Visit Florida Marketing Plan 2013-2014

Marketing Plan
2013-2014 VISIT FLORIDA

2013-2014 Marketing Plan
2
2013-2014 VISIT FLORIDA
Marketing Plan
Developed by the official tourism marketing corporation
of the Sunshine State with the assistance and approval
of the Florida tourism industry
This plan provides the strategic foundation for the 2013-14 programs of
VISIT FLORIDA. A signiﬁcant amount of data is provided to assure that all
Florida stakeholders can assess the performance of the state’s tourism
marketing efforts and strengthen their own marketing by aligning with
VISIT FLORIDA’s plan. Additional research data and information tools are
offered for VISIT FLORIDA Partners.

3
Mission: To promote travel and drive visitation to and within Florida
Vision: VISIT FLORIDA establishes Florida as the No. 1 travel destination in the world
VISIT FLORIDA, the state’s official tourism marketing corporation, serves
as Florida’s source for travel planning to visitors across the globe.
VISIT FLORIDA is not a government agency, but rather a not-for-profit
corporation created as a public/private partnership by the Florida
Legislature in 1996. VISIT FLORIDA receives state funding in the form of
a portion of the $2 per-day rental car surcharge. For every $1 spent on
tourism marketing, VISIT FLORIDA generates more than $258 in tourism
spending and $15 in new sales tax collections paid by visitors, not
residents. Additional funding is secured from the private sector to expand
VISIT FLORIDA’s marketing dollars and, since its founding, VISIT FLORIDA
has generated more than $930 million in cooperative investment by the
Sunshine State tourism industry.
AbOuT VISIT fLORIDA
As a public/private partnership, VISIT FLORIDA serves more than 11,500
tourism industry businesses, including 2,700 invested Partners, 8,800
web affiliates, and major strategic alliance partnerships with Disney
Destinations, Dollar Rent A Car, The Hertz Corporation, SeaWorld Parks &
Entertainment and Universal Orlando.
Learn more about VISIT FLORIDA: VISITfLORIDA.org
Follow our corporate blog: SunshineMatters.org

5
THE ROAD AHEAD
In order to establish Florida as the No. 1 travel destination in the world, VISIT FLORIDA will continue to expand
awareness and engagement with the Florida brand by focusing on ten major initiatives in 2013-14.
1. Establish a 2020 Strategic Plan – expand our
strategic data and insights to identify projected
changes in key origin markets and segments and
create a strategic roadmap to maintain and grow
visitor numbers.
2. Continue the Evolution of VISIT FLORIDA – a 3-year
initiative to maximize the impact of available
resources (money, time and relationships) to create
more powerful marketing programs that deliver more
value for travelers and Partners.
3. VISIT FLORIDA in-house Sales and Service Model –
streamline the process for marketing Partners and
institute an aggressive growth plan that enables
VISIT FLORIDA to expand its engagement with the
Florida tourism industry.
4. Prioritize Content – continue to create and curate
the highest-caliber travel content and expand
distribution and tracking.
5. Enrich Co-op – increase value for Partners by offering
bundled packages based on audience segments,
expanded campaign participation opportunities,
and trackable digital results.
6. Deepen the Relevance of the Florida Travel Brand –
strengthen our ability to inspire and engage travelers
around the world with fresh, powerful images, stories
and experiences.
7. Expand our Geographic Footprint – continue to
grow Florida’s market share from diverse sources,
considering near term and long term shifts in
population.
8. Increase our International Impact – work with Brand
USA to leverage budgets and increase awareness
and consideration of Florida vacations in key
international markets.
9. Adopt an Always-on Approach – maintain Florida’s
presence with consumers in market 24/7/365.
10. Expand our Visitors’ Digital Experience – continue
evolving our digital platforms to increase
engagement with customers as technology and
media consumption patterns evolve.

6
GOALS
• Provide leadership to ensure the Florida tourism industry is
competitive and sustainable
• Become the trusted source of travel information that informs
and inspires travel to and within Florida
• Protect and grow Florida’s share of destination travel through
integrated sales and marketing programs that drive visitation
to and within Florida
• Leverage VISIT FLORIDA resources through cooperative
marketing programs that create and add value for partners
within and outside the Florida tourism industry
• Put all VISIT FLORIDA resources to their highest and most
productive uses to maximize operating efficiencies and the
impact of all organizational efforts
OBJECTIVES
• Increase VISIT FLORIDA’s total, annual budget to $125 million
by June 30, 2016
• Sustain engagement of Florida tourism industry with 10,000 or
greater qualified business listings on VISITFLORIDA.com by June
30, 2016
• Increase engagement of the Florida tourism industry as
measured by exceeding the legislatively mandated 1-to-1
match of public investment to private industry match by
June 30, 2016
• Sustain the annual percentage of domestic visitors to Florida
that are significantly inﬂuenced by VISIT FLORIDA’s primary
marketing programs at 25 percent or greater
• Generate a minimum annual return on investment from
VISIT FLORIDA advertising campaigns of $83 in incremental
spending and $5 or greater in new sales tax collections for
every $1 of public investment
• Increase from 39.52 to 45.00 the index of Americans viewing
VISIT FLORIDA as a trusted source for travel planning information
by June 30, 2016
• Sustain an annual 80 percent satisfaction level of VISIT FLORIDA
as measured by the annual study of industry satisfaction
• Increase share of domestic leisure vacations to 16 percent by
June 30, 2016
• Increase share of international visitor spending to
20 percent by June 30, 2016

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MARKETING PRINCIPLES
VISIT FLORIDA’s Vision – to establish Florida as the No.1 travel destination in the world – is ambitious but achievable. To
succeed, VISIT FLORIDA must build a strategic marketing platform that aligns the collective interests of the Florida tourism
industry and provides integrated marketing opportunities for the industry to leverage.
In order to ensure that VISIT FLORIDA is maximizing the impact of its marketing resources (money, time and relationships),
the organization has adopted a set of Marketing Principles that drives all strategic thinking:
CREATE VALuE & ADD VALuE
First and foremost, every VISIT FLORIDA program or initiative must create value and add value for travelers and for industry
partners. If the industry can produce a program at the same cost and with the same impact, then there is no reason
for VISIT FLORIDA to invest resources in the program. VISIT FLORIDA programs must provide the Florida tourism industry a
strategic advantage and must inspire consumers with valuable information or a valuable service.
EVERyTHING IS CO-OpAbLE
At its core, VISIT FLORIDA is a cooperative marketing company. Since 1996, industry partners have invested more than
$930 million in VISIT FLORIDA co-op marketing programs. Florida tourism industry partners will have the opportunity to
leverage VISIT FLORIDA’s investment in marketing programs to maximize the impact of their individual resources.
WITH SCARCITy COMES CLARITy
Given a choice, every marketer would prefer to have more resources to implement marketing programs.
VISIT FLORIDA must prioritize its time, energy and budget to optimize the organization and maximize the impact of our
efforts by focusing only on programs that create and add value for travelers and industry partners. Tactically, that means
co-op marketing and strategic and marketing partnerships.
SOMETHING fOR EVERyONE
There is a tendency in membership organizations to stick to the “Fairness Doctrine,” build programs to the lowest
common denominator and provide the same benefits to all members in all cases. The result is often a marketing
structure that tends toward mediocrity. VISIT FLORIDA represents an industry that is remarkable in its breadth and diversity
and a “one size fits all” approach simply will not work. VISIT FLORIDA has made a strategic decision to strive to provide
valuable programs for all Partners, while recognizing and communicating that not all programs will be a good fit for
every Partner.
This page has been adapted from the digital version of the VISIT FLORIDA Marketing Plan

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MARKETING PRINCIPLES (CONTINUED)
QuALITy VS. QuANTITy
Size matters, but impact matters more. The impact of a promotion on consumer behavior is more important than the
number of people that the promotion reaches. For instance, how many incremental visitors to Florida were inﬂuenced in
their decision making by the press release, promotion, advertisement or sales effort?
If IT’S WORTH DOING, IT’S WORTH DOING RIGHT
While wise financial stewardship is critical in all that we do, VISIT FLORIDA will not sacrifice quality to save money; nor will
we initiate a new program or continue with an existing program without dedicating the resources necessary to make the
program a success. VISIT FLORIDA will protect our brand promise and will commit to do it right or not do it at all.
CONTENT IS CORE
Regardless of whether stories are told in advertising, on VISITFLORIDA.com, social media or any other traditional or digital
media, stories that inspire travel to Florida are core to VISIT FLORIDA’s marketing efforts. VISIT FLORIDA is committed to
creating, curating and distributing compelling articles, photographs and videos that tell the Florida travel story.
INNOVATION
VISIT FLORIDA is committed to building a culture of innovation that encourages staff and Partners to create more effective
products, services and technologies to give Florida a competitive advantage in the global travel and tourism industry.
bEST-IN-CLASS pARTNERSHIpS
Just as the Florida tourism industry expects VISIT FLORIDA to create and add value to their independent marketing efforts,
VISIT FLORIDA expects our partners to create and add value to our internal efforts. As a result, VISIT FLORIDA has assembled
a first-class team of marketing partners to help us do our job better. These advertising, public relations, digital development
and publishing partners bring substantial resources and expertise to execute strategic marketing plans. Working with
partners, VISIT FLORIDA is able to implement strategic co-op marketing that significantly leverages our budget and provides
Partners with access to programs on a scale not otherwise possible.

9
MARKETING PLANNING PROCESS
As the official destination marketing organization
charged with promoting Florida as a leisure travel
and meetings destination, VISIT FLORIDA plans and
implements a variety of sales and marketing initiatives.
This strategic marketing plan is the road map that
guides all VISIT FLORIDA sales and marketing efforts
for the 2013-14 year. The plan was developed by
VISIT FLORIDA staff based on guidance and insight
from the Florida tourism industry as represented by
members of VISIT FLORIDA’s marketing committees,
including:
• Advertising and Internet
• Communications
• Culture, Heritage, Rural & Nature
• Industry Relations
• International
• Promotions
• Meetings & Travel Trade
• Visitor Services
The 2013-14 marketing planning process began in
December 2012 when representatives of Florida’s
tourism industry, including members of the
VISIT FLORIDA Board of Directors and committees,
met at the annual Marketing Retreat to set industry
priorities for VISIT FLORIDA’S marketing efforts.
Addressing near-term needs as well as long-term
goals, the industry identified strategic marketing
objectives and helped prioritize initiatives for inclusion
in the 2013-14 marketing plan. With the strategic
direction provided by the industry in general and
by the individual marketing committees, staff
developed a proposed marketing plan and budget.
This plan was then vetted through each marketing
committee, as well as the Marketing Council Steering
Committee, and forwarded to the Board of Directors
for their consideration.

10
MARKETING EFFECTIVENESS
VISIT FLORIDA measures its ability to influence visitors through an annual independent third party survey
which began in 2008. Since its inception year, VISIT FLORIDA has improved its ability to influence visitors
every year. In 2012, VISIT FLORIDA marketing materials and initiatives influenced nearly 39 percent of
the people who visited the state.
VISIT FLORIDA INFLUENCE ON VISITORS [2008-2012]
This graph shows the percentage of visitors to the state in one year who acknowledge being influenced by VISIT FLORIDA marketing efforts.
In 2008 VISIT FLORIDA campaigns and materials influenced nearly 27 percent of Florida’s visitors; in 2012 VISIT FLORIDA influenced nearly
39 percent of Florida’s visitors.
Source: VISIT FLORIDA
25%
28%
30%
35%
38%
40%
26.7%
36.9%
38.1%
38.8%
2008 2009 2010 2011 2012
27.3%

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CONTINUING RECORD NUMBERS
For the second year in a row, the Sunshine State
experienced growth in the total number of visitors from
the domestic U.S., Canada and overseas. Total visitor
volume (excluding in-state travel by Florida residents)
reached 89.3 million – a record year for visitation to
Florida, exceeding the previous high of 87.3 million in
2011.
International visitors – Canada and overseas –
contributed a greater share of volume and spend than
Total Visitor Volume
Domestic Visitor Volume
Resident Visitor Volume *Methodology change in 2009
TOTAL VISITOR VOLUME
This chart shows the total visitor volume to the state over the past ten years.
International Visitor Volume
the historical pattern. In 2012, 10.2 million overseas
visitors and 3.6 million Canadians came to Florida –
both record highs. Year over year, international visitors
increased by 9 percent, Canadians by more than 9
percent.
Leisure overnight travel by Florida residents decreased
slightly but still remains near the all-time high. In-state
resident leisure travel numbers are not included in total
volume for reporting purposes.
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
2003 20052004 20072006 20092008 2011 20122010
8,000,000
6,000,000
4,000,000
10,000,000
12,000,000
14,000,000
16,000,000
2003 20052004 20072006 20092008 2011 20122010
50,000,000
40,000,000
60,000,000
70,000,000
80,000,000
90,000,000
2003 20052004 20072006 20092008 2011 20122010
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
2003 20052004 20072006 20092008 2011 20122010

12
Resident Visitor Volume *Methodology change in 2009
DOMESTIC VISITOR VOLUME
This chart shows the volume of domestic visitors to Florida over the past ten years.
50,000,000
40,000,000
60,000,000
70,000,000
80,000,000
90,000,000
2003 20052004 20072006 20092008 2011 20122010
Resident Visitor Volume
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
2003 20052004 20072006 20092008 2011 20122010
8,000,000
6,000,000
4,000,000
10,000,000
12,000,000
14,000,000
16,000,000
2003 20052004 20072006 20092008 2011 20122010
50,000,000
40,000,000
60,000,000
70,000,000
80,000,000
90,000,000
2003 20052004 20072006 20092008 2011 20122010
2011.
percent.

13
INTERNATIONAL VISITOR VOLUME
This chart shows the volume of international visitors to Florida over the past ten years.
*Methodology change in 2009
8,000,000
6,000,000
4,000,000
10,000,000
12,000,000
14,000,000
16,000,000
2003 20052004 20072006 20092008 2011 20122010
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
2003 20052004 20072006 20092008 2011 20122010
8,000,000
6,000,000
4,000,000
10,000,000
12,000,000
14,000,000
16,000,000
2003 20052004 20072006 20092008 2011 20122010
50,000,000
40,000,000
60,000,000
70,000,000
80,000,000
90,000,000
2003 20052004 20072006 20092008 2011 20122010
2011.
percent.

14
Source: VISIT FLORIDA (2003 - 2007 data based on data from the Consumer Attitude Survey of the University of Florida, BEBR; 2008-2010 data based on
a consumer survey conducted by A New View Research d/b/a be Satisfied; 2011-2012 data based on phone surveys by American Directions Group).
RESIDENT VISITOR VOLUME
This chart shows the number of resident pleasure trips within the state over the past ten years.
International Visitor Volume 5,000,000
0
10,000,000
15,000,000
20,000,000
25,000,000
2003 20052004 20072006 20092008 2011 20122010
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
2003 20052004 20072006 20092008 2011 20122010
8,000,000
6,000,000
4,000,000
10,000,000
12,000,000
14,000,000
16,000,000
2003 20052004 20072006 20092008 2011 20122010
50,000,000
40,000,000
60,000,000
70,000,000
80,000,000
90,000,000
2003 20052004 20072006 20092008 2011 20122010
2011.
percent.

15
FLORIDA’S MARKET SHARE (2002-2011)
This chart tracks Florida’s share of the domestic vacation travel market. In 2011, nearly 16 percent of domestic
vacation travelers – excluding Florida residents traveling in state – vacationed in the Sunshine State.
DOMESTIC VACATIONERS
In 2011, nearly 16 percent of U.S. domestic vacation travelers - not including Florida
residents traveling in state - vacationed in the Sunshine State. Florida’s share of the
domestic travel market is the largest it has been in a decade. As visitor volume grows
and the number of origin markets increase, the share contributed by Florida’s traditional
markets will decline. This shift is a natural consequence of origin market diversification.
Source: D.K. Shifﬂet and Associates
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
14.8% 15.5% 15.7% 15.5% 14.2% 14.2% 14.8% 15.5% 14.9% 15.8%
0.0%
10.0%
12.0%
14.0%
16.0%
18.0%
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

16
HOTEL OCCUPANCY (2012)
This chart compares Florida’s hotel industry against the values from the South Atlantic region and the U.S.
POSITIVE TRENDS
2012 was an excellent year for tourism with across-
the-board increases for the U.S. as a whole and the
South Atlantic region. Florida had an even better year
outpacing all in occupancy percentage, average
daily rate, rev par (revenue per available room) and
2012
Occupancy
% Change ADR % Change Rev PAR % Change
Room Revenue
% Change
United States 61.4% 2.5% $106.10 4.2% $65.17 6.8% 7.3%
South Atlantic 60.9% 2.5% $103.28 3.1% $62.86 5.7% 5.7%
Florida 64.8% 3.2% $113.14 4.2% $73.31 7.5% 7.6%
Note: Hotel occupancy figures are based on 2012 reporting and are more current than the 2011 volume data in other parts of this marketing plan.
Source: Smith Travel Research
total room revenue. Hotel occupancy in Florida was
up every month in 2012 increasing 3.2 percent over
2011. Average daily room rate (ADR) was up 4.2
percent over 2011 to $113.14.

17
MAINTAINING A BALANCED MIX
As a mature destination that hosts more than 89
million visitors a year, Florida attracts a wide variety
of visitors by age, income and lifestage. Compared
to the U.S. average, Florida’s visitors include more
Afﬂuent Families and Afﬂuent Matures. Overall, the
average household income of Florida’s visitors
has decreased slightly as a result of lower-earning
households returning to travel following several
years of abstinence. Though Florida is an iconic
family destination, it is also strong in attracting 35- to
54-year-olds with no children in the household. Over
the past 5 years, the number of Millennial visitors to
Florida has increased.
COMPARISON OF U.S. AND FLORIDA TRAVELERS BY LIFESTAGE (2011)
This chart shows the share of U.S. travelers by lifestage compared to the share of Florida’s visitors by lifestage.
For example, 15 percent of U.S. travelers are in the Young & Free lifestage compared to 13 percent of Florida visitors.
0%
5%
10%
15%
20%
25%
Young & Free Young Family Maturing &
Free
Moderate
Family
Affluent
Family
Moderate
Mature
Affluent
Mature
U.S.
Florida

18
CONSUMER CONFIDENCE
Consumer confidence in 2012 was higher than it
was for the majority of 2011, yet consumers remain
cautiously optimistic, likely a factor of slow yet steady
increases in national employment.
Source: U.S. Bureau of Labor Statistics
Consumer confidence reached a year-high in
October 2012 (73.1%) compared to the same
time in 2011 which was the annual low point of
40.9 percent.
CONSUMER CONFIDENCE INDEX (2011/2012)
This chart tracks consumer confidence as measured by the Consumer Confidence Index, a score based on a monthly
survey conducted by Nielsen for the Conference Board.
30
40
50
70
60
80
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011
2012

20
IMpORTANCEOF THE DOMESTIC MARKET
DOMESTIC VISITOR VOLUME
COMBINED BUSINESS AND LEISURE TRAVEL (2012)
Note: Because 2012 visitor numbers are finalized mid-year, preliminary numbers
are used for this report.
For the second consecutive year, Florida tourism
set records. Total visitors (excluding in-state
resident travelers) hit 89.3 million. Consistent with
previous years, the majority of Florida’s visitors
came from the United States – 75.6 million, up
1 percent. There were 13.8 million international
visitors, up 8.8 percent.
Year over year: Total visitors are up 2.3 percent;
domestic is up 1.2 percent.
Year over year: Total visitors are up 2.3 percent;
Domestic
85%
Canada
4%
Overseas
11%
PARTNER TOOLS
DOMESTIC VISITOR PROFILE

21
In 2011, domestic visitors accounted for
approximately 64 of every 100 tourist dollars
spent in Florida. Because international visitors
spend significantly more in Florida than
domestic visitors, the domestic share of total
spend is less than the domestic share of total
volume.
Average visitor spend in Florida varies by season,
origin market, mode of travel and other factors.
DOMESTIC VISITOR SPEND
COMBINED BUSINESS AND LEISURE TRAVEL
(2011/2012)
Because 2012 visitor numbers are finalized mid-year, preliminary numbers
are used for this report. It is important to note that spend data for Florida
is based on 2011 surveys and lags volume data by a year. 2011 spend is
combined with 2012 volume data in order to assess the marketplace as
early as possible.
However, on average each domestic visitor trip
results in spending of about $1,488. This number
decreased between 2010 and 2011 – in part due
to a combination of increased lower household
incomes visiting Florida and an increase in drive
travel. Drive visitors and lower household income
visitors typically spend less per trip.
IMpORTANCEOF THE DOMESTIC MARKET
However, on average each domestic visitor trip
Domestic
64%
Canada
6%
Overseas
30%
PARTNER TOOLS

22
VISITOR VOLUME TRENDS
Preliminary data indicates that in 2012 Florida hosted 75.6 million visitors
from the U.S. With two consecutive years of increases, Florida tourism
is approaching pre-recession levels. Over the past 3 years Florida has
steadily been regaining visitor volume, following a drop in 2009 caused
by the recession.
10 YEARS OF VISITOR VOLUME
COMBINED BUSINESS AND LEISURE TRAVEL (2003-2012)
Per Person / Per Day Spend
Average Per Trip Spend
*Methodology change in 2009
2003 2004 2005 2006 2007 2008 2009* 2010 2011 2012
80,000,000
70,000,000
60,000,000
50,000,000
2003 2004 2005 2006 2007 2008 2009* 2010 2011 2012
80,000,000
70,000,000
60,000,000
50,000,000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
$110
$100
$120
$130
$140
$150
$160
U.S. Average
Florida Average
$0
$500
$1,000
$2,000
$1,500
$2,500
4.6
5
5.8
5.6
5.2
4.8
4.4
6
5.4
6.2
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Trip Value
Avg. Length
of Stay (day)
PARTNER TOOLS

23
INDIVIDUAL VISITOR
SPENDING TRENDS
Average visitor spending during
the past 10 years was $138 per
day, well above the U.S. average.
The Florida average would be
even higher were it not for a 15
percent decline in spending by
Florida’s domestic visitors between
2010 and 2011.
2003 2004 2005 2006 2007 2008 2009* 2010 2011 2012
80,000,000
70,000,000
60,000,000
50,000,000
per person / per Day Spend
Source: D.K Shifﬂet & Associates
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
$110
$100
$120
$130
$140
$150
$160
U.S. Average
Florida Average
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
$110
$100
$120
$130
$140
$150
$160
U.S. Average
Florida Average
$0
$500
$1,000
$2,000
$1,500
$2,500
4.6
5
5.8
5.6
5.2
4.8
4.4
6
5.4
6.2
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Trip Value
Avg. Length
of Stay (day)
Contributing Factors
• The calculation of average spend per person per day includes transportation,
accommodations, food, entertainment and shopping.
• In 2011, 7 percent more visitors drove to Florida than the year prior.
• Drive visitors outnumber air visitors and spend $55 less per day. Because driving costs are
lower than air transportation, the overall trip cost for drivers is lower.
• Drive visitors represent more households with lower incomes than air visitors.
• According to the U.S. Bureau of Economic Analysis, average transportation and
accommodation costs declined in 2011 compared to 2010.
VISITOR SPEND PER PERSON / PER DAY
It is important to note that spend data for Florida is based on 2011 surveys and lags volume data by a year.
PARTNER TOOLS

24
2003 2004 2005 2006 2007 2008 2009* 2010 2011 2012
80,000,000
70,000,000
60,000,000
50,000,000
Per Person / Per Day Spend
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
$110
$100
$120
$130
$140
$150
$160
U.S. Average
Florida Average
$0
$500
$1,000
$2,000
$1,500
$2,500
4.6
5
5.8
5.6
5.2
4.8
4.4
6
5.4
6.2
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Trip Value
Avg. Length
of Stay (day)
Impact of Shortened Vacations
• According to Hotwire’s 2012 American Travel Behavior survey,
Americans will not use an average of 9.2 paid vacation
days, up from 6.2 days in 2011.
• From 2007 to 2011, average trip value declined 28 percent.
Average trip value is the typical amount spent over the entire
trip by a travel party. In 2011, the average trip value was
$1,488.
• Over the past 10 years, the average trip length for the U.S.
has dropped from 3.7 to 3.4 days.
TRIP SPENDING TRENDS
Over the past 5 years, average trip value has declined
28 percent – likely a factor of shortened vacations.
Since average trip value includes accommodation
costs, a decline in trip length has a significant impact.
In 2011, the average visitor stay in Florida was 5.1 days
– the shortest in 10 years. Despite the clear effects of
consumer time poverty and unused vacation time,
Florida remains a leader in length of stay for general
travel.
$0
$500
$1,000
$2,000
$1,500
$2,500
4.6
5
5.8
5.6
5.2
4.8
4.4
6
5.4
6.2
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Trip Value
Avg. Length
of Stay (day)
DOMESTIC VISITOR TRIP VALUE
PARTNER TOOLS

25
AppROACH
As a destination that has hosted visitors for more
than a century, Florida draws from a wide range
of domestic markets and consumer segments.
In order to maintain in excess of 75 million
domestic visitors a year, Florida approaches its
domestic audience in four ways: where potential
visitors live and travel from, how they travel to
Florida, what the purpose of their trip is, and what is
known about them demographically. Insights from
these four filters are combined in a variety of ways
for strategic planning, targeting and messaging.
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
Qtr 1 Qtr 2 Qtr 3 Qtr 4
Air
Drive
50.2%
49.8%
53.2%
46.8%
62.5%
37.5%
53.0%
47.0%
Afﬂuent Mature
19%
Young & Free
15%
Young Family
13%
Maturing & Free
23%
Afﬂuent Family
16%
Moderate
Mature
8%
Moderate Family
7%
General Vacation
38%
Visit friends /
Relatives
23%
business
12%
Special Event
9%
Getaway Weekend
11%
Other Leisure/personal
7%

26
Westward Outliers
• In 2011, Texas was the third strongest origin state
for Florida.
• In spite of the greater travel time required for its
residents, California contributes 3.8 percent of
Florida’s visitors.
• Increases in visitors from California and Texas
may be due in part to population growth in those
states. According to the Census, population in
the southern and western United States increased
roughly 14 percent between 2000 and 2010. Both
Texas and California were among the top four
gainers.
THE NATIONAL VIEW
Florida attracts visitors from all 50 states, with the most
coming from markets east of the Mississippi. In 2011,
Texas joined Florida’s top five origin states for the first time.
Florida’s top five feeder states are Georgia, New York,
Texas, Illinois and New Jersey.

