the training. Over eight other participating Partners at the show.

US Airtours and Travel Planners Training, April 25, 2018, Chigwell Hall, London VISIT FLORIDA held an educational training in Chigwell at the US AirTours and Travel planners’ office. Florida Partners were able to give a 10-15 minute presentation to educate them on their destination or product. There were 30 agents and six partners in attendance.

Participating Partners: Daytona Beach CVB, Florida Keys & Key West, Greater Fort Lauderdale CVB, Kennedy Space Center Visitor Complex, Naples, Marco Island, Everglades CVB and Visit Sarasota County. China Sales Mission, April 16-26, 2018, Beijing, Guangzhou, Chengdu and Shanghai, China X X X X In an effort to share Florida’s sunshine with Chinese travelers, VISIT FLORIDA’s International Marketing and Public Relations teams hosted a ten-day sales mission to Beijing, Guangzhou, Chengdu, and Shanghai. Ten Industry Partners joined VISIT FLORIDA to engage top travel agents, tour operators and media through sales meetings, appointments, seminars and networking events. In each city, VISIT FLORIDA hosted VIP lunches for 50 key Chinese travel trade professionals to encourage them to extend their Florida offerings. In addition, half-day seminars were held in the afternoon for targeted travel agencies including major outbound tour operators, wholesalers, U.S. receptive tour operators, airlines and other China-based trade associates. In Beijing and Shanghai, one-on-one appointments were scheduled, sales calls were conducted, and VISIT FLORIDA hosted media receptions where Industry Partners met with top-tier journalists and digital influencers to discuss possible story ideas.

China, one of Florida’s key global markets, is ranked in the top 10 countries for international visitation to the state. Last year, of the 116.5 million total people who came to Florida, nearly 286,000 were from China. Additionally, among Chinese travelers interested in visiting the U.S., interest in the Sunshine State has increased 18 percent over the past four years.

Participating Partners: Coral Castle, Grand Beach Hotel Group, Greater Fort Lauderdale CVB, Miami Sunny International, Rodeway Inn & Suites, Royal Caribbean International, ShengDa Travel, Sincerely Vacations, Universal Orlando Resort and Walt Disney World. South Brazil Roadshow, May 8-10, 2018, Porto Alegre and Curitiba, Brazil X X X X VISIT FLORIDA organized a roadshow through Porto Alegre and Curitiba, Brazil. Partners conducted presentations to 50

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Participating Partners: Best Western Hotels and Resorts, Kennedy Space Center, Hertz Corporation, Pegasus Transportation, Visit Central Florida, Visit St. Pete/Clearwater and Visit Tampa Bay. IPW, May 19-23, 2018, Denver, CO X X X VISIT FLORIDA joined more than 6,000 attendees from over 70 countries in Denver, Colorado for this year’s IPW, May 19-23, 2018. This is the travel industry’s premier international marketplace and the largest generator of travel to the U.S. This show consists of travel professionals, which include U.S. destinations, hotels, attractions, transportation companies, international tour operators, buyers and wholesalers from around the world—to meet in one place to help bring the world to America. This year’s event was attended by approximately 1,000 U.S. travel organizations, more than 1,300 international and domestic buyers, and over 500 members of the media. Over the course of five days, there were 100,000 prescheduled business meetings between suppliers and buyers, expected to result in $4.7 billion in future international travel to the U.S.

VISIT FLORIDA was well represented with a huge presence on the trade show floor. In addition to key staff from across the organization, VISIT FLORIDA brought a strong contingent of international representatives from Canada, China, Germany, Latin America and the UK. The VISIT FLORIDA International team conducted over 180 pre-scheduled appointments with tour operators and travel trade professionals, and the Public Relations team held more than 50 media meetings in addition to facilitating executive interviews with international and domestic writers in the IPW Media Marketplace. ARLAG, May 31- June 1, 2018; Guadalajara, Mexico X X X X VISIT FLORIDA coordinated a Florida Stand at ARLAG Travel Trade Show on June 1, 2018 in Guadalajara, Mexico. The show attracted over 1200 travel agents and tour operators from Guadalajara and nearby cities of Guanajuato, Aguascalientes, León, Colima, Irapuato, Querétaro, Morelia. There were over 170 booths at the show, which consisted of Destinations, Cruises, Airlines, Car Rental Companies and Hoteliers, etc. VISIT FLORIDA had an opportunity to invite Florida Partners to attend the show to promote their attraction and property.

Participating Partners: Kennedy Space Center Visitor Complex, Interstate Hotels & Resorts Brochure Distribution: Legoland Florida and Titusville Area Chamber of Commerce. Mexico Sales Mission, May 29-June 1, 2018, Mexico City, Guadalajara and Monterrey, Mexico X X X X VISIT FLORIDA coordinated a Sales Mission in three major cities in Mexico - Mexico City, Guadalajara and Monterrey from May 29 - June 4, 2018. In each city, VISIT FLORIDA held Sales Calls at select tour operators’ offices as well as coordinated a luncheon and or breakfast with top tour operators. The two luncheons in Mexico City held May 29 and May 30 had a combined attendance of 90 top area tour operators. The tour operators were presented an overview about Florida and Partners’ product offerings. There were a total of 46 tour operators during the May 31st breakfast in Guadalajara. The Luncheon in Guadalajara had a total of 56 local tour operators who was able to learn what's new in

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Florida.

