Quarterly EFI Report Q2 FY 16/17

QUARTERLY REPORT

October - December, 2016

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. October-December, 2016 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 October-December 2016, also referred to as 2016Q4. This is the best available processing schedule as this report was prepared in March 2017.

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 2016Q4, Florida hosted 27.6 million visitors, an increase of 6.1% from 2015Q4 based on preliminary estimates. The volume of air visitors was 14 million, while the volume of non-air visitors was 13.5 million. See the attached report on the Visitor Estimates and Industry Trend Indicators for 2016Q4.

CANADA Canada is Florida’s top international origin country. VISIT FLORIDA’s preliminary Q4- 2016 estimates indicate 587,000 Canadians came to Florida in Q4-2016. This is a decrease of 6% from the same quarter the year prior. The volume of air visitors was 394,000, while the volume of non-air visitors was 193,000.

OVERSEAS VISIT FLORIDA now uses data from VisaVue Travel for its quarterly estimates of overseas visitors to Florida. For 2016Q4 Florida hosted 3 million overseas visitors. This is a 0.3% decrease from 2015Q4.

UNAUDITED UNAUDITED Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA Operating Consolidated Statement of Income and Expense Six Months Ended December 31, 2016

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 37,500,000 37,500,000 37,500,000 75,000,000 75,000,000 - Partner Investment 1,540,383 1,543,128 (2,745) 724,967 2,745 2,268,095 2,268,095 - Strategic Alliances 33,550 120,843 (87,293) 170,845 87,293 291,688 291,688 - Events Revenue 881,487 1,075,103 (193,616) 1,272,893 1,013 2,155,393 2,347,996 (192,603) Trade Show Revenue 881,128 864,963 16,165 826,206 (34,275) 1,673,059 1,691,169 (18,110) Welcome Center Revenue 425,948 435,380 (9,432) 40,309 9,432 475,689 475,689 - Reimbursement Revenue 92,952 124,994 (32,042) 125,006 32,042 250,000 250,000 - Publication Revenue 254,000 (71,000) 183,000 254,000 (71,000) Interest Income 14,077 22,878 (8,801) 22,882 3,722 40,682 45,760 (5,078) Research Revenue 51,565 56,965 (5,400) 49,147 (150) 100,562 106,112 (5,550) Website Revenue 183,634 256,695 (73,061) 256,699 (234,082) 206,252 513,394 (307,142) Other Revenue 704,867 1,084,283 (379,416) 5,315,249 (2,729,674) 3,290,442 6,399,532 (3,109,090) Industry-Contributed Promotional Value 50,895,488 45,440,000 5,455,488 52,440,000 (4,569,425) 98,766,063 97,880,000 886,063 Industry-Cooperative Advertising Value 6,203,819 6,934,102 (730,283) 19,483,202 (1,883,279) 23,803,743 26,417,304 (2,613,561)

Total Revenues 99,408,899 95,459,334 3,949,565 118,481,405 (9,385,637) 208,504,668 213,940,739 (5,436,071)

Expenses Salaries & Benefits 6,128,003 6,354,523 (226,520) 7,195,691 (8,318) 13,315,377 13,550,214 (234,837) Fees & Services 4,170,712 4,295,279 (124,567) 4,064,734 1,237,588 9,473,035 8,360,013 1,113,022 Citrus Juice 92,952 124,994 (32,042) 125,006 32,042 250,000 250,000 0 Office & Computer Supplies 48,731 68,134 (19,403) 73,821 12,331 134,883 141,955 (7,072) Decorations 91,691 85,962 5,729 81,239 17,890 190,820 167,201 23,619 Depreciation & Amortization 176,180 176,741 (561) 861,156 (236) 1,037,100 1,037,897 (797) Dues & Subscriptions 101,846 125,686 (23,840) 112,602 13,277 227,725 238,288 (10,563) Printing/ Copying/ Photo 59,534 76,452 (16,918) 299,304 (42,439) 316,400 375,756 (59,356) Business Promotion 795,262 922,415 (127,153) 855,199 83,644 1,734,105 1,777,614 (43,509) Repairs and Maintenance 85,250 91,303 (6,053) 47,132 31,081 163,463 138,435 25,028 Equipment Rental 210,726 246,756 (36,030) 119,695 (3,157) 327,264 366,451 (39,187) Postage & Freight 48,419 75,674 (27,255) 90,037 32,832 171,288 165,711 5,577 Fulfillment 113,965 200,465 (86,500) 210,555 80,979 405,499 411,020 (5,521) Grants 134,956 442,500 (307,544) 871,925 (53,178) 953,703 1,314,425 (360,722) Insurance Business 64,847 67,311 (2,464) 120,561 1,029 186,436 187,872 (1,436) Legal 67,771 68,190 (419) 72,690 (45,269) 95,192 140,880 (45,688) Promotional Items 163,007 208,515 (45,508) 135,251 49,325 347,583 343,766 3,817 Registration Fees/Booth Rental 881,244 886,777 (5,533) 869,626 100,501 1,851,371 1,756,403 94,968 Employee Relocation 3,500 (3,500) 7,500 2,500 10,000 11,000 (1,000) Office Rent 228,121 228,122 (1) 229,242 457,363 457,364 (1) Research Project 476,937 708,403 (231,466) 420,707 271,496 1,169,140 1,129,110 40,030

4/27/2017, 12:23 PM Consolidated Operating FY16-17, Consolidated Oper UNAUDITED UNAUDITED Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA Operating Consolidated Statement of Income and Expense Six Months Ended December 31, 2016

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 22,547 23,863 (1,316) 745 626 23,918 24,608 (690) Telephone 144,982 154,239 (9,257) 150,577 5,137 300,696 304,816 (4,120) Temp. Labor 35,091 38,491 (3,400) 22,864 3,612 61,568 61,355 213 Training 71,589 134,327 (62,738) 94,293 37,463 203,345 228,620 (25,275) Travel 479,077 753,462 (274,385) 807,412 147,523 1,434,012 1,560,874 (126,862) Travel - Projects (Non-Emp) 1,131,450 982,945 148,505 1,306,018 88,346 2,525,813 2,288,963 236,850 Uniforms 9,225 11,756 (2,531) 11,546 352 21,124 23,302 (2,178) Utilities 56,564 61,589 (5,025) 60,895 (674) 116,785 122,484 (5,699) Warehouse-Rent 45,147 53,468 (8,321) 54,160 (2,459) 96,848 107,628 (10,780) Agency Fees 1,231,416 1,771,697 (540,281) 2,034,237 (607,950) 2,657,703 3,805,934 (1,148,231) Media 11,766,912 12,132,042 (365,130) 31,733,366 (2,014,615) 41,485,663 43,865,408 (2,379,745) Production 1,679,058 2,123,730 (444,672) 2,804,338 379,205 4,862,601 4,928,068 (65,467) Industry Contributed Promotional Value 50,895,488 45,440,000 5,455,488 52,440,000 (4,569,425) 98,766,063 97,880,000 886,063 Industry Cooperative Advertising Value 6,203,819 6,934,102 (730,283) 19,483,202 (1,883,279) 23,803,743 26,417,304 (2,613,561)

Total Expense 87,912,519 86,073,413 1,839,106 127,867,326 (6,602,219) 209,177,626 213,940,739 (4,763,113)

Revenue Over Expense 11,496,380 9,385,921 2,110,459 (9,385,921) (2,783,418) (672,959) 0 (672,959)

4/27/2017, 12:23 PM Consolidated Operating FY16-17, Consolidated Oper UNAUDITED UNAUDITED Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA Florida for Veterans Program Consolidated Statement of Income and Expense Six Months Ended December 31, 2016

