Quarterly EFI Report Q3 FY 18/19

QUARTERLY REPORT

January – March, 2019

Prepared by VISIT FLORIDA, Research Office

Copyright © 2019 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. January – March, 20189 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 January – March, 2019, also referred to as 2019Q1. This is the best available processing schedule as this report was prepared in July, 2019.

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 2019Q1, Florida hosted 35.7 million visitors, an increase of 5.8% from 2018Q1 based on preliminary estimates. The volume of air visitors was 15.3 million, while the volume of non-air visitors was 20.3 million. See the attached report on the Visitor Estimates and Industry Trend Indicators for 2018Q4.

CANADA Canada is Florida’s top international origin country. VISIT FLORIDA’s preliminary 2019Q1 estimates indicate 1.4 million Canadians came to Florida in 2019Q1. This is an increase of 1.3% from the same quarter the year prior. The volume of air visitors was 812,000, while the volume of non-air visitors was 606,000.

OVERSEAS VISIT FLORIDA now uses data from VisaVue Travel for its quarterly estimates of overseas visitors to Florida. For 2019Q1 Florida hosted 2.6 million overseas visitors. This is a 2.7% decrease from 2018Q1.

UNAUDITED

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA Operating Consolidated Statement of Income and Expense For the Nine Months Ending March 31, 2019

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 56,250,000 56,250,000 - 18,750,000 - 75,000,000 75,000,000 - Partner Investment 1,006,165 856,431 149,734 300,478 (82,926) 1,223,717 1,156,909 66,808 Strategic Alliances 52,151 55,000 (2,849) 18,333 (16,590) 53,894 73,333 (19,439) Events Revenue 984,135 966,102 18,033 207,811 43,484 1,235,430 1,173,913 61,517 Trade Show Revenue 1,176,528 1,468,674 (292,146) - - 1,176,528 1,468,674 (292,146) Welcome Center Revenue 349,005 386,927 (37,922) 12,374 8,273 369,653 399,301 (29,648) Reimbursement Revenue 140,717 187,384 (46,667) 62,616 (21,722) 181,611 250,000 (68,389) Publication Revenue 144,750 170,000 (25,250) - 40,000 184,750 170,000 14,750 Interest Income 40,138 20,997 19,141 7,003 6,300 53,441 28,000 25,441 Research Revenue 39,775 45,366 (5,591) 32,666 100 72,541 78,032 (5,491) Website Revenue 5,924 - 5,924 - 2,066 7,990 - 7,990 Other Revenue 1,251,787 2,084,768 (832,981) 395,232 529,868 2,176,887 2,480,000 (303,113) Industry Contributed Promotional Value 64,095,505 67,000,000 (2,904,495) 18,000,000 4,385,793 86,481,299 85,000,000 1,481,299 Industry Cooperative Advertising Value 3,056,877 5,734,557 (2,677,680) 1,350,447 788,804 5,196,128 7,085,004 (1,888,876) Total Revenues 128,593,457 135,226,206 (6,632,749) 39,136,960 5,683,451 173,413,868 174,363,166 (949,298)

Expenses Salaries & Benefits 9,149,963 9,900,000 (750,037) 3,300,000 (299,951) 12,150,012 13,200,000 (1,049,988) Fees & Services 5,449,212 5,945,082 (495,870) 2,119,387 536,109 8,104,709 8,064,469 40,240 Citrus Juice 140,717 187,384 (46,667) 62,616 (21,722) 181,611 250,000 (68,389) Office & Computer Supplies 75,670 63,710 11,960 18,065 15,639 109,374 81,775 27,599 Event Supplies/Resources 94,263 125,465 (31,202) 18,756 23,772 136,791 144,221 (7,430) Depreciation & Amortization 801,564 863,213 (61,649) 286,341 (21,935) 1,065,970 1,149,554 (83,584) Dues & Subscriptions 199,899 212,102 (12,203) 33,035 8,562 241,496 245,137 (3,641) Printing/ Copying/ Photo 244,257 310,420 (66,163) 26,834 76,957 348,048 337,254 10,794 Business Promotion 755,778 878,929 (123,151) 166,455 31,560 953,792 1,045,384 (91,592) Repairs and Maintenance 93,452 102,707 (9,255) 23,040 20,060 136,552 125,747 10,805 Equipment Rental 314,506 329,966 (15,460) 37,798 20,448 372,751 367,764 4,987 Postage & Freight 81,896 125,254 (43,358) 31,318 18,867 132,081 156,572 (24,491) Fulfillment 87,898 195,565 (107,667) 66,051 2,827 156,776 261,616 (104,840) Grants 204,858 144,642 60,216 288,825 1,923,904 2,417,587 433,467 1,984,120 Insurance Business 311,968 202,864 109,104 24,288 (3,321) 332,935 227,152 105,783 Legal 7,136 19,500 (12,365) 11,150 350 18,636 30,650 (12,015) Promotional Items 153,544 216,668 (63,124) 41,977 88,127 283,648 258,645 25,003 Registration Fees/Booth Rental 1,624,352 1,549,586 74,766 262,590 82,250 1,969,192 1,812,176 157,016 Employee Relocation 3,053 8,500 (5,447) - 15,447 18,500 8,500 10,000 Office Rent 415,503 363,745 51,758 121,644 17,592 554,739 485,389 69,350 Research Project 960,038 937,262 22,776 321,354 53,110 1,334,503 1,258,616 75,887 Taxes and Licenses 23,425 22,903 522 256 - 23,681 23,159 522 Telephone 207,684 190,737 16,947 58,087 463 266,234 248,824 17,410 Temp. Labor 26,062 25,868 194 11,902 9,295 47,259 37,770 9,489 Training 79,462 141,302 (61,840) 53,068 1,436 133,966 194,370 (60,404) Travel 746,364 947,869 (201,505) 322,527 219,744 1,288,635 1,270,396 18,239 UNAUDITED

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA Operating Consolidated Statement of Income and Expense For the Nine Months Ending March 31, 2019

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 Travel - Projects (Non-Emp) 1,418,089 1,448,915 (30,826) 322,172 214,027 1,954,288 1,771,087 183,201 Uniforms 16,619 25,009 (8,390) 220 8,163 25,002 25,229 (227) Utilities 74,064 102,293 (28,229) 22,991 16,790 113,845 125,284 (11,439) Warehouse-Rent 17,997 77,398 (59,401) 26,133 (13,720) 30,410 103,531 (73,121) Agency Fees 2,976,340 3,497,097 (520,757) 1,198,852 39,256 4,214,448 4,695,949 (481,501) Media 24,393,368 31,889,594 (7,496,227) 9,321,095 9,494,224 43,208,686 41,210,689 1,997,997 Production 2,304,544 2,357,037 (52,493) 270,749 293,284 2,868,577 2,627,786 240,791 Industry Contributed Promotional Value 64,095,505 67,000,000 (2,904,495) 18,000,000 4,385,793 86,481,299 85,000,000 1,481,299 Industry Cooperative Advertising Value 3,056,877 5,734,557 (2,677,680) 1,350,447 788,804 5,196,128 7,085,004 (1,888,876) Total Expenses 120,605,929 136,143,143 (15,537,214) 38,220,023 18,046,210 176,872,162 174,363,166 2,508,996

Revenues Over Expenses 7,987,528 (916,937) 8,904,465 916,937 (12,362,759) (3,458,294) - (3,458,294) UNAUDITED

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA Economic Risk Fund Consolidated Statement of Income and Expense For the Nine Months Ending March 31, 2019

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 Expenses Media 2,164,855 - 2,164,855 - - 2,164,855 - 2,164,855 Total Expenses 2,164,855 - 2,164,855 - - 2,164,855 - 2,164,855