Participating Partners: Visit St. Pete/Clearwater and Kennedy Space Center Visitor Complex Germany Roadshow, June 4-7, 2018, Munich, Wurzburg, Bonn and Aachen, Germany. X X X X VISIT FLORIDA teamed up with TUI, this year to organize the 6th Annual Florida Roadshow in four German Cities. TUI played an important role in assisting with recruitment of travel agents to the event in metro areas of Munich (June 4), Wurzburg (June 5), Aachen (June 6) and Bonn (June 7). VISIT FLORIDA and TUI both presented to travel agents before Florida Partners in attendance had an opportunity to present their product to over 140 travel agents in 12-minute tabletop workshop sessions. Partners were happy with the format and expressed an interest to continue a similar format in 2019.

Germany is ranked in the top six market for visitation to Florida in 2017 with 472,000 visitors.

Participating Partners: The Beaches of Fort Myers & Sanibel, Naples, Marco Island, Everglades, CVB, SeaWorld Parks and Entertainment, Visit St. Pete/Clearwater, Visit Sarasota, Walt Disney World Resort (Disney Destinations).

Promotions Department A B C D "Spring Kick Off" promotion ran from April 2 to May 3, 2018 in Dallas with KRLD-FM. It generated $541,183.10 in media X value and 6,858,832 impressions for VISIT FLORIDA, Boggy Creek Airboat Adventures and Hilton Orlando. "Ticket Thursdays To Florida! - April 2018" promotion ran April 2 to April 6, 2018 in Boston with WEEI-FM. It generated $33,673 in media value and 891,360 impressions for VISIT FLORIDA, Lake Buena Vista Resort Village & Spa and IFly X Orlando. "PK's Trip A Day - April Phase 1" promotion ran April 2 to April 6, 2018 in Atlanta with WWPW-FM. It generated X $124,119.65 in media value and 1,014,923 impressions for VISIT FLORIDA and Hilton Orlando. "Get Me Away to FLA! - April 2018 - Phase 1" promotion ran April 2 to April 8, 2018 in Boston with WWBX-FM. It X generated $117,442.81 in media value and 1,264,291 impressions for VISIT FLORIDA and Anna Maria Island Resorts. "Trip A Day - Phase 3" promotion ran April 2 to 6, 2018 in Chicago with WLS-FM. It generated $151,478.84 in media X value and 1,818,909 impressions for VISIT FLORIDA and Hilton Orlando. "Florida Flyaway (April 2018)" promotion ran April 3 to 20, 2018 in New York, Boston, and Philadelphia with Metro Newspaper. It generated $435,999 in media value and 17,207,072 impressions for VISIT FLORIDA, Waterstone Resort & X Marina Boca Raton, and Museum of Discovery & Science. "Trippin Tuesdays - March 2018 Phase 4" promotion ran April 4 to 10, 2018 in Chicago with WKQX-FM. It generated X $129,155.53 in media value and 1,615,188 impressions for VISIT FLORIDA and Beacon South Beach Hotel.

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"THE PLAYERS Championship 2018" promotion ran April 5 to 13, 2018 in Atlanta with WYAY-FM. It generated $270,356.97 in media value and 2,663,493 impressions for VISIT FLORIDA, DoubleTree by Hilton Jacksonville X Riverfront, THE PLAYERS Championship, and Florida's First Coast of Golf. "Trip A Day - April 2018 Phase 2" promotion ran April 7 to 13, 2018 in Boston with WODS-FM. It generated $146,040.30 X in media value and 1,238,051 impressions for VISIT FLORIDA and Beacon South Beach Hotel. "PK's Trip A Day - April Phase 2" promotion ran April 9 to 13, 2018 in Atlanta with WWPW-FM. It generated $129,400.61 X in media value and 1,015,178 impressions for VISIT FLORIDA and Beacon South Beach Hotel. "Get Me Away to FLA! - April 2018 - Phase 2" promotion ran April 9 to 15, 2018 in Boston with WWBX-FM. It generated $117,392.75 in media value and 1,262,335 impressions for VISIT FLORIDA and Bahama Bay Resort & Spa by Wyndham X Vacation Rentals. "Trip A Day - Phase 4" promotion ran April 9 to 13, 2018 in Chicago with WLS-FM. It generated $153,953.90 in media X value and 1,857,394 impressions for VISIT FLORIDA and Innisbrook, A Salamander Golf & Spa Resort. "We’re Outta Here and Headed to Florida! - April 2018" promotion ran April 10 to May 11, 2018 in Boston with WSRS-FM. It generated $273,400 in media value and 1,461,600 impressions for VISIT FLORIDA, Bellasera Resort, and Naples Zoo X at Caribbean Gardens. "Trippin Tuesdays - March 2018 Phase 5" promotion ran April 11 to 17, 2018 in Chicago with WKQX-FM. It generated X $130,100.65 in media value and 1,626,988 impressions for VISIT FLORIDA and South Seas Island Resort. "Trip A Day Getaway! - April 2018 - Phase 1" promotion ran April 11 to 22, 2018 in Boston with WMJX-FM. It generated X $232,419.75 in media value and 4,432,574 impressions for VISIT FLORIDA and Hilton Orlando. "Trip A Day - April 2018 Phase 3" promotion ran April 14 to 20, 2018 in Boston with WODS-FM. It generated $146,020.45 X in media value and 1,237,759 impressions for VISIT FLORIDA and Hilton Orlando. "Florida Flyaway (April 2018)" promotion ran April 15 to 21, 2018 in New York with NY Daily News. It generated $517,000 in media value and 5,646,855 impressions for VISIT FLORIDA, The Marker Key West, and Fury Water Adventures Key X West. "Shannon Burke's Florida Family Flyaway - Phase 2" promotion ran April 16 to 20, 2018 in Atlanta with WYAY-FM. It generated $256,118.59 in media value and 2,770,170 impressions for VISIT FLORIDA, Hilton Daytona Beach Oceanfront X Resort, and Daytona Arcade Museum. "PK's Trip A Day - April Phase 3" promotion ran April 16 to 20, 2018. It generated $130,194.61 in media value and X 1,015,390 impressions for VISIT FLORIDA and TradeWinds Island Resorts. "Get Me Away to FLA! - April 2018 - Phase 3" promotion ran April 16 to 22, 2018 in Boston with WWBX-FM. It generated X $117,368.13 in media value and 1,261,226 impressions for VISIT FLORIDA and Silver Surf Gulf Beach Resort. "Trip A Day - April 2018 Phase 4" promotion ran April 21 to 24, 2018 in Boston with WODS-FM. It generated $146,059.93 X in media value and 1,239,181 impressions for VISIT FLORIDA and Pointe Estero Beach Resort. "Shannon Burke's Florida Family Flyaway - Phase 3" promotion ran April 23 to 27, 2018 in Atlanta with WYAY-FM. It X generated $253,780.09 in media value and 2,768,858 impressions for VISIT FLORIDA and South Seas Island Resort.