27
Top States 2007 2008 2009 2010 2011
Georgia 10.9% 11.5% 11.7% 11.3% 10.6%
New York 10.3% 9.2% 9.3% 7.7% 8.9%
Texas 4.8% 4.7% 4.8% 4.8% 5.7%
Illinois 5.0% 4.5% 5.7% 6.4% 5.6%
New Jersey 5.5% 6.0% 4.4% 5.5% 4.5%
Michigan 3.8% 3.5% 3.1% 4.6% 4.4%
Ohio 4.9% 4.7% 4.0% 4.2% 4.4%
Alabama 3.6% 4.0% 5.6% 4.2% 4.2%
North Carolina 3.7% 4.7% 4.1% 5.5% 4.1%
Pennsylvania 3.6% 3.4% 4.1% 4.2% 3.9%
California 3.6% 3.8% 3.6% 4.0% 3.8%
Virginia 3.6% 3.1% 3.6% 3.5% 3.7%
Feeder States: Top 5
feeder States: Top 12
Top States 2007 2008 2009 2010 2011
Georgia 10.9% 11.5% 11.7% 11.3% 10.6%
New York 10.3% 9.2% 9.3% 7.7% 8.9%
Texas 4.8% 4.7% 4.8% 4.8% 5.7%
Illinois 5.0% 4.5% 5.7% 6.4% 5.6%
New Jersey 5.5% 6.0% 4.4% 5.5% 4.5%
Michigan 3.8% 3.5% 3.1% 4.6% 4.4%
Ohio 4.9% 4.7% 4.0% 4.2% 4.4%
Alabama 3.6% 4.0% 5.6% 4.2% 4.2%
North Carolina 3.7% 4.7% 4.1% 5.5% 4.1%
Pennsylvania 3.6% 3.4% 4.1% 4.2% 3.9%
California 3.6% 3.8% 3.6% 4.0% 3.8%
Virginia 3.6% 3.1% 3.6% 3.5% 3.7%
Headlines
• The top 12 feeder states contribute 64 percent of Florida’s
domestic visitors.
• Georgia has been Florida’s leading source of visitors since
2007. Georgia’s highest visitor contributions occurred during the
recession, when regional drive travel increased as an alternative to
longer distance vacation destinations.
• From 2010 to 2011, the share of visitors from New York State
increased significantly for the first time in the past 5 years.
VISITOR ORIGIN STATES
Georgia and New York remain Florida’s
leading origin states for domestic visitors,
though their share has declined in the past
5 years. Texas (now third on this list), Illinois,
Michigan and Alabama have shown the
biggest gains in share.
TOP FEEDER STATES OVER FIVE YEARS
COMBINED FLY / DRIVE (2007-2011)
This chart shows the variation in the share of Florida’s domestic visitors from leading origin states.
In the past 5 years, over 10 percent of Florida’s domestic visitors originated from Georgia.
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
2007 2008 2009 2010 2011
Georgia
New York
Texas
Illinois
New Jersey

28
Top States 2007 2008 2009 2010 2011
Georgia 10.9% 11.5% 11.7% 11.3% 10.6%
New York 10.3% 9.2% 9.3% 7.7% 8.9%
Texas 4.8% 4.7% 4.8% 4.8% 5.7%
Illinois 5.0% 4.5% 5.7% 6.4% 5.6%
New Jersey 5.5% 6.0% 4.4% 5.5% 4.5%
Michigan 3.8% 3.5% 3.1% 4.6% 4.4%
Ohio 4.9% 4.7% 4.0% 4.2% 4.4%
Alabama 3.6% 4.0% 5.6% 4.2% 4.2%
North Carolina 3.7% 4.7% 4.1% 5.5% 4.1%
Pennsylvania 3.6% 3.4% 4.1% 4.2% 3.9%
California 3.6% 3.8% 3.6% 4.0% 3.8%
Virginia 3.6% 3.1% 3.6% 3.5% 3.7%
TOP FEEDER STATES OVER FIVE YEARS
COMBINED FLY/DRIVE (2007-2011)
This graph shows the pattern of Florida’s top five origin states as a contributor of visitors over a 5 year period. As an
example, between 2007 and 2009, the share of Florida visitors that came from Georgia increased. However, between
2009 and 2011, the share of Florida visitors from Georgia decreased.
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
2007 2008 2009 2010 2011
Georgia
New York
Texas
Illinois
New Jersey0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
2007 2008 2009 2010 2011
Georgia
New York
Texas
Illinois
New Jersey
Headlines
• The top 12 feeder states contribute 64 percent of Florida’s
domestic visitors.
• Georgia has been Florida’s leading source of visitors since
2007. Georgia’s highest visitor contributions occurred during the
recession, when regional drive travel increased as an alternative to
longer distance vacation destinations.
• From 2010 to 2011, the share of visitors from New York State
increased significantly for the first time in the past 5 years.
VISITOR ORIGIN STATES
Georgia and New York remain Florida’s
leading origin states for domestic visitors,
though their share has declined in the past
5 years. Texas (now third on this list), Illinois,
Michigan and Alabama have shown the
biggest gains in share.

29
VISITOR ORIGIN DMAS
Looking at Florida’s visitors by origin market, the 5 year view shows an increasingly balanced picture. In 2011,
the share of Florida’s visitors from several markets – Detroit, Cleveland/Akron, Nashville, Los Angeles, Raleigh-
Durham, Houston and Indianapolis is the highest in 5 years. At the same time, Florida’s traditional strong
performers – Atlanta, Chicago, Philadelphia, and Washington D.C. have seen slight decline in share. Overall,
the picture reﬂects the broadening of Florida’s appeal as expanding marketing efforts and a recovering
economy take effect.
Headlines
• Florida’s top eight origin markets
have remained unchanged since
2009.
• From 2010 to 2011, the shares
of Florida visitors from Atlanta,
Chicago and Philadelphia have
declined.
• Cleveland ranks among Florida’s
top ten origin markets for the first
time in several years.
2007 2008 2009 2010 2011
New York, NY 10.7% 10.2% 9.4% 9.2% 9.7%
Atlanta, GA 6.0% 6.8% 7.2% 6.9% 6.8%
Chicago, IL 4.0% 3.8% 4.1% 4.7% 4.4%
Philadelphia, PA 3.1% 3.4% 3.9% 3.6% 3.0%
Washington, D.C. 3.1% 2.9% 2.9% 2.7% 2.9%
Boston, MA 3.5% 3.1% 2.8% 2.5% 2.8%
Detroit, MI 2.4% 2.1% 1.9% 2.2% 2.5%
Dallas-Fort Worth, TX 1.8% 1.9% 1.9% 2.3% 2.0%
Cleveland-Akron, OH 1.4% 1.8% 1.6% 1.2% 1.8%
Nashville, TN 1.2% 1.6% 1.3% 1.4% 1.8%
Charlotte, NC 1.0% 1.4% 1.7% 1.9% 1.7%
Los Angeles, CA 1.3% 1.5% 1.6% 1.7% 1.7%
Raleigh-Durham, NC 1.2% 1.3% 1.1% 1.3% 1.7%
Houston, TX 1.4% 1.1% 1.1% 1.1% 1.5%
Indianapolis, IN 1.3% 1.3% 1.1% 1.2% 1.5%
TOP 15 FEEDER DMA’s OVER FIVE YEARS
COMBINED BUSINESS AND LEISURE (2007-2011)
This table shows the variation in the share of Florida’s visitors from Florida’s top origin DMAs. New York’s
share declined from 2007 to 2010 but rose a half-percentage point in 2011 to 9.7 percent.
PARTNER TOOLS
DMA VISITOR PROFILE

30
FLORIDA’S SUPER EIGHT MARKETS
While Florida visitors come from all over the United
States, seven metropolitan areas – Atlanta, Boston,
Chicago, Detroit, Philadelphia, New York City and
Washington, D.C. – historically have been the
greatest contributors to Florida’s visitor numbers.
In 2011, Dallas joined the ranks of Florida’s top
origin markets. Combined, these eight super DMAs
2011 VISITOR VOLUME
COMBINED BUSINESS AND LEISURE
This chart shows the share of Florida’s domestic visitors that come from each of the super eight markets. For comparison purposes, this chart also shows
the year over year actual volume trend. For example, the share of Florida visitors from New York City increased slightly between 2010 and 2011.
(designated market areas) account for a third of
Florida’s domestic volume. As visitor volume grows
and the number of origin markets increase, the
share contributed by Florida’s traditional markets will
decline. This shift is a natural consequence of origin
market diversification.
Rank DMAs
2011 % of Florida's
Domestic Visitors
PP* change
'11/'10
Volume
1. New York, NY 9.7% 0.5 pp
2. Atlanta, GA 6.8% -0.1 pp
3. Chicago, IL 4.4% -0.3 pp
4. Philadelphia, PA 3.0% -0.6 pp
5. Washington, D.C. 2.9% 0.2 pp
6. Boston, MA 2.8% 0.3 pp
7. Detroit, MI 2.5% 0.3 pp
8. Dallas, TX 2.0% -0.3 pp
*percentage point
Source: D.K. Shifﬂet & Associates, prepared by VISIT FLORIDA This page has been adapted from the digital version of the VISIT FLORIDA Marketing Plan
PARTNER TOOLS
EXPANDED SUPER EIGHT PROFILES
SUPER EIGHT COMPARISON CHART
DMA VISITOR PROFILES

31
FLORIDA’S SUPER EIGHT MARKETS
Florida remains in an enviable position: Visitors
spend more per visit here than they do in other
destinations. Yet in 2011, visitor spending decreased
by 15 percent from the previous year. That decline
can be seen in the per trip spending in Florida’s top
origin markets. Dallas and Philadelphia decreased
2011 VISITOR SPEND
This chart shows the average expenditures per person per day in Florida for visitors from each destination market area. For example, visitors from Dallas
spent an average of $151 per person per day when visiting Florida in 2011.
the most, but they still spent more per person per day
than the other six origin markets. Average per-day
spend is affected by a number of factors, including
accommodation and transportation costs, as well
as changes in visitor demographics and household
income.
Rank DMAs
Per Person/
Per Day Spend
1. Dallas, TX $151
2. Philadelphia, PA $136
3. Chicago, IL $136
4. New York, NY $134
5. Washington, D.C. $128
6. Boston, MA $128
7. Detroit, MI $123
8. Atlanta, GA $100
Source: D.K. Shifﬂet & Associates, prepared by VISIT FLORIDA This page has been adapted from the digital version of the VISIT FLORIDA Marketing Plan
PARTNER TOOLS

32
DMA MARKET SNAPSHOTS
NEW YORK, NY
• Florida’s strongest feeder market.
• Strong growth in 2011 over 2010.
• Strong couples and singles market.
• More than 25 percent of Florida’s
NYC visitors are from the Affluent
Mature lifestage.
ATLANTA, GA
• Strong couples and families market.
• Top Florida travel seasons: spring
and summer.
CHICAGO, IL
• Strong couples and singles market.
• Affluent Family lifestage makes
up nearly 25 percent of Florida’s
visitors from Chicago.
PHILADELPHIA, PA
• Strong couples and family market.
• Top Florida travel seasons: winter
and summer.
• Baby Boomers make up 40 percent of
Florida’s visitors from Philadelphia.
WASHINGTON, D.C.
• High household income visitors.
• High percentage of adults traveling
alone.
• Stable over the past 5 years.
BOSTON, MA
• Strong couples and Boomers market.
• Top Florida travel seasons: spring
and winter.
• High percentage of Affluent Mature
lifestage visitors.
DETROIT, MI
• Very strong family market.
• Strong couples market.
• Top Florida travel seasons: winter
and spring.
DALLAS, TX
• Strong Florida market for child-free
lifestages.
• Visitors to Florida from Dallas have the
highest average spend per person per
day compared to the other super eight
markets.
• Top Florida travel season is the summer.
PARTNER TOOLS

33
* percentage point
Source: D.K. Shifﬂet & Associates, prepared by VISIT FLORIDA
2007 2008 2009 2010 2011
PP* change
'11/'10
PP* change
'11/'07
New York, NY 10.7% 10.2% 9.4% 9.2% 9.7% 0.5 pp -1.0 pp
Atlanta, GA 6.0% 6.8% 7.2% 6.9% 6.8% -0.1 pp 0.8 pp
Chicago, IL 4.0% 3.8% 4.1% 4.7% 4.4% -0.3 pp 0.4 pp
Philadelphia, PA 3.1% 3.4% 3.9% 3.6% 3.0% -0.6 pp -0.1 pp
Washington, D.C. 3.1% 2.9% 2.9% 2.7% 2.9% 0.2 pp -0.2 pp
Boston, MA 3.5% 3.1% 2.8% 2.5% 2.8% 0.3 pp -0.7 pp
Detroit, MI 2.4% 2.1% 1.9% 2.2% 2.5% 0.3 pp 0.1 pp
Dallas-Fort Worth, TX 1.8% 1.9% 1.9% 2.3% 2.0% -0.3 pp 0.2 pp
SUPER EIGHT VISITOR VOLUME
Florida’s strongest origin markets experience some changes annually
in visitor volume, demographics and spending, but overall remain
the foundation of Florida tourism. Over the past 5 years, Atlanta and
Boston experienced the biggest change; Dallas, Detroit, Chicago and
Atlanta all saw gains.
Super Eight five
year Trends: Chart
Super Eight Five
Year Trends: Graph
FIVE YEARS OF VISITOR SHARE
This table shows the variation in the share of Florida visitors from Florida’s super eight DMAs. For example, though New York
City contributed a greater percentage of Florida’s visitors in 2011 than in 2010 (an increase of 0.5 percentage points), the
share is still down 1 percentage point from 2007.
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
2007 2008 2009 2010 2011
New York, NY
Atlanta, GA
Chicago, IL
Philadelphia, PA
Washington, D.C.
Boston, MA
Detroit, MI
Dallas, TX
2007 2008 2009 2010 2011
PP* change
'11/'10
PP* change
'11/'07
New York, NY 10.7% 10.2% 9.4% 9.2% 9.7% +0.5 pp -1.0 pp
Atlanta, GA 6.0% 6.8% 7.2% 6.9% 6.8% -0.1 pp +0.8 pp
Chicago, IL 4.0% 3.8% 4.1% 4.7% 4.4% -0.3 pp +0.4 pp
Washington, DC 3.1% 2.9% 2.9% 2.7% 2.9% +0.2 pp -0.2 pp
Boston, MA 3.5% 3.1% 2.8% 2.5% 2.8% +0.3 pp -0.7 pp
Detroit, MI 2.4% 2.1% 1.9% 2.2% 2.5% +0.3 pp +0.1 pp
Dallas-Fort Worth, TX 1.8% 1.9% 1.9% 2.3% 2.0% -0.3 pp +0.2 pp
PARTNER TOOLS

34
Super Eight Five
Year Trends: Chart
Super Eight five
year Trends: Graph
FIVE-YEAR TRENDS
This line graph tracks the share of Florida’s visitors from each of the top eight origin DMAs for the past 5 years.
* percentage point
Source: D.K. Shifﬂet & Associates, prepared by VISIT FLORIDA
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
2007 2008 2009 2010 2011
New York, NY
Atlanta, GA
Chicago, IL
Philadelphia, PA
Washington, D.C.
Boston, MA
Detroit, MI
Dallas, TX
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
2007 2008 2009 2010 2011
New York, NY
Atlanta, GA
Chicago, IL
Philadelphia, PA
Washington, D.C.
Boston, MA
Detroit, MI
Dallas, TX
2007 2008 2009 2010 2011
PP* change
'11/'10
PP* change
'11/'07
New York, NY 10.7% 10.2% 9.4% 9.2% 9.7% +0.5 pp -1.0 pp
Atlanta, GA 6.0% 6.8% 7.2% 6.9% 6.8% -0.1 pp +0.8 pp
Chicago, IL 4.0% 3.8% 4.1% 4.7% 4.4% -0.3 pp +0.4 pp
Washington, DC 3.1% 2.9% 2.9% 2.7% 2.9% +0.2 pp -0.2 pp
Boston, MA 3.5% 3.1% 2.8% 2.5% 2.8% +0.3 pp -0.7 pp
Detroit, MI 2.4% 2.1% 1.9% 2.2% 2.5% +0.3 pp +0.1 pp
Dallas-Fort Worth, TX 1.8% 1.9% 1.9% 2.3% 2.0% -0.3 pp +0.2 pp
SUPER EIGHT VISITOR VOLUME
Florida’s strongest origin markets experience some changes annually
in visitor volume, demographics and spending, but overall remain
the foundation of Florida tourism. Over the past 5 years, Atlanta and
Boston experienced the biggest change; Dallas, Detroit, Chicago and
Atlanta all saw gains.
PARTNER TOOLS

35
FLY/DRIVE VISITORS TO FLORIDA BY QUARTER, 2012
This chart shows the percentage of air and drive visitors to the state by quarter. For example, in quarter 1 of 2012, 49.8 percent
of Florida’s visitors came by air.
FLY AND DRIVE VISITOR VOLUME
From 2011 to 2012, 1 million additional visitors drove to Florida;
fueling the overall increase in domestic visitor volume and
accounting for the highest number of drive visitors in 10 years.
Coupled with a slight decline in the number of air visitors –
165,000 fewer in 2012 – the drive vs. air ratio of 55-to-45 is the
largest gap since 2002.
Headlines
• In 2012, the largest share of visitors by air
came in quarter 1.
• Consistant with the historical pattern, 2012
drive volume was strongest in quarter 3.
• From 2011 to 2012, drive visitor volume
increased in three of the four quarters.
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
Qtr 1 Qtr 2 Qtr 3 Qtr 4
Air
Drive
50.2%
49.8%
53.2%
46.8%
62.5%
37.5%
53.0%
47.0%
PARTNER TOOLS
AIR VISITOR PROFILE
DRIVE VISITOR PROFILE
AIR & DRIVE SNAPSHOT

36
SPENDING PATTERNS OF AIR AND DRIVE VISITORS
(2007-2011)
This line graph tracks the average expenditures per person per day for ﬂy and drive visitors over 5 years.
Spending declined for both types of travelers from 2010 to 2011.
FLY AND DRIVE VISITOR SPENDING
Florida’s air visitors spent 53 percent more
per person per day in 2011 than drive
visitors. Among the reasons for the disparity:
transportation costs are included in the
per-day spend calculation and air visitors
are more likely to stay in high-end hotels.
Spending by drive visitors has now returned
to the pre-recession levels of 2008.
By Quarter
year Over year
$100.00
$120.00
$140.00
$0
$80.00
$160.00
$180.00
$200.00
2007 2008 2009 2010 2011
Air
Drive
$100.00
$120.00
$140.00
$0
$80.00
$160.00
$180.00
$200.00
2007 2008 2009 2010 2011
Air
Drive
Headlines
• Average expenditures per person per day for air visitors in 2011
was $159.10 – down 13 percent from 2010.
• Average expenditures per person per day for drive visitors in 2011
was $103.70 – down 9 percent from 2010.
• Transportation costs are the largest portion of visitor spending
– 35 percent for air visitors, 23 percent for drive visitors.
AIR Q1 Q2 Q3 Q4
2010 $156 $180 $193 $182
2011 $170 $155 $158 $148
DRIVE Q1 Q2 Q3 Q4
2010 $109 $104 $133 $101
2011 $109 $108 $98 $95
PARTNER TOOLS
AIR VISITOR PROFILE

37
SPENDING PATTERNS FOR AIR AND DRIVE VISITORS
BY QUARTER
2010 & 2011 PER PERSON PER DAY AVERAGES
Q1: January, February, March Q2: April, May, June,
Q3: July, August, September Q4: October, November, December
Source: D.K. Shifﬂet & Associates, combined leisure and business travel
by Quarter
Year Over Year AIR Q1 Q2 Q3 Q4
2010 $156 $180 $193 $182
2011 $170 $155 $158 $148
DRIVE Q1 Q2 Q3 Q4
2010 $109 $104 $133 $101
2011 $109 $108 $98 $95
Headlines
• Year over year from 2010 to 2011, spending by air visitors was down
in every quarter except Q1.
• Spending by drive visitors was up 4 percent in Q2 of 2011, but
otherwise was down or ﬂat.
• Transportation costs are the largest portion of visitor spending
– 35 percent for air visitors, 23 percent for drive visitors.
FLY AND DRIVE VISITOR SPENDING
Florida’s air visitors spent 53 percent more
per person per day in 2011 than drive
visitors. Among the reasons for the disparity:
transportation costs are included in the
per-day spend calculation and air visitors
are more likely to stay in high-end hotels.
Spending by drive visitors has now returned
to the pre-recession levels of 2008.
AIR Q1 Q2 Q3 Q4
2010 $156 $180 $193 $182
2011 $170 $155 $158 $148
DRIVE Q1 Q2 Q3 Q4
2010 $109 $104 $133 $101
2011 $109 $108 $98 $95
$100.00
$120.00
$140.00
$0
$80.00
$160.00
$180.00
$200.00
2007 2008 2009 2010 2011
Air
Drive
PARTNER TOOLS
AIR VISITOR PROFILE

38
Origin States
Origin Airports
ORIGIN STATES - AIR
Nearly 40 percent of Florida’s domestic air visitors in
2011 originated in five states: New York, Illinois, New
Jersey, Pennsylvania, and Texas. In 2011, the number
of air visitors to Florida declined by 165,000.
TOP AIR ORIGIN STATES 2011
Where do Florida’s ﬂy visitors come from? Start with New York, which provides nearly
14 percent of Florida’s visitors who arrive by air – up from 11 percent in 2010.
Source: D.K. Shifﬂet & Associates
NY
13.9%
MI
4.9%
IL
6.4%
TX
5.8
CA
5.7%
OH
4.2% VA
4.0%
PA
5.9%
NJ
6.1%
MA
5.2%
Share of Florida Visitors
More than 10%
Less than 10%
Less than 5%
NY
13.9%
MI
4.9%
IL
6.4%
TX
5.8
CA
5.7%
OH
4.2% VA
4.0%
PA
5.9%
NJ
6.1%
MA
5.2%
More than 10%
Less than 10%
Less than 5%
Rank State FY '10-'11 FY '11-'12 % change
1. New York City* 4,698,700 4,768,000 1.5%
2. Chicago* 1,830,630 1,864,880 1.9%
3. Boston 1,392,550 1,408,520 1.1%
4. Philadelphia 1,348,400 1,311,310 -2.8%
5. Washington, D.C.* 1,244,700 1,296,680 4.2%
6. Detroit* 1,163,910 1,143,810 -1.7%
7. Atlanta 1,133,360 1,134,910 0.1%
8. Baltimore 1,107,910 1,063,650 -4.0%
9. Los Angeles* 891,720 916,140 2.7%
10. Dallas 767,330 784,870 2.3%