Revenues Over Expenses (2,164,855) - (2,164,855) - - (2,164,855) - (2,164,855) UNAUDITED

Florida Tourism Industry Marketing Corporation d/b/a VISIT FLORIDA Florida for Veterans Program Consolidated Statement of Income and Expense For the Nine Months Ending March 31, 2019

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 684,814 749,997 (65,183) 250,003 65,183 1,000,000 1,000,000 - Total Revenues 684,814 749,997 (65,183) 250,003 65,183 1,000,000 1,000,000 -

Expenses Fees & Services 9,258 15,012 (5,754) 5,004 8,932 23,194 20,016 3,178 Event Supplies/Resources - - - - 262 262 - 262 Printing/ Copying/ Photo 123 1,250 (1,127) - 1,961 2,084 1,250 834 Business Promotion - - - - 14,470 14,470 - 14,470 Promotional Items 2,828 5,000 (2,172) - 26,556 29,383 5,000 24,383 Registration Fees/Booth Rental 13,520 - 13,520 - - 13,520 - 13,520 Research Project - 70,000 (70,000) - 25,000 25,000 70,000 (45,000) Travel - Projects (Non-Emp) 3,960 5,000 (1,040) 2,000 8,282 14,242 7,000 7,242 Agency Fees 232,531 139,752 92,779 46,582 45,507 324,620 186,334 138,286 Media 260,361 315,000 (54,639) 105,000 12,599 377,960 420,000 (42,040) Production 159,275 217,800 (58,525) 72,600 (59,405) 172,470 290,400 (117,930) Total Expenses 681,856 768,814 (86,958) 231,186 84,164 997,205 1,000,000 (2,795)

Revenues Over Expenses 2,958 (18,817) 21,775 18,817 (18,981) 2,795 - 2,795 Florida Visitor Estimates and Travel Industry Trend Indicators 2019 Quarter One (January - March) and Revised Florida Visitor Estimates Calendar Years 2014 - 2018 (January - December)

Copyright © 2019 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 One 2019: January - March

 Preliminary estimates indicate 35.7 million total visitors (in person-trips) traveled to Florida during the first quarter of 2019. This represents an increase of 5.8% from the same period in 2018. Domestic visitors accounted for 89% of total visitors, while overseas and Canadian visitors accounted for 7% and 4%, respectively.

 An estimated 31.6 million domestic visitors traveled to Florida between January and March 2019, an increase of 6.8% from the same period the previous year. During this quarter, both domestic air and non-air visitation are estimated to have increased by 6.8%.

 The preliminary air/non-air split for domestic, non-residents to Florida during quarter one 2019

is estimated at 37.6% / 62.4%, which parallels that of 2018.

 Overseas visitation is estimated at nearly 2.6 million during the first quarter of 2019, a decrease of 2.7% compared to the first quarter in 2018.

 Preliminary estimates indicate Canadian visitation to Florida during the first three months of 2019 grew by 1.3% compared to the same period in 2018.

 Total enplanements at 19 Florida airports increased 6.8% during quarter one 2019 compared to quarter one 2018. Orlando International accounted for the most passenger enplanements with more than 6.4 million (+7.3%) enplaned passengers reported, followed by Miami International where enplaned passengers reached 6.0 million (+5.4%).

 Domestic enplanements at 19 Florida airports grew by 6.4% during the first quarter of 2019 compared to the same period in 2018, with 1.2 million more domestic enplaned passengers reported. This increase led domestic enplanements to account for 79.9% of the total enplanements reported during the period.

 Florida’s hotel/motel average daily rate (ADR) during quarter one 2019 increased 0.4% from quarter one 2018. During the same period, Florida’s occupancy rate decreased by 0.1%, while rooms sold increased by 2.7%.

Note: Preliminary figures shown in italics.

2 Preliminary Florida Visitor Estimates 2019 Quarter One (January - March)

Copyright © 2019 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 One 2019: January - March (in Thousands of Person-Trips)

Domestic Overseas Canada Total % of Total

2018 Air 11,143 * 2,700 780 14,623 * 43.4% * Non-Air 18,484 ***620 19,105 * 56.6% * Total 29,627 2,700 1,400 33,728 100.0% *

2019 Air 11,898 2,627 812 15,337 43.0% Non-Air 19,737 ** 606 20,343 57.0% Total 31,635 2,627 1,418 35,680 100.0%

% Change 19/18 6.8% -2.7% 1.3% 5.8%

Trends in Visitation to Florida Quarter One 2015 - 2019 (in Thousands of Person-Trips)

35,680 33,728 30,322 31,891 28,482 43.0% 43.4% 44.9% (15.3M) (14.6M) Air 48.0% (14.3M) 51.2% (14.6M) (14.6M) Non-Air

57.0% 55.1% 56.6% 52.0% (20.3M) 48.8% (17.6M) (19.1M) (13.9M) (15.8M)

Q1-2015 Q1-2016 Q1-2017 Q1-2018 Q1-2019

Note: Estimates shown in italics are preliminary. * Revised ** Not available Source: OmniTrak TravelTrak; D.K. Shifflet; Individual Florida Airports; Airline Data Inc; Conference Board of Canada; Statistics Canada; U.S. Dept. of Commerce, ITA, Office of Travel & Tourism Industries; VisaVue Travel

4 Total Enplanements at Major Florida Airports Quarter One 2018 - 2019: January - March

Quarter One Quarter One % Change Airport 2018 2019 '19/'18 Daytona 91,367 91,701 0.4% Ft. Lauderdale 4,690,347 4,920,890 4.9% Ft. Myers 1,683,157 1,823,368 8.3% Gainesville 55,350 65,105 17.6% Jacksonville 689,671 831,926 20.6% Key West 126,360 147,547 16.8% Melbourne 55,876 66,456 18.9% Miami 5,708,548 6,018,798 5.4% Okaloosa 119,608 133,575 11.7% Orlando International 5,978,804 6,415,218 7.3% Orlando Sanford 375,264 373,549 -0.5% Palm Beach 1,016,228 1,037,617 2.1% Panama City 95,941 125,113 30.4% Pensacola 195,299 234,243 19.9% Punta Gorda 222,676 247,733 11.3% Sarasota 180,804 247,046 36.6% St. Petersburg-Clearwater 280,466 272,881 -2.7% Tallahassee 92,275 97,305 5.5% Tampa 2,800,045 2,965,022 5.9% Total 24,458,086 26,115,093 6.8%

Trends in Total Enplanements to Florida (in Thousands)

26,115 24,458 22,374 22,724 20,884

Total Enplanements up 6.8% in the first quarter of 2019

Q1-2015 Q1-2016 Q1-2017 Q1-2018 Q1-2019

Source: Individual airports

5 Domestic Enplanements at Major Florida Airports Quarter One 2018 - 2019: January - March

Quarter One Quarter One % Change Airport 2018 2019 '19/'18 Daytona 90,929 91,068 0.2% Ft. Lauderdale 3,576,283 3,705,792 3.6% Ft. Myers 1,610,182 1,739,854 8.1% Gainesville 55,350 65,105 17.6% Jacksonville 688,016 830,279 20.7% Key West 126,360 147,547 16.8% Melbourne 53,990 64,701 19.8% Miami 3,002,906 3,156,114 5.1% Okaloosa 119,608 133,575 11.7% Orlando International 5,221,953 5,519,836 5.7% Orlando Sanford 364,158 367,693 1.0% Palm Beach 974,705 1,005,437 3.2% Panama City 95,941 125,113 30.4% Pensacola 195,299 234,243 19.9% Punta Gorda 222,676 247,763 11.3% Sarasota 168,515 234,120 38.9% St. Petersburg-Clearwater 275,975 268,497 -2.7% Tallahassee 92,275 97,305 5.5% Tampa 2,665,484 2,811,237 5.5% Total 19,600,605 20,845,279 6.4%