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"Let Your Curves Shine - April 2018" promotion ran April 23 to May 13, 2018 in Washington, DC with WPRS-FM. It generated $233,500 in media value and 1,500,000 impressions for VISIT FLORIDA, Pullman Miami Airport Hotel, and X Island Queen Cruises Sightseeing Tours. "Spend Mother’s Day in Florida - April 2018!" promotion ran April 23 to May 13, 2018 in Philadelphia with WRNB-FM. It generated $331,100 in media value and 2,556,094 impressions for VISIT FLORIDA, Beacon South Beach Hotel, and X Island Queen Cruises Sightseeing Tours. "PK's Trip A Day - April Phase 4" promotion ran April 23 to 27, 2018 in Atlanta with WWPW-FM. It generated $128,966.48 X in media value and 1,015,886 impressions for VISIT FLORIDA and Sandestin Golf and Beach Resort. "Get Me Away to FLA! - April 2018 - Phase 4" promotion ran April 23 to 29, 2018 in Boston with WWBX-FM. It generated X $117,381.28 in media value and 1,262,298 impressions for VISIT FLORIDA and Sirata Beach Resort. "Trip A Day Getaway! - April 2018 - Phase 2" promotion ran April 23 to 27, 2018 in Boston with WMJX-FM. It generated X $144,019.28 in media value and 3,429,160 impressions for VISIT FLORIDA and Sheraton Sand Key Resort. "Okayest Mom - April/May" promotion ran April 30 to May 6, 2018 in Indianapolis with WZPL-FM. It generated $117,816 X in media value and 2,116,126 impressions for VISIT FLORIDA, Don Cesar Resort Hotel, and The Florida Aquarium. "EDMS Dysfunctional Family Vacation - Greg T Activation (May 2018)" promotion ran April 30 to May 6, 2018 in New York with The Elvis Duran Morning Show/iHeart Media New York. It generated $112,800.60 in media value and X 1,521,575 impressions for VISIT FLORIDA and Miami Seaquarium. "Trip A Day in May 2018 - Ph1" promotion ran nationally with YEA Networks/The Kidd Kraddick Morning Show from April X 30 to May 4. It generated $1,095,000 in media value and 6,000,000 impressions for VISIT FLORIDA. "Indy's MIX Mom - April/May" promotion ran April 30 to May 13, 2018 in Indianapolis with WNTR-FM. It generated $252,137.94 in media value and 3,484,631 impressions for VISIT FLORIDA, Beacon South Beach Hotel, and Island X Queen Cruises Sightseeing Tours. WWBX-FM - "Get Me Away to FLA! - April 2018" promotion ran April 30 to May 6, 2018 in Boston with WWBX-FM. It generated $102,213.52 in media value and 979,926 impressions for VISIT FLORIDA, Southernmost Beach Resort, and X Conch Tour Train. "EDMS Dysfunctional Family Vacation - May 2018" promotion ran nationally with The Elvis Duran Morning Show from X April 30 to May 21, 2018. It generated $675,979 in media value and 3,766,928 impressions for VISIT FLORIDA. "Sunshine Getaway! - WPPZ-FM - May 2018" promotion ran May 1 to 31, 2018 in Philadelphia with WPPZ-FM. It generated $199,300 in media value and 1,086,094 impressions for VISIT FLORIDA, Hilton Orlando, and Boggy Creek X Airboat Adventures. "Florida Flyaway (May 2018)" promotion ran May 1 to 29, 2018 in New York, Boston, and Philadelphia with Metro Newspaper. It generated $435,815 in media value and 15,933,063 impressions for VISIT FLORIDA, Guy Harvey Resort X St. Augustine Beach, and St. Johns County VCB "Gwinnett Daily Post - May/June 2018" promotion ran May 2 to June 30, 2018 in Atlanta with Gwinnett Daily Post. It generated $291,830 in media value and 7,842,640 impressions for VISIT FLORIDA, Hard Rock Hotel Daytona Beach, X and Daytona Arcade Museum.