39
Origin States
Origin Airports
ORIGIN AIRPORTS
In 2011-12, seven of the ten leading origin airports sent more
visitors to Florida than in the previous year. New York City is
the clear No.1, sending nearly 5 million visitors, followed by
Chicago, Boston, and Philadelphia.
TOP ORIGIN AIRPORTS 2011
Based on airline ticket data, this table represents the number of passengers who ﬂew to Florida from top origin cities. For
cities where there is more than one airport in the metro-city area, such as New York City and Chicago, passengers from all
local airports are combined.
*contains multiple airports
1. New York City* 4,698,700 4,768,000 1.5%
2. Chicago* 1,830,630 1,864,880 1.9%
3. Boston 1,392,550 1,408,520 1.1%
4. Philadelphia 1,348,400 1,311,310 -2.8%
5. Washington, D.C.* 1,244,700 1,296,680 4.2%
6. Detroit* 1,163,910 1,143,810 -1.7%
7. Atlanta 1,133,360 1,134,910 0.1%
8. Baltimore 1,107,910 1,063,650 -4.0%
9. Los Angeles* 891,720 916,140 2.7%
10. Dallas 767,330 784,870 2.3%
1. New York City* 4,698,700 4,768,000 1.5%
2. Chicago* 1,830,630 1,864,880 1.9%
3. Boston 1,392,550 1,408,520 1.1%
4. Philadelphia 1,348,400 1,311,310 -2.8%
5. Washington, D.C.* 1,244,700 1,296,680 4.2%
6. Detroit* 1,163,910 1,143,810 -1.7%
7. Atlanta 1,133,360 1,134,910 0.1%
8. Baltimore 1,107,910 1,063,650 -4.0%
9. Los Angeles* 891,720 916,140 2.7%
10. Dallas 767,330 784,870 2.3%
NY
13.9%
MI
4.9%
IL
6.4%
TX
5.8
CA
5.7%
OH
4.2% VA
4.0%
PA
5.9%
NJ
6.1%
MA
5.2%
More than 10%
Less than 10%
Less than 5%
PARTNER TOOLS
ORIGIN AIRPORTS:
OUTBOUND DESTINATIONS

40
Destination Counties
Destination Airports
DESTINATION COUNTIES
Orange County draws the greatest share of Florida’s
air visitors – 39 percent – followed by the aggregate
markets of southeast Florida at 23.6 percent.
Hillsborough and Pinellas draw 10.8 percent of total
air volume.
Orange ..............39.0%
Broward................9.1%
Miami-Dade.........8.4%
Hillsborough .........7.8%
Palm Beach..........6.1%
Lee.......................3.7%
Pinellas.................3.0%
Monroe ................2.9%
Volusia..................2.6%
Sarasota...............2.4%
Santa
Rosa
Walton
Holmes
Washington
Jackson
Calhoun
Gulf
Liberty
Franklin
Gadsden
Leon
Wakulla
Jefferson
Taylor
Madison
Hamilton
Suwannee
Lafayette
Dixie
Columbia
Baker
Nassau
Union
Bradford
Clay
St.
Johns
Putnam
Gilchrist
Alachua
Levy
Flagler
Marion
Citrus
Sumter
Lake
Seminole
Hernando
Pasco
Polk
Osceola
Brevard
Manatee Hardee
Highlands
Okeechobee
Indian
River
St
Lucie
De Soto
Charlotte Glades
Martin
Hendry
Collier
Volusia
2.6%
Orange
39.0%Pinellas
3.0%
Hillsborough
7.8%
Sarasota
2.4%
Broward
9.1%
Miami-Dade
8.4%
Palm Beach
6.1%
Monroe
2.9%
Lee
3.7%
Okaloosa
Duval
Escambia
Bay
This chart shows the share of air visitors that
each county receives.
Rank Airport CY 2011 CY 2012 % Change
1. Orlando 15,970,373 15,817,207 -1.0%
2. Miami 9,871,932 10,029,010 1.6%
3. Fort Lauderdale 9,846,938 9,978,271 1.3%
4. Tampa 8,200,853 8,037,499 -2.0%
5. Fort Myers 3,686,921 3,578,232 -2.9%
6. Palm Beach 2,871,449 2,772,555 -3.4%
7. Jacksonville 2,739,658 2,608,291 -4.8%
8. Pensacola 772,626 758,703 -1.8%
9. Sarasota 644,046 625,399 -2.9%
10. Panama City 433,081 439,183 1.4%
11. Okaloosa 462,623 386,533 -16.4%
12. Tallahassee 317,370 344,262 8.5%
13. Daytona 282,216 298,060 5.6%
14. Melbourne 205,206 214,233 4.4%
Total 56,305,292 55,887,438 -0.7
..............39.0%
................9.1%
.........8.4%
.........7.8%
..........6.1%
.......................3.7%
.................3.0%
................2.9%
..................2.6%
...............2.4%
This chart shows the share of air visitors that
each county receives.
TOP 10 DESTINATION COUNTIES
PARTNER TOOLS
FLORIDA AIRPORTS:
PASSENGER ORIGINS

41
Destination Airports
DESTINATION AIRPORTS
Orange, Miami-Dade, Hillsborough and Broward
receive 64 percent of Florida’s air visitors.
TOP DESTINATION AIRPORTS
This chart shows year-over-year air travel to Florida’s airports. At Orlando International Airport, there were nearly 16 million
domestic enplanements (people getting on a domestic ﬂight) in 2012, down 1 percent from 2011.
Santa
Rosa
Walton
Holmes
Washington
Jackson
Calhoun
Gulf
Liberty
Franklin
Gadsden
Leon
Wakulla
Jefferson
Taylor
Madison
Hamilton
Suwannee
Lafayette
Dixie
Columbia
Baker
Nassau
Union
Bradford
Clay
St.
Johns
Putnam
Gilchrist
Alachua
Levy
Flagler
Marion
Citrus
Sumter
Lake
Seminole
Hernando
Pasco
Polk
Osceola
Brevard
Manatee Hardee
Highlands
Okeechobee
Indian
River
St
Lucie
De Soto
Charlotte Glades
Martin
Hendry
Collier
Volusia
2.6%
Orange
39.0%Pinellas
3.0%
Hillsborough
7.8%
Sarasota
2.4%
Broward
9.1%
Miami-Dade
8.4%
Palm Beach
6.1%
Monroe
2.9%
Lee
3.7%
Okaloosa
Duval
Escambia
Bay
1. Orlando 15,970,373 15,817,207 -1.0%
2. Miami 9,871,932 10,029,010 1.6%
3. Fort Lauderdale 9,846,938 9,978,271 1.3%
4. Tampa 8,200,853 8,037,499 -2.0%
5. Fort Myers 3,686,921 3,578,232 -2.9%
6. Palm Beach 2,871,449 2,772,555 -3.4%
7. Jacksonville 2,739,658 2,608,291 -4.8%
8. Pensacola 772,626 758,703 -1.8%
9. Sarasota 644,046 625,399 -2.9%
10. Panama City 433,081 439,183 1.4%
11. Okaloosa 462,623 386,533 -16.4%
12. Tallahassee 317,370 344,262 8.5%
13. Daytona 282,216 298,060 5.6%
14. Melbourne 205,206 214,233 4.4%
Total 56,305,292 55,887,438 -0.7
Source: Figures come from individual airports.
1. Orlando 15,970,373 15,817,207 -1.0%
2. Miami 9,871,932 10,029,010 1.6%
3. Fort Lauderdale 9,846,938 9,978,271 1.3%
4. Tampa 8,200,853 8,037,499 -2.0%
5. Fort Myers 3,686,921 3,578,232 -2.9%
6. Palm Beach 2,871,449 2,772,555 -3.4%
7. Jacksonville 2,739,658 2,608,291 -4.8%
8. Pensacola 772,626 758,703 -1.8%
9. Sarasota 644,046 625,399 -2.9%
10. Panama City 433,081 439,183 1.4%
11. Okaloosa 462,623 386,533 -16.4%
12. Tallahassee 317,370 344,262 8.5%
13. Daytona 282,216 298,060 5.6%
14. Melbourne 205,206 214,233 4.4%
Total 56,305,292 55,887,438 -0.7
PARTNER TOOLS
FLORIDA AIRPORTS:
PASSENGER ORIGINS

42
Air Origin Trends
Air Destination Trends
AIR ORIGIN TRENDS
Origin states for air visitors are
predominantly in the Northeast
and Western states. New York is
first, followed by Illinois, New Jersey,
Pennsylvania, Texas and California.
TOP ORIGIN STATES OVER FIVE YEARS
This chart shows the share of Florida’s air visitors by origin state. For example, in 2011, 13.9% of Florida’s air visitors came
from the state of New York.
Headlines
• New York, the top origin state for visitors by air, had the largest year-over-
year increase in share among the top air origin markets.
• In the past 5 years, Pennsylvania and Virginia have shown the largest
growth in air visitors to Florida.
• The share of air visitors from Illinois and California declined sharply from
2010 to 2011.
*Percentage point
Source: D.K Shifﬂet & Associates, prepared by VISIT FLORIDA
State 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07
New York 14.7% 14.9% 14.7% 11.3% 13.9% 2.6 pp -0.8 pp
Illinois 5.0% 6.1% 6.9% 8.6% 6.4% -2.2 pp 1.4 pp
New Jersey 8.2% 8.8% 5.8% 6.4% 6.1% -0.3 pp -2.1 pp
Pennsylvania 4.6% 4.1% 4.9% 5.4% 5.9% 0.5 pp 1.3 pp
Texas 5.2% 5.4% 4.6% 6.0% 5.8% -0.2 pp 0.6 pp
California 5.6% 7.3% 7.2% 7.3% 5.7% -1.6 pp 0.1 pp
Massachusetts 6.2% 4.0% 4.5% 4.5% 5.2% 0.7 pp -1.0 pp
Michigan 4.6% 4.2% 3.2% 4.6% 4.9% -0.3 pp 0.3 pp
Ohio 4.9% 6.5% 4.2% 3.7% 4.2% 0.5 pp -0.7 pp
Virginia 2.7% 2.8% 3.5% 4.7% 4.0% -0.7 pp 1.3 pp
Connecticut 2.4% 2.9% 3.6% 1.7% 3.5% 1.8 pp 1.1 pp
Maryland 2.3% 3.4% 2.9% 2.7% 2.8% 0.1 pp 0.5 pp
County 2007 2008 2009 2010 2011 pp* change '11/'10 pp* change '11/'07
Orange 32.4% 33.6% 34.4% 34.7% 39.0% +4.3 pp +6.6 pp
Broward 9.7% 8.7% 8.4% 8.9% 9.1% +0.2 pp -0.6 pp
Miami-Dade 9.6% 10.2% 9.1% 9.5% 8.4% -1.1 pp -1.2 pp
Hillsborough 9.0% 9.0% 10.8% 9.1% 7.8% -1.3 pp -1.2 pp
Palm Beach 6.6% 5.3% 6.0% 5.5% 6.1% +0.6 pp -0.5 pp
Lee 3.6% 4.7% 4.4% 5.0% 3.7% -1.3 pp +0.1 pp
Pinellas 3.4% 3.0% 3.5% 4.1% 3.0% -1.1 pp -0.4 pp
Monroe 2.7% 2.2% 3.1% 2.1% 2.9% +0.8 pp +0.2 pp
Volusia 2.6% 2.9% 2.2% 2.1% 2.6% +0.5 pp +0.0 pp
Sarasota 2.7% 2.5% 3.0% 1.2% 2.4% +1.2 pp -0.3 pp
Duval 3.0% 3.3% 2.1% 2.5% 1.9% -0.6 pp -1.1 pp
Brevard 2.5% 2.4% 2.0% 2.1% 1.6% -0.5 pp -0.9 pp
New York 14.7% 14.9% 14.7% 11.3% 13.9% +2.6 pp -0.8 pp
Illinois 5.0% 6.1% 6.9% 8.6% 6.4% -2.2 pp +1.4 pp
New Jersey 8.2% 8.8% 5.8% 6.4% 6.1% -0.3 pp -2.1 pp
Pennsylvania 4.6% 4.1% 4.9% 5.4% 5.9% +0.5 pp +1.3 pp
Texas 5.2% 5.4% 4.6% 6.0% 5.8% -0.2 pp +0.6 pp
California 5.6% 7.3% 7.2% 7.3% 5.7% -1.6 pp +0.1 pp
Massachusetts 6.2% 4.0% 4.5% 4.5% 5.2% +0.7 pp -1.0 pp
Michigan 4.6% 4.2% 3.2% 4.6% 4.9% -0.3 pp +0.3 pp
Ohio 4.9% 6.5% 4.2% 3.7% 4.2% +0.5 pp -0.7 pp
Virginia 2.7% 2.8% 3.5% 4.7% 4.0% -0.7 pp +1.3 pp
Connecticut 2.4% 2.9% 3.6% 1.7% 3.5% +1.8 pp +1.1 pp
Maryland 2.3% 3.4% 2.9% 2.7% 2.8% +0.1 pp +0.5 pp
PARTNER TOOLS
ORIGIN AIRPORTS:
OUTBOUND DESTINATIONS

43
Air Origin Trends
Air Destination Trends
AIR DESTINATION TRENDS
The share of air visitors to Florida counties has
changed little over the past 5 years. More than
60 percent of Florida’s air visitors come to four
counties: Orange, Broward, Miami-Dade, and
Hillsborough.
DESTINATION COUNTIES OVER FIVE YEARS
This chart shows the air visitor travel to different Florida counties over the past 5 years. From
2007 through 2011, Orange County’s share of air visitors has increased each year.
Headlines
• Orange County has had the largest share of air visitors for more
than 15 years.
• From 2010 to 2011, Orange and Sarasota counties had the largest
increase in share of air visitors – 4.3 and 1.2 percentage points,
respectively.
*Percentage point
Source: D.K Shifﬂet & Associates, prepared by VISIT FLORIDA
Orange 32.4% 33.6% 34.4% 34.7% 39.0% 4.3 pp 6.6 pp
Broward 9.7% 8.7% 8.4% 8.9% 9.1% 0.2 pp -0.6 pp
Miami-Dade 9.6% 10.2% 9.1% 9.5% 8.4% -1.1 pp -1.2 pp
Palm Beach 6.6% 5.3% 6.0% 5.5% 6.1% 0.6 pp -0.5 pp
Lee 3.6% 4.7% 4.4% 5.0% 3.7% -1.3 pp 0.1 pp
Pinellas 3.4% 3.0% 3.5% 4.1% 3.0% -1.1 pp -0.4 pp
Monroe 2.7% 2.2% 3.1% 2.1% 2.9% 0.8 pp 0.2 pp
Volusia 2.6% 2.9% 2.2% 2.1% 2.6% 0.5 pp 0.0 pp
Sarasota 2.7% 2.5% 3.0% 1.2% 2.4% 1.2 pp -0.3 pp
Duval 3.0% 3.3% 2.1% 2.5% 1.9% -0.6 pp -1.1 pp
Brevard 2.5% 2.4% 2.0% 2.1% 1.6% -0.5 pp -0.9 pp
Orange 32.4% 33.6% 34.4% 34.7% 39.0% +4.3 pp +6.6 pp
Broward 9.7% 8.7% 8.4% 8.9% 9.1% +0.2 pp -0.6 pp
Miami-Dade 9.6% 10.2% 9.1% 9.5% 8.4% -1.1 pp -1.2 pp
Palm Beach 6.6% 5.3% 6.0% 5.5% 6.1% +0.6 pp -0.5 pp
Lee 3.6% 4.7% 4.4% 5.0% 3.7% -1.3 pp +0.1 pp
Pinellas 3.4% 3.0% 3.5% 4.1% 3.0% -1.1 pp -0.4 pp
Monroe 2.7% 2.2% 3.1% 2.1% 2.9% +0.8 pp +0.2 pp
Volusia 2.6% 2.9% 2.2% 2.1% 2.6% +0.5 pp +0.0 pp
Sarasota 2.7% 2.5% 3.0% 1.2% 2.4% +1.2 pp -0.3 pp
Duval 3.0% 3.3% 2.1% 2.5% 1.9% -0.6 pp -1.1 pp
Brevard 2.5% 2.4% 2.0% 2.1% 1.6% -0.5 pp -0.9 pp
New York 14.7% 14.9% 14.7% 11.3% 13.9% +2.6 pp -0.8 pp
Illinois 5.0% 6.1% 6.9% 8.6% 6.4% -2.2 pp +1.4 pp
New Jersey 8.2% 8.8% 5.8% 6.4% 6.1% -0.3 pp -2.1 pp
Pennsylvania 4.6% 4.1% 4.9% 5.4% 5.9% +0.5 pp +1.3 pp
Texas 5.2% 5.4% 4.6% 6.0% 5.8% -0.2 pp +0.6 pp
California 5.6% 7.3% 7.2% 7.3% 5.7% -1.6 pp +0.1 pp
Massachusetts 6.2% 4.0% 4.5% 4.5% 5.2% +0.7 pp -1.0 pp
Michigan 4.6% 4.2% 3.2% 4.6% 4.9% -0.3 pp +0.3 pp
Ohio 4.9% 6.5% 4.2% 3.7% 4.2% +0.5 pp -0.7 pp
Virginia 2.7% 2.8% 3.5% 4.7% 4.0% -0.7 pp +1.3 pp
Connecticut 2.4% 2.9% 3.6% 1.7% 3.5% +1.8 pp +1.1 pp
Maryland 2.3% 3.4% 2.9% 2.7% 2.8% +0.1 pp +0.5 pp
PARTNER TOOLS
FLORIDA AIRPORTS:
PASSENGER ORIGINS

44
Drive Origin States
Feeder Highways
ORIGIN STATES - DRIVE
The majority of drive visitors to Florida arrive from
the Southeast and Midwest states, with two outliers
being New York and Texas. Nearly 40 percent of
Florida’s drive visitors come from five states: Georgia,
Alabama, Texas, North Carolina, and Tennessee.
NY
5.3%MI
4.1%
IL
5.0%
TX
5.6
OH
4.8%
VA
3.4%
NC
5.5%
GA
16.8%
AL
6.6%
TN
5.4%
More than 10%
Less than 10%
Less than 5%
NY
5.3%MI
4.1%
IL
5.0%
TX
5.6
OH
4.8%
VA
3.4%
NC
5.5%
GA
16.8%
AL
6.6%
TN
5.4%
More than 10%
Less than 10%
Less than 5%
Headlines
• Drive visitors typically travel in larger parties
(2.5 persons) than air visitors (2 persons).
• Drive visitors from South Carolina have declined
significantly, falling from the top five in 2011.
TOP DRIVE ORIGIN STATES, 2011
Georgia is responsible for nearly 17 percent of Florida’s drive visitors, but that share
is down from 2010. Research indicates that Georgians increased their share of
visitation to nearby states such as Tennessee, North Carolina and Alabama.
PARTNER TOOLS
DRIVE STATES VISITOR PROFILES
DRIVE STATE COMPARISON

45
Drive Origin States
feeder Highways
PRIMARY FEEDER HIGHWAYS
This map identifies the primary feeder highways that connect top drive states to
Florida. Top drive origin states are identified with each highway.
PRIMARY FEEDER HIGHWAYSPRIMARY FEEDER HIGHWAYS
This map identifies the primary feeder highways that connect top drive states to
Florida. Top drive origin states are identified with each highway.
I-75 / I-65
AL, GA, TN, KY,
MO, & OH
I-95
GA, NC,
SC, & VA
I-10
AL, LA,
MS, & TX
ORIGIN STATES - DRIVE
The majority of drive visitors to Florida arrive from
the Southeast and Midwest states, with two outliers
being New York and Texas. Nearly 40 percent of
Florida’s drive visitors come from five states: Georgia,
Alabama, Texas, North Carolina, and Tennessee.
Headlines
• Drive visitors typically travel in larger parties (2.5
persons) than air visitors (2 persons).
• Drive visitors from South Carolina have declined
significantly, falling from the top five in 2011.
NY
5.3%MI
4.1%
IL
5.0%
TX
5.6
OH
4.8%
VA
3.4%
NC
5.5%
GA
16.8%
AL
6.6%
TN
5.4%
More than 10%
Less than 10%
Less than 5%
PARTNER TOOLS
DRIVE STATES VISITOR PROFILES

46
Destination Regions
DESTINATION COUNTIES
Florida’s drive visitors predominantly travel to the north
and central parts of the Sunshine State. Summer is the
most popular season for drive visitors, 93 percent of
whom are traveling for leisure purposes.
Headlines
• 92 percent of visitors to Northwest Florida arrive by auto.
• Florida’s top destination counties for drive visitors were
Orange (26%), Okaloosa (7.6%), Volusia (5.8%) and
Hillsborough (5.6%).
• Orange, Okaloosa, Bay and Hillsborough counties have
been in the top five for the past 5 years.
Santa
Rosa
Walton
Holmes
Washington
Jackson
Calhoun
Gulf
Liberty
Franklin
Gadsden
Leon
Wakulla
Jefferson
Taylor
Madison
Hamilton
Suwannee
Lafayette
Dixie
Columbia
Baker
Nassau
Union
Bradford
Clay
St.
Johns
Putnam
Gilchrist
Alachua
Levy
Flagler
Marion
Citrus
Sumter
Lake
Seminole
Hernando
Pasco
Polk
Osceola
Brevard
Manatee Hardee
Highlands
Okeechobee
Indian
River
St
Lucie
De Soto
Charlotte Glades
Martin
Palm
BeachHendry
Collier
Volusia
5.8%
Duval
5.3%
Okaloosa
7.6%
Bay
7.0%
Orange
26.0%Pinellas
2.9%
Hillsborough
5.6%
Broward
3.0%
Miami-Dade
4.5%
Lee
3.4%
Duval
Escambia
Bay
Monroe
Sarasota
Santa
Rosa
Walton
Holmes
Washington
Jackson
Calhoun
Gulf
Liberty
Franklin
Gadsden
Leon
Wakulla
Jefferson
Taylor
Madison
Hamilton
Suwannee
Lafayette
Dixie
Columbia
Baker
Nassau
Union
Bradford
Clay
St.
Johns
Putnam
Gilchrist
Alachua
Levy
Flagler
Marion
Citrus
Sumter
Lake
Seminole
Hernando
Pasco
Polk
Osceola
Brevard
Manatee Hardee
Highlands
Okeechobee
Indian
River
St
Lucie
De Soto
Charlotte Glades
Martin
Palm
BeachHendry
Collier
Volusia
5.8%
Duval
5.3%
Okaloosa
7.6%
Bay
7.0%
Orange
26.0%Pinellas
2.9%
Hillsborough
5.6%
Broward
3.0%
Miami-Dade
4.5%
Lee
3.4%
Duval
Escambia
Bay
Monroe
Sarasota
AL, IN,
KY, LA,
MS, MO,
TN & TX
GA
NC & SC
ALL
states
feed
Central
Florida
SC
NC
states
CentralCentral
FloridaFlorida
CentralCentral
SC & VA
OH
TOP 10 DESTINATION COUNTIES

