Sunshine Matters

The recently released 2010-2011 Industry Satisfaction Study showed that those surveyed were 81% satisfied with how VISIT FLORIDA is promoting tourism to the state.  This represents a nearly five point jump from the score we received last year and one of our highest scores since 2005.  Nearly 70% rated their overall satisfaction with VISIT FLORIDA at either an 8, 9 or 10 – an increase of 11 percentage points in these three highest categories from the previous year.

The annual study surveys nearly 600 Florida tourism industry representatives to determine how satisfied they are with VISIT FLORIDA’s performance during a given fiscal year.  This year’s study, conducted via phone over a four-week period in May and June by Profile Marketing Research out of Lake Worth, surveyed roughly 380 of VISIT FLORIDA’s Marketing Partners, 100 Web Partners and 100 non-partners.  The data collected is included in the metrics we report to the Governor’s Office each year and provides VISIT FLORIDA with a baseline for making strategic planning decisions about how best to serve our Partners and the industry.

In addition to the main satisfaction scores, the survey also asks our Marketing Partners about their satisfaction with the interactions they had with VISIT FLORIDA’s staff, our communications tools and the programs we provide.  The results of the 2010-2011 survey showed that VISIT FLORIDA received higher scores in nearly every category compared to last year.  The programs with the highest ratings increase include our market intelligence and research, domestic marketing, meeting and convention marketing and co-op advertising – with the largest jump in satisfaction going to our international marketing efforts.

As an industry-driven organization, VISIT FLORIDA utilizes the input we receive from this survey – as well as the annual Marketing Retreat and ongoing involvement from our Board of Directors and committee members – to assess how best to allocate our limited resources.  By regularly taking the pulse of our most important stakeholders, we are better able to serve the Florida tourism industry by providing leadership and resources that contribute to the growth and development of tourism business in the Sunshine State.