Sunshine Matters

VISIT FLORIDA recently released its third quarter numbers revealing that overseas visitors to the state are up 17.4 percent, Canadian visitors have increased by 23 percent, and overall we’re up 0.6 percent from the same time period in 2009.  As director of international sales and marketing, the international statistics are certainly worth discussing in my opinion.  And, they will be a major topic of discussion next week during the annual VISIT FLORIDA marketing retreat to start planning for the 2011-2012 fiscal year budget. 

I’m delighted to share that going into this retreat, we will have more research for our international committee to analyze than we have ever had before; research that will aid in determining where and how funds are best allocated.  With double-digit increases, not only in the number of visitors, but in spend as well, international travelers could potentially have a major impact on Florida’s economic vitality in 2011 and beyond.  The importance of our efforts to tap Florida’s fair share of the international market cannot be overstated.

Many of you may be unaware that VISIT FLORIDA actively promotes the state overseas and in Canada, and may not be familiar with the programs and events in which we participate.  So, what have we been up to? Here’s a quick glance at November 2010:

China America Airlines (AA) Travel Trade Familiarization Tour – Southeast Florida, Nov. 6-12

In coordination with AA, VISIT FLORIDA’s China office brought nine key buyers from China to discover Southeast Florida including Miami, Fort Lauderdale and the Florida Keys.

World Travel Market (WTM) – London, Nov. 8-11

This is the premier global event for the travel industry where destinations from throughout the world meet with UK and international travel professionals over a four-day period.  Florida was well represented this year as the largest U.S. stand holder with 125 tourism professionals representing 36 companies in a branded Florida pavilion.  On opening day, we hosted approximately 50 top journalists on the stand during our annual WTM press event, sponsored this year by Universal Studios.

Florida UK Night – London, Nov. 8 

Considered the hottest ticket in town, this evening production affords partners the opportunity to network with key UK and Irish buyers in an exclusive atmosphere.  We capitalized on the popularity of last year’s “Strictly Come Florida” theme with an Encore Season 2.  Five sponsors and over 200 guests made this once again a night to remember.

FIT – Buenos Aires, Nov. 14-17

This is the top tourism fair in Argentina attracting over 88,000 visitors this year, of which 33,000 were travel trade professionals.  VISIT FLORIDA organized a themed pavilion with participation from 16 tourism industry members.

China International Travel Mart – Shanghai, Nov. 18-21

VISIT FLORIDA coordinated a branded pavilion for this important outbound travel trade/consumer show in China.  This year, we had five companies co-share the space including Walt Disney World, SeaWorld, as well as the Orlando, Miami and Space Coast Convention and Visitors Bureaus.

China Royal Caribbean Cruise Line (RCCL) Travel Trade Familiarization Tour – Southeast Florida, Nov. 22-28

In coordination with RCCL, VISIT FLORIDA coordinated a familiarization tour for key RCCL clients and buyers with pre- and post-tours around the launch of the “Allure of the Seas” out of Fort Lauderdale.

Canadian Northwest Florida Media Familiarization Tour – Northwest Florida, Nov. 29 – Dec. 4

VISIT FLORIDA and our DMO partners in Northwest Florida are hosting a group of Canadian journalists this week representing tripatlas.com, The Globe and Mail, woman.ca and The Toronto Sun.

EIBTM – Barcelona, Nov. 30 – Dec. 2

This global meetings and incentives exhibition brings together over 2,700 international suppliers with 6,000 visitors, hosted buyers and press for three days of group and one-on-one appointments.  Fourteen companies are co-sharing the branded VISIT FLORIDA space.

While marketing to overseas and Canadian audiences is not within everyone’s grasp, all of us benefit greatly from international visitors as they stay longer and spend more than domestic travelers.  The latest statistics indicate that on average, overseas travelers stay 11.2 days and spend over $3,600/party/trip.

Stay tuned for more about our international efforts in the coming year.  If you have questions about any of our international programming, please contact me at 850-205-3858 or tvaughan@VISITFLORIDA.org.  You may also learn more by viewing the VISIT FLORIDA Marketing Planner at www.VISITFLORIDA.org/planner.