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"Q100's Trip A Day Florida Flyaway - Phase 1" promotion ran May 5 to 12, 2018 in Atlanta with WWWQ-FM. It generated X $195,850 in media value and 3,650,000 impressions for VISIT FLORIDA and South Seas Island Resort. "Trip A Day in May 2018 - Ph2" promotion ran nationally with The Kidd Kraddick Morning Show/YEA Networks from May 7 to 11, 2018. It generated $984,655.85 in media value and 5,227,653 impressions for VISIT FLORIDA and TradeWinds X Island Resorts. "Sunny Summer Sendoffs - May - Phase 1" promotion ran May 7 to 11, 2018 in Houston with KODA-FM. It generated X $167,683 in media value and 3,117,755 impressions for VISIT FLORIDA and Hilton Sandestin Golf Resort & Spa. "Q100's Trip A Day Florida Flyaway - Phase 2" promotion ran May 13 to 19, 2018 in Atlanta with WWWQ-FM. It X generated $195,850 in media value and 3,650,000 impressions for VISIT FLORIDA and TradeWinds Island Resorts. Sunny Summer Sendoffs - May - Phase 2" promotion ran May 14 to 18, 2018 in Houston with KODA-FM. It generated X $115,395.75 in media value and 3,150,358 impressions for VISIT FLORIDA and TradeWinds Island Resorts. "Trip A Day in May 2018 - Ph3" promotion ran nationally May 14 - 18, 2018 with the Kidd Kraddick Morning Show. It X generated $1,352,625.45 in media value and 7,225,287 impressions for VISIT FLORIDA and Sheraton Bay Point Resort. "Spring Florida Fling 2018 - Phase 1" promotion ran May 14 - 18, 2018 in Detroit with WMGC-FM. It generated $114,375 X in media value and 2,475,000 impressions for VISIT FLORIDA. "Florida Flyaway (May 2018)" promotion ran May 20 - 26, 2018 in New York with Daily News. It generated $517,000 in X media value and 5,646,855 impressions for VISIT FLORIDA and TradeWinds Island Resorts. Q100's Trip A Day Florida Flyaway - Phase 3" promotion ran May 14 - 18, 2018 in Detroit with WWWQ-FM. It generated X $195,850 in media value and 3,650,000 impressions for VISIT FLORIDA and Hilton Orlando. Sunny Summer Sendoffs - May - Phase 3" promotion ran May 21 - 25, 2018 in Houston with KODA-FM. It generated X $111,250 in media value and 3,085,500 impressions for VISIT FLORIDA and Loews Miami Beach Hotel. "Magic Memories in Florida - May-June 2018" promotion ran May 21 - June 17, 2018 in Washington, DC with WMMJ-FM. X It generated $281,880 in media value and 2,305,600 impressions for VISIT FLORIDA and Contempo Vacation Rentals. "Kiss Family In Sunny Florida - May - June, 2018" promotion ran May 21 - June 17, 2018 in Washington, DC with WKYS- FM. It generated $276,500 in media value and 1,969,700 impressions for VISIT FLORIDA and Newport Beachside Hotel X & Resort. "Trip A Day in May 2018 - Ph4" promotion ran May 21 - 25, 2018 nationally with the Kidd Kraddick Morning Show. It X generated $1,317,826.30 in media value and 7,016,191 impressions for VISIT FLORIDA and Hilton Orlando. "Send your Father to Florida!" promotion ran May 21 - June 17, 2018 in Philadelphia with WPHI-FM. It generated X $294,700 in media value and 2,046,094 impressions for VISIT FLORIDA and Lake Buena Vista Resort Village & Spa. “Spring Florida Fling 2018 - Phase 2" promotion ran May 21 - 25, 2018 in Detroit with WMGC-FM. It generated $114,375 X in media value and 2,475,000 impressions for VISIT FLORIDA and Hilton Orlando. "Florida Flyaway (May-June 2018)" promotion ran May 24 - June 20, 2018 in Boston with The Boston Herald. It X generated $546,626 in media value and 7,891,285 impressions for VISIT FLORIDA and Visit Sarasota County. "Q100's Trip A Day Florida Flyaway - Phase 4" promotion ran May 27 - June 1, 2018 in Atlanta with WWWQ-FM. It X generated $195,850 in media value and 3,650,000 impressions for VISIT FLORIDA and Plantation on Crystal River.

