Sunshine Matters

Yesterday, Governor Rick Scott announced that Florida set another tourism record, welcoming 95.8 million visitors from January through September, according to VISIT FLORIDA. This is the highest number of visitors in any nine months in Florida’s history and represents a 6.7 percent increase over the 89.8 million visitors during the same period in 2017. This includes 85 million domestic visitors, 8 million overseas visitors and 2.8 million Canadian visitors.

Governor Scott said, “I am proud to announce that Florida’s tourism industry is continuing to set records to help our state’s economic growth. Since December 2010, Florida has welcomed a record number of travelers for 27 quarters and had seven consecutive years of record visitation and visitor spending. Today’s announcement shows that 2018 is shaping up to be the most robust year for travel to Florida ever. I will never stop working to make Florida the number one global destination for visitors and job creation.”

VISIT FLORIDA estimates that a record 30.7 million visitors traveled to Florida in the third quarter of 2018 (July-September), an increase of 10.1 percent over the same period last year. This third quarter number represents 27.5 million domestic visitors, 2.7 million overseas visitors and 490,000 Canadian visitors to the Sunshine State. Total enplanements at Florida’s 18 major airports in the third quarter increased 10.2 percent over the same period last year, with 21.9 million passengers. The number of visitors through Florida’s five Official Welcome Centers and Florida’s average daily room rate (ADR) also grew, increasing by 2.3 percent and 2.1 percent, respectively.

Ken Lawson, President and CEO of VISIT FLORIDA, said, “When I became VISIT FLORIDA President and CEO last year, I hit the ground running to ensure we were absolutely transparent, accountable and efficient in everything we did to promote our great state. I want to thank Governor Rick Scott for his leadership these past eight years. I greatly appreciate the opportunity I have been given to lead this vital organization. Today’s announcement is a testament to the hard work and determination of Governor Scott, the Florida Legislature, the VISIT FLORIDA Board of Directors, VISIT FLORIDA staff and our entire industry. Because of their commitment to tourism, Florida’s economy is booming. As we look to the future, I will continue to ensure that every dollar spent by VISIT FLORIDA has a high return on investment for our state, generating millions in revenue, creating jobs and bolstering our economy.”

As the Sunshine State’s number one industry, tourism was responsible for welcoming 118.8 million visitors in 2017. Based on the latest economic impact study, Florida visitors spent $112 billion and supported more than 1.4 million Florida jobs. According to the Office of Economic and Demographic Research, for every $1 the state invests in VISIT FLORIDA, $2.15 in tax revenue is generated.

VISIT FLORIDA unites the state’s tourism industry to inspire travel to and within the Sunshine State. Through successful marketing campaigns, the Florida tourism industry reaches targeted audiences in domestic and international markets such as Canada, the United Kingdom, Brazil, Germany and China. VISIT FLORIDA’s innovative marketing tactics strengthen the state’s share of the global travel market and maximize the economic impact of travel and tourism to Florida.

To view additional Florida visitor data, go the research page on VISIT FLORIDA’s media website.

*Preliminary estimates are issued 45 days after the end of each calendar quarter. Final estimates are released when final data are received for all estimates in the report.

Today, I am proud to announce the appointment of Merry Coffman, Matthew Johnson and Nerissa Okiye to the VISIT FLORIDA Board of Directors. Coffman, Johnson and Okiye were confirmed as members of the VISIT FLORIDA board during the recent Enterprise Florida Board of Directors meeting held in Miami on September 12. The new members, who have already been approved by the Florida Department of Economic Opportunity, fill vacated seats.

I’m very excited to have these three distinguished leaders join our Board of Directors and I look forward to their contributions. Their diverse experience and perspectives will be valuable as we work to strengthen Florida’s share of the global travel market.

Merry Coffman is the Director of Marketing and Public Relations for Pure Florida, a small business with two locations in Naples and Fort Myers. She oversees the daily operations at the Fort Myers location and manages the business’s public relations, marketing and advertising efforts. She fills a regional seat and was appointed for a term beginning September 12, 2018 and ending June 30, 2022.