Trends in Domestic Enplanements to Florida (in Thousands)

20,845 19,601 17,939 18,222 16,667

Domestic Enplanements up 6.4% in the first quarter of 2019

Q1-2015 Q1-2016 Q1-2017 Q1-2018 Q1-2019

Source: Individual airports

6 Revised Florida Visitor Estimates Calendar Years 2014 - 2018 (January - December)

Re: Revisions to 2014 – 2018 Domestic Visitor Estimates

In April, 2019, with authorization from the principles of the Revenue Estimating Conference, VISIT FLORIDA switched companies that provide the air data used for visitor estimates from Diio, Inc (Diio) to Airline Data, Inc (ADI). These companies use different methodologies for estimating the total number of passengers based on the sample data provided by the federal Department of Transportation (DOT), but the estimates from both companies are relatively similar. In order to avoid an abrupt switch from one data source to another, VISIT FLORIDA has revised domestic estimates from the past several years using a weighted average of estimated passenger counts provided by Diio and ADI. The blending was started at the beginning of a fiscal year rather than a calendar year, per a request from Amy Baker, Coordinator of the Office of Economic and Demographic Research. Each quarter starting from Q3 2014 (the start of state fiscal year 2014-2015) has been revised, with older data weighted more heavily toward Diio’s data, and more recent quarters weighted more heavily toward ADI’s data. Beginning with Q3 2017 (the start of state fiscal year 2017- 2018), only ADI data is used. The end result of this process is that for most quarters between Q3 2014 and Q4 2018, the overall domestic visitor volume estimate is nearly identical to the estimates previously released. The ratio of air visitors to non-air visitors has changed in all of those quarters. And estimates for a small number of quarters have been revised slightly downward based on the more conservative accounting of some types of passengers now used by the research team, as discussed below.

How Estimates Are Calculated

VISIT FLORIDA’s domestic visitor estimates methodologies, including both preliminary and revised/final methodologies, begin with the development of an estimate of how many visitors arrived to the state by air. The preliminary methodology takes enplanement counts from nearly every commercial airport in Florida and adjusts them based on historical data on the percentage of enplanements by visitors at each airport rather than Florida residents. The revised/final methodology uses estimated passenger counts from companies that provide airline data, based on information released by the federal DOT. Providers of air data such as Diio and ADI have multiple ways of estimating passengers, which attribute some groups of passengers to origins differently. The most difficult group of passengers to attribute are those who do not have simple round-trip itineraries – for example, one-way itineraries and itineraries which begin in one city, go to a second city, and finish in a third city. The VISIT FLORIDA

Copyright © 2019 VISIT FLORIDA Research, All rights reserved. VISIT FLORIDA data and information may not be otherwise reproduced or communicated without prior written permission from VISIT FLORIDA. 8 research team took this revision opportunity to switch to an estimate series which is more conservative in attributing these kinds of passengers as visitors to Florida. This was done using the same weighted average method as was discussed above. Doing so allowed the research team to adjust the air/non-air visitation ratio to be more in line with what survey data from both D.K. Shifflet and TravelTrak America indicate, which is that a higher percentage of Florida’s visitors arrive by some means other than air, compared to what VISIT FLORIDA’s previously released estimates indicate. As with the blending of air data over time, the research team also changed this ratio gradually over time. By 2018, the estimates are based almost entirely on the air/non-air ratio reported in D.K. Shifflet data, as the survey question is worded more precisely than the comparable question in TravelTrak America. Beginning with Q1 2019, all domestic air visitation estimates will be based only on the more conservative estimate from ADI, and the air/non-air ratio reported by D.K. Shifflet. Copies of revised numbers for 2014-2018 have been included in the estimates packet released on May 15, 2019. Please feel free to contact [email protected] with any questions about our estimates methodology, or for further information about these revisions.

Copyright © 2019 VISIT FLORIDA Research, All rights reserved. VISIT FLORIDA data and information may not be otherwise reproduced or communicated without prior written permission from VISIT FLORIDA. 9 Revised Preliminary Estimates of Visitors to Florida by Quarter Calendary Year 2018: January - December (in Thousands of Person-Trips)

Domestic Overseas Canadian Total % of Total

Q1 Air 11,143 * 2,700 780 14,623 * 43.4% * Non-Air 18,484 * ** 620 19,105 * 56.6% * Total 29,627 2,700 1,400 33,728 100.0% % Change 18/17 6.4% 0.3% 2.5% 5.8%

Q2 Air 9,469 * 2,598 388 12,455 * 39.7% * Non-Air 18,385 * ** 545 18,930 * 60.3% * Total 27,854 2,598 933 31,385 100.0% % Change 18/17 5.3% -1.8% 1.3% 4.6%

Q3 Air 8,093 * 2,664 324 11,081 * 36.8% * Non-Air 18,827 * ** 166 18,993 * 63.2% * Total 26,920 * 2,664 490 30,074 * 100.0% % Change 18/17 9.2% * -1.5% 0.9% 8.0% *

Q4 Air 9,552 * 2,856 502 12,911 * 43.8% * Non-Air 16,370 * ** 186 16,556 * 56.2% * Total 25,923 * 2,856 688 29,467 * 100.0% % Change 18/17 3.3% * -1.1% 2.1% 2.8% *

CY 2018 Air 38,257 * 10,818 1,995 51,070 * 41.0% * Non-Air 72,067 * ** 1,517 73,584 * 59.0% * Total 110,325 * 10,818 3,512 124,654 * 100.0% % Change 18/17 6.0% * -1.0% 1.9% 5.3% *

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 May 15, 2019 * Revised ** Not applicable Source: OmniTrak TravelTrak; D.K. Shifflet & Associates, Inc; Conference Board of Canada; U.S. Department of Commerce, ITA, Tourism Industries; Visa Vue Travel; Airline Data Inc aviation data

10 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 10,863 * 2,691 758 14,312 * 44.9% * Non-Air 16,971 * ** 608 17,579 * 55.1% * Total 27,833 2,691 1,366 31,891 100.0% % Change 17/16 6.1% -2.5% 2.3% 5.2%

Q2 Air 9,583 * 2,647 387 12,617 * 42.0% * Non-Air 16,866 * ** 534 17,400 * 58.0% * Total 26,449 2,647 921 30,017 100.0% % Change 17/16 7.8% 2.0% 3.3% 7.1%

Q3 Air 7,242 * 2,705 322 10,269 * 36.9% * Non-Air 17,421 * ** 164 17,585 * 63.1% * Total 24,663 2,705 486 27,854 100.0% % Change 17/16 3.8% -4.8% 13.3% 3.0%

Q4 Air 9,022 * 2,888 489 12,399 * 43.3% * Non-Air 16,078 * ** 185 16,263 * 56.7% * Total 25,100 * 2,888 674 28,662 * 100.0% % Change 17/16 8.5% * -2.5% -2.3% 7.0% *

CY 2017 Air 36,710 * 10,931 1,956 49,597 * 41.9% * Non-Air 67,336 * ** 1,491 68,827 * 58.1% * Total 104,046 * 10,931 3,447 118,424 * 100.0% % Change 17/16 6.5% * -2.0% 3.0% 5.6% *

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 revised May 15, 2019 * Revised ** Not applicable Source: TNS TravelsAmerica; D.K. Shifflet & Associates, Inc; Airline Data Inc; Statistics Canada; U.S. Department of Commerce, ITA, Tourism Industries; Visa Vue Travel; Diio, LLC aviation data