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"Sunny Summer Sendoffs - May - Phase 4" promotion ran May 28 - June 1, 2018 in Houston with KODA-FM. It generated X $111,250 in media value and 3,085,500 impressions for VISIT FLORIDA and CoCo Key Hotel and Water Resort. "97 Days of Summer" promotion ran May 28 - June 30, 2018 in Chicago with WDRV-FM. It generated $520,000 in media X value and 12,818,000 impressions for VISIT FLORIDA and Sheraton Sand Key Resort. KKMS - "Trip A Day in May 2018 - Ph5" promotion ran May 28 - June 1, 2018 nationally with the Kidd Kraddick Morning Show. It generated $1,186,458.90 in media value and 6,222,736 impressions for VISIT FLORIDA and Sandestin Golf and X Beach Resort. "Spring Florida Fling 2018 - Phase 3" promotion ran May 28 - June 1, 2018 in Detroit with WMGC-FM. It generated X $114,375 in media value and 2,475,000 impressions for VISIT FLORIDA and Sonesta Fort Lauderdale Beach. "Dippin' Dots Florida Summer Adventure (June 2018)" promotion ran June 1 - 30, 2018 nationally with Dippin' Dots, LLC. X It generated $108,000 in media value and 10,942,000 impressions for VISIT FLORIDA and TradeWInds Island Resorts. "Daily News - Florida Flyaway (June 2018)" promotion ran June 3 - 9, 2018 in New York with Daily News. It generated X $517,000 in media value and 5,646,855 impressions for VISIT FLORIDA and Sirata Beach Resort. "KICKS Summer Getaway - June 2018 - Phase 1" promotion ran June 4 - 10, 2018 in Atlanta with WKHX-FM. It X generated $172,900 in media value and 1,274,900 impressions for VISIT FLORIDA. "PK's Trip A Day - June - Phase 1" promotion ran June 4 - 8, 2018 in Atlanta with WWPW-FM. It generated $123,000 in X media value and 988,000 impressions for VISIT FLORIDA and South Seas Island Resorts. "Q Level Up Summer - June 2018" promotion ran June 4 - 29, 2018 in Baltimore with WERQ-FM. It generated $213,700 X in media value and 4,726,800 impressions for VISIT FLORIDA and CoCo Key Hotel and Water Resort. "Spring Florida Fling 2018 - Phase 4" promotion ran June 4 - 8, 2018 in Detroit with WMGC-FM. It generated $114,375 in X media value and 2,475,000 impressions for VISIT FLORIDA and TradeWinds Island Resorts. "PK's Trip A Day - June - Phase 2" promotion ran June 11 - 15, 2018 in Atlanta with WWPW-FM. It generated $123,000 X in media value and 988,000 impressions for VISIT FLORIDA and TradeWinds Island Resorts. "KICKS Summer Getaway - June 2018 - Phase 2" promotion ran June 11 - 17, 2018 in Atlanta with WKHX-FM. It X generated $221,900 in media value and 1,671,400 impressions for VISIT FLORIDA and Salt Water Vacations. "Spring Florida Fling 2018 - Phase 5" promotion ran June 11 - 15, 2018 in Detroit with WMGC-FM. It generated $114,375 X in media value and 2,475,000 impressions for VISIT FLORIDA and Beacon South Beach Hotel. ON with Mario - "Florida Family Flyaway (June 2018)" promotion ran January 18 - 22, 2018 nationally with Premiere Network. It generated $634,000 in media value and 2,653,700 impressions for VISIT FLORIDA and Hard Rock Hotel X Daytona Beach. "PK's Trip A Day - June - Phase 3" promotion ran June 18 - 22, 2018 in Atlanta with WWPW-FM. It generated $123,000 X in media value and 988,000 impressions for VISIT FLORIDA and Southern Rentals and Real Estate. "KICKS Summer Getaway - June 2018 - Phase 3" promotion ran June 18 - 24, 2018 in Atlanta with WKHX-FM. It X generated $221,900 in media value and 1,671,400 impressions for VISIT FLORIDA and Beacon South Beach Hotel. "Spring Florida Fling 2018 - Phase 6" promotion ran June 18 - 22, 2018 in Detroit with WMGC-FM. It generated $114,375 X in media value and 2,475,000 impressions for VISIT FLORIDA and Lake Buena Vista Resort Village & Spa.

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"PK's Trip A Day - June - Phase 4" promotion ran June 25 - 29, 2018 in Atlanta with WWPW-FM. It generated $123,000 X in media value and 988,000 impressions for VISIT FLORIDA and Hilton Orlando. "Kidd Nation Family Vacation - June 2018 - Ph1" promotion ran June 25 - 29, 2018 nationally with the Kidd Kraddick X Morning Show. It generated $3,825,000 in media value and 15,000,000 impressions for VISIT FLORIDA. Steve Harvey Morning Show - "Keys to Summer (June 2018)" promotion ran June 25 - 29, 2018 nationally with Premiere Networks. It generated $480,000 in media value and 5,126,400 impressions for VISIT FLORIDA and Cheeca Lodge & X Spa. "Spring Florida Fling 2018 - Phase 7" promotion ran June 25 - 29, 2018 in Detroit with WMGC-FM. It generated $114,375 X in media value and 2,475,000 impressions for VISIT FLORIDA and Anna Maria Island Resorts. "Kidd Nation Family Vacation - June 2018 - Ph2" promotion ran June 30 - July 6, 2018 nationally with the Kidd Kraddick Morning Show. It generated $925,000 in media value and 5,000,000 impressions for VISIT FLORIDA and The Diplomat X Beach Resort. Research Department A B C D The Research team responded to data requests from Partners, government, media, the public and industry. Also X X responded to ad hoc requests internally. Completed analysis of June in-depth Consumer Travel Insights Studies for Brazil, Mexico, U.K. and Germany and X X reported results to the international team to guide international marketing campaign development. In support of Florida DMO's who have limited resources for research, generated a custom visitor profile for a small area X DMO partner in NW Florida and a DMO partner in NE Florida. Provided comprehensive research on VISIT FLORIDA's domestic Family segment and domestic Adventure segment to X X the Brand Department to use in their campaign planning efforts. Released preliminary Q2-2018 estimates of visitors to the state which show Florida has 31.8 million visitors, up 6.2% from X the previous quarter the year before. Provided Arrivalist performance data on VISIT FLORIDA's domestic Winter Sun Seeker and Spring Family Memory X X Makers Digital Campaigns to the Brand Department to inform strategy and campaign planning efforts. Industry Satisfaction Study annual survey of industry’s satisfaction with VISIT FLORIDA’s performance promoting tourism X to the state of Florida and Marketing Partners’ satisfaction with VISIT FLORIDA’s services and programs. Visitor Services Department A B C D April through June 2018, visitation to the five Official Florida Welcome Centers reflected an increase of 4% of +11,285 travelers to Florida compared to the same time period in 2017. April through June 731,647 visitors came into the X X Welcome Centers. The visitor count January through June was 1,411,765 YTD reflecting an increase of 3.3% over 2017. Staff at the I-95 Florida Welcome Center operate VISIT FLORIDA's live operator assisted 800 call center. April through the end of June 2018, 636 callers received travel and counseling information from our staff on Florida vacation planning and secured information for their upcoming trips to Florida. YTD 1,061 callers were assisted by VISIT FLORIDA staff with X X X tourist information.