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 589,712.77 542,000.00 47,712.77 458,000.00 (47,712.77) 1,000,000.00 1,000,000.00 (0.00)

Total Revenues 589,712.77 542,000.00 47,712.77 458,000.00 (47,712.77) 1,000,000.00 1,000,000.00 (0.00)

Expenses Fees & Services 48,040.35 109,998.00 (61,957.65) 110,002.00 (61,962.35) 96,080.00 220,000.00 (123,920.00) Printing/ Copying/ Photo 1,714.00 1,714.00 856.14 2,570.14 2,570.14 Postage & Freight 3,380.00 3,380.00 1,686.45 5,066.45 5,066.45 Research Project 83,000.00 85,000.00 (2,000.00) 83,000.00 85,000.00 (2,000.00) Travel - Projects (Non-Emp) 2,773.65 3,000.00 (226.35) 4,000.00 4,063.05 10,836.70 7,000.00 3,836.70 Agency Fees 69,786.02 61,500.00 8,286.02 61,500.00 8,369.23 139,655.25 123,000.00 16,655.25 Media 214,202.62 244,998.00 (30,795.38) 245,002.00 (56,454.16) 402,750.46 490,000.00 (87,249.54) Production 166,703.60 37,500.00 129,203.60 37,500.00 55,724.90 259,928.50 75,000.00 184,928.50

Total Expense 589,600.24 541,996.00 47,604.24 458,004.00 (47,716.74) 999,887.50 1,000,000.00 (112.50)

Revenue Over Expense 112.53 4.00 108.53 (4.00) 3.97 112.50 - 112.50

4/27/2017, 12:23 PM Consolidated Florida for Veterans FY16-17, Consolidated FL for Veterans UNAUDITED UNAUDITED Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA FRLA Marketing Program Consolidated Statement of Income and Expense Six Months Ended December 31, 2016

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 488,488 1,250,000 (761,512) 1,250,000 761,512 2,500,000 2,500,000 - Other Revenue (928,811) (928,811) - (928,811) Industry Match-FRLA 2,974,806 1,000,000 1,974,806 1,500,000 4,474,806 2,500,000 1,974,806

Total Revenues 3,463,294 2,250,000 1,213,294 2,750,000 (167,299) 6,045,995 5,000,000 1,045,995

Expenses Fees & Services 168,360 250,002 (81,642) 249,998 76,452 494,810 500,000 (5,190) Printing/ Copying/ Photo 2,500 (2,500) 2,500 2,500 5,000 5,000 - Business Promotion 18,893 5,000 13,893 5,000 5,000 28,893 10,000 18,893 Equipment Rental 5,097 5,097 5,097 - 5,097 Travel - Projects (Non-Emp) 2,925 25,000 (22,075) 25,000 25,000 52,925 50,000 2,925 Media-FRLA Marketing Program 293,213 776,000 (482,787) 1,029,000 555,518 1,877,731 1,805,000 72,731 Production 90,000 (90,000) 40,000 90,000 130,000 130,000 - Industry Match FRLA 2,974,806 1,000,000 1,974,806 1,500,000 (928,811) 3,545,995 2,500,000 1,045,995

Total Expense 3,463,294 2,148,502 1,314,792 2,851,498 (174,341) 6,140,451 5,000,000 1,140,451

Revenue Over Expense - 101,498 (101,498) (101,498) 7,042 (94,456) - (94,456)

4/27/2017, 12:23 PM Consolidated FRLA_FY16-17, Consolidated FRLA VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

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 though leadership.

Promotions A BCD The Edge Media Network "Florida Flyaway 2016-2017" #2 promotion ran from October 1 to December 31, 2016 X featuring Little Palm Island Resort & Spa. It generated $5,910,000 in media value and 135,810,000 impressions.

The "Florida Flyaway #3" promotion ran from October 2 to October 14, 2016 on CKDO-FM Toronto featuring Naples X Grande Beach Resort. It generated $30,880 in media value and 772,581 impressions.

The Bassmaster "Fish with Bobby Lane in Florida" promotion ran from October 4 to December 31, 2016 featuring X Experience Kissimee and Regal Oaks. It generated $152,600 in media value and 6,224,000 impressions.

The "Universal Orlando Resort Fall 2016 - October" promotion with WBQT-FM Boston ran from October 6 to X October 21, 2016. It generated $720,000 in media value and 7,830,000 impressions.

The "Universal Orlando Resort Fall 2016 - August 2016" promotion with WWMX-FM Washington, DC ran from X October 10 to October 28, 2016. It generated $220,600 in media value and 3,062,200 impressions. The "Florida Pride Tour: Key West - October 2016" promotion ran from October 11 to October 31, 2016 on CIRR- X FM Toronto. It generated $117,950 in media value and 1,532,212 impressions.

The "Saltlife-Social Media" promotion with Hawks Cay Resort ran from October 15 to October 30, 2016. It X generated $75,000 in media value and 257,718 impressions.

The "Universal Orlando Resort Fall 2016 - October 2016" promotion with WWBM-FM Chicago ran from October x 15 to November 4, 2016. It generated $509,000 in media value and 4,350,000 impressions.

The "Universal Orlando Resort Fall 2016 - October 2016" promotion with WJMK-FM Chicago ran from October 17 X to November 4, 2016. It generated $1,376,500 in media value and 10,166,000 impressions.

1 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD The "Florida Family Flyaway" promotion ran from October 19 to October 27, 2016 on WISH-TV Indianapolis featuring Hilton Cocoa Beach Oceanfront Resort and Kennedy Space Center Visitor Complex. It generated X $70,514 in media value and 4,416,240 impressions The "Boston Herald- Road Trip Florida #1 - October 2016" promotion ran from Octoboer 20 to November 17, 2016 with the Boston Herald featuring New Smyrna Beach Visitors Bureau and Night Swan Intracoastal Bed and Breakfast. X It generated $591,400 in media value and 7,393,199 impressions. The "Daily News: Romantic Florida Escape - October 2016" promotion ran from October 23 to October 29, 2016 with the New York Daily News featuring Naples Grande Beach Resort and Naples Princess. It generated X $528,008 in media value and 7,612,982 impressions.

The "Florida Flyaway #4 - October 2016" promotion ran from October 24 to November 4, 2016 on CKDO-FM X Toronto featuring the InterContinental Miami. It generated $38,400 in media value and 922,306 impressions. The "Tampa to Rock Boat - October 2016" promotion ran from October 24 to November 13, 2016 on WSB-FM X Atlanta featuring the Little Harbor Resort. It generated $ 175,000 in media value and 1,281,910 impressions.

The "Universal Orlando Resort Fall 2016 - October 2016" promotion with WCBS-FM New York ran from October X 24 to November 4, 2016. It generated $493,500 in media value and 9,550,000 impressions. The "Florida Flyaway #2" promotion ran from October 24 to November 11, 2016 on CHTG-FM Hamilton, Ontario featuring The Westin Cape Coral Resort at Marina Village. It generated $57,237 in media value and 1,850,601 X impressions. The "Six-Seconds to Florida #1 - November 2016" promotion ran from October 28 to November 4, 2016 on WKSS-FM Hartford featuring the Pelican Grand Beach Resort. It generated $62,900 in media value and 379,700 X impressions.

The "Daily News - Universal Orlando Resort 2016" promotion ran from October 30 to November 12, 2016 with the X New York Daily News. It generated $1,770,915 in media value and 16,857,800 impressions .