11 Revised Estimates of Visitors to Florida by Quarter Calendar Year 2016: January to December (in Thousands of Person-Trips)

Domestic Overseas Canadian Total % of Total

Q1 Air 11,081 * 2,760 722 14,563 * 48.0% * Non-Air 15,146 * 613 15,759 * 52.0% * Total 26,226 2,760 1,335 30,322 100.0% % Change 16/15 9.5% -5.5% -16.6% 6.5%

Q2 Air 9,516 * 2,595 371 12,483 * 44.5% * Non-Air 15,025 * 521 15,546 * 55.5% * Total 24,542 2,595 892 28,029 100.0% % Change 16/15 8.6% -5.4% -21.1% 5.9%

Q3 Air 7,445 * 2,840 278 10,563 * 39.1% * Non-Air 16,316 * 151 16,467 * 60.9% * Total 23,761 2,840 429 27,030 100.0% % Change 16/15 6.3% 1.1% -2.2% 5.6%

Q4 Air 8,779 * 2,961 457 12,197 * 45.5% * Non-Air 14,364 * 233 14,597 * 54.5% * Total 23,143 * 2,961 690 26,794 * 100.0% % Change 16/15 3.3% * -0.1% 10.1% 3.1% *

CY 2016 Air 36,820 * 11,157 1,828 49,805 * 44.4% * Non-Air 60,852 * ** 1,518 62,370 * 55.6% * Total 97,672 * 11,157 3,346 112,175 * 100.0% % Change 16/15 7.0% * -2.5% -11.9% 5.3% *

Note: Figures have been rounded to the nearest thousand and may not sum to the total as a result. Figures shown in the table revised May 15, 2019. * Revised ** Not applicable Source: TNS TravelsAmerica; D.K. Shifflet & Associates, Inc; Airline Data Inc; Statistics Canada; U.S. Department of Commerce, ITA, Tourism Industries; Visa Vue Travel; Diio, LLC aviation data

12 Revised Estimates of Visitors to Florida by Quarter Calendar Year 2015: January to December (in Thousands of Person-Trips)

Domestic Overseas Canadian Total % of Total

Q1 Air 10,809 * 2,921 841 14,571 * 51.2% * Non-Air 13,150 * ** 761 13,911 * 48.8% * Total 23,960 2,921 1,601 28,482 100.0% % Change 15/14 7.4% 8.6% -2.2% 7.0%

Q2 Air 9,307 * 2,744 436 12,486 * 47.2% * Non-Air 13,297 * ** 695 13,992 * 52.8% * Total 22,604 2,744 1,130 26,478 100.0% % Change 15/14 10.1% -0.7% -1.6% 8.3%

Q3 Air 7,599 * 2,810 258 10,667 * 41.7% * Non-Air 14,758 * ** 181 14,939 * 58.3% * Total 22,356 2,810 439 25,605 100.0% % Change 15/14 9.3% -1.5% -15.4% 7.5%

Q4 Air 9,258 * 2,964 423 12,645 * 48.7% * Non-Air 13,141 * ** 204 13,345 * 51.3% * Total 22,399 2,964 627 25,990 100.0% % Change 15/14 12.7% -1.6% -11.8% 10.1%

CY 2015 Air 36,973 * 11,439 1,957 50,368 * 47.3% * Non-Air 54,346 * ** 1,840 56,186 * 52.7% * Total 91,319 11,439 3,797 106,555 100.0% % Change 15/14 9.8% 1.1% -5.4% 8.2%

13 Revised Estimates of Visitors to Florida by Quarter Calendar Year 2014: January to December (in Thousands of Person-Trips)

Domestic Overseas Canadian Total % of Total

Q1 Air 10,481 2,689 876 14,046 52.8% Non-Air 11,818 ** 761 12,580 47.2% Total 22,299 2,689 1,638 26,625 100.0% % Change 14/13 3.3% 1.1% -0.6% 2.8%

Q2 Air 9,137 2,761 421 12,320 50.4% Non-Air 11,396 ** 728 12,124 49.6% Total 20,533 2,761 1,149 24,444 100.0% % Change 14/13 4.6% 5.0% -0.5% 4.4%

Q3 Air 7,219 * 2,854 315 10,388 * 43.6% * Non-Air 13,228 * ** 204 13,432 * 56.4% * Total 20,448 2,854 518 23,820 100.0% % Change 14/13 4.3% 1.2% -12.8% 3.5%

Q4 Air 8,739 * 3,012 491 12,242 * 51.9% * Non-Air 11,142 * ** 219 11,361 * 48.1% * Total 19,881 3,012 710 23,603 100.0% % Change 14/13 10.7% -2.2% -9.9% 8.2%

CY 2014 Air 35,576 * 11,316 2,104 48,996 * 49.7% * Non-Air 47,584 * ** 1,912 49,496 * 50.3% * Total 83,160 11,316 4,015 98,492 100.0% % Change 14/13 5.6% 1.1% -3.7% 4.6%

14 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 19 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 Airline Data Inc. 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 OmniTrak TravelTrak 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 new 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.

15 Tourism Industry Trend Indicators 2019 Quarter One (January - March)

Copyright © 2019 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 Calendar Year 2017 - 2019 (in Millions)

Quarter One 2019 14.0 Rooms Sold up 2.7% from Quarter One 2018

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 2017 9.3 9.5 11.1 10.1 9.6 9.4 10.2 9.0 8.5 9.8 9.2 9.3 2018 9.6 9.7 11.4 10.1 9.6 9.9 10.3 9.3 8.2 9.4 9.2 9.3 2019 9.8 10.0 11.7

Source: STR, Inc.

17 Monthly Hotel Occupancy Trends Calendar Year 2017 - 2019

Quarter One 2019 100% Occ down -0.1% from Quarter One 2018 90%

80%

70%

60%

50%

40%

30%

20%

10%

0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2017 70.6% 79.5% 84.0% 78.4% 72.3% 73.0% 76.9% 67.8% 66.1% 74.1% 71.9% 70.1% 2018 72.2% 81.1% 85.0% 77.4% 70.9% 75.7% 75.9% 68.6% 62.5% 68.6% 69.5% 68.1% 2019 71.6% 81.1% 85.5%

Source: STR, Inc.

18 Monthly Hotel Average Daily Rate (ADR) Trends Calendar Year 2017-2019

Quarter One 2019 $200 ADR up 0.4% from Quarter One 2018 $180

$160

$140

$120

$100

$80

$60

$40

$20

$0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2017 $146.19 $161.87 $168.48 $151.57 $130.76 $125.63 $129.47 $114.15 $115.34 $125.65 $130.15 $148.41 2018 $154.01 $171.53 $182.79 $155.62 $136.30 $133.34 $132.33 $118.35 $115.65 $129.69 $132.31 $152.82 2019 $154.20 $174.52 $181.84

Source: STR, Inc.

19 VISIT FLORIDA QUARTERLY REPORT Quarter 3, January 1 – March 31, 2019

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.

Industry Relations Department -Corporate Meetings A B C D Florida Huddle Jan 8-10, 2019: Florida Huddle hosts tour operators and wholesalers from around the globe. These buyers conduct thousands of one-on-one appointments with hundreds of Florida tourism professionals representing tourism bureaus, hoteliers and attractions over a two-day period. It gives buyers the opportunity to become familiar with Florida’s premier destinations, hotels and services, all in one place. This program is further designed to showcase the host destination. In addition to the direct economic impact of the conference, each X X of the buyer delegates represents a company booking several thousand to several million annual travelers to Florida, producing economic results that reach years into the destination’s future. In addition, the attending travel trade media produce editorial pieces published worldwide. Not only does the host destination enjoy excellent coverage, media delegates interact with select suppliers from around the state, providing contacts for story material and photo opportunities. Florida Tourism Day March 13, 2019: Tourism Day brings together Florida’s Tourism Industry members in Tallahassee to educate the legislature, media and all Floridians X X X about the importance of Florida’s tourism industry and the positive economic impact it has on the state’s economy. Tourism is Florida’s #1 industry.