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Florida Tourism Industry members partnered with the Florida Welcome Centers to showcase their products to the traveling public through our lobby booth program. Participants were the Sun Pass, Charlotte County, Florida State Parks, X X X and Santa Rosa Counties. For the period of April through the end of June, the Visitor Services staff made a total of 270 room night reservations for visitors through the Florida Welcome Center Concierge Program. The room night reservations are for hotels and campgrounds and represent $25,139 in new tourism business for Florida. YTD room night reservations are 657 for a X X X revenue total of $61,573.

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Florida Visitor Estimates and Travel Industry Trend Indicators

Quarter Two 2018 (April - June)

with

Revised Preliminary Quarter One 2018 (January - March) and

Revised Preliminary Calendar Year 2017 (January - December)

Copyright © 2018 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 Two 2018: April - June

 Preliminary estimates indicate 31.8 million total visitors (in person-trips) traveled to Florida during the second quarter of 2018. This represents an increase of 6.2% from the same period in 2017. Domestic visitors accounted for 89% of total visitors, while overseas and Canadian visitors accounted for 8% and 3%, respectively.

 An estimated 28.3 million domestic visitors traveled to Florida between April and June of 2018, an increase of 7.1% from the same period the previous year. During the period, both domestic air and non-air visitation are estimated to have increased by 7.1%.

 The preliminary air/non-air split for domestic, non-residents to Florida during quarter two 2018

is estimated at 42.0% / 58.0%, which parallels that of 2017.

 Overseas visitation is estimated at 2.6 million during the second quarter of 2018, a decrease of 2.1%, compared to the second quarter in 2017.

 Preliminary estimates indicate Canadian visitation to Florida between April and June of 2018 grew by 1.3%, compared to the same period in 2017.

 Total enplanements at 18 Florida airports increased 6.1% during quarter two 2018, compared to quarter two 2017. Orlando International captured the most passenger enplanements with more than 6.1 million (+6.3%) enplaned passengers reported, followed by Miami International where enplaned passengers reached slightly more than 5.6 million (+0.1%).

 Domestic enplanements at 18 Florida airports grew by 6.4% during the second quarter of 2018, compared to the same period in 2017, with nearly 1.2 million more domestic enplaned passengers reported. This increase led domestic enplanements to account for 80.1% of the total enplanements reported during the period.

 The number of hotel rooms sold in Florida during quarter two 2018 increased 1.5% from quarter two 2017. During the same period, Florida’s average daily rate (ADR) increased by 4.2% and occupancy by 0.1%.

Note: Preliminary figures shown in italics.

2 Preliminary Florida Visitor Estimates 2018 Quarter Two (April - June)

Copyright © 2018 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 Two, 2018: April - June (in Thousands of Person-Trips)

YEAR DOMESTIC OVERSEAS CANADA TOTAL % of Total

2017 Air 11,109 2,609 387 14,104 47.0% * Non-Air 15,341 ***534 15,875 * 53.0% * TOTAL 26,449 * 2,609 921 29,979 * 100.0%

2018 Air 11,902 2,554 388 14,844 46.6% Non-Air 16,436 ** 545 16,980 53.4% TOTAL 28,337 2,554 933 31,824 100.0%

% Change 18/17 7.1% -2.1% 1.3% 6.2%

Trends in Visitor Arrivals to Florida Quarter Two, 2014 - 2018 (in Thousands of Person-Trips)

31,824 29,979 28,029 26,478 24,444 46.6% 47.0% 48.1% (14.8 M) 48.7% (14.1 M) Air (13.5 M) 50.4% (12.9 M) (12.3 M) Non-Air

53.4% 51.9% 53.0% 49.6% 51.3% (17.0 M) (14.6 M) (15.9 M) (12.1 M) (13.6 M)