2 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD

The "Coors Light Clash of College Titans - FSU vs UF October 2016" promotion ran from October 31 to X November 12, 2016 on WNNX-FM Atlanta. It generated $100,400 in media value and 1,185,600 impressions. The "K-Hits Christmas Gift: Trip to The Florida Keys - December 2016" promotion ran from November 1 to December 17, 2016 on WJMK-FM Chicago featuring Hawks Cay Resort. It generated $1,168,000 in media value X and 8,523,464 impressions. The "Six Seconds to Florida #2 - November 2016" promotion ran from November 4 to November 11, 2016 on WKSS Hartford featuring Orlando World Center Marriot and iFly Orlando. It generated $62,900 in media value and X 379,700 impressions. The "Thanksgiving Day Parade - November 2016" promotion ran from November 7 to November 24, 2016 on WPVI-TV in Philadelphia featuring Loews Miami Beach Hotel and Jungle Island. It generated $385,992 in media x value and 16,913,101 impressions. The "Florida Holiday Flyaway- November 2016" promotion ran from November 7 to December 23, 2016 on WMGC-FM Detoit featuring the Bahama Bay Resort & Spa by Wyndham Vacation Rentals. It generated X $188,650 in media value and 2,797,000 impressions.

The "Fall Florida Flyaway- November 2016" promotion ran from November 7 to December 2, 2016 on X WLKO-FM Charlotte featuring Regal Oaks. It generated $266,500 in media value and 3,011,113 impressions. The "Fall Trip a Day #1 - October 2016" promotion ran from November 7 to November 11, 2016 on WASH-FM Washington featuring La Nouba™ by Cirque du Soleil® and Wyndham Cypress Palms. It generated $158,125 in X media value and 2,399,892 impressions. The "Ultimate Florida Sports Sweepstakes - presented by Chevy" promotion ran from November 9 to December 11, 2016 on NCC television in the Southeast US featuring Daytona International Speedway, Hawks Cay Resort and X Florida Sports Foundation. It generated $619,076 in media value and 2,103,052 impressions. The "LEGOLAND Florida Family Flyway-November 2016" promotion ran from November 11 to December 2, 2016 on WBEN-FM Philadelphia featuring LEGOLAND Florida Resort. It generated $555,000 in media X value and 6,966,000 impressions.

3 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD The "Six-Seconds to Florida #3 - November 2016" promotion ran from November 11 to November 18, 2016 on WKSS-FM Hartford featuring Clearwater Marine Aquarium & Sirata Beach Resort. It generated $62,900 in media X value and 379,700 impressions. The "Fall Trip a Day #2 - October 2016" promotion ran from November 11 to November 18, 2016 on WASH-FM Washington, DC featuring The Florida Aquarium and TradeWinds Island Resorts. It generated X $155,625 in media value and 1,798,477 impressions.

The "Florida Pride Tour: St. Pete Pride - November 2016" promotion ran from November 14 to December 5, 2016 X on CIRR-FM Toronto. It generated $117,950 in media value and 1,532,212 impressions.

The "Boston Globe Universal Orlando Resort - November 2016" promotion ran from November 20 to X December 21, 2016 with the Boston Globe. It generated $621,569 in media value and 14,205,544 impressions. The "Daily News Florida Culinary Adventure - November 2016" promotion ran from November 20 to November 26, 2016 with the New York Daily News featuring the Epicurean Hotel. It generated $528,033 in media X value and 7,073,021 impressions. The "Fall Trip a Day #3 - October 2016" promotion ran from November 21 to November 25, 2016 on WASH-FM Washington, DC featuring Caribe Cove Resort by Wyndham Vacation Rentals and Boggy Creek Airboat Rides. It X generated $155,625 in media value and 1,798,665 impressions.

The "Destination Christmas - November 2016" promotion ran from November 25 to December 23, 2016 on X WOFX-FM Cincinnati featuring Sirata Beach Resort. It generated $172,100 in media value and 999,000 impressions. The "5 O'Clock Flip Flop #1 - December 2016" promotion ran from November 26 to December 2, 2016 on WKHX-FM Atlanta featuring Bahama Bay Resort & Spa by Wyndham Vacation Rentals. It generated $141,350 X in media value and 1,058,400 impressions. The "Fall Trip a Day #4 - November 2016" promotion ran from November 28 to December 2, 2016 on WASH-FM Washington, DC featuring Fury Water Adventures Key West, 24 Degrees North Hotel and Smokin' Tuna X Saloon. It generated $155,625 in media value and 1,798,673 impressions.

4 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD The "Florida Fridays - December 2016" promotion ran from November 28 to December 30, 2016 on KTCZ-FM Minneapolis featuring Bahama Bay Resort & Spa by Wyndham Vacation Rentals. It generated $150,000 in media X value and 1,050,000 impressions. The "Florida Family Fun - November 2016" promotion ran from November 30 to December 30, 2016 with the Albany Herald in Albany, GA, featuring Sheraton Bay Point Resort. It generated $144,105 in media value and X 1,458,472 impressions.

The "Winter of Winning - December 2016" promotion ran from December 1 to December 31, 2016 on WBHK-FM Birmingham featuring Perdido Key Resort Management, LLC. It generated $148,000 in media value and X 2,200,000 impressions. The "5 O'clock Flip Flop #2 - December 2016" promotion ran from December 3 to December 9, 2016 on WKHX-FM Atlanta featuring Hammock Beach Resort. It generated $141,350 in media value and 1,058,400 X impressions. The "Christmas in the Sun - December 2016" promotion ran from December 5 to December 16, 2016 on WWWQ-FM Atlanta featuring Bahama Bay Resort & Spa by Wyndham Vacation Rentals. It generated X $238,000 in media value and 2,517,797 impressions. The "12 Days of Christmas - December 2016" promotion ran from December 5 to December 16, 2016 on WLTW-FM New York featuring Bahama Bay Resort & Spa by Wyndham Vacations. It generated $649,500 in X media value and 11,877,200 impressions. The "Weather Network Promotion - Week 1" promotion ran from December 5 to December 11, 2016 nationally in Canada on The Weather Network with Pelmorex Canada Inc. featuring Greater Fort Lauderdale Convention & X Visitors Bereau. It generated $29,332 in media value and 150,000 impressions. The "Orlando Florida Bowl Game Experience - December 2016" promotion ran from December 8 to December 12, 2016 on KFIN-FM Jonesboro, AK featuring Caribe Cove Resort by Wyndham Vacation Rentals. X It generated $21,300 in media value and 160,000 impressions.

5 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD The "5 O'clock Flip Flop #3 - December 2016" promotion ran from December 10 to December 16, 2016 on WKHX-FM Atlanta featuring Perdido Key Resort Management, LLC. It generated $141,350 in media value X and 1,058,400 impressions. The "ProBowl 2017 - December 2016" promotion ran from December 11 to December 17, 2016 with the New York Daily News featuring Florida Citrus Sports Events, Inc. It generated $528,033 in media value and X 7,073,021 impressions. The "Weather Network Promotion - Week 2" promotion ran from December 12 to December 18, 2016 nationally in Canada on The Weather Network with Pelmorex Canada Inc. featuring Seaworld Parks and Entertainment, Boggy X Creek Airboat Rides and Experience Kissimmee. It generated $29,290 in media value and 150,000 impressions.