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VISIT FLORIDA QUARTERLY REPORT Quarter 3- January – March 2019

International Travel Trade Department A B C D Boot Dusseldorf, January 19-27, 2019; Dusseldorf, Germany X X X X VISIT FLORIDA, for the first time, participated in the international trade fair "boot" from January 19- 27, 2019 in Dusseldorf, Germany. Boot Dusseldorf is one of the world’s premier boat shows and is considered to be a benchmark for the international boat and water sports industry. Many exhibitors at the show represented various companies from the water sports industry and destinations that cater to these activities. The tradeshow was divided into separate halls such as "Beach World," “luxury yachts," “dive center” and “Travel World." Nearly 250,000 water sports fans (boot 2018: 247,000 visitors) flocked to Düsseldorf from over 100 countries to participate in this show. The international markets, apart from Germany, that made up the majority of the show’s visitation numbers were the Netherlands, Belgium, U.K., Switzerland and Italy.

Participating Partners: The Original Tourism Task Force, SeaWorld, Greater Fort Lauderdale, Bradenton Area CVB, Florida Keys & Key West, Visit St. Pete/Clearwater, and Beaches of Fort Myers & Sanibel

Capital Cities Roadshow, February 11-15, 2019; Brasilia, Goiania and Fortaleza, Brazil VISIT FLORIDA coordinated and invited Florida Partners to the Capital City Roadshows, February 11-15, 2019 in Brasilia, Goiania, and Fortaleza, Brazil. The roadshows consisted of trainings to educate tour operators on Florida tourism and travel opportunities and new developments in Florida tourism, one-on-one networking opportunities, and sales calls X X X X to more than 200 top tour operators. These trainings were timed to coincide with each of these cities increasing available flights to Florida.

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Participating Partners: Pegasus Transportation, Kennedy Space Center, Greater Fort Lauderdale, Visit Tampa Bay, Hertz, Visit St. Pete/Clearwater, Cruise America RV Rentals, and Best Western Hotels & Resorts

Aer Lingus Travel Agent Roadshow, February 18-21, 2019; Belfast, Dublin, Cork & Limerick, Ireland VISIT FLORIDA attended Aer Lingus Annual Taste of America Travel Agent Roadshow, February 18-22, 2019. Over the four days there were 303 travel agents in attendance: 55 in Belfast; 156 in Dublin; 25 in Limerick and 67 in Cork. Partners had the opportunity to present their Florida travel and tourism opportunities and educate agents with new travel and tourism opportunities in Florida. X X X X

Participating Partners: Universal Orlando Resort, Florida Keys & Key West, Greater Fort Lauderdale and Disney

Expo Mayoristas, February 18-March 6, 2019; Mexico VISIT FLORIDA attended one of Mexico’s largest tradeshows and invited our Partners to attend. There were more than 2300 travel agents in attendance. This tradeshow provided the opportunity for VISIT FLORIDA to educate and connect with travel professionals in Mexico to promote our e-learning program and to discuss what’s new in Florida. X X X X

Participating Partners: Hertz and Universal Orlando Resort

ITB, March 6-10, 2019; Berlin, Germany This year’s ITB took place March 6-10, 2019 in Berlin, Germany. The show had approximately 10,000 exhibitors and organizations from 181 countries promoting their destinations to more than 110,000 trade attendees. This year there were 75 delegates in the Florida Pavilion, including Convention & Visitors Bureaus, Hoteliers and Attractions. The first three days of the travel show were dedicated to trade professionals only, while the latter two were consumer days. During the tradeshow, VISIT FLORIDA staff had a full schedule of appointments, including more than 40 trade appointments and 30 media appointments. X X X X

Participating Partners: Kennedy Space Center, Benchmark Resorts & Hotels, Visit Sarasota County, Panama City CVB, Amelia Island CVB, Punta Gorda/Englewood Beach VCB, Greater Fort Lauderdale, New Smyrna Beach CVB, Visit Tampa Bay, Discover Crystal River, Ramada Plaza Resort & Suites, SeaWorld, Florida Keys & Key West, Naples, Marco Island, Everglades, Visit St. Pete/Clearwater, and Beaches of Fort Myers & Sanibel

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ITB Florida Night, March 7, 2019; Berlin, Germany For the eighth year in a row, VISIT FLORIDA coordinated the 2019 Florida Night Event at ITB, one of the world’s largest travel trade and media events, providing Florida Partners the opportunity to network with more than 200 European travel trade representatives and journalists. This year’s event was co-sponsored by The Beaches & Islands of Southwest Florida, which is a regional brand created by The Beaches of Ft. Myers & Sanibel and Naples, Marco Island, Everglades CVB. Tickets were made available for purchase for Florida Partners and other members of the Florida tourism industry.

Participating Partners: Beaches of Fort Myers & Sanibel, SeaWorld, Universal, Florida Keys & Key West, Visit Sarasota County, Greater Fort Lauderdale, Disney, Panama City Beach CVB, Amelia CVB, Outrigger Beach Resort Fort Myers, Florida Keys & Key West, Discover Crystal River, Visit Tampa Bay, Southwest Florida International Airport, and Visit St. Pete/Clearwater

X X X X X X X X

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VISIT FLORIDA QUARTERLY REPORT Quarter 4, April 1 – June 30, 2019

Advertising (Media) Department A B C D NORTH AMERICA (US & Canada) Print-US

May: Essence Magazine, New York Times T-Travel Magazine, National Geographic Traveler X X X

DIGITAL: US April: Expedia (Families, Impulse Getaways & Creative Content Hub) , Google Search Network

Families Campaign: Adara, Amobee, Family Traveler, Hulu, GMail Ads, Goop, Kayak, Pandora, SheKnows, Sito, Romper, TotallyHer, Taboola, Teads.tv, Trip Advisor, Washington Post,Essence, Urban One,H-Code X X X Adventure Seekers Campaign: Adara, GDN, Matador, Outside, Sito, Smithsonian, StackAdapt, Teads.tv, Time Inc, Trip Advisor,Trip Savvy, Washington Post,National Geographic

Red Tide Campaign: Conde Nast Traveler, Food & Wine/Travel & Leisure, Garden & Gun, Meredith, NY Times, Taboola, National Geographic May: Expedia (Families, Impulse Getaways & Creative Content Hub) , Google Search Network X X X Families Campaign: Adara, Amobee, Family Traveler, Hulu, GMail Ads, Goop, Kayak, Pandora, SheKnows, Sito, Romper, TotallyHer, Taboola, Teads.tv, Trip Advisor, Washington Post,Essence, Urban One,H-Code

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Adventure Seekers Campaign: Adara, GDN, Matador, Outside, Sito, Smithsonian, StackAdapt, Teads.tv, Time Inc, Trip Advisor,Trip Savvy, Washington Post,National Geographic

Red Tide Campaign: Conde Nast Traveler, Food & Wine/Travel & Leisure, Garden & Gun, Meredith, NY Times, Taboola, National Geographic

June: Expedia (Families, Impulse Getaways & Creative Content Hub) , Google Search Network

Adventure Seekers Campaign: Adara, GDN, Matador, Outside, Sito, Smithsonian, StackAdapt, Teads.tv, Time Inc, Trip X X X Advisor,Trip Savvy, Washington Post,National Geographic

Red Tide Campaign: Conde Nast Traveler, Food & Wine/Travel & Leisure, Garden & Gun, Meredith, NY Times, Taboola, National Geographic