47
Destination Regions
DESTINATION REGIONS
In 2012, 55 percent of domestic visitors drove to Florida. In general,
origin states on the east coast tend to choose destinations on the east
coast of Florida. Orlando is a popular destination for all drive travel.
AL, IN,
KY, LA,
MS, MO,
TN & TX
GA
NC & SC
ALL
states
feed
Central
Florida
SC
NC
SC & VA
OH
REGIONS FOR DIFFERENT
DRIVE ORIGIN STATES
This chart shows Florida regions as
destinations for different drive origin
states.
Santa
Rosa
Walton
Holmes
Washington
Jackson
Calhoun
Gulf
Liberty
Franklin
Gadsden
Leon
Wakulla
Jefferson
Taylor
Madison
Hamilton
Suwannee
Lafayette
Dixie
Columbia
Baker
Nassau
Union
Bradford
Clay
St.
Johns
Putnam
Gilchrist
Alachua
Levy
Flagler
Marion
Citrus
Sumter
Lake
Seminole
Hernando
Pasco
Polk
Osceola
Brevard
Manatee Hardee
Highlands
Okeechobee
Indian
River
St
Lucie
De Soto
Charlotte Glades
Martin
Palm
BeachHendry
Collier
Volusia
5.8%
Duval
5.3%
Okaloosa
7.6%
Bay
7.0%
Orange
26.0%Pinellas
2.9%
Hillsborough
5.6%
Broward
3.0%
Miami-Dade
4.5%
Lee
3.4%
Duval
Escambia
Bay
Monroe
Sarasota
AL, IN,
KY, LA,
MS, MO,
TN & TX
GA
NC & SC
ALL
states
feed
Central
Florida
SC
NC
states
CentralCentral
FloridaFlorida
CentralCentral
SC & VA
OH
PARTNER TOOLS

48
Top Drive Market Origin
States for Drive Travelers
Top Destination Counties
for Drive Travelers
ORIGIN TRENDS
Top origin states for drive visitors to Florida have
remained consistent over the past several years.
The top states are within 13 hours driving distance
to Florida.
Headlines
• The majority of drive visitors to Florida arrive from Southeast and
Midwest states, with New York and Texas as outliers.
• Nearly 40 percent of Florida’s drive visitors come from five states:
Georgia, Alabama, Texas, North Carolina, and Tennessee.
* percentage point
TOP ORIGIN DRIVE STATES OVER FIVE YEARS
This chart shows the share of Florida’s drive visitors by origin state. In 2011, nearly 17 percent of Florida’s
drive visitors came from Georgia.
State 2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
Georgia 18.5% 20.2% 21.4% 18.9% 16.8% -2.1 pp -1.7 pp
Alabama 6.6% 6.3% 10.5% 7.2% 6.6% -0.6 pp 0.0 pp
Texas 4.5% 3.6% 4.5% 4.0% 5.6% 1.6 pp 1.1 pp
North Carolina 4.4% 6.8% 5.3% 6.9% 5.5% -1.4 pp 1.1 pp
Tennessee 5.4% 5.6% 3.2% 5.2% 5.4% 0.2 pp 0.0 pp
New York 7.2% 4.3% 5.2% 4.5% 5.3% 0.8 pp -1.9 pp
Illinois 5.7% 2.9% 4.9% 3.9% 5.0% 1.1 pp -0.7 pp
Ohio 4.6% 3.8% 4.2% 4.9% 4.8% -0.1 pp 0.2 pp
Michigan 3.3% 2.7% 2.5% 4.9% 4.1% -0.8 pp 0.8 pp
Virginia 4.8% 3.1% 3.8% 2.6% 3.4% 0.8 pp -1.4 pp
New Jersey 2.6% 3.4% 3.0% 3.6% 3.0% -0.6 pp 0.4 pp
South Carolina 5.0% 5.9% 6.0% 6.6% 2.9% -3.7 pp -2.1 pp
State 2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
Georgia 18.5% 20.2% 21.4% 18.9% 16.8% -2.1 pp -1.7 pp
Alabama 6.6% 6.3% 10.5% 7.2% 6.6% -0.6 pp +/- 0.0 pp
Texas 4.5% 3.6% 4.5% 4.0% 5.6% +1.6 pp +1.1 pp
North Carolina 4.4% 6.8% 5.3% 6.9% 5.5% -1.4 pp +1.1 pp
Tennessee 5.4% 5.6% 3.2% 5.2% 5.4% +0.2 pp +/- 0.0 pp
New York 7.2% 4.3% 5.2% 4.5% 5.3% +0.8 pp -1.9 pp
Illinois 5.7% 2.9% 4.9% 3.9% 5.0% +1.1 pp -0.7 pp
Ohio 4.6% 3.8% 4.2% 4.9% 4.8% -0.1 pp +/- 0.2 pp
Michigan 3.3% 2.7% 2.5% 4.9% 4.1% -0.8 pp +0.8 pp
Virginia 4.8% 3.1% 3.8% 2.6% 3.4% +0.8 pp -1.4 pp
New Jersey 2.6% 3.4% 3.0% 3.6% 3.0% -0.6 pp +0.4 pp
County 2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
Orange 24.7% 28.1% 24.8% 23.4% 26.0% +2.6 pp +1.3pp
Okaloosa 5.2% 8.2% 7.2% 6.0% 7.6% +1.6 pp +2.4 pp
Bay 5.7% 6.5% 6.1% 8.0% 7.0% -1.0 pp +1.3 pp
Volusia 3.4% 4.7% 6.5% 4.1% 5.8% +1.7 pp +2.4 pp
Duval 5.2% 5.4% 5.7% 6.5% 5.3% -1.2 pp +0.1 pp
Miami-Dade 2.1% 3.6% 3.2% 2.7% 4.5% +1.8 pp +2.4 pp
Lee 2.2% 1.9% 2.7% 2.3% 3.4% +1.1 pp +1.2 pp
Broward 4.0% 2.9% 3.3% 3.7% 3.0% -0.7 pp -1.0 pp
Pinellas 3.9% 3.4% 2.4% 3.8% 2.9% -0.9 pp -1.0 pp
Escambia 4.3% 3.2% 3.4% 3.0% 2.9% -0.1 pp -1.4 pp
Sarasota 3.4% 2.1% 2.2% 3.2% 2.6% -0.6 pp -0.8 pp
PARTNER TOOLS
DRIVE STATE PROFILES

49
DESTINATION TRENDS
The top destination counties for Florida’s drive visitors
are Orange, Okaloosa, Bay and Volusia.
Headlines
• The top destination counties for drive visitors
are predominantly in North and Central
Florida. Most drive visitors, 93 percent, are
traveling for leisure purposes.
TOP DESTINATION COUNTIES OVER FIVE YEARS
COMBINED BUSINESS AND LEISURE (2011)
This table shows the share of drive visitors by top destination counties. For example, Okaloosa
County’s share of drive visitors has increased 2.4 percentage points in the past 5 years.
* percentage point
Note: County names are determined based on the main destination city reported by the respondents.
State 2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
Georgia 18.5% 20.2% 21.4% 18.9% 16.8% -2.1 pp -1.7 pp
Alabama 6.6% 6.3% 10.5% 7.2% 6.6% -0.6 pp +/- 0.0 pp
Texas 4.5% 3.6% 4.5% 4.0% 5.6% +1.6 pp +1.1 pp
North Carolina 4.4% 6.8% 5.3% 6.9% 5.5% -1.4 pp +1.1 pp
Tennessee 5.4% 5.6% 3.2% 5.2% 5.4% +0.2 pp +/- 0.0 pp
New York 7.2% 4.3% 5.2% 4.5% 5.3% +0.8 pp -1.9 pp
Illinois 5.7% 2.9% 4.9% 3.9% 5.0% +1.1 pp -0.7 pp
Ohio 4.6% 3.8% 4.2% 4.9% 4.8% -0.1 pp +/- 0.2 pp
Michigan 3.3% 2.7% 2.5% 4.9% 4.1% -0.8 pp +0.8 pp
Virginia 4.8% 3.1% 3.8% 2.6% 3.4% +0.8 pp -1.4 pp
New Jersey 2.6% 3.4% 3.0% 3.6% 3.0% -0.6 pp +0.4 pp
County 2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
Orange 24.7% 28.1% 24.8% 23.4% 26.0% 2.6 pp 1.3pp
Okaloosa 5.2% 8.2% 7.2% 6.0% 7.6% 1.6 pp 2.4 pp
Bay 5.7% 6.5% 6.1% 8.0% 7.0% -1.0 pp 1.3 pp
Volusia 3.4% 4.7% 6.5% 4.1% 5.8% 1.7 pp 2.4 pp
Duval 5.2% 5.4% 5.7% 6.5% 5.3% -1.2 pp 0.1 pp
Miami-Dade 2.1% 3.6% 3.2% 2.7% 4.5% 1.8 pp 2.4 pp
Lee 2.2% 1.9% 2.7% 2.3% 3.4% 1.1 pp 1.2 pp
Broward 4.0% 2.9% 3.3% 3.7% 3.0% -0.7 pp -1.0 pp
Pinellas 3.9% 3.4% 2.4% 3.8% 2.9% -0.9 pp -1.0 pp
Escambia 4.3% 3.2% 3.4% 3.0% 2.9% -0.1 pp -1.4 pp
Sarasota 3.4% 2.1% 2.2% 3.2% 2.6% -0.6 pp -0.8 pp
County 2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
Orange 24.7% 28.1% 24.8% 23.4% 26.0% +2.6 pp +1.3pp
Okaloosa 5.2% 8.2% 7.2% 6.0% 7.6% +1.6 pp +2.4 pp
Bay 5.7% 6.5% 6.1% 8.0% 7.0% -1.0 pp +1.3 pp
Volusia 3.4% 4.7% 6.5% 4.1% 5.8% +1.7 pp +2.4 pp
Duval 5.2% 5.4% 5.7% 6.5% 5.3% -1.2 pp +0.1 pp
Miami-Dade 2.1% 3.6% 3.2% 2.7% 4.5% +1.8 pp +2.4 pp
Lee 2.2% 1.9% 2.7% 2.3% 3.4% +1.1 pp +1.2 pp
Broward 4.0% 2.9% 3.3% 3.7% 3.0% -0.7 pp -1.0 pp
Pinellas 3.9% 3.4% 2.4% 3.8% 2.9% -0.9 pp -1.0 pp
Escambia 4.3% 3.2% 3.4% 3.0% 2.9% -0.1 pp -1.4 pp
Sarasota 3.4% 2.1% 2.2% 3.2% 2.6% -0.6 pp -0.8 pp
Top Drive Market Origin
States for Drive Travelers
Top Destination Counties
for Drive Travelers

50
VISITOR VOLUME BY LIFESTAGE SEGMENT
Florida’s 75 million-plus domestic visitors represent a diversity
of gender, generational cohorts, income levels, family
composition and ethnicities. Florida tracks visitor volume,
spend and other patterns by lifestage segmentation. Lifestage
categories combine three variables; age, household income,
and the presence of children in the household.
Definitions
• Young & Free (18-34; any income; no kids)
• Young Family (18-34; any income; kids in HH)
• Maturing & Free (35-54; any income; no kids)
• Moderate Family (35-54; <$75K; kids in HH)
• Affluent Family (35-54; $75K+; kids in HH)
• Moderate Mature (55 or older, <$60K; no kids)
• Affluent Mature (55 or older; $60K+, no kids)
All Lifestages
Visitor Volume by:
Generational Composition
Age Segmentation Source: D.K. Shifflet & Associates
LIFESTAGE SEGMENT COMPOSITION
This chart shows the share of domestic
visitors to Florida by lifestage. As an example,
a quarter of Florida’s visitors are 18-34
years old and fall in either the young & free
or young family lifestage.
Family Composition
Affluent Mature
20%
Young & Free
13%
Young Family
12%
Maturing & Free
18%
Affluent Family
17%
Moderate
Mature
8%
Moderate Family
9%
76%
24%
51%
49%
43%
57%
78%
22%
28%
44%
56% 72%
28%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Young
& Free
Young
Family
Maturing
& Free
Moderate
Family
Affluent
Family
Moderate
Family
Affluent
Mature
Silent/GI (born 1945 or earlier)
Boomers (born 1946-1964)
GenX (born 1965-1980)
Millennials (born 1981 or after)
72%
PARTNER TOOLS
DETAILED LIFESTAGE PROFILES
LIFESTAGE SEGMENT SNAPSHOT

51
GENERATIONAL COMPOSITION
Among Florida visitors, Baby Boomers (born 1946-1964) and
members of Generation X (born 1965-1980) currently have the
strongest presence with the family segments dominated by
Generation X.
All Lifestages
Visitor Volume by:
VISITOR VOLUME BY
GENERATIONAL COHORT
COMBINED BUSINESS AND
LEISURE TRAVEL (2011)
This chart breaks out each lifestage by
generation. For example, the bar at the
far left representing the Young & Free
lifestage shows that 76 percent belong
to the Millennial generation (born 1981
or after).
Family Composition
Definitions
• Young & Free (18-34; any income; no kids)
• Young Family (18-34; any income; kids in HH)
• Maturing & Free (35-54; any income; no kids)
• Moderate Family (35-54; <$75K; kids in HH)
• Afﬂuent Family (35-54; $75K+; kids in HH)
• Moderate Mature (55 or older, <$60K; no kids)
• Afﬂuent Mature (55 or older; $60K+, no kids)
76%
24%
51%
49%
43%
57%
78%
22%
28%
44%
56% 72%
28%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Young
& Free
Young
Family
Maturing
& Free
Moderate
Family
Affluent
Family
Moderate
Family
Affluent
Mature
GenX (born 1965-1980)
72%
76%
24%
51%
49%
43%
57%
78%
22%
28%
44%
56% 72%
28%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Young
& Free
Young
Family
Maturing
& Free
Moderate
Family
Affluent
Family
Moderate
Family
Affluent
Mature
GenX (born 1965-1980)
72%
PARTNER TOOLS

52
All Lifestages
Visitor Volume by:
FAMILY / NON-FAMILY COMPOSITION
While Florida is recognized globally as a family vacation
destination, 62 percent of the Sunshine State’s visitors are from
non-family lifestages. Florida is a popular destination with non-
family travelers who make more frequent trips to the state
and take shorter getaways. Those with more resources – the
Affluent Mature lifestage – represent one in five Florida visitors.
Florida’s challenge going forward will be capturing the visits
and loyalty of the Young & Free and Young Families lifestages.
Headlines
by family Composition:
• Three lifestages include children at home: Young
Family, Moderate Family and Affluent Family.
These groups account for 38 percent of Florida’s
visitors.
• Florida has been slowly losing visitors from the
Young Family and Maturing & Free lifestages over
the past 5 years.
• There has been growth in the Affluent Family and
Affluent Mature lifestages coming to Florida.
VISITOR VOLUME BY FAMILY COMPOSITION
This chart shows that in 2011, Non-Family lifestages
(those with no children in the household) made up
62 percent of Florida’s domestic visitors.
family Composition
Non-Family 62%
Family 38%
76%
24%
51%
49%
43%
57%
78%
22%
28%
44%
56% 72%
28%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Young
& Free
Young
Family
Maturing
& Free
Moderate
Family
Affluent
Family
Moderate
Family
Affluent
Mature
GenX (born 1965-1980)
72%
PARTNER TOOLS

53
All Lifestages
Visitor Volume by:
VISITOR VOLUME BY AGE
Florida attracts visitors from all ages, creating a balanced
mix of interest and budgets to fuel Sunshine State tourism.
The average age of Florida’s domestic visitor is 46 and the
largest portion of domestic visitors is in the 35-54 age group.
Compared to U.S. travelers overall, more Florida visitors
are in the 35-54 range. The only age group that Florida
underperforms against is Millennials, (those under 30). Since
Millennial travel represents 21 percent of overnight travel in the
U.S., but only 16 percent of Florida’s overnight travel, there is an
opportunity for growth in this segment.
Headlines
• Among a well-balanced mix of ages, 35- to
54-year-olds make up the greatest portion of
Florida’s visitors.
• For both Florida and U.S. travelers, the 35-54
age group is the largest segment, responsible
for 41 percent of U.S. overnight travel and 44
percent of Florida’s visitors.
Family Composition
VISITOR VOLUME BY AGE
This chart shows that in 2011, the mature lifestages (55 and
older) made up 28 percent of Florida’s domestic visitors.
Ages 55+
28%
Ages 18-34
25%
35-54
44%
76%
24%
51%
49%
43%
57%
78%
22%
28%
44%
56% 72%
28%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Young
& Free
Young
Family
Maturing
& Free
Moderate
Family
Affluent
Family
Moderate
Family
Affluent
Mature
GenX (born 1965-1980)
72%
PARTNER TOOLS

54
VISITOR SPEND BY LIFESTAGE
Since total trip value considers party size and length of stay, it
is no surprise that trip values are highest for the Affluent Family
and Young Family lifestages where the average party size is
typically three people.
The Maturing & Free group spends the most per day of non-
family lifestages. Maturing & Free visitors are surpassed in trip
value by the Affluent Family lifestage only because of that
group’s larger party size.
Trip Value: Definition
Trip Value is the average amount spent during
a Florida visit. To arrive at the numbers in the
bar chart, multiply the average expenditure
per person per day by the average length of
stay and average travel party size.
Here’s the calculation for the Affluent Family:
$135 X 5.1 days X 3 persons = $2,050.
FLORIDA TRIP VALUE BY LIFESTAGE
COMBINED BUSINESS AND
LEISURE TRAVEL (2011)
This chart shows that in 2011, the Affluent Family
lifestage had the greatest trip value compared to all
other lifestages.
$0
$500
$1,000
$1,500
$2,000
$1,416
Moderate
Mature
$1,467
Young
& Free
$1,631
Maturing
& Free
$1,417
Moderate
Family
$1,564
Affluent
Mature
$1,643
Young
Family
Affluent
Family
$2,050
PARTNER TOOLS

55
The majority (71%) of Florida’s domestic visitors are from Generation X and the Baby
Boomer generation. Over the past 5 years, the share of visitors from the Millennial
generation has increased 11 percent – more than any other generation.
VOLUME BY GENERATION OVER FIVE YEARS
This table breaks out Florida’s visitors by generational cohort.
Generational
Age
Income
Lifestage
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
Millennials (1981 to present) 5% 9% 11% 15% 16% 1 pp 11 pp
GenX (1965-1980) 39% 39% 40% 36% 36% 0 pp -3 pp
Boomers (1946 -1964) 38% 36% 35% 35% 35% 0 pp -3 pp
Silent/GI (1945 or earlier) 18% 16% 14% 13% 13% 0 pp -5 pp
* percentage point
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
Under $49,999 25.0% 22.9% 23.8% 20.4% 25.6% +5.2 pp +0.6 pp
$50,000-$74,999 19.3% 20.0% 19.0% 17.9% 20.0% +2.1 pp +0.7 pp
$75,000-$99,999 16.4% 17.7% 16.3% 18.3% 16.2% -2.1 pp -0.2 pp
$100,000-$149,999 28.5% 28.0% 27.8% 31.1% 25.3% -5.8 pp -3.2 pp
$150,000-$199,999 6.4% 6.8% 8.6% 7.3% 8.3% +1.0 pp +1.9 pp
$200,000+ 4.4% 4.5% 4.5% 5.0% 4.6% -0.4 pp +0.2 pp
Average $95,400 $96,700 $97,600 $101,500 $95,400 --- ---
2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
18 - 34 Years Old 26.9% 28.4% 28.3% 27.9% 24.9% -3.0 pp -2.0 pp
35 - 49 Years Old 32.2% 31.6% 32.9% 30.5% 33.7% +3.2 pp +1.5 pp
50 - 64 Years Old 27.5% 27.5% 26.2% 28.4% 26.4% -2.0 pp -1.0 pp
65+ Years Old 13.5% 12.5% 12.6% 13.2% 15.0% +1.8 pp +1.5 pp
Average Age 46.4 46.0 45.7 45.9 46.4 -- --
Median Age 45.0 45.0 44.0 45.0 45.0 -- --
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
Young & Free (18-34; any income; no kids) 13% 12% 14% 15% 13% -2 pp +/-0 pp
Young Family (18-34; any income; kids in HH) 13% 16% 15% 13% 12% -1 pp -1 pp
Maturing & Free (35-54; any income; no kids) 22% 18% 19% 21% 18% -3 pp -4 pp
Moderate Family (35-54; <$75K; kids in HH) 9% 8% 9% 6% 9% +3 pp +/-0 pp
Afﬂuent Family (35-54; $75K+; kids in HH) 13% 15% 15% 16% 17% +1 pp +4 pp
Moderate Mature (55 or older, <$60K; no kids) 9% 8% 7% 8% 8% +/-0 pp -1 pp
Afﬂuent Mature (55 or older; $60K+, no kids) 18% 19% 19% 18% 20% +2 pp +2 pp
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
Millennials (1981 to present) 5% 9% 11% 15% 16% +1 pp +11 pp
GenX (1965-1980) 39% 39% 40% 36% 36% +/-0 pp -3 pp
Boomers (1946 -1964) 38% 36% 35% 35% 35% +/-0 pp -3 pp
Silent/GI (1945 or earlier) 18% 16% 14% 13% 13% +/-0 pp -5 pp
PARTNER TOOLS

56
VOLUME BY LIFESTAGE OVER FIVE YEARS
This table breaks out Florida’s visitors by lifestage segment.
Generational
Age
Income
Lifestage
Over the past 5 years, visitor volume by lifestage has remained relatively stable.
Visitors belonging to the Affluent Family lifestage had the greatest increase
since 2007. While Florida remains a popular destination for families, nearly 60
percent of domestic visitors do not have children in the household.
* percentage point
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
Young & Free (18-34; any income; no kids) 13% 12% 14% 15% 13% -2 pp 0 pp
Moderate Family (35-54; <$75K; kids in HH) 9% 8% 9% 6% 9% 3 pp 0 pp
Affluent Family (35-54; $75K+; kids in HH) 13% 15% 15% 16% 17% 1 pp 4 pp
Moderate Mature (55 or older, <$60K; no kids) 9% 8% 7% 8% 8% 0 pp -1 pp
Affluent Mature (55 or older; $60K+, no kids) 18% 19% 19% 18% 20% 2 pp 2 pp
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
Under $49,999 25.0% 22.9% 23.8% 20.4% 25.6% +5.2 pp +0.6 pp
$50,000-$74,999 19.3% 20.0% 19.0% 17.9% 20.0% +2.1 pp +0.7 pp
$75,000-$99,999 16.4% 17.7% 16.3% 18.3% 16.2% -2.1 pp -0.2 pp
$100,000-$149,999 28.5% 28.0% 27.8% 31.1% 25.3% -5.8 pp -3.2 pp
$150,000-$199,999 6.4% 6.8% 8.6% 7.3% 8.3% +1.0 pp +1.9 pp
$200,000+ 4.4% 4.5% 4.5% 5.0% 4.6% -0.4 pp +0.2 pp
Average $95,400 $96,700 $97,600 $101,500 $95,400 --- ---
2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
18 - 34 Years Old 26.9% 28.4% 28.3% 27.9% 24.9% -3.0 pp -2.0 pp
35 - 49 Years Old 32.2% 31.6% 32.9% 30.5% 33.7% +3.2 pp +1.5 pp
50 - 64 Years Old 27.5% 27.5% 26.2% 28.4% 26.4% -2.0 pp -1.0 pp
65+ Years Old 13.5% 12.5% 12.6% 13.2% 15.0% +1.8 pp +1.5 pp
Average Age 46.4 46.0 45.7 45.9 46.4 -- --
Median Age 45.0 45.0 44.0 45.0 45.0 -- --
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
GenX (1965-1980) 39% 39% 40% 36% 36% +/-0 pp -3 pp
Boomers (1946 -1964) 38% 36% 35% 35% 35% +/-0 pp -3 pp
PARTNER TOOLS