Matthew Johnson is the Executive Director at IMAG History & Science Center in Fort Myers where he leads the multi-disciplinary museum and educational center. He fills the dedicated attractions seat and was appointed for a term beginning Sept. 12, 2018 and ending June 30, 2019.

Nerissa Okiye is the Tourism and Marketing Manager of the Martin County Office of Tourism and Marketing where she is responsible for the development and implementation of Martin County’s marketing, publicity and promotions campaigns. She fills a DMO industry seat and was appointed for a term beginning September 12, 2018 and ending June 30, 2020.

VISIT FLORIDA’s 31-member Board consists of 16 regional seats appointed to represent all geographic areas of the state, and 15 additional seats that represent key sectors of the Florida tourism industry. The VISIT FLORIDA Board of Directors is the organization’s private sector governing body that, along with the members of its councils, committees and work groups, provide guidance, input and insight into the evolution of VISIT FLORIDA’s marketing programs.

To learn more about the VISIT FLORIDA Board of Directors, visit https://www.visitflorida.org/about-us/who-we-are/board-of-directors/.

(From left to right: Merry Coffman, Matthew Johnson, Nerissa Okiye)

During the annual Florida Governor’s Conference on Tourism, held September 12-14 at the Omni Orlando Resort at ChampionsGate, VISIT FLORIDA announced the recipients of the 2018 Flagler Awards, Hall of Fame Award, Film Florida Legend Award, Iris D. Larson Awards, and FAZA Florida Nature Conservation Award.  Each year, leaders in Florida tourism are chosen by a selection committee to receive these prestigious honors and awards.

Florida Tourism Hall of Fame
Since 2001, individuals have been chosen annually to be inducted into the Florida Tourism Hall of Fame. This honor, presented by the VISIT FLORIDA Board of Directors, recognizes contemporary and historic figures whose vision, creativity and drive have had a positive and significant impact on the development of Florida as a desirable visitor destination.

The 2018 Florida Tourism Hall of Fame inductee is the late Rhea Chiles, wife of former Florida Senator and Governor Lawton Chiles. Known as an influential force in her husband’s policy initiatives, Rhea Chiles made many contributions to Florida tourism, including the establishment of Florida House, the Polk Museum of Art and the Studio at Gulf and Pine.

Flagler Awards
Named for Henry Flagler, the Flagler Awards were established in 2000 to recognize outstanding tourism marketing in Florida.  Annually, the Flagler Awards honor many of the countless individuals and organizations that help maintain and improve Florida’s position as one of the world’s most popular travel destinations.  The awards are open to all individuals, private businesses and not-for-profit organizations offering a product or service that promotes tourism to or within the state of Florida.

As in previous years, the 2018 Flagler Awards drew entries from Florida’s tourism partners, large and small.  Working independently, seven judges evaluated the creativity, innovation, production quality and effectiveness of each entry.  Based on the judges’ cumulative scores, awards were presented to the top three entries in each category: the Bronze Award for the third highest scoring entry, the Silver Award for the second highest scoring entry, and for the highest scoring entry in each category, the Henry Award.  The 2018 Flagler Award winners in 17 categories, plus Best in Show at three budget levels, are listed below.

Creativity in Public Relations

Bronze: Visit Panama City Beach for Preschoolers In Paradise

Silver:  Winterfest of Pensacola for How the Grinch Stole Christmas (from AL, LA, GA, MS…)

Silver: Palm Coast and the Flagler Beaches for Dodge the Dunes

Henry: Visit Tampa Bay for International Activation with Visit Tampa Bay and Norwich City Soccer

Direct Marketing

Bronze: Hilton Sandestin Beach Golf Resort & Spa for Hilton Sandestin Beach Golf Resort & Spa Email Welcome Series

Bronze: The Florida Keys & Key West for Spring E‐Newsletter Campaign

Silver: Space Florida for Vacationauts Eclipse Simulator

Henry: Amelia Island Convention & Visitors Bureau for Amelia Island Marketing Automation