The "New Year's Eve in Miami with Lulu & Lala December 2016" promotion ran from December 14, 2016 to X January 8, 2017 on WLTW-FM New York. It generated $393,000 in media value and 3,767,916 impressions. The "Road Trip Florida #2 - December 2016" promotion ran from December 15, 2016 to January 5, 2017 with the Boston Herald featuring the Daytona Beach Area Convention & Visitor Bureau, Daytona International Speedway and X Residence Inn by Marriott Daytona Beach Oceanfront. It generated $591,400 in media value and 7,393,367 impressions. The "Central Indiana Chevy Dealers Florida Getaway - December 2016" promotion ran from December 19, 2016 to January 28, 2017 with WNTR-FM Indianapolis featuring the Kennedy Space Center Visitor Complex and Hilton X Cocoa Beach Oceanfront Resort. It generated $171,305 in media value and 2,025,000 impressions. The Manhattan Bagels & Snapple "Florida Flyaway - December 2016" promotion featuring The Shores Resort & Spa ran from December 23, 2016 to February 6, 2017. It generated $26,250 in media value and 1,054,594 impressions. Domestic A BCD

6 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD IMEX America, October 18-20, 2016, Las Vegas, NV

IMEX America is THE largest exhibition for incentive travel, meetings and events. There was a total of 12,227 total participants. VISIT FLORIDA’s has a prime position on the trade show floor, we exhibited with a co-branded stand. This year’s show hosted 3,000 buyers from 139 different countries. With 23 Florida Partners in our booth we met with over 200 Meeting Professionals and conducted 10 group appointments.

Along with the exhibiting at the trade show, VISIT FLORIDA also sponsored keynote speaker Tami Evans, as part of Meeting Planners International’s (MPI) educational series. Sponsoring this keynote allowed VISIT FLORIDA the opportunity to address Meeting Professionals in a theatre type setting, promoting “Cover Your Event” and Florida XX Encounter as well as gift branded sunglasses to all who attended.

Participating partners included: Beaches of Fort Myers & Sanibel, Discover the Palm Beaches, Eau Palm Beach, Florida Keys & Key West, GlobalWorks Events & Destination Management, Highgate Hotels – Key West, Kirkland Event & Destination Services, Inc., Levy Restaurants, Naples Marco Island Everglades CVB, Ocean Properties Ltd. Hotels & Resorts, PGA National Resort & Spa, Sanibel harbor Marriott Resort & Spa, So Cool Events, St Augustine, Ponte Vedra and the Beaches VCB, The Naples Beach Hotel and Golf Club, The Westin Cape Coral Resort at marina Village, Visit Jacksonville, Visit Tampa Bay

7 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD Connect Faith, October 26-28, 2016, Orlando, FL Connect Faith is an annual education conference and appointment-only trade show, that brings together planners, suppliers and experts in the faith-based meetings and evens. Over the course of two days, VISIT FLORIDA had 25 one-on-one appointments, discussing all things Florida and promoting VISTI FLORIDA’s signature show, Florida Encounter. VISTI FLORIDA was also a sponsor of the Master Class, conference Refugees: Why the hallway is more appealing than the ballroom”. Along with the sponsorship was a speaking opportunity to which Gray Tyndall spoke about Florida Encounter while showing the Encounter video. X Participating partners included: The Shores Resort & Spa, Barrymore Hotel Tampa Riverwalk, Crowne Plaza Jacksonville Airport, Daytona Beach Area CVB, Discover the Palm Beaches, Doubletree by Hilton at SeaWorld, Doubletree by Hilton Jacksonville Airport, Experience Kissimmee, Greater Ft. Lauderdale CVB, Hilton Sandestin Beach Golf Resort & Spa, Hyatt Regency Jacksonville, Hyatt Regency Orlando, Hyatt Regency Sarasota, Renaissance Resort at World Golf Village, ResortQuest by Wyndham Vacation Rentals, Rosen Hotels & Resorts, St. Augustine, Ponte Vedra and the Beaches, Visit Jacksonville, Wyndham Lake Buena Vista Resort and Wyndham Orlando Resort

8 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD Florida Encounter, November 30- December 2, 2016, ChampionsGate. FL VISIT FLORIDA recently hosted a successful Florida Encounter, held at the Omni Orlando Resort at ChampionsGate in Kissimmee. As one of VISIT FLORIDA’s signature events, Florida Encounter serves as the premier appointment- based trade show showcasing all the Sunshine State has to offer to meeting, convention and incentive travel professionals. This year, Encounter hosted more than 100 Florida suppliers and 85 meeting professionals across the U.S., Canada, Latin America and Europe. Over the course of three days, 5,288 one-on-one appointments were held between meeting professionals and Florida suppliers. With these and other events, VISIT FLORIDA successfully created an event that connected, educated, and shared with professionals the best of what Florida has to offer. Starting with an amazing opening night with fireworks hosted by Experience Kissimmee and ChampionsGate, VISIT FLORIDA got right down to mixing fun and business. We featured multiple speakers over the program. These speakers included Alex Plaxen of Little Bird Told Media, who informed attendees on how to use social media most effectively before, during and after their conferences. There were also keynote speakers like Bob Kulhan of Business Improv who got us on our feet with his interactive presentation, motivational spoken word poet Sekou Andrews, Chad Crawford – host of “How to do Florida with Chad Crawford.” Here’s what one meeting professional, Steven Grubb of Eagle Performance Group, had to say about the event: “All I can say is “wow”! What a great event. I can’t begin to tell you his glad I am I attended this wonderful event. I met a lot of wonderful suppliers and saw venues that were new to me that I can share with my clients. Please keep me in mind for next year’s event. I am sure it will be outstanding as well.” And the words of a Florida supplier Guilherme Cunha from Seminole County Tourism who enjoyed the event too: “I had a blast and loved the 2016 Encounter. Your team did a fabulous job answering all questions and creating an amazing atmosphere! I look forward to seeing everyone again!”

9 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD Participating partners included: XX AVmedia, B Ocean Resort Fort Lauderdale, B Resort & Spa Lake Buena Vista, Beaches of Fort Myers & Sanibel, Boardwalk Beach Resort, Bradenton Area Convention and Visitors Bureau, Busch Gardens Tampa, Caribe Royale All-Suite Hotel & Convention Center, Charlotte Harbor Visitor & Convention Bureau, Crowne Plaza Hollywood Beach, Daytona Beach Area CVB, Discover The Palm Beaches, DoubleTree by Hilton at the Entrance to Universal Orlando, DoubleTree By Hilton Hotel Orlando At SeaWorld, Eddy Exhibition Services, Inc., Embassy Suites Orlando Lake Buena Vista South, Embassy Suites Orlando, Jamaican Court, Emerald Coast CVB, Experience Kissimmee, Florida Keys & Key West Tourist Development Council, Florida’s Space Coast, Gatorland 'The Alligator Capital of the World', Greater Fort Lauderdale Convention & Visitors Bureau, Greater Miami Convention & Visitors Bureau, Harbor Beach Marriott Resort & Spa, Hawks Cay Resort, Hilton Cocoa Beach Oceanfront, Hilton West Palm Beach, Hyatt Regency Coconut Point Resort & Spa, Hyatt Regency Pier 66, Lago Mar Resort & Club, Levy Restaurants, Lido Beach Resort, Marco Beach Ocean Resort, Margaritaville Hollywood Beach Resort, Mission Inn Resort & Club, Naples Bay Resort, Naples Beach Hotel & Golf Club, Naples, Marco Island, Everglades Convention & Visitors Bureau, Northstar Meetings Group, Omni Orlando Resort At Championsgate, Orlando Balloon Rides, Orlando North Seminole County, Palm Coast and the Flagler Beaches, Pegasus Transportation, Pelican Grand Beach Resort, PGA National Resort & Spa, Plantation on Crystal River, ResortQuest by Wyndham Vacation Rentals, Sandestin Golf and Beach Resort, Sanibel Harbour Marriott Resort & Spa, Sheraton Sand Key Resort, Sonesta Fort Lauderdale Beach, South Seas Island Resort, Southernmost Beach Resort, St. Augustine, Ponte Vedra & The Beaches Visitors & Convention Bureau, Sunstream Hotels & Resorts, The Colony Palm Beach, The Florida Aquarium, The Grove Resort & Spa, The Inn on Fifth, The Shores Resort & Spa, The Westin Cape Coral Resort At Marina Village, Turnberry Isle Miami, Universal Orlando Resort, Visit Jacksonville, Visit Orlando, Visit Sarasota County, Visit South Walton, Visit St. Petersburg / Clearwater, Visit Tallahassee, Visit Tampa Bay, Walt Disney World Swan and Dolphin Resort, Westgate Lakes Resort & Spa, Wild Florida, Wyndham Deerfield Beach Resort and Wyndham Orlando Resort.