57
VISITOR AGE
The age of Florida’s visitors has remained relatively
stable the past 5 years, with increases in the
percentage of visitors older than 65 and ages 35 to
49. Visitors older than 65 now make up 15 percent of
Florida’s visitors. Visitors age 18- to 34- are down two
percentage points from 5 years ago.
VOLUME BY AGE OVER FIVE YEARS
This chart shows how the share of Florida’s domestic visitors 18-34 years old is down
three percentage points since 2010.
Generational
Age
Income
Lifestage
Headlines
• The year-over-year percentage point increase was
greatest for visitors 35-49, which represents the largest
portion of Florida’s domestic visitors. The largest year-
over-year decrease was in the 18-34 year old age group.
• According to Census data, in the first decade of the 21st
century the median age rose from 35.3 to 37.2 years.
2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
18 - 34 Years Old 26.9% 28.4% 28.3% 27.9% 24.9% -3.0 pp -2.0 pp
35 - 49 Years Old 32.2% 31.6% 32.9% 30.5% 33.7% 3.2 pp 1.5 pp
50 - 64 Years Old 27.5% 27.5% 26.2% 28.4% 26.4% -2.0 pp -1.0 pp
65+ Years Old 13.5% 12.5% 12.6% 13.2% 15.0% 1.8 pp 1.5 pp
Average Age 46.4 46.0 45.7 45.9 46.4 -- --
Median Age 45.0 45.0 44.0 45.0 45.0 -- --
* percentage point
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
Under $49,999 25.0% 22.9% 23.8% 20.4% 25.6% +5.2 pp +0.6 pp
$50,000-$74,999 19.3% 20.0% 19.0% 17.9% 20.0% +2.1 pp +0.7 pp
$75,000-$99,999 16.4% 17.7% 16.3% 18.3% 16.2% -2.1 pp -0.2 pp
$100,000-$149,999 28.5% 28.0% 27.8% 31.1% 25.3% -5.8 pp -3.2 pp
$150,000-$199,999 6.4% 6.8% 8.6% 7.3% 8.3% +1.0 pp +1.9 pp
$200,000+ 4.4% 4.5% 4.5% 5.0% 4.6% -0.4 pp +0.2 pp
Average $95,400 $96,700 $97,600 $101,500 $95,400 --- ---
2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
18 - 34 Years Old 26.9% 28.4% 28.3% 27.9% 24.9% -3.0 pp -2.0 pp
35 - 49 Years Old 32.2% 31.6% 32.9% 30.5% 33.7% +3.2 pp +1.5 pp
50 - 64 Years Old 27.5% 27.5% 26.2% 28.4% 26.4% -2.0 pp -1.0 pp
65+ Years Old 13.5% 12.5% 12.6% 13.2% 15.0% +1.8 pp +1.5 pp
Average Age 46.4 46.0 45.7 45.9 46.4 -- --
Median Age 45.0 45.0 44.0 45.0 45.0 -- --
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
GenX (1965-1980) 39% 39% 40% 36% 36% +/-0 pp -3 pp
Boomers (1946 -1964) 38% 36% 35% 35% 35% +/-0 pp -3 pp
PARTNER TOOLS

58
HOUSEHOLD INCOME
During the recession, the share of Florida’s visitors with a
household income under $75,000 steadily declined. In
2011, that trend was reversed, with a 7-point increase
among those visitors and a return to pre-recession levels.
This is most likely due to pent-up demand in the market
for those households that put off vacations or switched
to staycations during the recession. This income group’s
rebound contributed to the increase in drive visitors and a
decrease in average visitor spending.
VOLUME BY HOUSEHOLD INCOME OVER FIVE YEARS
This chart shows the share of Florida visitors by household income. In 2011, Florida experienced
an increase of five percentage points in visitors whose income was under $49,999.
Generational
Age
Income
Lifestage
Headlines
• In 2011, the average household income of
domestic visitors to Florida was $95,400, down 6
percent from 2010 and the same as the average
household income of visitors in 2007.
• Those visitors with a household income of
$100,000-$149,999 declined three percentage
points in the past 5 years.
* percentage point
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
Under $49,999 25.0% 22.9% 23.8% 20.4% 25.6% 5.2 pp 0.6 pp
$50,000-$74,999 19.3% 20.0% 19.0% 17.9% 20.0% 2.1 pp 0.7 pp
$75,000-$99,999 16.4% 17.7% 16.3% 18.3% 16.2% -2.1 pp -0.2 pp
$100,000-$149,999 28.5% 28.0% 27.8% 31.1% 25.3% -5.8 pp -3.2 pp
$150,000-$199,999 6.4% 6.8% 8.6% 7.3% 8.3% 1.0 pp 1.9 pp
$200,000+ 4.4% 4.5% 4.5% 5.0% 4.6% -0.4 pp 0.2 pp
Average $95,400 $96,700 $97,600 $101,500 $95,400 --- ---
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
Under $49,999 25.0% 22.9% 23.8% 20.4% 25.6% +5.2 pp +0.6 pp
$50,000-$74,999 19.3% 20.0% 19.0% 17.9% 20.0% +2.1 pp +0.7 pp
$75,000-$99,999 16.4% 17.7% 16.3% 18.3% 16.2% -2.1 pp -0.2 pp
$100,000-$149,999 28.5% 28.0% 27.8% 31.1% 25.3% -5.8 pp -3.2 pp
$150,000-$199,999 6.4% 6.8% 8.6% 7.3% 8.3% +1.0 pp +1.9 pp
$200,000+ 4.4% 4.5% 4.5% 5.0% 4.6% -0.4 pp +0.2 pp
Average $95,400 $96,700 $97,600 $101,500 $95,400 --- ---
2007 2008 2009 2010 2011
pp* change
'11/'10
pp* change
'11/'07
18 - 34 Years Old 26.9% 28.4% 28.3% 27.9% 24.9% -3.0 pp -2.0 pp
35 - 49 Years Old 32.2% 31.6% 32.9% 30.5% 33.7% +3.2 pp +1.5 pp
50 - 64 Years Old 27.5% 27.5% 26.2% 28.4% 26.4% -2.0 pp -1.0 pp
65+ Years Old 13.5% 12.5% 12.6% 13.2% 15.0% +1.8 pp +1.5 pp
Average Age 46.4 46.0 45.7 45.9 46.4 -- --
Median Age 45.0 45.0 44.0 45.0 45.0 -- --
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
GenX (1965-1980) 39% 39% 40% 36% 36% +/-0 pp -3 pp
Boomers (1946 -1964) 38% 36% 35% 35% 35% +/-0 pp -3 pp
PARTNER TOOLS

59
PRIMARY REASON FOR TRAVEL
The majority of Florida visitors – 38 percent – come for a
vacation. Twenty-three percent visit to see friends and relatives
(VFR) living in Florida. Business travelers contribute 12 percent
of the visitor mix followed by weekend getaway-seekers and
special event travelers.
VISITOR TRIP PURPOSE
Visitors who came to Florida for the purpose of a vacation
made up 38 percent of Florida’s domestic visitors.
General Vacation
38%
Visit friends /
Relatives
23%
business
12%
Special Event
9%
Getaway Weekend
11%
Other Leisure/personal
7%
PARTNER TOOLS
VFR PROFILE

60
VISITOR PROFILE BASED ON TRIP PURPOSE
Visitors to Florida come for a variety of reasons with
typical spending patterns based on those purposes.
Insights into trip purpose and the related spend
highlight different value to Florida’s economy. Business
visitors spend on the average the most while in Florida
– $244 per day, while those visiting friends and family
spend the least per day – $93. Business visitor spend
is calculated by including items like conference fees
LEISURE, BUSINESS AND VFR SPEND
TRAVEL PROFILE
and facilities and is especially important to parts
of the state that offer these services. Visitors seeing
friends and families spend about a fifth of their travel
dollars on accommodations. Even though their total
spend per day may be lower, more of their dollars go
to food, entertainment and shopping experiences,
making this visitor important to Florida restaurants,
merchants and attractions.
Leisure VFR* Business
Percentage of Total
Domestic Visitation
88% 23%** 12%
Per Day Spend $116.10 $93.00 * $243.80
Avg Length of Stay 4.4 nights 4.9 nights 3.3 nights
Paid Accommodations 62% 21% 88%
Avg Party Size 2.5 1.9 1.4
Leading Season Summer (30%) Winter (29%) Winter (29%)
Origin States
Georgia (11%)
New York (9%)
Illinois (6%)
New York (11%)
Georgia (10%)
North Carolina (5%) )
Georgia (11%)
Texas (9%
California (7%)
*VFR (visit friends and relatives) visitors typically inspire increased entertainment and travel spending by their resident hosts –
spending that is not reﬂected in the average per-day spend.
**VFR percentage is also included within the 88 percent leisure.
PARTNER TOOLS
VFR PROFILE

61
TRIP PURPOSE TRENDS
Curtailed by the recession, the share of
Florida visitors coming for business declined
significantly in the past 5 years. In the same
time period, the share of visitors coming to
Florida for general vacation declined 2.4
percentage points in 2011 as more visitors
converted to a getaway weekend.
FIVE-YEAR TRENDS
This chart shows the single primary purpose identified by visitors for their travel to Florida.
In 2011, 38.3 percent of Florida’s domestic visitors came for a general vacation – a
decrease by 2.4 percentage points from the previous year.
2007 2008 2009 2010 2011
pp*
change
'11/'10
pp*
change
'11/'07
General Vacation 38.0% 37.6% 37.5% 40.7% 38.3% -2.4 pp 0.3 pp
Visit Friends/Relatives 25.4% 23.7% 26.2% 24.8% 23.0% -1.8 pp -2.4 pp
Getaway Weekend 6.8% 7.4% 8.2% 8.9% 11.1% 2.2 pp 4.3 pp
Special Event 6.8% 8.6% 8.5% 7.6% 8.6% 1.0 pp 1.8 pp
Other Personal 6.0% 5.2% 5.1% 4.9% 7.4% 2.5 pp 1.4 pp
Business 17.0% 17.5% 14.5% 13.2% 11.7% -1.5 pp -5.3 pp
*Percentage point
Headlines
• The share of visitors coming for a getaway weekend increased four
percentage points in the past 5 years and now represents one in ten
domestic trips to Florida.
• Year over year, the average length of stay for leisure visitors declined
8 percent.
• The share of travel to visit friends and relatives has declined two
percentage points since 2007.

62
COMpETITIVE LANDSCApE
Florida is one of the world’s leading destinations,
serving nearly 90 million visitors a year who
come from outside the Sunshine State. Eighty
five percent of Florida’s visitors travel from
locations within the domestic U.S.
Florida’s ability to inspire American desire to visit
is a leading indicator of success and a strong
competitive benchmark.

63
FLORIDA’S ABILITY TO INSPIRE TRAVEL
What states inspire Americans to visit? As reported by the Ypartnership/
Harrison Group, nearly half of surveyed Americans responded that they
were interested in traveling to Florida or California in the next 2 years.
Destination States
TOP U.S. DESTINATION STATES
By Generation
Source: 2012 Portrait of American Travelers, Ypartnership/Harrison Group. Respondents could select more than one state.
The states shown garnered the most responses.
0%
10%
20%
30%
40%
50%
60%
California Florida Hawaii New York Alaska
0%
10%
20%
30%
40%
50%
60%
Millennials Xers Boomers Matures
0%
10%
20%
30%
40%
50%
60%

64
FLORIDA’S ABILITY TO INSPIRE TRAVEL
Interest in traveling to Florida within the next 2 years is
strongest among the Millennials and GenX generations.
Boomers’ interest was slightly less, which may reﬂect a
lifetime of having already visited the Sunshine State.
Destination States
TOP U.S. DESTINATIONS BY GENERATION
by Generation
Source: 2012 Portrait of American Travelers, Ypartnership/Harrison Group. Respondents could select more than one state. The
states shown garnered the most responses.
0%
10%
20%
30%
40%
50%
60%
0%
10%
20%
30%
40%
50%
60%
0%
10%
20%
30%
40%
50%
60%

65
INSIGHTS AND OppORTuNITIES
Attracting more than 75 million domestic visitors a year is a significant challenge. No single demographic group or
geographic origin market in itself can provide the visitor volume necessary. Nor is there a single season that can increase
Florida’s visitor numbers. Florida’s continued growth as a destination requires a diverse portfolio of visitors – from a variety of
origins, spread across four seasons. Individual insights must be viewed as part of a strategy to achieve that variety.
yOuTH
Although Florida’s strongest visitor segments are currently older, changes in population and demographic shifts make it
critical for Florida to attract and retain younger visitors, especially among the Young and Free and Young Families segments.
Engaging these younger visitors now will fuel future travel as they mature into their prime earning and family years.
GEOGRApHIC ExpANSION
Cultivating new origin markets has the potential to diversify the Florida visitor mix both near- and long-term. Such an
expansion could inspire interest in areas of the state that have room to grow their visitation numbers. However, it will be
important to balance the potential gain from investing in expansion with continued efforts in traditional markets.
SpENDING
Florida has experienced a decline in visitor spending as a result of several factors, including a shortened length of stay and a
rise in visitors with lower household incomes. In order to increase spend, Florida will need to inﬂuence visitors while they are in
the state, raising their awareness of opportunities to extend their pleasure, their spending and their stay.
DRIVE
Continued strengthening of the drive market suggests opportunities for Florida to do more to serve these visitors while they
are traveling in-state, thus enhancing their experience and better serving our Partners.

66
INSIGHTS AND OppORTuNITIES (continued)
WEEkEND GETAWAyS
After five years of steady increases, the getaway weekend is no longer a trend, but rather a staple of Florida tourism
accounting for one in ten domestic trips to the state. Florida will need to learn what both attracts and satisfies these “in and
out” visitors. Equally important: the opportunity to engage them as repeat visitors.
DIVERSITy
As the U.S. population becomes more multicultural, especially among younger consumer segments, Florida’s messaging
and targeting must adapt in order to maintain its relevance. The 2013 celebration of Florida’s Quincentennial renewed
awareness for Florida’s diverse culture. There is an opportunity to build on that knowledge with multicultural audiences.
RELEVANCE
In the face of increasing competition for consumer attention, Florida must improve its ability to provide the most relevant
information, events and deals to consumers in advance of and during their trip in the Sunshine State. The more consumers
are interacting with Florida’s content, the more Florida has an opportunity to inﬂuence their decision. Content development
and distribution will be critical.

67
2013-14 DOMESTIC pLATfORM
In fiscal year 2013-2014, VISIT FLORIDA will continue to
grow its share in key origin markets and demographic
segments and expanding our geographic and
digital footprint. Cross-departmental efforts will
support Florida’s new brand positioning and an
increased presence throughout the year in key origin
markets. This vision will be achieved by aligning
departmental efforts with nine strategies:
1. Maintain brand awareness year round
in key markets
2. Grow our share in traditional markets and expand
into emerging markets
3. Expand Florida’s digital footprint
4. Strengthen marketing partnerships
5. Increase Florida’s brand relevance
6. Increase industry alignment and partner
engagement in VISIT FLORIDA marketing programs
7. Increase our ability to inﬂuence consumers
through content initiatives
8. Focus on the relationship between Florida
and its visitors
9. Develop an in-house sales operation to create
value for Partners and revenue opportunities for
VISIT FLORIDA

68
DOMESTIC STRATEGIES
1. MAINTAIN bRAND AWARENESS yEAR ROuND
IN kEy MARkETS
2. GROW OUR SHARE IN TRADITIONAL MARKETS
AND EXPAND INTO EMERGING MARKETS
3. EXPAND FLORIDA’S DIGITAL FOOTPRINT
4. STRENGTHEN MARKETING PARTNERSHIPS
5. INCREASE FLORIDA’S BRAND RELEVANCE
6. INCREASE INDUSTRY ALIGNMENT AND
PARTNER ENGAGEMENT IN VISIT FLORIDA
MARKETING PROGRAMS
7. INCREASE OUR ABILITY TO INFLUENCE
CONSUMERS THROUGH CONTENT INITIATIVES
8. FOCUS ON THE RELATIONSHIP BETWEEN
FLORIDA AND ITS VISITORS
9. DEVELOP AN IN-HOUSE SALES OPERATION TO
CREATE VALUE FOR PARTNERS AND REVENUE
OPPORTUNITIES FOR VISIT FLORIDA
DEPARTMENTAL TACTICS
• Create year-round brand presence (priority, secondary, tertiary seasons)
executed through integrated campaigns and content (A/I 1)
• Develop demographic and geographic targeting to support consumer
marketing efforts (BR 3)
• Conduct studies to measure VISIT FLORIDA campaign and program
performance (RSRCH 1)
• Build and create information tools to support marketing initiatives (RSRCH 2)
• Create and distribute content that complements the wider VISIT FLORIDA
editorial calendar (CON 2)
• Emphasize the creation of video storytelling content (CON 3)
• Continue to build relationships with content aggregators and distribution
networks in key U.S. and international markets (CON 6)
• Create and support significant marketing and PR campaigns that sustain
and grow the Florida brand (PR 1)
• Build and sustain media relations (PR 2)
• Coordinate market specific promotions in twelve domestic target markets
(PROMO 1)
• Build relationships with media partners in key markets (PROMO 7)
A/I: Advertising and Internet
BR: Brand
CON: Content
ECOM: Executive Communications
INT: International
IR: Industry Relations
ME: Marketing & Events
MSS: Marketing Solutions & Sales
PR: Public Relations
PROMO: Promotions
RSRCH: Research
VS: Visitor Services

69
• Expand VISIT FLORIDA marketing efforts by testing and developing domestic
expansion markets (A/I 4)
• Create a strategic approach to maintain and grow visitor numbers (BR 5)
• Expand access to data that identifies projected changes in key markets
(RSRCH 5)
• Build a smart and efficient technology platform for delivering content
(CON 7)
• Build and sustain media relationship opportunities for Partners (PR 3)
• Expand distribution of VISIT FLORIDA owned content (PR 5)
(PROMO 1)
DOMESTIC STRATEGIES
1. MAINTAIN BRAND AWARENESS YEAR ROUND
IN KEY MARKETS
2. GROW OuR SHARE IN TRADITIONAL MARkETS
AND ExpAND INTO EMERGING MARkETS
MARKETING PROGRAMS
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research

70
• Continue enriching the consumer digital experience with enhancements with
features and functionality on VISITFLORIDA.com (A/I 5)
• Enhance the performance of VISIT FLORIDA initiatives by providing analysis
and feedback with near or real-time data (BR 4)
• Conduct and evaluate custom research studies (RSRCH 4)
• Build a smart and efficient technology platform for delivering content (CON 7)
• Influence and engage with social media influencers (PR 4)
• Create and sell industry-leading mobile advertising platforms (MSS 3)
• Integrate the Welcome Centers into VISIT FLORIDA’s marketing and digital
platforms (VS 4)
• Create new opportunities to influence Welcome Center visitors to do more,
spend more and stay longer (VS 5)
• Establish and market industry-leading digital video advertising platforms
(MMS 4)
• Establish and market industry-leading e-newsletter advertising programs
(MMS 6)
DOMESTIC STRATEGIES
IN KEY MARKETS
3. ExpAND fLORIDA’S DIGITAL fOOTpRINT
MARKETING PROGRAMS
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research

71
• Develop and foster marketing partnerships that gain media exposure and
in-market engagement (A/I 7)
• Coordinate national promotions and sponsorship efforts (PROMO 3)
• Build sweepstakes associated with advertising co-op programs (PROMO 5)
• Leverage and package all VISIT FLORIDA owned and operated assets to
assist Partners, key industry stakeholders and non-endemic industry with
achieving goals and audience reach through our platforms (MMS 1)
• In collaboration with Industry Relations, develop and host marketing events
and webinars that address insightful programming to combat and address
challenges faced by advertisers, agencies and marketers (MMS 7)
DOMESTIC STRATEGIES
IN KEY MARKETS
4. STRENGTHEN MARkETING pARTNERSHIpS
MARKETING PROGRAMS
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research

72
• Increase the value of co-op to Partners by developing year round and
bundled packages (A/I 2)
• Integrate the Welcome Centers into VISIT FLORIDA marketing and digital
platforms (A/I 3)
• Develop and foster marketing partnerships that gain media exposure and in-
market engagement (A/I 7)
• Provide market planning and service support for the International and trade
audiences (A/I 8)
• Increase engagement with Florida’s in-state and out-of-state fans (A/I 9)
• Improve VISIT FLORIDA’s communication with current, potential and future
visitors through an improved email marketing program (A/I 10)
• Increase VISIT FLORIDA impact through an improved comprehensive
marketing planning process (BR 1)
• Empower VISIT FLORIDA staff through brand training and educational
materials (BR 2)
(RSRCH 5)
• Improve content for focus audiences and target segments (CON 4)
• Attract, aggregate and curate consumer-generated content (CON 5)
(Continued on next page)
DOMESTIC STRATEGIES
IN KEY MARKETS
5. INCREASE fLORIDA’S bRAND RELEVANCE
MARKETING PROGRAMS
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research

73
DOMESTIC STRATEGIES
IN KEY MARKETS
MARKETING PROGRAMS
(Continued)
(PROMO 1)
• Support VISIT FLORIDA platforms with promotions and sweepstakes (PROMO 6)
• Utilize Visitor Center staff expertise for Florida Insider requests and live phone
inquiries (VS 1)
• Expand promotional opportunities (months and marketing-tie ins) (VS 3)
• Enhance visitor service and satisfaction by providing new digital experiences
at Welcome Centers (VS 6)
• Build integrated consumer events with other consumer marketing programs
in key markets (ME 2)
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research

74
platforms (A/I 3)
• Award advertising matching grants to promote Florida tourism (A/I 6)
• Develop and foster marketing partnerships that gain media exposure and in-
market engagement (A/I 7)
• Provide market planning and service support for the International and trade
audiences (A/I 8)
• Increase VISIT FLORIDA impact through an improved comprehensive marketing
planning process (BR 1)
• Present and distribute research findings with VISIT FLORIDA Partners and
employees (RSRCH 3)
(RSRCH 5)
• Curate and share inspiring content to email subscribers (CON 9)
• Create and support significant marketing and PR campaigns that sustain and
grow the Florida brand (PR 1)
(PROMO 1)
• Coordinate multi-market and regional promotions (PROMO 4)
• Build sweepstakes associated with advertising co-op programs (PROMO 5)
• Support VISIT FLORIDA platforms with promotions (PROMO 6)
(Continued on next page)
DOMESTIC STRATEGIES
IN KEY MARKETS
6. INCREASE INDuSTRy ALIGNMENT AND
pARTNER ENGAGEMENT IN VISIT fLORIDA
MARkETING pROGRAMS
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research

75
(Continued)
• Create and execute Partner-building initiatives (PROMO 8)
• Organize a joint campaign with the Florida Bowl Coalition (PROMO 9)
• Promote the value of VISIT FLORIDA owned and operated assets to Partners, key
industry stakeholders and non-endemic industry (MSS 1)
• Introduce new Business to Business marketing efforts to establish
VISITFLORIDA.com as a premier marketing platform (MSS 2)
• Create and sell industry-leading digital video advertising platforms (MSS 4)
• Create and sell industry-leading audience solutions to reach Meetings
Professionals (MSS 5 )
• Create and sell industry-leading e-newsletter advertising programs (MSS 6)
• Support VISIT FLORIDA’s Industry Relations department in developing
educational programs that inform and empower Partners in their own
marketing efforts (MSS 7)
• Attend industry trade shows, professional associations and other business
related events to create opportunities to interact with potential partners and
buyers (MSS 8)
• Continue outreach to Industry through traditional communication (IR 1)
• Engage Industry through social media (IR 2)
• Activate and engage Industry in campaigns & special events (IR 3)
• Evolve VISIT FLORIDA webinar and education series (IR 4)
• Integrate Industry communication tools with new CRM system (IR 5)
• Provide on-going consultation to Marketing Partners (IR 6)
• Test new tools that provide value for the Industry and drive revenue (IR 7)
• Create programs to recruit and retain Industry partners (IR 8)
• Produce stakeholder communications (ECOM 1)
• Provide travel counseling and reservation service to visitors (VS 2)
• Expand promotional opportunities (months and marketing-tie ins) (VS 3)
platforms (VS 4)
• Enhance visitor service and satisfaction by providing new digital experiences at
Welcome Centers (VS 6)
• Improve the ability to capture meaningful visitor information at the Welcome
Centers (VS 7)
• Maintain Florida presence at key trade, consumer and signature events (ME 1)
• Build integrated consumer events with other consumer marketing programs in
key markets (ME 2)
DOMESTIC STRATEGIES
IN KEY MARKETS
MARkETING pROGRAMS
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research

76
platforms (A/I 3)
• Continue enriching the consumer digital experience with enhancements
with features and functionality on VISITFLORIDA.com (A/I 5)
• Provide market planning and service support for the International and
trade audiences (A/I 8)
materials (BR 2)
• Continue evolution of a statewide content production network (CON 1)
• Build a smart and efficient technology platform for delivering content
(CON 7)
• Create systems to track and refresh content (CON 10)
• Utilize Visitor Center staff expertise for Florida Insider requests and live phone
inquiries (VS 1)
DOMESTIC STRATEGIES
IN KEY MARKETS
MARKETING PROGRAMS
7. INCREASE OuR AbILITy TO INfLuENCE
CONSuMERS THROuGH CONTENT INITIATIVES
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research