Internet Advertising

Bronze: Shephard’s Beach Resort for “4 Decades of Fun” Story Contest

Silver: Amelia Island Convention & Visitors Bureau for Ever So Slightly Digital Advertising

Henry: West Volusia Tourism Advertising Authority for What’s Up in West Volusia Video Series (Episodes 1 & 2)

Mixed Media Campaign

Bronze: The Beaches of Fort Myers & Sanibel for Islandology Campaign

Silver: The Florida Keys & Key West for Hurricane Irma

Henry: Greater Fort Lauderdale Convention & Visitors Bureau for Greater Together Campaign

Mobile Marketing

Bronze: The Florida Keys & Key West for Mobile Co‐op Carousel

Silver: Amelia Island Convention & Visitors Bureau for Interactive Video Overview

Henry: AD1 Global for Comfort Inn Lake Buena Vista SMS

Niche Marketing

Bronze: Florida Disabled Outdoors Association for SportsAbility

Silver: Amelia Island Convention & Visitors Bureau for The Amelia Island Wellness Festival

Henry: Greater Fort Lauderdale Convention & Visitors Bureau for Underground Lauderdale

Out-of-Home

Bronze: The Florida Aquarium for 3‐D Shark

Silver: Visit South Walton for South Walton Chicago Window Display

Henry: The Florida Keys & Key West for Philadelphia Own A City

Print Advertising

Bronze: Visit South Walton for Visit South Walton Beyond the Beach Print Campaign

Silver: The Emerald Coast Convention & Visitors Bureau for “A Destination You Can Count On” ‐‐ Print Campaign

Henry: Amelia Island Convention & Visitors Bureau for “Ever So Slightly Special” Print Ads

Radio Advertising

Bronze: The Florida Keys & Key West for Houston Radio

Silver: Space Florida for Vacationauts Path of Totality Radio Promotion

Henry: Greater Fort Lauderdale Convention & Visitors Bureau for Hello Sunny 2.0 Radio

Resource/Promotional Material – Consumer

Bronze Award: The Bradenton Area Convention & Visitors Bureau for Holiday Travel TV Special – “Sun, Sand and Holiday Fun”

Silver Award: The Florida Keys & Key West for Historic Brochure

The Henry: Greater Fort Lauderdale Convention & Visitors Bureau for Digital Vacation Planner

Resource/Promotional Material – Trade

Bronze Award: Greater Fort Lauderdale Convention & Visitors Bureau for Group Meetings Campaign

Silver Award: Naples, Marco Island & The Everglades CVB for “Dear Meeting Planner” Meetings Video

The Henry: Town of Surfside for Town of Surfside’s Trade Promotional Material

Rural County Marketing

Bronze Award: South Florida State College for 2017‐2018 Performing Arts Season Brochure

Silver Award: DeSoto County Tourism Development Council for Discover DeSoto “Open for Business” Sweepstakes

The Henry: Visit Sebring for Citrus Golf Trail

Social Media Marketing

Bronze Award: Town of Surfside for Town of Surfside’s 2017 Social Media Marketing

Silver Award: Caribe Royale All‐Suite Hotel & Convention Center for The Caribe Royale Guest Advocacy Campaign with Flip.to

The Henry: Visit South Walton for Visit South Walton Facebook Canvas

Special Event

Bronze: Visit Pensacola for The Pensacola Experience

Silver: Delray Beach Downtown Development Authority (DDA) for 4th Annual Delray Beach Fashion Week

Henry: Amelia Island Convention & Visitors Bureau for The Pétanque Amelia Island Open

Television Advertising

Bronze Award: Greater Fort Lauderdale Convention & Visitors Bureau for Hello Sunny 2.0 Television

Silver Award: The Emerald Coast Convention & Visitors Bureau for “A Destination You Can Count On” Television Campaign

The Henry: The Florida Keys & Key West for The Florida Keys & Key West ‐ Television