10 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD AMEX Inter[ACTION], December 12, 2016 – December 15, 2016, New Orleans, LA

This was VISIT FLORIDA’s first year participating in the AMEX Inter[ACTION] industry tradeshow that had an appointment taking component. As part of our sponsorship with AMEX Meetings, VISIT FLORDIA had a booth on the tradeshow floor and had two appointment books. Meetings took place with many international AMEX Meeting X Planners looking to bring their clients to Florida for the first time.

Participating partners included: Discover the Palm Beaches, Greater Miami CVB, PGA National Resort & Spa, Visit Tampa Bay and Fort Lauderdale CVB.

Public Relations A BCD North America and International Earned Media Coverage - October through December: 352,724,965 X In-Market PR Programs, Events and Initiatives: -- Mexico Huddle Media Reception - October 9-11, 2016 -- Canada Mission - Toronto Media Reception, Toronto Blogger Breakfast, Montreal Blogger Breakfast - Oct 18-20 -- Family Travel Association Summit in Tucson, AZ - October 23-16 -- WTM London - November 7-9 XXX -- TMS Family Travel Conference - November 10 - 12 -- Florida Encounter Media Reception - Nov. 30 - Dec. 2

Proactive PR -- Simon Calder Project - Mid-October 2016 (UK) -- London Influencers Campaign (In conjunction with London Takeover) - November 27 - Feb 24, 2017 XX -- Ongoing press and influencer trips to the state from key domestic and internal markets and audiences

11 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD Media FAM Tours: -- China Group FAM #2 - November 29-December 8, 2016 XX

Press Releases: 22 press releases -- 18 press releases were created for a digital press kit during the TMS Family Travel Conference -- 1 domestic press release: Seas and Greetings from Sunny Florida -- 1 China press release: What's new in Florida in 2017 X -- 1 UK press release: Looking ahead to 2017 in the Sunshine State -- 1 UK press release: Halloween in the Sunshine State

Advertising A BCD

DOMESTIC ADVERTSING

PRINT Co-Op October, November, December Atlanta Magazine, Atlantan, Bon Appetit, Boston Globe Magazine, Canadian Auto Association, Chicago Magazine, XX X America's Best Vacation, Conde Nast Traveler, Destination Weddings and Honeymoons, Dreamscapes, Food Network Magazine, Garden & Gun Magazine, Golf Magazine, Jezebel, Reflections, Toronto Star, Wall Street Journal

Dedicated October, November, December Bassmaster, Florida Trend, NY Times Magazine

12 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD

DIGITAL

Co-Op October, November (None)

December Google, YouTube, Accuweather, NY Times, Outbrain, Pandora, Travelspike, TripAdvisor, Weather Channel XX Dedicated October Google, Youtube, Outbrain, US News, Expedia, Facebook, Bassmaster

November Expedia, Bassmaster

December Facebook, Bassmaster, Accuweather, NY Times, Outbrain, Pandora, Travelspike, TripAdvisor, Weather Channel

13 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD BROADCAST

October (None) XX November (None)

December (None)

14 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD

OUT OF HOME

Co-Op (None)

Dedicated October Cinema (Atlanta, Birmingham, Charlotte, Cincinnati, Cleveland, Detroit, Greenville, Huntsville, Indianapolis, Louisville, Memphis, Montgomery, Nashville, New Orleans, Raleigh, and Savannah)

Welcome Center Billboards

TV Video On-Demand (Comcast and Cablevision)

Digital Transit, Platform Screens/Urban Panels (Boston, Chicago, New York, Philadelphia and Washington DC) XX

November

Welcome Center Billboards

TV Video On-Demand (Comcast and Cablevision)

Digital Transit, Platform Screens/Urban Panels (Boston, Chicago, New York, Philadelphia and Washington DC)

December

Welcome Center Billboards

TV Video On-Demand (Comcast and Cablevision) 15 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD WEBSITE Overall desktop traffic to the site was down in the 2nd quarter of the fiscal year (October - December 2016). Visits were down 45% from 1,324,145 in 2015 to 732,468 in 2016. Page views were down 44% from 2,862,639 to 1,600,113. Mobile traffic was up. Visits were up 89% from 788,776 in 2015 to 1,487,068 in 2016. Page views were XX X also up 67% from 1,394,252 to 2,326,409. Top Pages viewed on desktop in the last quarter were Home Page, Search Results, Mini-Vacay, Travel Guides, Deals. Top destinations for desktop were Miami, Destin, Fort Lauderdale, Fort Myers, Cedar Key. International A BCD FIT, October 1-4, 2016, Buenos Aires, Argentina VISIT FLORIDA attended the 18th Annual FIT Fair, which attracted an estimated 100,000 companies from more than 100 countries. Attendees included suppliers, consumers, trade and airlines. VISIT FLORIDA had an opportunity to meet with over 24 companies to discuss the latest trends in Florida and how we can work together with increasing tourists to the Sunshine state. Participating Partners XX X Included: Beaches of Fort Myers & Sanibel, Discover Palm Beaches, Naples, Marco Island & Everglades and Pegasus Florida Huddle Mexico, October 9-11, 2016, Mexcio City, Mexico VISIT FLORIDA hosting this brand new signature event, based on the same ideas and strategies used in Florida Huddle. The tradeshow included one-on- one appointment sessions and networking opportunities with tour operators from Mexico, as well as destination seminars and a traditional trade show with travel agents. Participating Partners Included: AeroMexico, American Airlines, Charles Group Hotels, Cruceros Carnival, Discover The Palm Beaches, Dolphin Mall, Experience XX X Kissimmee, Greater Miami Convention & Visitors Bureau, Hard Rock International, Interjet, Kimpton Hotels of Florida, Melia Orlando Suite Hotel at Celebration, Oak Plantation Resort, SeaWorld, The Hertz Corporation, Universal Orlando Resort, Visit Orlando, Visit St. Petersburg/Clearwater, Visit Tampa Bay and Volaris

16 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD ITB Asia, October 19-21, 2016, Suntec, Singapore ITB Asia is the leading B2B travel trade event for the entire Asia Pacific region. The show attracted over 10,876 attendees with buyers from 110 countries. VISIT FLORIDA coordinated a Florida stand, where we met with top international buyers from meetings & incentive, leisure and corporate travel markets during appointments, workshops, seminars and networking functions. VISIT FLORIDA and partners also participated in a luncheon coordinated by Brand USA and gave presentations on Florida to over 100 travel professionals during the 3-day show. Of particular interest to attendees was information on new airlift to XX X Florida: Emirates Airlines with flights from Dubai to Fort Lauderdale was recently announced thus creating more lift and access to Florida. Participating Partners Included: 7M Tours, Greater Fort Lauderdale Convention & Visitors Bureau, Greater Miami Convention & Visitors Bureau, Hertz, Southbeach Hotel Group, Universal Parks & Resorts