77
platforms (A/I 3)
materials (BR 2)
(RSRCH 5)
• Support VISIT FLORIDA platforms with promotions (PROMO 6)
• Strengthen data collection across all efforts (PROMO 10)
platforms (VS 4)
• Enhance visitor service and satisfaction by providing new digital experiences
at Welcome Centers (VS 6)
• Improve the ability to capture meaningful visitor information at the Welcome
Centers (VS 7)
DOMESTIC STRATEGIES
IN KEY MARKETS
MARKETING PROGRAMS
8. fOCuS ON THE RELATIONSHIp bETWEEN
fLORIDA AND ITS VISITORS
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research

78
• Promote the value of VISIT FLORIDA owned and operated assets to Partners,
key industry stakeholders and non-endemic industry (MSS 1)
• Introduce new Business to Business marketing efforts to establish
VISITFLORIDA.com as a premier marketing platform (MSS 2)
• Create and sell industry-leading digital video advertising platforms (MSS 4)
• Create and sell industry-leading audience solutions to reach Meetings
Professionals (MSS 5)
• Support VISIT FLORIDA’s Industry Relations department in developing
educational programs that inform and empower Partners in their own
marketing efforts (MSS 7)
• Attend industry trade shows, professional associations and other business
related events to create opportunities to interact with potential partners and
buyers (MSS 8)
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
DOMESTIC STRATEGIES
IN KEY MARKETS
MARKETING PROGRAMS
9. DEVELOp AN IN-HOuSE SALES OpERATION TO
CREATE VALuE fOR pARTNERS AND REVENuE
OppORTuNITIES fOR VISIT fLORIDA

80
IMpORTANCEOF THE IN-STATE MARKET
IN-STATE TRAVELER VOLUME
This chart shows 2012 pleasure trips in the state of Florida by
domestic visitors, international visitors and Florida residents.
Florida residents took 20.3 million pleasure trips in state.
Source: VISIT FLORIDA (In-state volume is based on data from a phone survey
by American Directions Group. Domestic volume is based on data from TNS
TravelsAmerica, D.K. Shifﬂet and Individual Florida Airports. International volume
is derived using data from VisaVue Travel, Stats Canada, the U.S. Department of
Commerce and other independent research sources.)
The first standard for measuring Florida’s place
as a world leader for tourism is out-of-state
visitors, however state residents offer two valuable
opportunities: They also travel in-state as tourists
themselves and they inﬂuence travel to the state,
especially visits by friends and relatives. When VFR
and in-state travel are combined, Florida’s residents
are critical to 37.7 million pleasure trips a year.
Since 2008, in-state tourism has grown by nearly
19 percent. Yet, in 2012, In-state travel saw a slight
decline of 6%.
In-State Domestic* International*
Other
77%
20.3 million
13.8 million
VFR
23%
80
70
60
50
40
30
20
10
0
58.2 million
17.4 million
Notes: in millions *Pleasure travel by residents is reported separately from all other tourism
activity. Florida’s total reported volume (89.3 million) does not count travel by residents.
PARTNER TOOLS
RESIDENT TRAVELER PROFILE
VFR PROFILE
FLORIDA DEMOGRAPHIC PROFILE

81
IMpORTANCEOF THE IN-STATE MARKET
RESIDENT TRAVEL IN-STATE SPEND
PER-PERSON SPEND ON IN-STATE PLEASURE TRIPS (2011)
This chart shows how Florida residents spend their money when
taking in-state pleasure trips. Accommodations and food
account for 43 percent of their total expenses.
Source: D.K.Shifﬂet & Associates
Floridians spent an estimated $6.9 billion vacationing
within the state in 2011. Spending was almost par
with 2010, increasing slightly to $108 per person per
day. While domestic visitors spend the biggest portion
of travel dollars on transportation, resident travelers
in-state spend a large portion of their travel dollars on
food, accommodation and shopping, making them
especially important for Florida lodgings, restaurants
and retailers.
PARTNER TOOLS

82
Source: VISIT FLORIDA (2003 - 2007 data based on data from the Consumer Attitude Survey of the University of Florida, BEBR; 2008-2010 data based
on a consumer survey conducted by A New View Research d/b/a be Satisfied; 2011 data based on phone surveys by American Directions Group).
LEISURE TRIP PATTERNS OF FLORIDIANS
IN THOUSANDS OF PERSON-TRIPS
This chart shows the number of pleasure trips Floridians took in-state and out-of-state across 10 years. For example, between 2011 and 2012, total
pleasure travel by Floridians – in-state and out-of-state – increased. 2011 was the highest year of in-state travel followed by 2012.
Headlines
• Five-year seasonal trend patterns suggest that Florida residents take
in-state leisure trips throughout the year, helping to sustain year-
round tourism businesses in Florida.
• As Florida’s economy recovered from the recession, residents
with means responded to pent-up demand to travel and more
high-income households opted for an out-of-state trip in 2011 than
in 2010. As a result, the average household income of residents
who traveled out-of-state in 2011 increased 6 percent ($85,100)
while the average household income for in-state travel declined
18 percent ($68,900).
FLORIDIAN PLEASURE TRIP TRENDS
During the past 10 years, about one-fifth of
Floridians traveled for pleasure, typically out of
state. 2011 was an exception, with in-state travel
by residents setting a new record high. In 2012,
travel (within Florida and out of state) by Florida
residents reached an all-time high. Travel in-state
by residents declined slightly from the previous
record, but is otherwise higher than the rest of the
decade.
Out-of-State
In-State
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
PARTNER TOOLS
RESIDENT TRAVEL
SEASONAL TRENDS

83
AppROACH
VISIT FLORIDA approaches in-state audiences in
three ways: as promoters of Florida’s tourism assets;
as hosts to visiting friends and relatives (VFR); and
as resident travelers. Instead of in-state destination-
specific marketing – which Florida tourism Partners
already successfully execute – VISIT FLORIDA promotes
an advocacy platform called Share a Little Sunshine.
VISIT FLORIDA creates opportunities for Florida fans to
influence potential travelers to the state and increase
the amount of resident pleasure travel within the
Sunshine State.
Research has shown a correlation between resident
knowledge about the importance of tourism and
resident travel within the state. Other research has
demonstrated the power of social networks and peer
recommendations in influencing travel – especially
in a digital era. Combining these findings, Florida’s
advocacy platform focuses on awareness and
engagement to influence travel to and within the state.
food
(Excluding Resturants)
Entertainment Dining Out Shopping
No increase 8.0% 2.0% 5.3% 18.0%
1-20% 50.0% 33.0% 37.4% 52.0%
21-50% 31.0% 42.0% 36.6% 20.0%
50% + 11.0% 22.0% 19.8% 8.0%
Not sure 1.0% 2.0% 0.8% 1.0% 0
1.0
2.0
4.0
3.0
5.0
6.0
7.0
2008 2009 2010 2011 2012
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tr1
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tr2
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tr3
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tr4
When Considering Vacation Destinations, Extremely/
Very Confident in
Millennials xers boomers Matures
Recommendations of a friend or family member 83% 85% 81% 79%
Information in travel guidebooks 60% 60% 48% 36%
Reviews you have read in an online advisory site such
as TripAdvisor.com
54% 61% 60% 49%
Information on the website of an online travel agency
such as Expedia, Travelocity, etc.
52% 57% 51% 35%
Reviews you have read on an online blog 49% 41% 31% 21%

84
Headlines
• Personal sources of advice are critical to travel-related decisions. Eighty three
percent of American travelers view family and friend recommendations as the
most trusted sources for travel information. Guide books, at 58 percent, are
second.
• Millennials and GenXers have more confidence in online reviews than Boomers
and Matures.
• Online reviews and personal recommendations are considered the world’s
most trusted source of information. According to a 2012 Nielsen study on
advertising, 92 percent of consumers around the world trust recommendations
from friends and family. Online consumer reviews are the second most trusted
source of brand information and messaging.
PROMOTER
When it comes to promoting the
state’s tourism assets and inﬂuencing
potential travelers, Floridians have a
natural advantage: they live here.
Historically, and especially in the
digital era, visitors look to personal
recommendations and local insights
to support their travel planning.
Florida residents are a valuable and
trusted source of knowledge for
potential visitors.
CONFIDENCE IN TRAVEL PLANNING INFORMATION SOURCES
When Considering Vacation Destinations,
Extremely/Very Conﬁdent in
Millennials xers boomers Matures
Recommendations of a friend or family member 83% 85% 81% 79%
Information in travel guidebooks 60% 60% 48% 36%
Reviews you have read in an online advisory site such
as TripAdvisor.com
54% 61% 60% 49%
Information on the website of an online travel agency
such as Expedia, Travelocity, etc.
52% 57% 51% 35%
Reviews you have read on an online blog 49% 41% 31% 21%
Source: MMGY Global / Harrison Group 2012 Portrait of American Travelerssm
; Nielsen’s Global Trust in Advertising Report 2012
PARTNER TOOLS
VFR PROFILE
FLORIDA DEMOGRAPHIC PROFILE

85
HOST
Visiting friends and relatives (VFR) have always been
an important visitor source – about one quarter of
Florida’s domestic visitors – and Florida residents are
crucial in encouraging VFR visits. According to a
Florida resident survey conducted by VISIT FLORIDA,
approximately 57 percent of Floridians invited friends
or relatives to visit in 2012.
The resident host role is valuable beyond extending
invitations. In addition to providing recommendations
on destinations, activities and restaurants, residents
also participate in Florida experiences with their
visitors, having a direct impact on the local
economy.
Headlines
• According to a VISIT FLORIDA survey, a vast majority of residents
say they spend more while hosting visitors: 97 percent, dining
out; 94 percent, entertainment; 92 percent, food; and 80
percent, shopping.
• The high time for inviting visitors to Florida was the fall and winter
months: 63 percent of residents invited people to visit October -
December.
• Fifty five percent of U.S. travelers tied their travel destinations to
locations where friends and family lived.
• Florida residents aware of Share a Little Sunshine were more
likely (65%) to invite VFR travelers than those unaware (55%).
Source: VISIT FLORIDA; Phocuswright Destination Unknown Study
INCREMENTAL SPEND OF RESIDENT HOST
This chart shows the estimated increase in spending by Florida residents when hosting visitors to the state. For example, more than 50 percent of
residents spend between 1-20 percent more on shopping expenses while hosting out-of-state visitors.
food
(Excluding Resturants)
Dining Out Entertainment Shopping
No increase 8% 5% 2% 18%
1-20% 50% 37% 33% 52%
21-50% 31% 37% 42% 20%
50% + 11% 20% 22% 8%
Not sure 1% 1% 2% 1%
Source: VISIT FLORIDA; 2012 Share a Little Sunshine Survey
PARTNER TOOLS
VFR PROFILE

86
IN-STATE TRAVELER
Florida resident travel helps sustain year-round tourism,
especially during the spring and summer months. Over the
past 10 years, Florida has experienced consistent growth
in resident in-state travel. Between 2011 and 2012, leisure
travel by Florida residents declined slightly, however it
remains near the all-time high.
Headlines
• Florida residents travel in-state fairly evenly
throughout the year. On average, Q2 is the highest
season of travel, while Q4 is the lowest.
• Residents who travel in-state generally take quick
getaway trips of one or two nights.
• In-state travelers are typically couples (40%) and
families (22%). In the past year, the number of
single adult travelers has increased six percentage
points (21%).
• Fifty-eight percent of in-state travelers are GenX
(33%) and Millennials (25%).
ESTIMATED PLEASURE TRIPS OF RESIDENTS TRAVELING IN-STATE
(IN MILLIONS)
Source: VISIT FLORIDA (2008-2010 figures based on data from a consumer survey conducted by A New View Research d/b/a beSatisfied;
2011-2012 figures derived using data from phone surveys conducted by American Directions Group).
0
1.0
2.0
4.0
3.0
5.0
6.0
7.0
2008 2009 2010 2011 2012
Q
tr1
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tr2
Q
tr3
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tr4
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tr2
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tr3
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PARTNER TOOLS

87
CHALLENGES AND IMpEDIMENTS
Converting Florida residents – and visitors – into
active Florida advocates requires overcoming
challenges that are related to the role of the Florida
resident.
promoter. One of the greatest challenges to
encouraging Floridians to promote the state’s tourism
assets is competing in an already noisy and time-
poor environment. VISIT FLORIDA must connect to the
existing passions of residents with a relevant message
in order to have the best chance to recruit a broad
advocacy base.
Host. It is nearly impossible for residents to keep up
with changes and improvements in a constantly
evolving industry. As hosts, residents are limited to
their existing knowledge of Florida’s tourism assets
and don’t know about all the available options –
perhaps impeding VFRs desire to travel.
In-state Traveler. Encouraging residents to vacation
within the state will remain a challenge in 2013,
especially as Florida’s economy continues to
rebound and more Floridians are taking pleasure
trips elsewhere.

88
Six insights form the foundation for the 2013-14 advocacy program that engages Florida residents and fans in supporting
Florida tourism as a promoter, a host or an in-state traveler.
AWARENESS
Floridian attitudes about tourism suggest a correlation between awareness about the economic impact of tourism for Florida
and in-state resident travel. There is an opportunity to increase in-state travel by increasing awareness among Floridians
about the beneficial impact of tourism.
EMpOWERING HOSTS
Inspiring and informing residents about travel opportunities could have a positive impact on the travel experience and
spend of their visiting friends and relatives – who account for about 23 percent of Florida’s domestic visitors. Positioning
VISITFLORIDA.com as a resource for in-state residents can positively impact tourism spend.
SHOppING
Florida’s in-state travelers are an important source of revenue for Florida retailers. In 2011, “shopping” expenditures by
vacationing residents grew 3 percent – surpassing “entertainment” spending. Retail content (available as a part of the
vacation experience) may be more relevant to travelers than in recent years.
INVITATIONS
A personal invitation carries great weight with visiting friends and relatives (VFR). Sixteen percent of Share a Little Sunshine invitation
recipients had no plans for a Florida vacation, but they were inspired to come after getting their invite. Growing this advocacy
program beyond Florida’s borders could increase the number of Florida ambassadors and thus significantly impact visitation.
RECOMMENDATIONS
Traveler confidence in personal recommendations is on the rise. Travelers find a friend or relative’s endorsement more
trustworthy than any other source of travel information. While Share a Little Sunshine invitations are highly effective, there may
be a great opportunity to inﬂuence visitation by encouraging recommendations in addition to invitations.
HIGH INCOME HOuSEHOLDS
In 2012, in-state travel by more afﬂuent Florida households declined by 13 percent – a 10-year low and an anomaly that is
likely a response to improved economic conditions and pent-up travel demand. There is an opportunity to address this trend
by increasing awareness of Florida’s travel assets that appeal to higher-income households.

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
89
2013-14 IN-STATE pLATfORM
In fiscal year 2013-2014 VISIT FLORIDA will continue
to engage Florida fans as tourism advocates through
the Share a Little Sunshine platform. An expanded
in-state PSA campaign will provide the foundation
for targeting social communities of interest and
engaging them in sharing invitations, content and
offers.
The Share a Little Sunshine vision will be achieved by
aligning departmental efforts with nine key strategies:
1. Increase brand awareness
2. Focus on key origin markets and advocate
rich audiences
5. Increase brand relevance
6. Increase industry alignment and Partner
engagement in VISIT FLORIDA marketing
programs
7. Enhance VISIT FLORIDA’s consumer generated
content efforts
and its fans
VISIT FLORIDA

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
90
• Coordinate market specific promotions in three in-state target markets
(PROMO 2)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
91
• Increase engagement with Florida’s in-state and out-of-state fans
(A/I 9)
• Create a strategic approach to maintain and grow visitor numbers
(BR 5)
• Coordinate market specific promotions in three in-state target
markets (PROMO 2)
• Organize a joint campaign with the Florida Bowl Coalition (PROMO 9)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
92
• Continue enriching the consumer digital experience with
enhancements with features and functionality on
VISITFLORIDA.com (A/I 5)
• Enhance the performance of VISIT FLORIDA initiatives by providing
analysis and feedback with near or real-time data (BR 4)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
93
• Develop and foster marketing partnerships that gain media exposure
and in-market engagement (A/I 7)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
94
• Develop and foster marketing partnerships that gain media exposure
and in-market engagement (A/I 7)
• Increase engagement with Florida’s in-state and out-of-state fans
(A/I 9)
• Improve VISIT FLORIDA’s communication with current, potential and
future visitors through an improved email marketing program (A/I 10)
materials (BR 2)
• Develop demographic and geographic targeting to support
consumer marketing efforts (BR 3)
• Build and create information tools to support marketing initiatives
(RSRCH 2)
• Create and distribute content that complements the wider
VISIT FLORIDA editorial calendar (CON 2)
• Create and support significant marketing and PR campaigns that
sustain and grow the Florida brand (PR 1)
• Coordinate market specific promotions in three in-state target
markets (PROMO 2)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
95
• Develop and foster marketing partnerships that gain media exposure and
in-market engagement (A/I 7)
employees (RSRCH 3)
• Coordinate market specific promotions in three in-state target markets
(PROMO 2)
• Continue to outreach to Industry through traditional communication (IR 1)
• Test new tools that provide value for the Industry and drive revenue (IR 7)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
96
• Continue enriching the consumer digital experience with enhancements
with features and functionality on VISITFLORIDA.com (A/I 5)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
97

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
98
• Promote the value of VISIT FLORIDA owned and operated assets to
Partners, key industry stakeholders and non-endemic industry (MSS 1)

100
IMpORTANCEOF THE INTERNATIONAL MARKET
INTERNATIONAL VISITOR VOLUME
Note: Because 2012 visitor numbers are finalized mid-year, preliminary numbers are
used for this report.
Canadian numbers are provided by Statistics Canada by quarter. The Canadian 2012
estimate was derived using preliminary data obtained from Statistics Canada. 2012
appears to be another record year for Canadian visitation to the Sunshine State.
International visitors play an increasingly important
role for Florida tourism. During times when domestic
visitation has stayed relatively ﬂat due to economic
challenges, international numbers have increased,
attracted by a devalued U.S. dollar, to represent
a bigger portion of Florida’s total visitor volume. In
2012, Florida hosted more than 10.2 million overseas
visitors, a 9 percent increase over the previous
year. Canadian visitors to Florida also increased
by 9 percent accounting for 3.6 million visits to the
Sunshine State. These increases represent record
highs for overseas and Canadian visitation to Florida.
visitors, a 9 percent increase over the previous
Domestic
85%
Canada
4%
Overseas
11%
PARTNER TOOLS
INTERNATIONAL VOLUME
FOR FLORIDA REGIONS

101
IMpORTANCEOF THE INTERNATIONAL MARKET
INTERNATIONAL VISITOR SPEND
Note: Because 2012 visitor numbers are finalized mid-year, preliminary numbers are
used for this report.
Canadian numbers are provided by Statistics Canada by quarter. The Canadian 2012
estimate was derived using preliminary data obtained from Statistics Canada. 2012
appears to be another record year for Canadian visitation to the Sunshine State.
International visitors traditionally stay longer because
they have, in some cases, annual leave ranging from
four to six weeks. Spend is reﬂected proportionally.
The variety and reasonable cost of goods sold in
the U.S. is a huge drawing card that attracts these
consumers. Florida’s overseas and Canadian visitors
spent almost $15 billion in 2012 – a 10 percent
increase year over year.
the U.S. is a huge drawing card that attracts these
Domestic
64%
Canada
6%
Overseas
30%
PARTNER TOOLS
INTERNATIONAL SPEND
FOR FLORIDA REGIONS

102
In the past decade, Canada has shown a steady
increase in visitation to Florida with the exception of a
slight deviation during the past recession.
Visitation by Canadians and overseas visitors has
increased over the past 3 years as the U.S. dollar
continued to decline in relation to other major global
currencies.
FIVE YEARS OF VISITOR VOLUME
This bar graph shows the ﬂuctuation in visitors from Canada and overseas. Between 2008 and 2012, Florida’s
overseas visitors grew from approximately 7 million to 10.2 million.
Spend
Volume
Currency
* estimate is preliminary and subject to change
Source: Canadian estimates for 2008-2012 come from Statistics Canada; and the Canadian 2012 estimate was derived using preliminary data
obtained from Statistics Canada. Overseas estimates for 2008-2012 are extrapolated from aggregate card usage data provided by VisaVue®
Travel and incorporate data from other independent research sources.
Headlines
• Five-year Canada growth: up 45 percent
• Five-year overseas growth: up 24 percent
Canada
Overseas
2.9M
7.1M
2008
2.6M
7.1M
2009
3.1M
2010
8.1M
2011
3.3M
9.4M
2012
3.6M
10.2M
Canada
Overseas
2.9M
7.1M
2008
2.6M
7.1M
2009
3.1M
2010
8.1M
2011
3.3M
9.4M
2012
3.6M
10.2M
$3.1B $2.7B
$3.5B
$4.8 B
$5.2B
$5.0B
$6.3B
$3.3B
$4.0B*
2008 2009 2010 2011 2012
Overseas Cash
Overseas Card
Canada
$13.6B
$11.6B
$7.8 B
$8.0B $3.0B
$6.8 B
$3.6B
$4.5B*
$15.0B*
PARTNER TOOLS
FOR FLORIDA REGIONS

103
VISITOR SPENDING TRENDS
Over the past 4 years, the Canadian dollar (Loonie)
has hovered around par with the U.S. dollar – which
traditionally spurs a sharp increase in spend by
Canadians. Increased spend by Canadians and
overseas visitors has been amplified over the past 2
years as the U.S. dollar decreased in value while the
cost of goods within many of Florida’s source markets
continued to rise.
Spend
Volume
Currency
* estimate is preliminary and subject to change
Overseas spending estimates reﬂect face-to-face card transactions and cash withdrawn in Florida, not transactions made overseas or online.
Overseas cash estimates began in 2010. Cash withdrawals recorded on Visa cards were not included in 2008-09, but are included in total spend
tracking for years following 2010.
Source: Canadian estimates for 2008-2011 come from Statistics Canada. Canadian 2012 estimate derived using preliminary data obtained
from Statistics Canada for 2012 and Q4 2011. Overseas estimates for 2008-2012 are extrapolated from aggregate card usage data provided by
VisaVue® Travel and incorporate data from other independent research sources.
Headlines
• Five-year growth in Canadian spend: up 44 percent
• Five-year growth in overseas card spend: up 42
percent*
*Growth in overseas spend does not include cash
$3.1B $2.7B
$3.5B
$4.8B
$5.2B
$5.0B
$6.3B
$3.3B
$4.0B*
2008 2009 2010 2011 2012
Overseas Cash
Overseas Card
Canada
$13.6B
$11.6B
$7.8B
$8.0B $3.0B
$6.8 B
$3.6B
$4.5B*
$15.0B*
Canada
Overseas
2.9M
7.1M
2008
2.6M
7.1M
2009
3.1M
2010
8.1M
2011
3.3M
9.4M
2012
3.6M
10.2M
$3.1B $2.7B
$3.5B
$4.8 B
$5.2B
$5.0B
$6.3B
$3.3B
$4.0B*
2008 2009 2010 2011 2012
Overseas Cash
Overseas Card
Canada
$13.6B
$11.6B
$7.8 B
$8.0B $3.0B
$6.8 B
$3.6B
$4.5B*
$15.0B*
FIVE YEARS OF VISITOR SPENDING
The bar graph shows the ﬂuctuation of spending by Canadian and overseas visitors while in Florida. The chart
indicates that 2012 spending by both visitor groups has surpassed previous levels. Between 2008 and 2012,
overseas card spending increased by approximately $2 billion. Canadian spending increased by $1.4 billion.
PARTNER TOOLS
INTERNATIONAL SPEND
FOR FLORIDA REGIONS

104
IMPACT OF CURRENCY FLUCTUATION
Currency ﬂuctuation is a powerful factor affecting
international visitation and spend. Both the British
pound and the Euro are projected to remain at
consistent levels and the Canadian dollar continues
CURRENCY EXCHANGE RATES PER U.S. DOLLAR
This chart shows the ﬂuctuation of major international currencies over the past 5 years, relative to the U.S. dollar.
Spend
Volume
Currency
*Projected rate of exchange as of December 2012.
Source: Organisation for Economic Co-operation and Development (OECD)
to hover on par through 2014. The positive projection
for the Brazilian Real’s growth is encouraging
considering the importance of this market to Florida.
Canada
Overseas
2.9M
7.1M
2008
2.6M
7.1M
2009
3.1M
2010
8.1M
2011
3.3M
9.4M
2012
3.6M
10.2M
$3.1B $2.7B
$3.5B
$4.8 B
$5.2B
$5.0B
$6.3B
$3.3B
$4.0B*
2008 2009 2010 2011 2012
Overseas Cash
Overseas Card
Canada
$13.6B
$11.6B
$7.8 B
$8.0B $3.0B
$6.8 B
$3.6B
$4.5B*
$15.0B*

105
Canada
France
Germany
United Kingdom
Argentina
Brazil
Colombia
Mexico
Venezuela
Australia
China
India
South Korea
AppROACH
VISIT FLORIDA approaches international audiences as
three separate markets based on the likelihood and
timing of conversion to travel.
Core and growth markets provide the potential for
current and near-term visitation. In the emerging
markets, Florida is focused on developing visitation
over a much longer time frame.

