Sunshine Matters

I would like to share the text from a VISIT FLORIDA media release that was sent out late yesterday afternoon:

TALLAHASSEE, Fla. (May 20, 2010) – Preliminary estimates* of visitors to Florida for the first quarter of 2010 (January – March), released by VISIT FLORIDA®, the official tourism marketing corporation for the State of Florida, show an estimated 22.7 million travelers visited the Sunshine State.  This represents an increase of 2.7 percent from the same period in 2009.

Other preliminary estimates for the first quarter of 2010 show a 1.6 percent increase in domestic visitors, an 11.3 percent increase in the overseas market and a 10.4 percent increase in Canadian travel to Florida.  Of the 22.7 million visitors Florida welcomed this past quarter, domestic visitation represents 19.7 million or an estimated 86.5 percent of total; overseas visitors at 1.8 million or 8.1 percent of total; and Canadian visitors at 1.2 million or 5.3 percent of total.

“I am greatly encouraged by the increased numbers, especially in overseas and Canadian travel to the Sunshine State,” said Ed Fouche, Chairman of the VISIT FLORIDA Board of Directors and Senior Vice President-Travel Industry Sales for Disney Destinations. “Even with a constrained budget this fiscal year, VISIT FLORIDA made a commitment to increasing our international marketing efforts, through the establishment of an international task force, and the production of foreign-language vacation guides and websites. This clearly demonstrates that well-executed tourism marketing is a smart investment.”

Also up thus far in 2010, total enplanements at Florida’s 14 major airports rose by 1.9 percent from the same period in 2009 and Quarter One 2010 monthly hotel occupancy rates were up 3.1 percent over Quarter One 2009.

“VISIT FLORIDA challenged ourselves this time last year to grow Florida’s share of global travelers, and we’ve done it,” said Chris Thompson, President and CEO of VISIT FLORIDA. “I’m very proud of our international sales and marketing team who’ve been dedicated to achieving this goal.”

VISIT FLORIDA launched its new marketing campaign – Your Florida Side Is Calling – in February, 2010.  The campaign features vibrant imagery that combines both familiar and unexpected Florida scenery with action verbs encouraging consumers to “embrace,” “unleash,” “awaken,” and “release” their Florida side.  The integrated campaign includes extensive print advertising, broadcast and cable television, radio, online and out-of-home advertising, consumer travel shows, as well as online and mobile sweepstakes.

“Despite a very challenging economy, recession-weary consumers and increased competition, we were confident that this integrated campaign would deliver an immediate return on our marketing investment,” said Will Seccombe, Chief Marketing Officer at VISIT FLORIDA. “This new report shows the messaging truly resonated with travelers.”

*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.