TTW - Swiss Travel Day, October 27, 2016, Zurich, Switzerland VISIT FLORIDA participated in the annual trade event for travel agents and tour operators. Our attendance included a booth, as well as brochure distribution. We held a presentation for tourism students and trainees. The event was well received and the trade contacts were very interested in Florida. Participating Partners Included: Naples Convention and Visitors Bureau, Sea World Parks XX X and Entertainment, The Beaches of Fort Myers & Sanibel, Visit Orlando, Visit Sarasota County

Gramado, November 3-6, 2016, Gramado, Brazil The Festuris Gramado – International Tourism Fair, second largest in size, is considered to be the most effective tourism trade fair in Latin America. The tradeshow, directed towards Brazilian travel agencies, included over 8,000 buyers. VISIT FLORIDA and its’ partner conducted one-on- one meetings, distributed brochures and networked with over 120 buyers. Participanting partners included: xx x Naples, Marco Island, The Everglades CVB

17 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD WTM FL Signature Event, November 7, 2016, London, England VISIT FLORIDA and several headline sponsors hosted approximately 140 guests from the travel industry and media at the world-renowned Victoria & Albert Museum. The participants had the opportunity to network with the UK and Irish travel industry in a memorable, one of a kind, experience. Participating Partners Included: Amelia Island CVB, Beaches of Fort Myers & Sanibel, Benchmark Hotels & Resorts, Citrus County Visitors & Convention Bureau, CoCo Key Hotel and Water Resort, Crowne Plaza Hollywood Beach, Daytona Beach CVB, Discover The Palm Beaches, Experience Kissimmee, Florida Dolphin Tours, Florida Keys and Key West, Florida's First Coast of Golf, Fun Spot America, Gray Line Orlando, Greater Ft. Lauderdale CVB, Greater Miami CVB, Kennedy Space Center Visitor Complex, Legacy Vacation Club, XX X Mears Global Chauffeured Services, Naples, Marco Island & The Everglades CVB, Orlando Sanford Intl. Airport (SFB), Panama City Beach CVB, Pegasus Transportation, Pinellas County Board of County Commissioners/Visit St. Petersburg/Clearwater, Ramada Inn International Drive, Rosen Shingle Creek, SeaWorld Parks & Entertainment, St. Johns County VCB, Universal Parks and Resorts, Visit Orlando, Visit Pensacola, Inc., Visit Sarasota/Bradenton Area CVB, Visit Tampa Bay and Walt Disney World

18 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD World Travel Market, November 7-9, 2016, London, England World Travel Market is the leading global event for the travel industry. In its 37th year, WTM has long been a must-attend business-to-business event presenting a diverse range of destinations and industry sectors to the UK and other international travel professionals. This year’s show attracted 51,500 senior travel industry professionals, government ministers and international press. VISIT FLORIDA and participating partners were able to meet, network, negotiate and conduct business with the global travel trade industry over three days, in structured, high quality appointments. Participating Partners Included: 7M Tours, Amelia Island CVB, Beaches of Fort Myers & Sanibel, Benchmark Hotels & Resorts, Bradenton Area CVB, CoCo Key Hotel and Water Resort, Daytona CVB, Discover Crystal River, Discover the Palm Beaches, Experience Kissimmee, Florida Dolphin Tours, Florida Keys & Key West TDC, Greater Fort Lauderdale CVB, Greater Miami xx x CVB, Kennedy Space Center Visitors Complex, Legacy Vacation Club, Mears Global Chauffeured Services, Medieval Times & Dinner Tournament, Naples, Marco Island, Everglades CVB, Ocean Properties Hotels & Resorts, Old Town Kissimmee, Orlando Sanford International Airport, Panama City Beach CVB, Rosen Shingle Creek, Sarasota Bradenton International Airport, St. Augustine, Ponte Vedra, & The Beaches VCB, Visit Natural North Florida, Visit Pensacola, Visit Sarasota County, Visit St. Petersburg/Clearwater, Visit Tampa Bay, Westgate Lakes Resort & Spa

19 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD China International Travel Mart (CITM), November 11-13, 2016, Shanghai, China VISIT FLORIDA and industry partners participated in CITM, the largest international tourism gathering in Asia. CITM, held in Shanghai, includes meetings and appointments, as well as seminars, press conferences and cultural performances, to educate and inform attendees about the trends and features of international travel. This year’s event boasted approximately 2,600 exhibitors from 106 countries from around the world. The first day, participants met with key tour operators from all over China. The second and third day, participants distributed brochures to Chinese travelers in an effort to help them create their own Florida vacations. VISIT FLORIDA, along with Miami Sunny International Travel, Visit Orlando xx x and Walt Disney World Resort hosted a VIP luncheon. Connections were made with 15 of China’s top tour operators. Participating Partners Included: Florida Keys and Key West TDC, Greater Ft. Lauderdale CVB, Greater Miami CVB, Miami Sunny International Travel, Universal Orlando Resort, Visit Orlando, Visit St. Petersburg/Clearwater, Visit Tampa Bay, Walt Disney World Resort

British Airways Family Dinner, November 29, 2016, London, England VISIT FLORIDA arranged a key client dinner for VISIT FLORIDA partners and senior executives from British Airways and British Airways Holidays. This was an opportunity to network with key senior staff and show appreciation for all the work they do to promote Florida, with their four gateways, online complex booking system and continued marketing co-op campaign. Participating Partners Included: Beaches of Fort Myers and Sanibel, Disney Destinations International, Florida Keys and Key XX X West, Great Fort Lauderdale CVB, Greater Miami CVB, Naples, Marco Island and The Everglades, Sarasota and Bradenton Area CVB, Seaworld Parks & Entertainment, Universal Parks & Resorts, Visit Tampa Bay

20 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD IBTM, November 29-December 1, 2016, Barcelona, Spain IBTM is the leading global event for meetings and incentive exhibition in Barcelona, Spain. The show’s attendance included 15,500 international industry professionals, 5,100 trade visitors, 250 members of the International Press and an estimated 4,000 hosted buyers from around the world conducting three days of business, networking and professional appointments. Over the three day show, VISIT FLORIDA and partners met with over 120 hosted buyers through individual and group appointments. Participating XX X Partners Included: Greater Ft. Lauderdale CVB, Ozum, Universal Orlando, Visit St. Petersburg/Clearwater

Research A BCD

The Research team responded to data requests from Partners, government, media, the public and industry. Also XX responded to ad hoc requests internally

Released preliminary Q3-2016 estimates of visitors to the state which show Florida has 26.9 million visitors, up 5% X from the previous quarter the year before. Completed the 2015 Florida Visitor Study and posted it. XXXX Continued with the Summer Tracking Study XXX Solicited ITN's and had two companies come present proposals to conduct Ad ROI study XXXX Started work on the Partner Tools XXXX Launched a survey of Encounter attendees to get feedback on their experiences X Visitor Services A BCD October through December, visitation to the five Official Florida Welcome Centers reflected a increase of 739 travelers to Florida compared to the same period in 2015. The total number of visitors for January through the end of December was 2,676,145 reflecting a decrease of -.7% over 2015. *(During this period of reporting the Welcome XX Centers were closed a total of 10 days due to hurricanes and equipment failure).

21 VISIT FLORIDA Quarterly Report October 1, 2016 - December 31, 2016

Four-Year Objectives by June 30, 2020

Promotions A BCD Staff at the I-95 Florida Welcome Center operate VISIT FLORIDA's live operator assisted call center. October through the end of December 2016, 350 callers received travel and conseling information from our staff on Florida XXX vacation planning and secured information for their upcoming trips to Florida. Year End callers assited are 1,975.