TV (US): Broadcast, Cable, Streaming & Digital April - June X X X X Digital TV: Fexy (Florida Channel) Streaming TV: ABC, CBS, Gamut, Telemundo, Xandr, NCC, Simclair, Scripps, NBC, Hearst

TV-Broadcast & Cable (Atlanta, Birmingham, Chicago, Cincinnati, Detroit, Hartford, Indianapolis, Nashville, New Orleans, X X X X New York, Philadelphia, Raleigh, St. Louis, Washington DC, Boston, Dallas, LA)

OOH: US April- June: Welcome Center Billboards X X X April- May Families Campaign DIGITAL BILLBOARDS (Atlanta, Boston, Chicago, Cincinnati, Dallas, Detroit, Hartford, Indianapolis, Nashville, New X X X X Orleans, New York, Philadelphia, Raleigh, St. Louis)

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Canada-Print May: Today’s Parent X X X

Canada-Digital TV: Apr-Jun: Fexy (Florida Channel) X X X X

International -UK Digital April :Expedia, Spotify, Kayak X X X May: Expedia, Spotify, Kayak X X X

International -Germany April- June: Expedia, Lonely Planet, Skyscanner, KAYAK, Taboola, Adara X X X

Page 3 of 3 VISIT FLORIDA QUARTERLY REPORT Quarter 3, January 1 – March 31, 2019

Canada and North America A B C D New York Times Travel Show - January 25 – 27, 2019: VISIT FLORIDA and Partners attended the New York Times Travel Show in New York City. The show is the largest trade and consumer show in the United States attracting over X X X 35,000 visitors and 550 exhibitors with cultural stages, travel experts, seminars and more. In its 16th year, this show is the must attend event of the year to reach a high demographic from the tristate area seeking travel information. Snowbird Extravaganza - January 29 – 30, 2019: VISIT FLORIDA attended the Snowbird Extravaganza Show in Lakeland, Florida. This show is the largest mature lifestyle expos in North American with 30,000 Canadian Snowbirds and American winter residents in attendance. Snowbird Extravaganza, produced for Canadian Snowbird Association X X X members, Canadians that travel “south” for up to 6 months each year, is the largest gathering of Canadians in North America.

Page 1 of 1 VISIT FLORIDA QUARTERLY REPORT Quarter 3, January 1 – March 31, 2019

Visitor Services A B C D January through March 2019, visitation to the five Official Florida Welcome Centers reflected a decrease of -2.9% or -19,657 travelers x x to Florida compared to the same time period in 2018. January through March 660,461 visitors came into the Welcome Centers. Staff at the I-95 Florida Welcome Center operate VISIT FLORIDA's live operator assisted 800 call center. January through the end of March 2019, 612 callers received travel and counseling information from our staff on Florida vacation planning and secured x x x information for their upcoming trips to Florida. 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 VISIT Pensacola, Sun Pass, Daytona Beach CVB, and the Florida KOA x x x Association. For the period of January through the end of March, the Visitor Services staff made a total of 419 room night reservations for visitors through the Florida Welcome Center Concierge Program. The room night reservations represent new business and are for Florida x x x hotels and campgrounds. For this quarter $43,994 in new tourism business for Florida was confirmed by Florida Welcome Center staff.

Page 1 of 1 VISIT FLORIDA QUARTERLY REPORT Quarter 3, January 1 – March 31, 2018

Promotions A B C D The Sun and Slopes promotion ran January 2 - February 3, 2019 in Boston with WBQT-FM. It generated $341,883.52 in media value and 2,540,551 impressions for VISIT FLORIDA and Beacon South Beach Hotel and Island Queen Cruises and Sightseeing x Tours. The A New Year of Sunshine Sweepstakes promotion January 6 - January 12, 2019 in New York with The Daily News. It generated x $$517,000 in media value and 5,348,574 impressions for VISIT FLORIDA, World Golf Hall of Fame and Florida’s First Coast of Golf. The Weather Network (week one) promotion ran January 7 - January 13, 2019 in Canada with The Weather Network. It generated x $61,775.26 in media value and 860,686 impressions for VISIT FLORIDA and Costa d’Este Beach Resort & Spa. The Weather Network (French Segment) promotion ran January 7 - February 3, 2019 in Canada with The Weather Network. It x generated $144,878.79 in media value and 1,394,657 impressions for VISIT FLORIDA. The Escape to the Sunshine State (phase one) promotion ran January 7 - January 11, 2019 in Detroit with WOMC-FM. It generated x $83,547 in media value and 1,172,755 impressions for VISIT FLORIDA and BridgeWalk, a Landmark Resort. The Sunshine State of Mind promotion ran January 7 - January 31, 2019 in Philadelphia, Boston and New York with Metro. It generated $484,797.06 in media value and 12,465,867 impressions for VISIT FLORIDA, Don Cesar Resort Hotel, and The Florida x Aquarium. The Mojo’s Sunshine State Getaway (phase one) promotion ran January 7 - 11, 2019 in Detroit with WKQI-FM. It generated x $293,905.43 in media value and 1,237,642 impressions for VISIT FLORIDA and Beacon South Beach Hotel. The A New Year of Sunshine Sweepstakes promotion ran January 13 - 19, 2019 in New York with The Daily News. It generated x $517,000 in media value and 5,655,628 impressions for VISIT FLORIDA, Waterstone Resort & Marina, and Butterfly World. The TPC Sawgrass VIP Experience promotion ran January 14 - 25, 2019 in Atlanta with WNNX-FM. It generated $339,750.32 in media value and 2,369,728 impressions for VISIT FLORIDA, THE PLAYERS Championship, Florida’s First Coast of Golf, and x DoubleTree by Hilton Jacksonville Riverfront The Weather Network (week two) promotion ran January 14 - 20, 2019 in Canada with The Weather Network. It generated $64,183.46 in media value and 875,879 impressions for VISIT FLORIDA, Hammock Beach Resort, and Marineland Dolphin x Adventure.