106
OVERVIEW
Florida’s core international markets are countries where Florida is a
known destination and visitation from that country has a long and
steady track record. In these markets, the Florida product has long
been visible to consumers through advertising, representation and
promotion by in-country airlines and tour operators. Florida typically
has excellent industry partnerships in-country, further increasing
Florida’s awareness, engagement and conversion with these
consumers.
The countries that rise to the top of this market segment for Florida are Canada,
UK, Germany and France. During this past year, increases in both visitation and
spend were seen from Switzerland.
2012 LONG-HAUL TRAVEL
uk Visitors:
• UK visitors travel in small groups – generally
two or more families traveling together –
and take multigenerational holidays.
• Peak travel months: March, April, May, July,
August and October.
• Travel patterns of British visitors are
changing. European economic
uncertainty and a changing geopolitical
world are motivating UK residents to
choose more cost-effective and safer
travel destinations.
Long-haul travelers take trips that, point to point, require multiple
days in a car or 7 hours or more in a plane.
CORE MARKETS AS A PERCENTAGE OF INTERNATIONAL VOLUME AND SPEND
This table compares the volume and spending contribution of different countries to Florida’s total international visitor volume
and spending numbers. Core markets comprise 53 percent of Florida’s international visitors and 48 percent of spending by
international visitors.
Volume International Percent Spend International Percent
Core Markets 7,271,000 53% $7,199,700,000 48%
Canada 3,612,000 26% $4,486,200,000 30%
United Kingdom 1,583,000 11% $994,200,000 7%
Germany 346,000 2% $256,500,000 2%
France 290,000 2% $215,500,000 1%
Other 1,442,000 10% $1,247,300,000 8%
Total Florida
Core Market
Volume Market Percent Spend Market Percent
Core Markets 7,271,000 100% $7,199,700,000 100%
Canada 3,612,000 50% $4,486,200,000 62%
United Kingdom 1,583,000 22% $994,200,000 14%
Germany 346,000 5% $256,500,000 4%
France 290,000 4% $215,500,000 3%
Other 1,442,000 20% $1,247,300,000 17%
Core Markets 7,271,000 53% $7,199,700,000 48%
Canada 3,612,000 26% $4,486,200,000 30%
United Kingdom 1,583,000 11% $994,200,000 7%
Germany 346,000 2% $256,500,000 2%
France 290,000 2% $215,500,000 1%
Other 1,442,000 10% $1,247,300,000 8%
Note: estimates are preliminary and subject to change
Source: Canadian estimates derived using preliminary data obtained from Statistics Canada for 2012, as well as past trends. Overseas estimates are
extrapolated from aggregate card usage data provided by VisaVue® Travel for 2012 and incorporate data from other independent research sources.
PARTNER TOOLS
CORE COUNTRY PROFILES
MERCHANT CATEGORY DATA
TOP INTERNATIONAL COUNTRIES
FOR FLORIDA REGIONS

107
INDIVIDUAL CORE MARKET COUNTRIES VOLUME AND SPEND
This table compares the volume and spending contribution of individual core market countries as a percentage of combined
core market volume and spending. Canada comprises 50 percent of the volume of all core market visitors combined, but
provides 62 percent of the spending by core market visitors.
Source: Canadian estimates derived using preliminary data obtained from Statistics Canada for 2012, as well as past trends. Overseas estimates are
extrapolated from aggregate card usage data provided by VisaVue® Travel for 2012 and incorporate data from other independent research sources.
Total Florida
Core Market
Core Markets 7,271,000 100% $7,199,700,000 100%
Canada 3,612,000 50% $4,486,200,000 62%
United Kingdom 1,583,000 22% $994,200,000 14%
Germany 346,000 5% $256,500,000 4%
France 290,000 4% $215,500,000 3%
Other 1,442,000 20% $1,247,300,000 17%
Core Markets 7,271,000 100% $7,199,700,000 100%
Canada 3,612,000 50% $4,486,200,000 62%
United Kingdom 1,583,000 22% $994,200,000 14%
Germany 346,000 5% $256,500,000 4%
France 290,000 4% $215,500,000 3%
Other 1,442,000 20% $1,247,300,000 17%
Core Markets 7,271,000 53% $7,199,700,000 48%
Canada 3,612,000 26% $4,486,200,000 30%
United Kingdom 1,583,000 11% $994,200,000 7%
Germany 346,000 2% $256,500,000 2%
France 290,000 2% $215,500,000 1%
Other 1,442,000 10% $1,247,300,000 8%
OVERVIEW
Florida’s core international markets are countries where Florida is a
known destination and visitation from that country has a long and
steady track record. In these markets, the Florida product has long
been visible to consumers through advertising, representation and
promotion by in-country airlines and tour operators. Florida typically
has excellent industry partnerships in-country, further increasing
Florida’s awareness, engagement and conversion with these
consumers.
The countries that rise to the top of this market segment for Florida are Canada,
UK, Germany and France. During this past year, increases in both visitation and
spend were seen from Switzerland.
German Visitors:
• German travelers tend to be independent
tourists who are well-educated, 30-50
years old with average to high income
levels and newlyweds ages 25-40 years
old from all education and economic
backgrounds.
• Fifty nine percent of German long-haul
trips are booked as package holidays at a
travel agency.
Long-haul travelers take trips that, point to point, require multiple
days in a car or 7 hours or more in a plane.
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108
Total Florida
Growth Market
OVERVIEW
Growth markets are those countries from which Florida
is seeing strong current and projected future visitation.
Representing 29 percent of international visitation, this area
has the greatest potential for growth during the next year.
Accessibility has increased tremendously, with both U.S.
carriers and in-country airlines adding ﬂights to Florida.
In-country industry partnerships are currently good and with
continued focus, strides can be made to extend Florida’s
awareness, engagement and conversion to potential visitors.
Growth markets include: Mexico and South American countries. Argentina,
Brazil, Colombia, Mexico and Venezuela rise to the top of this market
segment.
Growth Markets 3,977,000 100% $4,638,900,000 100%
Brazil 1,600,000 40% $2,159,700,000 47%
Argentina 603,000 15% $495,400,000 11%
Venezuela 451,000 11% $389,500,000 8%
Mexico 418,000 10% $379,800,000 8%
Colombia 369,000 9% $514,500,000 11%
Other 536,000 13% $700,000,000 15%
Growth Markets 3,977,000 29% $4,638,900,000 31%
Brazil 1,600,000 12% $2,159,700,000 14%
Argentina 603,000 4% $495,400,000 3%
Venezuela 451,000 3% $389,500,000 3%
Mexico 418,000 3% $379,800,000 3%
Colombia 369,000 3% $514,500,000 3%
Other 536,000 4% $700,000,000 5%
GROWTH MARKETS AS A PERCENTAGE OF INTERNATIONAL VOLUME AND SPEND
This table shows the volume and spending contribution of different growth market countries to Florida’s total international
visitor volume and spending numbers. Growth markets comprise 29 percent of Florida’s international visitors and 31 percent
of spending by international visitors.
Growth Markets 3,977,000 29% $4,638,900,000 31%
Brazil 1,600,000 12% $2,159,700,000 14%
Argentina 603,000 4% $495,400,000 3%
Venezuela 451,000 3% $389,500,000 3%
Mexico 418,000 3% $379,800,000 3%
Colombia 369,000 3% $514,500,000 3%
Other 536,000 4% $700,000,000 5%
Source: Overseas estimates are extrapolated from aggregate card usage data provided by VisaVue® Travel for 2012 and incorporate data from other
independent research sources.
• In general, Latin American countries have a
comparably young population with approximately 50
percent under the age of 30.
• Latin American travelers tend to be high spenders on
vacation and expect value (quality) for their money.
• At least 60 percent of visitors to the U.S. from Mexico
and Venezuela come to visit friends and relatives.
• Business travel to the U.S. is highest from Colombia
and Chile.
• Visitors from Argentina and Brazil travel to the U.S.
predominately for leisure.
Long-haul travelers take trips that, point to point, require multiple days in a car or
7 hours or more in a plane.
PARTNER TOOLS
GROWTH COUNTRY PROFILES
FOR FLORIDA REGIONS

109
• The strongest increases in both spend and visitation
came from Argentina, Brazil and Venezuela.
• Colombia showed a greater increase in spend
than in volume.
Long-haul travelers take trips that, point to point, require multiple days in a
car or 7 hours or more in a plane.
Total Florida
Growth Market
Growth Markets 3,977,000 100% $4,638,900,000 100%
Brazil 1,600,000 40% $2,159,700,000 47%
Argentina 603,000 15% $495,400,000 11%
Venezuela 451,000 11% $389,500,000 8%
Mexico 418,000 10% $379,800,000 8%
Colombia 369,000 9% $514,500,000 11%
Other 536,000 13% $700,000,000 15%
Growth Markets 3,977,000 100% $4,638,900,000 100%
Brazil 1,600,000 40% $2,159,700,000 47%
Argentina 603,000 15% $495,400,000 11%
Venezuela 451,000 11% $389,500,000 8%
Mexico 418,000 10% $379,800,000 8%
Colombia 369,000 9% $514,500,000 11%
Other 536,000 13% $700,000,000 15%
Growth Markets 3,977,000 29% $4,638,900,000 31%
Brazil 1,600,000 12% $2,159,700,000 14%
Argentina 603,000 4% $495,400,000 3%
Venezuela 451,000 3% $389,500,000 3%
Mexico 418,000 3% $379,800,000 3%
Colombia 369,000 3% $514,500,000 3%
Other 536,000 4% $700,000,000 5%
INDIVIDUAL GROWTH MARKET COUNTRIES VOLUME AND SPEND
This table compares the volume and spending contribution of individual growth market countries as a percentage of
combined growth market volume and spending. Brazil comprises 40 percent of the volume of all growth market visitors
combined, but provides 47 percent of the spending by growth market visitors.
OVERVIEW
Growth markets are those countries from which Florida
is seeing strong current and projected future visitation.
Representing 29 percent of international visitation, this area
has the greatest potential for growth during the next year.
Accessibility has increased tremendously, with both U.S.
carriers and in-country airlines adding ﬂights to Florida.
In-country industry partnerships are currently good and with
continued focus, strides can be made to extend Florida’s
awareness, engagement and conversion to potential visitors.
Growth markets include: Mexico and South American countries. Argentina,
Brazil, Colombia, Mexico and Venezuela rise to the top of this market
segment.
PARTNER TOOLS
FOR FLORIDA REGIONS

110
Total Florida
Emerging Market
OVERVIEW
Emerging markets include countries where there
is strong potential for future visitation, but Florida’s
presence is in the early stages of development. At
present, this area represents 9 percent of international
visitation.
The focus on these markets is to establish in-country
partnerships that would promote awareness of the
Florida product as a viable destination to consumers.
Emerging markets include: Australia, China and Hong Kong,
India, Japan, South Korea and Russia. Florida is currently
focused on China and India.
Emerging Markets 1,220,000 100% $972,900,000 100%
Australia 278,000 23% $205,700,000 21%
Japan 278,000 23% $173,000,000 18%
China 231,000 19% $177,200,000 18%
South Korea 79,000 6% $94,500,000 10%
Russia 70,000 6% $85,400,000 9%
India 58,000 5% $36,800,000 4%
Other 226,000 19% $200,400,000 21%
Emerging Markets 1,220,000 8.8% $972,900,000 6.5%
Australia 278,000 2.0% $205,700,000 1.4%
Japan 278,000 2.0% $173,000,000 1.2%
China 231,000 1.7% $177,200,000 1.2%
South Korea 79,000 0.6% $94,500,000 0.6%
Russia 70,000 0.5% $85,400,000 0.6%
India 58,000 0.4% $36,800,000 0.2%
Other 226,000 1.6% $200,400,000 1.3%
• Chinese visitors predominately travel in large groups, but
individual travel is increasing.
• Peak travel months for Chinese visitors are February, July,
August and October – coinciding with school breaks, the
Chinese New Year and National Day.
• Indian visitors tend to be families with kids traveling
independently or with a tour group.
• Travel peak times for Indian visitors are April to June.
• India’s luxury travel sector is expected to see strong growth
in the coming year.
Long-haul travelers take trips that, point to point, require multiple days in a car or 7 hours
or more in a plane.
Australia 278,000 2.0% $205,700,000 1.4%
Japan 278,000 2.0% $173,000,000 1.2%
China 231,000 1.7% $177,200,000 1.2%
South Korea 79,000 0.6% $94,500,000 0.6%
Russia 70,000 0.5% $85,400,000 0.6%
India 58,000 0.4% $36,800,000 0.2%
Other 226,000 1.6% $200,400,000 1.3%
EMERGING MARKETS AS A PERCENTAGE OF INTERNATIONAL VOLUME AND SPEND
This table shows the volume and spending contribution of different emerging market countries to Florida’s total international
visitor volume and spending numbers. Emerging markets comprise nearly 9 percent of Florida’s international visitors and 7
percent of spending by international visitors.
PARTNER TOOLS
EMERGING COUNTRY PROFILES
FOR FLORIDA REGIONS

111
Total Florida
Emerging Market
Australia 278,000 23% $205,700,000 21%
Japan 278,000 23% $173,000,000 18%
China 231,000 19% $177,200,000 18%
South Korea 79,000 6% $94,500,000 10%
Russia 70,000 6% $85,400,000 9%
India 58,000 5% $36,800,000 4%
Other 226,000 19% $200,400,000 21%
Australia 278,000 2.0% $205,700,000 1.4%
Japan 278,000 2.0% $173,000,000 1.2%
China 231,000 1.7% $177,200,000 1.2%
South Korea 79,000 0.6% $94,500,000 0.6%
Russia 70,000 0.5% $85,400,000 0.6%
India 58,000 0.4% $36,800,000 0.2%
Other 226,000 1.6% $200,400,000 1.3%
• The sharpest increase in both spend and volume came
from China.
• Australia continued to show significant increases in
volume and spend.
• Russia, although relatively small in visitation, showed a
sharp increase in spend.
Long-haul travelers take trips that, point to point, require multiple days in a car or 7
hours or more in a plane.
Australia 278,000 23% $205,700,000 21%
Japan 278,000 23% $173,000,000 18%
China 231,000 19% $177,200,000 18%
South Korea 79,000 6% $94,500,000 10%
Russia 70,000 6% $85,400,000 9%
India 58,000 5% $36,800,000 4%
Other 226,000 19% $200,400,000 21%
INDIVIDUAL EMERGING MARKET COUNTRIES VOLUME AND SPEND
This table compares the volume and spending contribution of individual emerging market countries as a percentage of
combined emerging market volume and spending. Australia comprises 23 percent of the volume of all emerging market
visitors combined, but provides 21 percent of the spending by emerging market visitors.
OVERVIEW
Emerging markets include countries where there
is strong potential for future visitation, but Florida’s
presence is in the early stages of development. At
present, this area represents 9 percent of international
visitation.
The focus on these markets is to establish in-country
partnerships that would promote awareness of the
Florida product as a viable destination to consumers.
Emerging markets include: Australia, China and Hong Kong,
India, Japan, South Korea and Russia. Florida is currently
focused on China and India.
PARTNER TOOLS
FOR FLORIDA REGIONS

112
CORE, GROWTH AND EMERGING MARKET VOLUME
INTERNATIONAL VISITOR VOLUME (2012)
Note: estimate is preliminary and subject to change
Source: Canadian estimates derived using preliminary data obtained from Statistics Canada for 2012,
as well as past trends. All other estimates are extrapolated from aggregate card usage data provided by
VisaVue® Travel for 2012 and incorporate data from other independent research sources.
Volume
Core Markets 7,271,000
Growth Markets 3,977,000
Emerging Markets 1,220,000
Other Markets 1,358,000
Total International 13,827,000
Source: Canadian estimates derived using preliminary data obtained from Statistics Canada for 2012,
as well as past trends. All other estimates are extrapolated from aggregate card usage data provided by
VisaVue® Travel for 2012 and incorporate data from other independent research sources.
Core. These markets comprise nearly 53 percent of
Florida’s international visitor volume, with Canada
alone making up 26 percent of the international
visitation to Florida.
Growth. Mexico and South America make up nearly
29 percent of Florida’s international visitor volume.
Emerging. The emerging markets currently account
for nearly 9 percent of Florida’s international visitor
volume – an increase of 14 percent from 2011 to
2012.
PARTNER TOOLS
FOR FLORIDA REGIONS

113
INTERNATIONAL VISITOR SPEND (2012)
Note: estimate is preliminary and subject to change
Spending estimates, excluding Canada, reﬂect face-to-face card transactions and cash withdrawn in Florida,
not transactions made overseas or online.
Source: Canadian estimates derived using preliminary data obtained from Statistics Canada for 2012, as well
as past trends. All other estimates are extrapolated from aggregate card usage data provided by VisaVue®
Travel for 2012 and incorporate data from other independent research sources.
Spending
Core Markets $7,199,700,000
Growth Markets $4,638,900,000
Emerging Markets $972,900,000
Other Markets $2,156,500,000
Total International $14,968,000,000
Spending estimates, excluding Canada, reﬂect face-to-face card transactions and cash withdrawn in Florida,
Source: Canadian estimates derived using preliminary data obtained from Statistics Canada for 2012, as well
as past trends. All other estimates are extrapolated from aggregate card usage data provided by VisaVue®
CORE, GROWTH AND EMERGING MARKET SPEND
Core. These markets comprise 48 percent of
the spending by international visitors in the state,
with Canada accounting for 30 percent of the
international spending in Florida.
Growth. The growth markets make up 31 percent
of spending by international visitors in the state and
their spending has increased 16 percent from 2011
to 2012.
Emerging. The emerging markets account for 7
percent of spending by international visitors.
PARTNER TOOLS
INTERNATIONAL SPEND
FOR FLORIDA REGIONS

114
Headlines
• In 2012, Canada and Europe sent more than 7 million
visitors to Florida. Canadian visitation rose 9 percent
and spending rose 11 percent, which compensates
for European declines of 3 percent in visitation and 9
percent in spend.
• The emerging markets represent a small share of
visitation to Florida, more than 1 million visitors, but they
show strong growth. Visitation to the state increased by
14 percent and spend increased 18 percent.
TWO-YEAR COMPARISONS
This table shows [two-year] changes in volume and spending by key core, growth and emerging markets. Between 2011
and 2012, the number of international visitors increased 9 percent while spending by these visitors increased 10 percent.
Spending estimates, excluding Canada, reﬂect face-to-face card transactions and cash withdrawn in Florida, not transactions made overseas
or online.
Source: Canadian estimates derived using preliminary data obtained from Statistics Canada for 2012, as well as past trends. All other
international estimates are extrapolated from aggregate card usage data provided by VisaVue® Travel for the 2012 and incorporate data from
other independent research sources.
CORE, GROWTH AND EMERGING
MARKET TRENDS
International visitation rose 9 percent and spend
rose 10 percent from 2011 to 2012. In real numbers:
an additional 1.1 million visitors and $1.3 billion. The
largest increase in volume was from growth markets,
which sent an additional 615,000 visitors to the state.
Emerging markets had the largest increase in spending,
up 18 percent in 2012 to approximately $1 billion.
2012 Volume and Spend
Visitor Volume 2011-12
Visitor Spending 2011-12
Volume Change '12/'11 Spending Change '12/'11
Total International 13,827,000 9% 14,968,000,000 10%
Core Markets 7,271,000 3% 7,199,700,000 6%
Canada 3,612,000 9% 4,486,200,000 11%
Europe 3,660,000 -1% 2,713,500,000 -3%
Growth Markets 3,977,000 17% 4,638,900,000 16%
South America 3,559,000 18% 4,259,100,000 16%
Mexico 418,000 9% 379,800,000 7%
Emerging Markets 1,220,000 14% 972,900,000 18%
Other Markets 1,358,000 8% 2,156,500,000 9%
7.0 7.3
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
Core Markets* Growth Markets Emerging Markets Other Markets
2011
2012
3.4
4.0
1.1 1.2 1.3 1.4
Core Markets 7,271,000 3% 7,199,700,000 6%
Canada 3,612,000 9% 4,486,200,000 11%
Europe 3,660,000 -1% 2,713,500,000 -3%
Growth Markets 3,977,000 17% 4,638,900,000 16%
South America 3,559,000 18% 4,259,100,000 16%
Mexico 418,000 9% 379,800,000 7%
Other Markets 1,358,000 8% 2,156,500,000 9%

115
MARKET COMPARISONS: VISITOR VOLUME 2011-12
This bar graph compares the growth of core, growth and emerging markets between 2011 and 2012.
Core markets increased 3 percent. By comparison, growth markets grew 17 percent.
In millions
* 2012 includes preliminary Canada estimate and; therefore, are subject to change
Source: International estimates include Canadian estimates derived using preliminary data obtained from Statistics Canada for 2012, as well as
past trends; and all other international estimates are based on and extrapolated from aggregate card usage data provided by VisaVue® Travel
for 2012 and incorporate data from other independent research sources.
7.0 7.3
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
2011
2012
3.4
4.0
1.1 1.2 1.3 1.4
7.0 7.3
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
2011
2012
3.4
4.0
1.1 1.2 1.3 1.4
Core Markets 7,271,000 3% 7,199,700,000 6%
Canada 3,612,000 9% 4,486,200,000 11%
Europe 3,660,000 -1% 2,713,500,000 -3%
Growth Markets 3,977,000 17% 4,638,900,000 16%
South America 3,559,000 18% 4,259,100,000 16%
Mexico 418,000 9% 379,800,000 7%
Other Markets 1,358,000 8% 2,156,500,000 9%
MARKET TRENDS
Headlines
percent in spend.

116
MARKET COMPARISONS: VISITOR SPEND, 2011-12
This bar graph compares the increased total visitor spending by core, growth and emerging markets. Spending by core
market visitors increased by 6 percent. Spending by visitors from growth markets increased by 16 percent.
In billions
* 2012 preliminary and subject to change; Spending estimates, excluding Canada, reﬂect face to face card transactions and cash withdrawn
in Florida, not transactions made overseas or online. Includes preliminary Canada estimate and; therefore, are subject to change
Source: Canadian estimates derived using preliminary data obtained from Statistics Canada for 2012, as well as past trends. All other
international estimates are based on and extrapolated from aggregate card usage data provided by VisaVue® Travel for 2012 and incorporate
data from other independent research sources.
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
2011
2012
$4.0
$4.6
$0.8 $1.0
$2.0 $2.2
$6.8
$7.2
7.0 7.3
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
2011
2012
3.4
4.0
1.1 1.2 1.3 1.4
Core Markets 7,271,000 3% 7,199,700,000 6%
Canada 3,612,000 9% 4,486,200,000 11%
Europe 3,660,000 -1% 2,713,500,000 -3%
Growth Markets 3,977,000 17% 4,638,900,000 16%
South America 3,559,000 18% 4,259,100,000 16%
Mexico 418,000 9% 379,800,000 7%
Other Markets 1,358,000 8% 2,156,500,000 9%
MARKET TRENDS
Headlines
percent in spend.