Florida Tourism Industry members partnered with the Florida Welcome Centers to showcase their porducts to the traveling public through our lobby booth program. Participants were, World Golf Hall of Fame, Navare Beach XXX Capground, Guld Pines RV Park, Big Lagoon State Park, ITrekkers, New Smyrna Beach Chamber, and SunPass

For the period of October through the end of December the Visitor Services staff made a total of 167 room night reservations for visitors through the Florida Welcome Center Concierge Program. The room night reservations are for Florida hotels and campgrounds and represent $26,104 in new tourism business for Florida. 2016 Year End XXX totalswere 1,387 room nights and new tourism revenue in the amount of $144,249..

Florida Visitor Estimates and Travel Industry Trend Indicators Quarter Three, 2016 (July - September) with Revised Quarter One, 2016 (January - March) and Revised Quarter Two, 2016 (April - June)

Copyright © 2016 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, 2016: July - September

 Preliminary estimates indicate 26.9 million total visitors (in person-trips) traveled to Florida during the third quarter of 2016. This represents an increase of 5.1 percent from the same period in 2015. Domestic visitors accounted for 88 percent of total visitors, while overseas and Canadian visitors accounted for nearly 11 percent and 2 percent, respectively.

 An estimated 23.7 million domestic visitors traveled to Florida during the third quarter of 2016, a 5.8 percent increase from the third quarter of the previous year. During the period, domestic air visitors are estimated to have increased by 5.6 percent and domestic non-air visitors are estimated to have increased by 6.0 percent.

 The preliminary air/non-air split for domestic, non-residents to Florida during quarter three 2016

has been estimated at 37.6% / 62.4%, compared to 37.7%/62.3% during quarter three 2015.

 Preliminary estimates of Canadians traveling to Florida during July through September indicate a 5.7 percent decrease in visitation, compared to the same period in 2015. 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 slight increase of 0.9 percent from the same period last year.

 Total enplanements at 18 Florida airports in quarter three 2016 increased 3.0 percent from quarter three 2015. Miami reported the most enplaned passengers at 5.5 million (-0.8%), followed by Orlando International and Ft. Lauderdale with 4.9 million (+6.1%) and 3.4 million (+9.1%) enplaned passengers, respectively.

 Domestic enplanements at 18 Florida airports grew 2.5 percent, with 368,025 more enplaned domestic passengers reported than last year.

 Florida's tourism/travel related employment experienced an increase of 4.2 percent during the months of July through September, compared to the same period in 2015.

 During quarter three 2016, Florida’s average daily room rate (ADR) increased 2.9 percent from quarter three 2015, while the occupancy rate rose 0.9 percent and rooms sold 2.3 percent.

Note: Figures shown in italics are preliminary. Preliminary Florida Visitor Estimates Quarter Three, 2016 (July - September)

Copyright © 2016 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, 2016: July - September (in Thousands of Person-Trips)

YEAR DOMESTIC OVERSEAS CANADA TOTAL % of Total

2015 Air 8,428 2,810 267 11,505 44.9% Non-Air 13,928 ** 172 14,100 55.1% TOTAL 22,356 2,810 439 25,605 100.0%

2016 Air 8,897 2,835 272 12,005 44.6% Non-Air 14,766 ** 142 14,908 55.4% TOTAL 23,663 2,835 414 26,912 100.0%

% Change 15/14 5.8% 0.9% -5.7% 5.1%

Trends in Visitor Arrivals to Florida Quarter Three, 2012 - 2016 (in Thousands of Person-Trips)

26,912 25,605 23,820 22,497 23,018 44.6% 44.9% 45.1% (12.0 M) 44.9% 44.9% (11.5 M) Air (10.7 M) (10.1 M) (10.3 M) Non-Air

55.4% 55.1% 55.1% 54.9% 55.1% (14.9 M) (12.4 M) (12.7 M) (13.1 M) (14.1 M)

Q3-2012 Q3-2013 Q3-2014 Q3-2015 Q3-2016

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 Total Enplanements at Major Florida Airports Quarter Three 2015 - 2016: July - September

Quarter Three Quarter Three % Change Airport 2015 2016 '16/'15 Daytona 74,795 87,844 17.4% Ft. Lauderdale 3,111,470 3,394,525 9.1% Ft. Myers 680,304 656,360 -3.5% Jacksonville 716,632 707,779 -1.2% Key West 71,481 77,983 9.1% Melbourne 53,275 51,907 -2.6% Miami 5,504,102 5,458,226 -0.8% Okaloosa 109,943 136,037 23.7% Orlando International 4,662,805 4,945,998 6.1% Orlando Sanford 308,546 351,201 13.8% Palm Beach 627,411 603,233 -3.9% Panama City* 130,756 124,354 -4.9% Pensacola 219,284 217,179 -1.0% Punta Gorda 93,252 127,238 36.4% Sarasota 118,979 107,936 -9.3% St. Petersburg-Clearwater 200,104 227,819 13.9% Tallahassee 82,893 89,168 7.6% Tampa 2,176,196 2,140,772 -1.6% Total* 18,942,228 19,505,559 3.0%

Trends in Total Enplanements to Florida (in Thousands)

18,942 19,506* 17,105 16,876 17,287

Total Enplanements up 3.0%* in the third quarter of 2016

Q3-2012 Q3-2013 Q3-2014 Q3-2015 Q3-2016*

Source: Individual airports *includes estimated Panama City for September 2016, since actual figures have not been received. Domestic Enplanements at Major Florida Airports Quarter Three 2015 - 2016: July - September

Quarter Three Quarter Three % Change Airport 2015 2016 '16/'15 Daytona 74,795 87,844 17.4% Ft. Lauderdale 2,424,316 2,622,060 8.2% Ft. Myers 658,114 632,754 -3.9% Jacksonville 715,978 707,469 -1.2% Key West 71,481 77,983 9.1% Melbourne 53,275 51,907 -2.6% Miami 2,889,760 2,829,118 -2.1% Okaloosa 109,943 136,037 23.7% Orlando International 3,993,918 4,212,101 5.5% Orlando Sanford 264,023 295,244 11.8% Palm Beach 623,739 598,821 -4.0% Panama City* 130,756 124,354 -4.9% Pensacola 219,284 217,179 -1.0% Punta Gorda 93,252 127,238 36.4% Sarasota 117,148 106,059 -9.5% St. Petersburg-Clearwater 194,315 225,381 16.0% Tallahassee 82,893 89,168 7.6% Tampa 2,100,390 2,044,688 -2.7% Total* 14,817,380 15,185,405 2.5% Trends in Domestic Enplanements to Florida (in Thousands)

14,817 15,185* 13,508 13,306 13,566

Domestic Enplanements up 2.5%* in the third quarter of 2016

Q3-2012 Q3-2013 Q3-2014 Q3-2015 Q3-2016*

Source: Individual airports *includes estimated Panama City for September 2016, since actual figures have not been received. Revised Preliminary Florida Visitor Estimates Quarter One, 2016 (January - March)

Copyright © 2016 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, 2016: January - March (in Thousands of Person-Trips)

YEAR DOMESTIC OVERSEAS CANADA TOTAL % of Total

2015 Air 11,261 2,921 898 15,080 52.9% Non-Air 12,699 ** 742 13,440 47.1% TOTAL 23,959 2,921 1,640 28,520 100.0%

2016 Air 12,349 * 2,753 880 15,982 * 53.1% Non-Air 13,378 * ** 720 14,098 * 46.9% TOTAL 25,728 * 2,753 1,600 30,080 * 100.0%

% Change 16/15 7.4% * -5.8% -2.4% 5.5% *

Trends in Visitor Arrivals to Florida Quarter One, 2012 - 2016 (in Thousands of Person-Trips)