Tourism Advocacy   

Bronze Award: Greater Fort Lauderdale Convention & Visitors Bureau for Annual Marketing Plan Presentation Luncheon

Silver Award: Visit Tampa Bay for Memory Makers

The Henry: Naples, Marco Island & The Everglades CVB for “Put Paradise On the Map” Tourism Awards Event

Websites

Bronze Award: Visit Sarasota County for VisitSarasota.com

Silver Award: The Beaches of Fort Myers & Sanibel for Goal Driven Website Personalization

The Henry: The Florida Keys & Key West for Authentic Connections, the Florida Keys & Key West Official Website: Fla‐Keys.com

Best of Show

Annual marketing budget less than $500,000: West Volusia Tourism Advertising Authority for What’s Up in West Volusia Video Series (Episodes 1 & 2)

Annual marketing budget between $500,000 ‐ $2 million: Town of Surfside for We Are Go, FL – Town of Surfside’s 2017 Social Media Marketing

Annual marketing budget greater than $2 million: Visit South Walton for Visit South Walton Facebook Canvas

Iris D. Larson Awards
Created by Bob and Iris Larson, past owners of a small motel in Kissimmee, the Iris D. Larson Awards recognize hospitality and tourism industry professionals and students who exemplify the qualities of selfless spirit of service and leadership in their work experience.

Scholarship Award Winners

Daniela Diaz, Chaplin School of Hospitality and Tourism Management, Florida International University

Alexis Munsell, Dedman School of Hospitality, Florida State University

Matthew Temmer, Rosen School of Hospitality Management, University of Central Florida

Hospitality Endowment for Industry Service Award Winner

Molly Ford, Vibe Manager, Hard Rock Hotel Orlando

Film Florida Legends Tourism Ambassador Award
Film Florida and VISIT FLORIDA honored Hip hop artist, reality television series star, philanthropist and Florida resident Vanilla Ice with the Film Florida Legends Tourism Ambassador Award. The award, presented by entertainment production association Film Florida, honors those legends in the entertainment industry that are true ambassadors for Florida. Vanilla Ice was honored for his work in music, television, and in his community.

For more information, visit filmflorida.org.

Florida Association of Zoos and Aquariums Florida Nature Conservation Award
This  award  recognizes excellence in field  conservation efforts to benefit  Florida  species  being  carried  out  by  a  Florida Association of Zoos and Aquariums (FAZA)  Member  institution  or as a collaboration  of  FAZA  Member Institutions  and their  conservation partners. This year, the award was presented to Brevard Zoo’s  Restore  Our Shores Oyster Restoration Project.

In addition to caring for endangered species in their zoos and aquariums, FAZA members collectively invested over $100 million dollars to saving plants and animals in the wild over the last seven years. Of this, nearly $40 million dollars was dedicated to efforts to help Florida species and habitats.

For more information, visit www.flaza.org.

In an effort to share Florida’s sunshine with Chinese travelers, staff from VISIT FLORIDA’s International Marketing and Public Relations teams recently hosted a ten-day sales mission in China.

Developed by the VISIT FLORIDA International Marketing and Avia Reps China, the China sales mission took place from April 16-26, in Beijing, Guangzhou, Chengdu and Shanghai. Ten Industry Partners joined VISIT FLORIDA to engage top travel agents, tour operators and media though sales meetings, appointments, seminars and networking events.

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

In each city, VISIT FLORIDA hosted VIP lunches for 50 key Chinese travel trade professionals to encourage them to extend their Florida offerings. In addition, half-day seminars were held in the afternoon for targeted travel agencies including major outbound tour operators, wholesalers, U.S. receptive tour operators, airlines and other China-based trade associates. In Beijing and Shanghai, one-on-one appointments were scheduled, sales calls were conducted, and VISIT FLORIDA hosted media receptions where Industry Partners met with top-tier journalists and digital influencers to discuss possible story ideas.