Q2-2014 Q2-2015 Q2-2016 Q2-2017 Q2-2018

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; OAG/Back Aviation

4 Domestic Enplanements at Major Florida Airports Quarter Two 2017 - 2018: April - June

Quarter Two Quarter Two % Change Airport 2017 2018 '18/'17 Daytona 97,034 101,531 4.6% Ft. Lauderdale 3,257,538 3,524,019 8.2% Ft. Myers 1,122,259 1,118,187 -0.4% Jacksonville 753,805 859,582 14.0% Key West 110,330 117,873 6.8% Melbourne* 61,615 61,104 -0.8% Miami 2,927,836 2,987,736 2.0% Okaloosa 168,096 199,719 18.8% Orlando International 5,031,933 5,317,179 5.7% Orlando Sanford 354,959 385,465 8.6% Palm Beach 793,324 834,479 5.2% Panama City 144,128 149,431 3.7% Pensacola 228,825 268,180 17.2% Punta Gorda 168,001 208,867 24.3% Sarasota 148,965 175,548 17.8% St. Petersburg-Clearwater 270,253 299,730 10.9% Tallahassee 90,984 103,068 13.3% Tampa 2,486,025 2,666,830 7.3% Total* 18,215,910 19,378,528 6.4%

Trends in Domestic Enplanements to Florida (in Thousands)

19,379* 18,216 16,538 17,307 15,437

Domestic Enplanements up 6.4%* in the second quarter of 2018

Q2-2014 Q2-2015 Q2-2016 Q2-2017 Q2-2018

Source: Individual airports *includes estimated Melbourne enplanements for June 2018, since actual figures have not been received.

5 Total Enplanements at Major Florida Airports Quarter Two 2017 - 2018: April - June

Quarter Two Quarter Two % Change Airport 2017 2018 '18/'17 Daytona 97,416 102,028 4.7% Ft. Lauderdale 4,181,553 4,647,750 11.1% Ft. Myers 1,166,903 1,158,794 -0.7% Jacksonville 754,313 860,367 14.1% Key West 110,330 117,873 6.8% Melbourne* 61,832 61,388 -0.7% Miami 5,612,499 5,619,681 0.1% Okaloosa 168,096 199,719 18.8% Orlando International 5,777,520 6,141,301 6.3% Orlando Sanford 398,867 426,530 6.9% Palm Beach 804,974 846,076 5.1% Panama City 144,128 149,431 3.7% Pensacola 228,825 268,180 17.2% Punta Gorda 168,001 208,867 24.3% Sarasota 155,864 179,553 15.2% St. Petersburg-Clearwater 276,351 306,180 10.8% Tallahassee 90,984 103,068 13.3% Tampa 2,610,607 2,797,811 7.2% Total* 22,809,063 24,194,597 6.1%

Trends in Total Enplanements to Florida (in Thousands)

24,195* 22,809 20,548 21,455 19,133

Total Enplanements up 6.1%* in the second quarter of 2018

Q2-2014 Q2-2015 Q2-2016 Q2-2017 Q2-2018

Source: Individual airports *includes estimated Melbourne enplanements for June 2018, since actual figures have not been received.

6 Florida Visitor Estimates Methodology

On July 1, 1999, VISIT FLORIDA implemented the current system for producing domestic visitor estimates, applying recommendations made by the University of North Florida. VISIT FLORIDA commissioned a review of our visitor estimation methodology in 2008 and implemented revisions to both the domestic and international components.

The current methodology includes three components of the visitors to Florida:  Domestic Visitors (includes air and by non-air)  Canadian Visitors (includes air and by non-air)  Overseas Visitors (air visitors only)

Domestic: VISIT FLORIDA collects enplanement data for 17 of Florida’s airports that assists in arriving at a preliminary estimate of domestic visitors to Florida by air 45 days after the quarter ends. VISIT FLORIDA subscribes to Diio aviation data that provides an actual air estimate of non-resident visitors to all Florida airports 100 days after the quarter ends, which the preliminary estimate is revised to. In order to estimate non-air visitation, VISIT FLORIDA subscribes to the TNS TravelsAmerica dataset and D. K. Shifflet and Associates DIRECTABS dataset that together provide the ratio of domestic air and non-air visitors to Florida. Collectively, this ratio and the data obtained for the airports are utilized to calculate the number of domestic non-air visitors to Florida. It is impractical to collect primary data on the non-air segment. (Non-air is dominated by private automobile, but not restricted to it in this system.)

Overseas: VISIT FLORIDA’s estimates of overseas visitors to Florida are based on and extrapolated from aggregate card usage data provided by VisaVue® Travel and incorporates data from other independent research sources. Since the final data for a given year that is incorporated into the overseas methodology is not received until halfway through the subsequent year, estimates are considered preliminary and subject to revision until all final data is received.

Canada: The Canadian government surveys its residents returning home after travel outside of the country. The data is purchased by VISIT FLORIDA from Statistics Canada and considered the official estimate of Canadian visitors to the state each quarter. Since this data is not available 45 days after each quarter, VISIT FLORIDA’s preliminary Canadian is derived by analyzing historic visitor data alongside indicators of Canadian travel trends. The actual data from the Canadian government is received by VISIT FLORIDA approximately nine months after each quarter ends and preliminary figures are updated to reflect this new information.

Note: All preliminary estimates of visitor volumes are in italics.