Page 1 of 5 The Mojo’s Sunshine State Getaway (phase 2) promotion ran January 14 - 18, 2019 in Detroit with WKQI-FM. It generated x $177,198.21 in media value and 1,218,000 impressions for VISIT FLORIDA and Bahama Bay Resort & Spa The Escape to the Sunshine State (phase two) promotion ran January 14 - 18, 2019 in Detroit with WOMC-FM. It generated x $90,278.02 in media value and 1,253,602 impressions for VISIT FLORIDA and South Seas Island Resort. The Escape to the Sunshine State promotion ran January 18 - February 1, 2019 in Long Island with WBZO-FM. It generated x $172,570.63 in media value and 1,716,562 impressions for VISIT FLORIDA, Shephard’s Beach Resort, and The Tropics Boat Tours. The Faces for Florida (phase 1) promotion ran January 20 - 25, 2019 in the United Kingdom with Heart-FM. It generated x $286,505.40 in media value for VISIT FLORIDA and Walt Disney World Resort. The New Year of Sunshine Sweepstakes promotion ran January 20 - 26, 2019 in New York with the Daily News. It generated x $517,000 in media value and 5,379,175 impressions for VISIT FLORIDA, South Seas Island Resort, and Kayak Excursions. The Weather Network (week three) promotion ran January 21 - 27, 2019 in Canada with The Weather Network.. It generated x $63,396.08 in media value and 794,956 impressions for VISIT FLORIDA and The Diplomat Beach Resort. The Mojo’s Sunshine State Getaway promotion ran January 21 - 25, 2019 in Detroit with WKQI-FM. It generated $177,554.16 in x media value and 1,218,000 impressions for VISIT FLORIDA and TradeWinds Island Resorts. The Escape to the Sunshine State (phase 3) promotion ran January 21 - 25, 2019 in Detroit with WOMC-FM. It generated x $85,177.63 in media value and 1,195,163 impressions for VISIT FLORIDA, Hilton Orlando, and iFly Orlando. The Faces for Florida (phase 2) promotion ran January 26- February 1, 2019 in the United Kingdom with Heart-FM. It generated x $255,267.10 in media value for VISIT FLORIDA and Universal Orlando Resort. The Weather Network (week 4) promotion ran January 28 - February 3, 2019 in Canada with The Weather Network. It generated x $43,392.64 in media value and 808,094 impressions for VISIT FLORIDA and Panama City Beach Convention & Visitors Bureau. The Escape to the Sunshine State promotion ran January 28 - February 1, 2019 in Detroit with WOMC-FM. It generated $80,271.64 x in media value and 1,106,964 impressions for VISIT FLORIDA, Holiday Inn Hotel & Suites Harborside, and The Tropics Boat Tours. The Mojo’s Sunshine State Getaway promotion ran January 28 - February 1, 2019 in Detroit with WKQI-FM. It generated x $318,469.32 in media value and 1,218,000 impressions for VISIT FLORIDA and Southern Vacation Rentals Destin. The Winter Warm-Up (phase 1) promotion ran January 28 - February 1, 2019 nationally with The Kidd Kraddick Morning Show. It x generated $1,295,391.84 in media value and 2,950,857 impressions for VISIT FLORIDA and Hilton. The Sunshine State of Mind promotion ran February 1 -28, 2019 in Philadelphia, Boston and New York with Metro. It generated x $484,971.71 in media value and 8,077,515 impressions for VISIT FLORIDA, Circa 39 Hotel, and Miami Seaquarium. The Escape to the Sunshine State promotion ran February 2 - 15, 2019 in New York with WBZO-FM. It generated $149,498.71 in x media value and 1,475,146 impressions for VISIT FLORIDA, Daytona Beach Oceanfront Resort, and Daytona Arcade Museum. The Florida Flight 933 promotion ran February 4 - 8, 2019 in Dallas with KLIF-FM. It generated $55,750 in media value and 448,000 x impressions for VISIT FLORIDA and Busch Gardens Tampa Bay. The Mojo’s Flyaway Fridays (phase 1) promotion ran February 4 - 8, 2019 in Detroit with WKQI-FM. It generated $70,923.48 in x media value and 563,288 impressions for VISIT FLORIDA and South Seas Island Resort. The Winter Warm-Up (phase two) promotion ran February 4 - 8, 2019 nationally with The Kidd Kraddick Morning Show. It generated x $2,888,726.38 in media value and 6,336,429 impressions for VISIT FLORIDA, Hilton Orlando, and ICON Park. The February Florida Flyaway promotion ran February 11 -15, 2019 in Chicago with WBMX-FM. It generated $153,132.24 in media x value and 1,700,724 impressions for VISIT FLORIDA, Shephard’s Beach Resort, and The Tropics Boat Tours.

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The Florida Flight 933 promotion ran February 11 - 15, 2019 in Dallas with KLIF-FM. It generated $56,025 in media value and x 451,200 impressions for VISIT FLORIDA and Busch Gardens Tampa Bay. The Mojo’s Flyaway Fridays (phase two) promotion ran February 11 - 15, 2019, in Detroit with WKQI-FM. It generated $70,926.07 x in media value and 563,445 impressions for VISIT FLORIDA, Beacon South Beach Hotel, and Miami Seaquarium. The Winter Warm Up (phase three) promotion ran February 11 -15, 2019 in nationally with The Kidd Kraddick Morning Show. It generated $2,367,543.84 in media value and 6,199,741 impressions for VISIT FLORIDA, Bahia Mar Fort Lauderdale Beach, and Sea x Experience Glass Bottom Snorkel and Scuba Adventures. The Escape to the Sunshine State promotion ran February 16 - March 1, 2019 in New York with WBZO-FM. It generated x $120,356.23 in media value and 1,205,734 impressions for VISIT FLORIDA, West Wind Inn, and Kayak Excursions. The February Florida Flyaway (phase two) promotion ran February 18 - 22, 2019 in Chicago with WBMX-FM. It generated x $153,132.16 in media value and 1,700,716 impressions for VISIT FLORIDA, Beacon South Beach Hotel, and Island Queen Cruises. The Mojo’s Flyaway Fridays (phase three) promotion ran February 18 - 22, 2019 in Detroit with WKQI-FM. It generated $70,910.15 x in media value and 572,591 impressions for VISIT FLORIDA, Hilton Orlando, and iFly Orlando. The Winter Warm-Up (phase four) promotion ran February 18 - 22, 2019 nationally with The Kidd Kraddick Morning Show. It generated $2,717,753.18 in media value and 6,250,078 impressions for VISIT FLORIDA, DoubleTree Grand - Biscayne Bay, and x Jungle Island. The Get Away to FLA (phase one) promotion ran February 23 - March 1, 2019 in Boston with WMJX-FM. It generated $176,819.58 x in media value and 1,854,662 impressions for VISIT FLORIDA and West Wind Inn. The Escape to the Sunshine State (phase one) promotion ran February 23 - March 1, 2019 in Boston with WODS-FM. It generated x $146,299.32 in media value and 917,888 impressions for VISIT FLORIDA and Beacon South Beach Hotel. The February Florida Flyaway (phase three) promotion ran February 25 - March 1, 2019 in Chicago with WBMX-FM. It generated x $153,132 in media value and 1,700,700 impressions for VISIT FLORIDA, Hilton Orlando, and ICON Park. The Girls Night Out promotion ran February 25 - March 23, 2019 in Atlanta with WWWQ-FM. It generated $1,559,613.30 in media x value and 11,641,097 impressions for VISIT FLORIDA and Loews Miami Beach Hotel. The Free Trip Phone Tap promotion ran February 25 - March 1, 2019 nationally with The Elvis Duran Morning Show. It generated x $1,701,206.36 in media value and 5,229,007 impressions for VISIT FLORIDA. The Mojo’s Flyaway Fridays (phase four) promotion ran February 25 - March 1, 2019 in Detroit with WKQ-FM. It generated x $70,916.31 in media value and 562,915 impressions for VISIT FLORIDA and Sundial Beach Resort & Spa. The Fish & Chips promotion ran February 25 - March 22, 2019 in Detroit with WCSX-FM. It generated $259,002 in media value and x 4,572,132 impressions for VISIT FLORIDA and South Seas Island Resort. The Winter Warm-Up (phase five) promotion ran February 25 - March 1, 2019 nationally with The Kidd Kraddick Morning Show. It generated $2,657,220.74 in media value and 6,278,381 impressions for VISIT FLORIDA, Baker’s Cay Resort Key Largo, and x Dolphins Plus Marine Mammal Responder. The Escape to the Sunshine State (phase two) promotion ran March 1 - 8, 2019 in Boston with WODS-FM. It generated x $146,416.39 in media value and 917,557 impressions for VISIT FLORIDA and South Seas Island Resort. The Sunshine State of Mind promotion ran March 1 - 31, 2019 in Philadelphia, New York, and Boston with Metro. It generated $484,931.10 in media value and 8,075,380 impressions for VISIT FLORIDA, ‘Tween Waters Island Resort & Spa, and Kayak x Excursions.