Also while in Shanghai, VISIT FLORIDA was invited to attend the first ShanghaiWow! Hotel and Travel Forum and Award Ceremony. VISIT FLORIDA was honored with a Top 10 Destination award and five Florida locations took home destination distinctions of their own. Orlando was awarded a Best Family Travel Destination; Miami won Best Culture Destination; Tampa Bay was presented with Best Culinary Destination; Fort Lauderdale received Best Shopping Destination; and the Florida Keys collected Best Driving Destination. Also as part of the award ceremony, ShanghaiWow! hosted a symposium for travel industry leaders where VISIT FLORIDA shared marketing insights and strategies for the China market.

VISIT FLORIDA could not have had such a successful China sales mission without our Industry Partners in attendance – Greater Fort Lauderdale Convention & Visitors Bureau, Universal Orlando Resort, Walt Disney World, Miami Sunny, EZ Hospitality (Rodeway Inn & Suites), Grand Beach Hotel, Sincerely Vacations, ShengDa Travel, Royal Caribbean Cruise, and Coral Castle.

Fernando Harb, Senior Vice President Tourism Sales, Greater Fort Lauderdale Convention & Visitors Bureau, said, “Traveling to China on business can be intimidating especially due to language barriers. VISIT FLORIDA’s recent China Sales Mission made it as easy as travelling domestically. Everything was expertly coordinated! VISIT FLORIDA provided the best platform to meet with the top tour operators, premiere media representatives and the travel agent community in four major cities. Quite literally, all you have to do is show up and sell, they take care of everything else!”

Izzy Fintz, General Manager, EZ Hospitality, said, “The VISIT FLORIDA China Mission was an extremely valuable investment for my business. The entire trip was professionally organized and executed to make the most out of the two weeks in China. After meeting with travel trade professionals and learning more about Chinese travel trends, the Rodeway Inn and Suites Fort Lauderdale Airport Cruise Port is better equipped to serve the market. I look forward to working with the contacts made during this mission and hope to nurture these relationships on future China sales missions.”

To learn more about VISIT FLORIDA’s international marketing efforts, visit VISITFLORIDA.org and check out our online Marketing Planner.

Today, I am proud to announce the appointment of Frank Belzer, Susan Jacobs and Scott Shalley to the VISIT FLORIDA Board of Directors. Belzer, Jacobs and Shalley were confirmed as members of the VISIT FLORIDA board during the recent Enterprise Florida Board of Directors meeting held in West Palm Beach on March 15. The new members, who have already been approved by the Florida Department of Economic Opportunity, fill vacated seats.  

I’m very excited to have these three distinguished leaders join our Board of Directors and I look forward to their contributions. Their diverse experience and perspectives will be valuable as we work to strengthen Florida’s share of the global travel market.

Frank Belzer  is the SVP of Sales Management at Universal Orlando Resort where he oversees all domestic and international sales strategies. He fills the regional seat and was appointed for a term beginning March 23, 2018, and ending June 30, 2019.

Susan Jacobs is the Senior Vice President of Marketing at The Hertz Corporation where she leads the growth efforts for the Dollar and Thrifty brands, as well as Value Added Services marketing and creative services. She fills the dedicated car rental seat and was appointed for a term beginning April 1, 2018, and ending June 30, 2018.

Scott Shalley is the President & CEO of the Florida Retail Federation (FRF) where he maintains responsibility for all areas of FRF operations including oversight of FRF Services, FRF Realty and other related ventures. He fills the dedicated retail seat and was appointed for a term beginning March 23, 2018, and ending June 30, 2018.

VISIT FLORIDA’s 31-member Board consists of 16 regional seats appointed to represent all geographic areas of the state, and 15 additional seats that represent key sectors of the Florida tourism industry. The VISIT FLORIDA Board of Directors is the organization’s private sector governing body that, along with the members of its 11 committees, provide guidance, input and insight into the evolution of VISIT FLORIDA’s marketing programs.

To learn more about the VISIT FLORIDA Board of Directors, visit https://www.visitflorida.org/about-us/who-we-are/board-of-directors/.

      
(From left to right: Frank Belzer, Susan Jacobs, Scott Shalley)