7 Revised Preliminary Florida Visitor Estimates Quarter One 2018 (January - March)

with

YTD Quarter Two 2018 (January - June)

Copyright © 2018 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 by Quarter Year-to-Date 2018: January to June (in Thousands of Person-Trips)

Domestic Overseas Canadian Total % of Total

Q1 Air 13,629 2,666 780 17,075 50.7% * Non-Air 15,999 * ** 620 16,619 * 49.3% * Total 29,628 * 2,666 1,400 33,694 * 100.0% % Change 18/17 6.4% * -0.7% 2.5% 5.7% *

Q2 Air 11,902 2,554 388 14,844 46.6% Non-Air 16,436 ** 545 16,980 53.4% Total 28,337 2,554 933 31,824 100.0% % Change 18/17 7.1% -2.1% 1.3% 6.2%

Q3 Air Non-Air Total % Change 18/17

Q4 Air Non-Air Total % Change 18/17

CY 2018 Air 25,530 5,220 1,168 31,919 48.7% Non-Air 32,435 ** 1,165 33,600 51.3% Total 57,965 5,220 2,333 65,518 100.0% % Change 18/17 6.8% -1.4% 2.0% 5.9%

Note: Figures in italics are considered preliminary. Figures have been rounded to the nearest thousand and may not sum to the total as a result. Figures shown in the table released August 15, 2018 * Revised ** Not applicable Source: TNS TravelsAmerica; D.K. Shifflet & Associates, Inc; Statistics Canada; U.S. Department of Commerce, ITA, Tourism Industries; Visa Vue Travel; Diio, LLC aviation data

9 Revised Preliminary Florida Visitor Estimates Calendar Year 2017 (January - December)

Copyright © 2018 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 by Quarter Calendar Year 2017: January to December (in Thousands of Person-Trips)

Domestic Overseas Canadian Total % of Total

Q1 Air 12,469 2,685 758 15,913 49.9% * Non-Air 15,364 * ** 608 15,972 * 50.1% * Total 27,833 * 2,685 1,366 31,885 * 100.0% % Change 17/16 6.1% * -2.7% 2.3% 5.2% *

Q2 Air 11,109 2,609 387 14,104 47.0% * Non-Air 15,341 * ** 534 15,875 53.0% * Total 26,449 * 2,609 921 29,979 100.0% % Change 17/16 7.8% * 0.5% 3.3% 7.0%

Q3 Air 9,224 2,631 322 12,177 43.8% * Non-Air 15,439 * ** 164 15,603 56.2% * Total 24,663 * 2,631 486 27,780 100.0% % Change 17/16 3.8% * -7.4% 13.3% 2.8%

Q4 Air 11,317 * 2,752 489 * 14,558 * 50.4% * Non-Air 14,114 * ** 185 * 14,299 * 49.6% * Total 25,431 * 2,752 674 * 28,857 * 100.0% % Change 17/16 8.8% * -7.1% -2.3% * 6.8% *

CY 2017 Air 44,119 * 10,677 1,956 * 56,752 * 47.9% * Non-Air 60,258 * ** 1,491 * 61,749 * 52.1% * Total 104,377 * 10,677 3,447 * 118,501 * 100.0% % Change 17/16 6.6% * -4.3% 3.0% * 5.4% *

11 Tourism Industry Trend Indicators Quarter Two 2018 (April - June)

Copyright © 2018 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. Monthly Hotel Rooms Sold Trends January 2016 - June 2018 (in Millions)

Quarter One 2018 Quarter Two 2018 14.0 Rooms Sold UP 3.2% from Rooms Sold UP 1.5% from Quarter One 2017 Quarter Two 2017

12.0

10.0

8.0

6.0

4.0

2.0

0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2016 9.3 9.3 10.8 9.7 9.3 9.1 10.0 8.7 8.1 9.0 8.7 8.7 2017 9.3 9.5 11.1 10.1 9.6 9.4 10.3 9.1 8.6 9.8 9.2 9.3 2018 9.6 9.8 11.4 10.1 9.6 9.9

Source: STR, Inc.

Quarter One 2018 Quarter Two 2018 100% Occ UP 1.9% from Occ UP 0.1% from Quarter One 2017 Quarter Two 2017 90%

80%

70%

60%

50%

40%

30%

20%

10%

0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2016 71.2% 78.5% 82.9% 76.2% 70.8% 72.0% 76.1% 66.2% 63.5% 68.3% 68.1% 65.9% 2017 70.6% 79.5% 84.0% 78.4% 72.3% 73.0% 77.2% 68.0% 66.4% 74.3% 72.1% 70.2% 2018 72.3% 81.1% 85.2% 77.4% 70.9% 75.7%

Source: STR, Inc.

Quarter One 2018 Quarter Two 2018 $200 ADR UP 7.1% from ADR UP 4.2% from Quarter One 2017 Quarter Two 2017 $180

$160

$140

$120

$100

$80

$60

$40

$20

$0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2016 $147.45 $160.75 $169.66 $142.56 $127.76 $121.15 $126.65 $111.70 $109.54 $121.01 $124.49 $137.78 2017 $146.19 $161.87 $168.48 $151.57 $130.76 $125.63 $129.38 $114.21 $115.35 $125.65 $130.25 $148.74 2018 $154.48 $171.88 $183.80 $155.62 $136.30 $133.34

Source: STR, Inc.

800,000

Quarter Two 2018 Visitors UP 1.6% from Quarter Two 2017 750,000 Quarter One 2018 Visitors UP 5.2% from Quarter One 2017 700,000

650,000

600,000

550,000 Q1 Q2 Q3 Q4 2018 680,118 731,647 2017 646,348 720,362 737,061 643,679

Source: Individual Welcome Centers