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The Get Away to FLA (phase two) promotion ran March 2 - 8, 2019 in Boston with WMJX-FM. It generated $175,923.47 in media x value and 1,850,878 impressions for VISIT FLORIDA and Hilton Orlando. The Blaine’s Best Florida Destination (phase one) promotion ran March 2 - 15, 2019 in Detroit with WDVD-FM. It generated $117,109 in media value and 1,384,529 impressions for VISIT FLORIDA, Hilton Cocoa Beach, and Kennedy Space Center Visitor x Complex. The Spring Training Getaway promotion ran March 4 - 25, 2019 in Philadelphia with WBEN-FM. It generated $160,470.58 in media x value and 1,716,045 impressions for VISIT FLORIDA and Sheraton Sand Key Resort. The Second Chance (phase one) promotion ran March 4 - 8, 2019 in Washington, DC with WRQX-FM. It generated $182,242 in x media value and 1,000,758 impressions for VISIT FLORIDA and The Gates Hotel Key West. The February Florida Flyaway (phase four) promotion ran March 4 - 8, 2019 in Chicago with WBMX-FM. It generated x $153,132.46 in media value and 1,700,746 impressions for VISIT FLORIDA and Sirata Beach Resort. The Luck of the Puck promotion ran March 8 - 17, 2019 in Atlanta with WNNX-FM. It generated $239,659.91 in media value and x 2,678,323 impressions for VISIT FLORIDA and Sandestin Golf and Beach Resort. The Second Chance Summer (phase two) promotion ran March 9 - 15, 2019 in Washington DC with WRQX-FM. It generated x $182,028 in media value and 1,001,187 impressions for VISIT FLORIDA and The Inn on Fifth. The Getaway to FLA promotion ran March 9 -15, 2019 in Boston with WMJX-FM. It generated $176,144.77 in media value and x 1,851,676 impressions for VISIT FLORIDA and South Seas Island Resort. The Escape to the Sunshine State March promotion ran March 9-15, 2019 in Boston with WODS-FM. It generated $146,204.91 in x media value and 917,044 impressions for VISIT FLORIDA and Hilton Orlando. The Escape to the Sunshine State March promotion ran March 10-16, 2019 in New York City with The Daily News. It generated $517,795 in media value and 7,017,620 impressions for VISIT FLORIDA, Melia Orlando Suite Hotel at Celebration, and Boggy Creek x Airboat Adventures. The Getaway to FLA promotion ran March 16-22, 2019 in Boston with WMJX-FM. It generated $175,626.72 in media value and x 1,848,458 impressions for VISIT FLORIDA and Beacon South Beach Hotel. The Second Chance Summer (phase 3) promotion ran March 16-22, 2019 in Washington DC with WRQX-FM. It generated x $182,090.69 in media value and 1,001,285 impressions for VISIT FLORIDA and Sirata Beach Resort. The Escape to the Sunshine State March promotion ran March 16-22, 2019 in Boston with WODS-FM. It generated $146,125.28 in x media value and 916,115 impressions for VISIT FLORIDA and ‘Tween Waters Island Resort & Spa. The Blaine’s Best Florida Destination (phase two) promotion ran March 16 - 22, 2019 in Detroit WDVD-FM. It generated $58,555 in media value and 692,378 impressions for VISIT FLORIDA and St. Johns County VCB, and TRYP by Wyndham Sebastian St. x Augustine. The Escape to the Sunshine State promotion ran March 17 -23, 2019 in New York City with The Daily News. It generated $512,795 x in media value and 6,781,805 impressions for VISIT FLORIDA and Hawks Cay Resort. The Get Up! Mornings with Erica Campbell promotion ran March 18 - April 7, 2019 in Nationally with Erica Campbell Morning Show. It generated $47,728 in media value and 4,409,381 impressions for VISIT FLORIDA and TRYP by Wyndham Sebastian St. x Augustine. The Escape to Florida (phase one) promotion ran March 18 - 22, 2019 in Dallas in KLTY-FM. It generated $143,314 in media value x and 681,483 impressions for VISIT FLORIDA, Don Cesar Hotel, and The Florida Aquarium.

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The Second Chance Summer (phase 4) promotion ran March 23 -29, 2019 in Washington DC with WRQX-FM. It generated x $182,092.77 in media value and 1,001,582 impressions for VISIT FLORIDA and Beacon South Beach Hotel. The Blaine’s Best Florida Destination (phase 3) promotion ran March 23-29, 2019 in Detroit with WDVD-FM. It generated x $58,559.37 in media value and 692,602 impressions for VISIT FLORIDA, Bahama Bay Resort & Spa, and Gatorland. The Escape to the Sunshine State Sweepstakes promotion ran March 24 - 30, 2019 in New York with the Daily News. It generated x $512,795 in media value and 5,224,328 impressions for VISIT FLORIDA and The National Hotel. The Escape to Florida (phase 2) promotion ran March 25 - 29, 2019 in Dallas with KLTY-FM. It generated $128,879 in media value x and 667,033 impressions for VISIT FLORIDA, Hilton Orlando, Boggy Creek Airboat Adventures. The Florida Flyaway Friday’s (phase one) promotion ran March 30 - April 5, 2019 in Chicago with WSHE-FM. It generated x $143,884 in media value and 1,434,412 impressions for VISIT FLORIDA and Hawks Cay Resort. The Blaine’s Best Florida Destination (phase 4) promotion ran March 30 - April 5, 2019 in Detroit with WDVD-FM. It generated x $58,540.14 in media value and 691,290 impressions for VISIT FLORIDA and Busch Gardens Tampa Bay. The Escape to the Sunshine State promotion ran March 31 - April 6, 2019 in New York with The Daily News. It generated $512,795 x in media value and 5,174,172 impressions for VISIT FLORIDA and Waterstone Resort & Marina Boca Raton.

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VISIT FLORIDA QUARTERLY REPORT Quarter 2, October 1 – December 31, 2018

Research A B C D

The Research team responded to data requests from Partners, government, media, the public and industry. Also responded to ad hoc X X requests internally. Completed in-depth Consumer Travel Insights Studies in Brazil, Argentina, Colombia, Mexico, U.K. and Germany X X

Completed and released the 2017 Florida Visitor Study X X

Released preliminary Q4-2018 estimates of visitors to the state which show Florida has 30.3 million visitors, up 5% from the previous X quarter the year before.

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VISIT FLORIDA QUARTERLY REPORT Quarter 3, January 1 – March 31, 2019

Public Relations A B C D North America and International Earned Media Coverage from January 1 – March 31, 2019: X 1,194,105,843 impressions In-Market PR Programs, Events and Initiatives from January 1 – March 31, 2019: - Canada: Takeover & Media Reception – January 13-16, 2019 - Domestic: Satellite Media Tour, NYC IMM, NY Times Travel Show – January 23-25, 2019 X X X - Germany: ITB Berlin – March 3-10, 2019 - UK: Media Mission – March 11-15, 2019 - Brazil: WTM Latin America – March 30-April 8, 2019 Proactive PR from January 1 – March 31, 2019: - Ongoing press and influencer trips to the state from key domestic and international markets: o Brazil: 3 Individual Press Trips o Canada: 4 Individual Press Trips o China: 5 Individual Press Trips o Domestic: 3 Individual Press Trips o Germany: 1 Individual Press Trip X X o UK: 2 Individual Press Trips - Influencer Campaigns: o Brazil: 3 Influencer Press Trips o Canada: 3 Influencer Press Trips o Domestic: 6 Influencer Press Trips o Germany: 1 Influencer Press Trip

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o UK: 2 Influencer Press Trips Media FAM Tours from January 1 – March 31, 2019: - Canada FAM (Trade): January 21-26, 2019 X X - Domestic FAM: February 6-12, 2019 - China FAM: February 21-March 2, 2019 Press Releases from January 1 – March 31, 2019: - 14 press releases were posted via the media site - Brazil: 3 press releases were written and distributed to media - Canada: 1 press release was written and distributed to media X - China: 3 press releases were written and distributed to media - Domestic: 2 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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