30,080 28,520 25,892 26,625 24,840 53.1% 52.9% (15,982) 53.3% 52.8% (15,080) 52.8% (14,046) (13,119) (13,797) Air

Non-Air 46.9% 47.2% 46.7% 47.2% 47.1% (14,098) (11,720) (12,095) (12,580) (13,440)

Q1-2012 Q1-2013 Q1-2014 Q1-2015 Q1-2016

Revised Preliminary Florida Visitor Estimates Quarter Two, 2016 (April - June)

Copyright © 2016 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, 2016: April - June (in Thousands of Person-Trips)

YEAR DOMESTIC OVERSEAS CANADA TOTAL % of Total

2015 Air 9,720 2,744 424 12,887 48.7% Non-Air 12,884 ** 700 13,585 51.3% TOTAL 22,604 2,744 1,124 26,472 100.0%

2016 Air 10,607 * 2,593 426 13,625 * 48.6% * Non-Air 13,777 * ** 641 14,418 * 51.4% * TOTAL 24,384 * 2,593 1,067 28,043 * 100.0%

% Change 16/15 7.9% * -5.5% -5.1% 5.9% *

Trends in Visitor Arrivals to Florida Quarter Two, 2012 - 2016 (in Thousands of Person-Trips)

28,043 26,472 24,444 22,803 23,412 48.6% 48.7% (13.6 M) 50.7% 50.4% (12.9 M) Air 51.1% (12.3 M) (11.6 M) (11.9 M) Non-Air

51.3% 51.4% 48.9% 49.3% 49.6% (13.6 M) (14.4 M) (11.2 M) (11.5 M) (12.1 M)

Q2-2012 Q2-2013 Q2-2014 Q2-2015 Q2-2016

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 Tourism Industry Trend Indicators Quarter Three, 2016 (July - September)

Copyright © 2016 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 2016: July - September (Averages)

Quarter Three Quarter Three Percent Tourism Related Employment Category 2015 2016* Change

Air Transportation 36,900 37,700 2.2% Travel Arrangements & Reservation Services 27,400 28,800 5.1% Arts, Entertainment, and Recreation 213,900 222,700 4.1% Hotels & Lodging 177,100 181,100 2.3% Eating & Drinking Establishments 731,400 766,100 4.7%

TOTAL 1,186,700 1,236,400 4.2%

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

Tourism Related Employment Trends in Florida Calendar Years 2013 - 2015 and YTD September 2016* (Averages)

1,241,300 *

1,194,500 1,192,100

1,145,800

1,097,000 +4.1% +4.3% +4.4%

2013 2014 2015 Jan-Sep 15 Jan-Sep 16*

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

Source: DEO, Florida Department of Economic Opportunity Tourism and Recreation Taxable Sales Most Recent Data Available (in Millions)

Calendar Year

$89,078 $81,995 $76,127

$56,366* $53,494 +8.6%

+7.7%

+5.4%

2013 2014 2015 Jan-Jul 15 Jan-Jul 16* Fiscal Year

$91,793 $85,541 $78,997 $73,836

+7.3% +8.3% +7.0%

12-13 13-14 14-15 15-16

*Figure includes preliminary data for the most recent month and; therefore, is subject to change Source: Florida Department of Revenue Local Option Tourist Development Tax "Bed Tax" Most Recent Data Available (in Thousands)

69162 Calendar Year

$784,037 $699,114 $626,175 -3.90%

$469,199 $440,123 +12.1%

+11.6%

+6.6%

2013 2014 2015 Jan-Jun 15 Jan-Jun 16

Fiscal Year

$813,113 $746,608 $665,808 $605,836

+8.9% +12.1% +9.9%

12-13 13-14 14-15 15-16

Source: Florida Department of Revenue, Office of Tax Research Car Rental Surcharge Collections Most Recent Data Available (in thousands)

Calendar Year

$185,243 $167,368 $149,812

$121,155 $113,374

+10.7% +11.7%

+6.9%

2013 2014 2015 Jan-Jul 15 Jan-Jul 16

Fiscal Year

$192,101 $181,346 $155,492 $144,540

+5.9% +16.6% +7.6%

12-13 13-14 14-15 15-16

Source: Florida Department of Revenue, Office of Tax Research Monthly Average Daily Rate (ADR) Trends Calendar Year 2014 - September 2016

Quarter One 2016 Quarter Two 2016 Quarter Three 2016 $180 ADR UP 3.6% from ADR UP 1.4% from ADR UP 2.9% from Quarter One 2015 Quarter Two 2015 Quarter Three 2015 $160

$140

$120

$100

$80

$60

$40

$20

$0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 $131.43 $144.46 $150.36 $136.40 $118.28 $113.73 $114.76 $107.33 $100.19 $114.74 $116.11 $133.13 2015 $140.69 $156.93 $162.28 $143.61 $124.11 $118.22 $122.66 $109.99 $105.36 $119.35 $122.64 $140.03 2016 $146.99 $160.09 $169.29 $142.56 $127.76 $121.15 $126.65 $111.70 $109.54

***YTD September 2016 indicates ADR up 2.7%. Source: STR, Inc. Monthly Hotel Occupancy Trends Calendar Year 2014 - September 2016

Quarter One 2016 Quarter Two 2016 Quarter Three 2016 100% Occ DOWN 1.3% from Occ DOWN 0.3% from Occ UP 0.9% from Quarter One 2015 Quarter Two 2015 Quarter Three 2015 90%

80%

70%

60%

50%

40%

30%

20%

10%

0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 67.9% 78.1% 82.0% 73.9% 69.5% 70.2% 72.5% 67.0% 57.4% 66.7% 64.7% 66.6% 2015 71.7% 81.1% 83.8% 76.9% 70.7% 72.1% 76.1% 66.8% 61.1% 68.4% 67.1% 67.8% 2016 71.5% 78.8% 83.1% 76.2% 70.8% 72.0% 76.1% 66.2% 63.5%

***YTD September 2016 indicates Occupancy down 0.3%. Source: STR, Inc. Demand in Rooms Sold Calendar Year 2014 - September 2016 (in Millions)

Quarter One 2016 Quarter Two 2016 Quarter Three 2016 12.0 Rooms Sold UP 0.1% from Rooms Sold UP 1.1% from Rooms Sold UP 2.3% from Quarter One 2015 Quarter Two 2015 Quarter Three 2015

10.0

8.0

6.0

4.0

2.0

0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 8.7 9.0 10.5 9.1 8.9 8.7 9.3 8.6 7.1 8.5 8.0 8.6 2015 9.2 9.4 10.8 9.6 9.2 9.0 9.9 8.7 7.7 8.9 8.4 8.8 2016 9.3 9.3 10.9 9.7 9.3 9.1 10.0 8.7 8.1

***YTD September 2016 indicates Rooms Sold up 1.0%. Source: STR, Inc. MONTHLY HIGHWAY WELCOME CENTER VISITORS Calendar Year 2015 - September 2016

Quarter Three 2016 800,000 Visitors DOWN 7.8% from Quarter Three 2015 Quarter Two 2016 750,000 Visitors UP 3.9% from Quarter Two 2015 Quarter One 2016 Visitors UP 4.1% from Quarter One 2015 700,000

650,000

600,000

550,000 Q1 Q2 Q3 Q4 2016 674,356 710,748 691,172 2015 648,069 683,774 749,252 614,805

Note: I-75 was closed from 7/10-7/12 due to an AC outage and 9/2 for Hurricane Hermine; I-95 was closed from 6/6-6/7 from Tropical Storm Colin and 10/6- 10/9 from Hurricane Matthew. Source: Individual Welcome Centers