117
International tourist arrivals grew 4 percent in 2012,
according to the World Tourism Organization’s (WTO)
Barometer. With 39 million more international tourists
in 2012, U.S. arrivals surpassed 1 billion (1.035 billion
to be exact) for the first time. The emerging world
economies (+4.1%) again were ahead of the
advanced economies (+3.6%). This is the second
consecutive year where Florida received record
international visitation which has a positive impact on
spend within the state.
The WTO forecasts that international tourist arrivals will
grow 3-4 percent in 2013, an average 3.8 percent
annual growth between 2010 and 2020. By regions,
the best perspectives for 2013 are for Asia and
the Pacific (5-6%), followed by Africa (4-5%), the
Americas (3-4%), Europe (2-3%) and the Middle East
(0-5%).
Competition for international travelers is fierce and
includes competitor countries with tourism marketing
budgets that are well beyond Florida’s.

118
COMPETITIVE LONG-HAUL DESTINATIONS
These tables show the most popular long-haul destinations for those core markets that are especially important to Florida.
CANADA*
Top Long-Haul Destinations
(Thousands of arrivals)
2011
% of total
long-haul
CUBA 994 9.1%
FRANCE 926 8.5%
CHINA 748 6.8%
UNITED KINGDOM 740 6.8%
DOMINICAN REPUBLIC 677 6.2%
FRANCE
(Thousands of departures)
2009
% of total
long-haul
UNITED STATES 1,204 9.6%
EGYPT 583 4.7%
CANADA 408 3.3%
CHINA 404 3.2%
THAILAND 382 3.1%
GERMANY
2009
% of total
long-haul
EGYPT 1,185 12.1%
THAILAND 522 5.4%
CHINA 500 5.1%
KENYA 310 4.0%
UNITED KINGDOM
2011
% of total
long-haul
EGYPT 1,034 6.0%
THAILAND 845 4.9%
INDIA 802 4.7%
UNITED ARAB EMIRATES 781 4.5%
*Because the U.S. is not a long-haul destination for its neighbor, it does not
appear in this chart. However, Florida is the top worldwide destination for
Canada, attracting over a third of its population.
Note: Competitive information is made available by the U.S. Travel Association. Revised numbers will be updated when they come available.
Source: Oxford Economics Tourism Decision Metrics, U.S. Travel Association
PARTNER TOOLS

119
These tables show the most popular long-haul destinations for those growth markets that are especially important to Florida.
BRAZIL
2011
% of total
long-haul
FRANCE 895 17.7%
ITALY 296 5.9%
SPAIN 287 5.7%
MEXICO*
2011
% of total
long-haul
FRANCE 305 17.1%
SPAIN 233 13.1%
ITALY 112 6.3%
COLOMBIA 99 5.5%
*Because the U.S. is not a long-haul destination for its neighbor, it does not
appear in this chart. However, the U.S. is the top worldwide destination for
Mexico.
PARTNER TOOLS

120
These tables show the most popular long-haul destinations for those emerging markets that are especially important to Florida.
AUSTRALIA
2009
% of total
long-haul
UNITED STATES 724 9.1%
SINGAPORE 631 8.0%
THAILAND 590 7.5%
CHINA 483 6.1%
CHINA
2011
% of total
long-haul
FRANCE 1,087 13.7%
GERMANY 917 11.6%
RUSSIAN FEDERATION 612 7.7%
AUSTRALIA 541 6.9%
INDIA
2011
% of total
long-haul
SAUDI ARABIA 966 15.9%
BAHRAIN 888 14.6%
DUBAI 702 11.5%
FRANCE 388 6.4%
SOUTH KOREA
2009
% of total
long-haul
FRANCE 273 11.3%
AUSTRALIA 181 7.5%
CANADA 138 5.7%
GERMANY 128 5.3%
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121
Across core, growth and emerging markets, six issues prevail either as barriers to or predictors of success.
CHANGING MARkET LANDSCApES
Core
As long as Canada’s economy and currency continue to be strong, this market should play a leading role for Florida. The European
market is volatile as debt continues to monopolize the headlines, creating consumer insecurity. According to the Office of National
Statistics, UK residents are sticking closer to home. In the past 12-16 months, visits by UK residents to North America and other long-
haul destinations have fallen 4-5 percent.
Growth
As Florida’s growth markets deal with local challenges such as inﬂation, optimism is already being tempered. The Argentine
government has imposed a tax of 20 percent on purchases of travel packages and airline tickets with a foreign currency. At the
same time, the government has also increased to 20 percent the tax on purchases made with credit and debit cards outside
Argentina.
Emerging
According to the World Tourism Organization, China is the fastest-growing tourism source market in the world. Volume increased to
83 million travelers in 2012 and spending was a record $102 billion. A growing middle class in some emerging markets will continue
to change the map of world tourism.
ACCESS
For all travelers, access is of prime importance, but for long-haul visitors it is especially powerful. Within core markets, it is
crucial that Florida strengthen its support of new international airlift as carriers have a variety of destination options around
the world to place their aircraft. Flights from Latin America continue to grow as a result of adding both capacity to existing
patterns and new departure cities. However, access from countries in the emerging markets remains a challenge without
any direct Florida service.

122
pARTNERSHIpS
In-country travel industry partnerships are critical because they multiply Florida’s limited investments through co-op marketing
efforts. In countries and markets where Florida has strong co-op partnerships with powerful travel brands, Florida has been
able to increase the relevance of its messaging and achieve greater presence. Traditionally, the international co-op partners
also provide an important conversion call to action.
bRAND
In many core countries, the Florida brand is well established and Florida will continue to expand and build on consumer
awareness in a variety of ways. In other emerging countries, Florida is virtually unknown. With the advent of Brand USA, Florida
will be able to position itself geographically and thematically within the U.S. and leverage significant co-op buying power to
the benefit of the brand.
DIGITAL LANDSCApE
Consumer media consumption patterns and preferences differ from market to market and effective communications take
national and cultural boundaries into consideration. However, in a global digital environment, there are few boundaries.
Consumers will access the Florida brand in multiple ways outside their own national and cultural walls. Local preferences
must be balanced against global brand consistency. Florida must establish and sustain a stronger digital presence that
reinforces brand truths that are relevant across all markets.
COMpETITIVE ENVIRONMENT
Across all markets, the clutter of competitive destination advertising is intense. In some cases, competitive clutter comes
from destinations in close proximity to the target market in addition to other long-haul destinations. The emergence of Brand
USA as the national tourism arm is extremely encouraging and Florida is well placed to take advantage of this added global
exposure.

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
123
2013-14 INTERNATIONAL pLATfORM
In fiscal year 2013-2014, VISIT FLORIDA will continue
to focus on growing our share in Florida’s core
and growth markets by producing trade focused
programs and partnerships along with cooperative
marketing opportunities that target consumers. In
emerging markets, Florida will focus on building
awareness. Cross-departmental efforts will continue
to support Florida’s new brand positioning –
customizing for local preferences but strengthening a
shared global brand. With the addition of significant
new strategic research, VISIT FLORIDA will develop a
long term plan for international growth that includes
the consideration of direct to consumer initiatives in
select markets.
This vision will be achieved by aligning departmental
efforts with nine strategies:
1. Strengthen global brand awareness and
engagement
2. Expand Florida’s ability to reach consumers in
non-U.S. markets
4. Maintain and expand international visitor access
to the state
5. Increase brand relevance
7. Strengthen trade partnerships
8. Increase our ability to inﬂuence consumers
through content initiatives
and its visitors

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
124
INTERNATIONAL STRATEGIES
1. STRENGTHEN GLObAL bRAND AWARENESS
AND ENGAGEMENT
2. EXPAND FLORIDA’S ABILITY TO REACH
CONSUMERS IN NON-U.S. MARKETS
4. MAINTAIN AND EXPAND INTERNATIONAL
VISITOR ACCESS TO THE STATE
5. INCREASE BRAND RELEVANCE
MARKETING PROGRAMS
7. STRENGTHEN TRADE PARTNERSHIPS
• Provide market planning and service support for the international and
(BR 5)
• Strengthen VISIT FLORIDA’s ability to influence international visitation
through the development of a global brand strategy (BR 6)
• Create and distribute content that complements the wider
VISIT FLORIDA editorial calendar (CON 2)
• Expand access to data that identifies projected changes in key
markets (RSRCH 5)
• Target consumers with paid advertising through in-country partners
(INT 1)
• Reach consumers in-market through earned media (INT 2)
• Influence social media influencers in key international markets (INT 3)
• Expand custom content and distribution for international audiences
(INT 4)
• Create digital co-ops that provide direct consumer conversion
opportunities in growth markets (INT 5)
• Maintain Florida presence at key trade, consumer and signature
events (INT 6)
• Develop and leverage in-country trade co-op partnerships (INT 7)
• Leverage Brand USA cooperative advertising (INT 8)
• Provide airlines grants to encourage new lift (INT 9)
• Maintain Florida presence at Routes and other conferences (INT10)
• Continue Trade and media development in emerging markets
(INT 11)
• Plan and execute international trade and media FAM trips (INT 12)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
125
1. STRENGTHEN GLOBAL BRAND AWARENESS
AND ENGAGEMENT
2. ExpAND fLORIDA’S AbILITy TO REACH
CONSuMERS IN NON-u.S. MARkETS
MARKETING PROGRAMS
materials (BR 2)
(BR 5)
(RSRCH 2)
• Expand access to data that identifies projected changes in key
markets (RSRCH 5)
(INT 1)
(INT 4)
events (INT 6)
• Provide airline grants to encourage new lift (INT 9)
(INT 11)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
126
AND ENGAGEMENT
MARKETING PROGRAMS
(INT 1)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
127
AND ENGAGEMENT
4. MAINTAIN AND ExpAND INTERNATIONAL
MARKETING PROGRAMS
• Maintain Florida presence at Routes and other conferences (INT 10)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
128
AND ENGAGEMENT
5. INCREASE bRAND RELEVANCE
MARKETING PROGRAMS
materials (BR 2)
(RSRCH 2)
(INT 1)
(INT 4)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
129
AND ENGAGEMENT
MARkETING pROGRAMS
(RSRCH 2)
employees (RSRCH 3)
(INT 1)
events (INT 6)
(INT 11)
• Continue to outreach to Industry through traditional communication
(IR 1)
• Test new tools that provide value for the Industry and drive revenue
(IR 7)
• Promote the value of VISIT FLORIDA owned and operated assets to
Partners, key industry stakeholders and non-endemic industry (MSS 1)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
130
AND ENGAGEMENT
MARKETING PROGRAMS
7. STRENGTHEN TRADE pARTNERSHIpS
(INT 1)
events (INT 6)
(INT 11)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
131
AND ENGAGEMENT
MARKETING PROGRAMS
8. INCREASE OuR AbILITy TO INfLuENCE
CONSuMERS THROuGH CONTENT INITIATIVES
materials (BR 2)
• Evolve system for developing and distributing international content
(CON 8)
(INT 4)

BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
132
AND ENGAGEMENT
MARKETING PROGRAMS
9. fOCuS ON THE RELATIONSHIp bETWEEN
fLORIDA AND ITS VISITORS
materials (BR 2)

133
DATE LOCATION
JuLy 2013
Gala Awards Dinner 7/4/2013 & TBD London; Dublin
New
UK Summer Event
(Jamie Oliver)
7/9/13 London, England
DMAI 7/15-17/2013 Orlando, FL
AuGuST 2013
MP IncentiveWorks 8/20-21/2013 Toronto, Ontario
SEpTEMbER 2013
New Brazil VIP (around ABAV) 9/4/13 Sao Paulo, Brazil
ABAV 9/4-8/2013 Sao Paulo, Brazil
PR ABAV (PR) 9/4-8/2013 Sao Paulo, Brazil
Governor's Conference 9/11-13/2013 Orlando, FL
New
Scandinavian Sales
Mission+AMS
9/TBD/2013
Scandinavia/
Amsterdam
India Mission + VIP VF event 9/TBD/2013 Mumbai; New Delhi
OCTObER 2013
Routes World Forum 10/5-8/2013 Las Vegas, NV
PR-New
Media Munch n Mingle Event
(TMAC)
10/15/13 Toronto
New ITb Asia 10/23-25/2013 Singapore
SITV (Montreal) 10/25-27/2013 Montreal, Quebec
Zoomer 10/26-27/2013 Toronto, Ontario
New Jaguar Enthusiasts' Club
10/27/2013 +
March Event
London
Central America Sales Mission 10/TBD/2013
Guatemala;
Costa Rica
Florida/Canada Signature
Event
10/TBD/2013 Toronto, Ontario
Irish Luncheon 10/TBD/2013 Dublin, Ireland
PR-New Europe PR Event 10/TBD/2013 Hamburg, Germany
US Consulate Roadshow 10/TBD/2013 China
DATE LOCATION
NOVEMbER 2013
Florida UK Night 11/4/13 London, England
PR WTM Media Drinks Reception 11/4/13 London, England
World Travel Market 11/4-7/2013 London, England
MP EIBTM 11/19-21/2013 Barcelona, Spain
New Product Fam 11/TBD/2013 Florida
PR-New
Group Media Fam
(German-speaking)
11/TBD/2013 Florida
PR
Media Group Fam
(Canada PR)
11/TBD/2013 Florida
China Travel Trade Fam 11/TBD/2013 Florida
DECEMbER 2013
Marketing Retreat 12/2-4/2013 Palm Beach Gardens, FL
JANuARy 2014
Florida Huddle 1/14-16/2014 Palm Beach, FL
Vakantiebeurs 1/14-19/2014 Utrecht, Netherlands
PR Media Group FAM (UK/Ireland) 1/15/14 Florida
Gala Awards Dinner 1/TBD/2014 Dublin
SATTE 1/TBD/2014 New Delhi
New Product Fam (UK/Ireland) 1/TBD/2014 Florida
PR Media Mission France/UK 1/TBD/2014 France/UK
TWIGS 1/TBD/2014 Palm Beach, FL
fEbRuARy 2014
RSAA 2/4-5/2014 Washington, DC
New VuSA Seminar CH 2/5/2014 Zurich, Switzerland
New VuSA Seminar Austria 2/6/2014 Linz, Austria
ANATO 2/TBD/2014 Bogota, Colombia
UK Tour Operator Advisory
Luncheon
2/TBD/2014 London, England
Italicized denotes a program produced by VISIT FLORIDA
Mp: Denotes Meeting Planners Program
**** Denotes VISIT FLORIDA participation only
pR: Denotes Public Relations Program
New Programs are bolded
(continued on next page)
INTERNATIONAL TRADE & EVENTS CALENDAR

134
DATE LOCATION
MARCH 2014
ITB 3/5-9/2014 Berlin, Germany
PR ITB PR 3/5-9/2014 Berlin, Germany
ITB Signature Event 3/6/14 Berlin, Germany
French Trade Event 3/TBD/2014 Paris, France
ApRIL 2014
New Jaguar Enthusiasts' Club 4/1-26/14 florida
Int'l Pow Wow 4/5-9/2014 Chicago, IL
New WestJet Training 4/TbD/2014 Calgary, Canada
WTM - LATAM 4/TBD/2014 Sao Paulo, Brazil
European Sales Mission 4/TBD/2014 Germany and Austria
India Media Fam Trip 4/TBD/2014 Florida
China Sales Mission
April & May
2014
"Shanghai, Beijing,
Guangzhou/Chengdu/
TBD, China
MAy 2014
Arabian Travel Mart 5/TBD/2014 Dubai, UAE
New Mexico Sales Mission 5/TbD/2014 Mexico City, Mexico
PR TMAC 5/TBD/2014 Ontario, Canada
PR Canada Media Receptions 5/TBD/2014
Calgary & Edmonton,
AB
MP IMEX 5/20-22/2014 Frankfurt, Germany
India Trade Fam 5/TBD/2014 Florida
Sales Mission CAU 5/TBD/2014
Buenos Aires;
Santiago; Montevideo
JuNE 2014
MP Ignite 6/TBD/2014 Toronto, Ontario
DATE LOCATION
ONGOING
New VuSACOM Roadshow TbD Mumbai; New Delhi; TbD
PR Individual Media Fams (UK PR) ongoing Florida
University of VISIT FLORIDA ongoing Canada
PR
Individual Media Fams
(Europe PR)
ongoing Florida
PR
Media Fam Tour (Individual -
Canada PR)
ongoing Canada
Latin America Sales Activity ongoing Brazil; Argentina
UK Sales Calls ongoing UK/Ireland
Europe Sales Calls ongoing Germany
China Sales Calls ongoing
PR China Media Calls ongoing
India Sales Calls ongoing
New
E-learning (specialist
program)
ongoing LATAM
China Individual Media Fams ongoing Orlando & Miami, FL
Italicized denotes a program produced by VISIT FLORIDA
Mp: Denotes Meeting Planners Program
**** Denotes VISIT FLORIDA participation only
pR: Denotes Public Relations Program
New Programs are bolded
INTERNATIONAL TRADE & EVENTS CALENDAR (continued)

136
BUSINESS TRAVEL VOLUME
2011
Business Volume
Purpose
IMpORTANCEOF THE MEETING AND CONVENTIONS MARKET
Business travel accounts for nearly 9 million of
Florida’s 75.6 million domestic visitors – or 12
percent of visitation. Conventions, meetings,
seminars and trainings account for 58 percent
of business travel to Florida. Most (74%) business
visitors travel to Florida alone and over two-thirds of
business travelers go to destinations in the central
and southeast regions of the state.
General
Vacation
38%
Visit Friends &
Relatives
23%
Business
12%
Other
Leisure
Personal
7%
Special
Event
9%
Getaway
Weekend
11%
Purpose
General
Vacation
38%
Visit Friends &
Relatives
23%
Business
12%
Other
Leisure
Personal
7%
Special
Event
9%
Getaway
Weekend
11%
PARTNER TOOLS
BUSINESS TRAVEL DESTINATIONS
BUSINESS TRAVEL ORIGIN STATES

137
BUSINESS TRAVEL PURPOSE
2011
This chart shows the reason for travel by Florida’s business
visitors – who account for 12 percent of all Florida’s visitors.
General
Vacation
38%
Visit Friends &
Relatives
23%
Business
12%
Other
Leisure
Personal
7%
Special
Event
9%
Getaway
Weekend
11%
Business Volume
Purpose
Convention
22%
Other
Business
22%
Seminar/
Training
20%
Client Service/
Consulting
10%
Sales/
Purchasing
10%
Other Group
Meetings
16%
Business travel accounts for nearly 9 million of
Florida’s 75.6 million domestic visitors – or 12
percent of visitation. Conventions, meetings,
seminars and trainings account for 58 percent
of business travel to Florida. Most (74%) business
visitors travel to Florida alone and over two-thirds of
business travelers go to destinations in the central
and southeast regions of the state.
PARTNER TOOLS
BUSINESS TRAVEL DESTINATIONS
MEETINGS TRAVELER PROFILE

138
BUSINESS VS LEISURE SPEND:
AVERAGE EXPENDITURES PER DAY (2008-2011)
This chart compares the average daily spend of Florida’s business
and leisure visitors. In each of the 4 years shown, the average daily
spend of business visitors was higher than the average spend by
leisure visitors.
At almost $244 per day, the business traveler
to Florida spends $127 more per day than the
domestic leisure traveler. During the past 4 years,
business spend per day has increased over
35 percent. Business travelers have increased
spend across all six spending categories, the
largest growth occurring in shopping (+30.2%),
and accommodations (+24.8%). Business travelers
tend to stay in high-end (62%) and mid-level (29%)
hotels, making business travel a more lucrative part
of the market for these types of properties.
$180.80
$192.90
$212.30
$243.80
$127.20 $127.30
$142.10
$116.60
$-
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
Business Leisure
2008 2009 2010 2011 2008 2009 2010 2011
PARTNER TOOLS
VALUE OF A BUSINESS TRAVELER
MEETINGS TRAVELER PROFILE

139
FUTURE OUTLOOK
Meeting planners project that the industry’s
future remains optimistic according to a
2012 survey of planners. Eighty percent of
planners expect the health of the industry
to remain stable/good or improve in the
upcoming year. Yet, macro-economic
uncertainty remains a top concern.
MEETING PLANNER PROJECTIONS
This chart shows how meeting planners rated the health of the industry through the balance of 2013.
Source: ConventionSouth 2013 Meeting Trends Report
46%
0
10%
20%
30%
40%
50%
Increases / Gets Better Remains Stable
Stays the Same
or Decreases Slightly
Decreases Greatly /
Gets Worse
43%
34%
46%
15%
9%
3%
2%
2013 Meetings Outlook
2013 Attendance Rates
Headlines
• The past 4 years have seen year-over-year budget ﬂuctuations with
slight increases occurring in the U.S. market.
• Shortened lead times is a new standard of doing business. Meeting
related decisions are being made as late as possible.
• As a way to address airlift shortages and decreased attendee
budgets, meeting professionals are planning smaller regional
meetings and incorporating remote access options so virtual
participants can experience meeting content.
PARTNER TOOLS
FLORIDA DESTINATIONS CONSIDERED
FLORIDA MEETING LOCATIONS

140
HIGH
ASSOCIATIONS CORPORATE
SPORTSSMERF*/OTHER
LOW
AppROACH
VISIT FLORIDA approaches the Meetings
and Conventions market in two ways: by
business segment and by affinity to Florida.
Business segments are defined according to
the type of organization holding the event. This
segmentation allows VISIT FLORIDA to refine
and focus messaging as well as leverage the
distribution channels for each business segment.
Segmentation by affinity enables VISIT FLORIDA to
focus on planners who have the highest propensity
to choose Florida as their destination.

141
ASSOCIATIONS, CORPORATE, SMERF/OTHERS AND SPORTS
The meetings industry is generally organized into three business segments: Associations, Corporate/
Incentive and SMERF. VISIT FLORIDA focuses on the meetings industry through partnerships with leading
industry organizations within each business segment.
Associations. With more than 1.9 million
associations worldwide, this segment is important
to VISIT FLORIDA. This business category includes:
non-profit organizations, universities and
government agencies.
Corporate/Incentive. This business segment
includes: for-profit organizations and businesses
that use in-house or outside meeting planners to
arrange corporate meetings, trade shows, sales
meetings and travel incentive meetings.
SMERf. The SMERF segment includes independent
planners that represent social/sports, military,
education, religious and fraternal organizations.
Third-party planners are also included in this
category.
Florida has a competitive advantage in most
sports activities. With a year-round warm climate,
and diverse opportunities in both large and small
destinations in Florida, this is a business segment
that consumers view as an important travel
experience. Even in the economic downturn this
segment remained stable.
INDUSTRY COMPOSITION
This chart shows the composition of the meetings industry by business segment
based on the Metropoll XIV comprehensive study of meeting planners and the
meetings market in North America.
Membership SnapshotMetropoll View
Association
45%
Corporate/
Incentive
20%
SMERF/Others
20%
Meeting
Planning Firms
9%
Self Employed
6%
Association
45%
Corporate/
Incentive
20%
SMERF/Others
20%
Meeting
Planning Firms
9%
Self Employed
6%
0
10
20
30
40
50
60
70
80
90
100
PCMA
60%
20%
20%
22%
46%
32%
29%
55%
16%
26%
74%
MPI VISIT FLORIDA’s
Database
Collinson
Media & Events
SMERF/Other
Corporate
Association

142
Membership Snapshot
MEMBERSHIP COMPOSITION OF LEADING
INDUSTRY ORGANIZATIONS
This chart shows the breakout of industry business segments based on
membership in leading industry organizations.
0
10
20
30
40
50
60
70
80
90
100
PCMA
60%
20%
20%
22%
46%
32%
29%
55%
16%
26%
74%
Database
Collinson
Media & Events
SMERF/Other
Corporate
Association
Metropoll View
Association
45%
Corporate/
Incentive
20%
SMERF/Others
20%
Meeting
Planning Firms
9%
Self Employed
6%
0
10
20
30
40
50
60
70
80
90
100
PCMA
60%
20%
20%
22%
46%
32%
29%
55%
16%
26%
74%
Database
Collinson
Media & Events
SMERF/Other
Corporate
Association
ASSOCIATIONS, CORPORATE, SMERF/OTHERS AND SPORTS
The meetings industry is generally organized into three business segments: Associations, Corporate/
Incentive and SMERF. VISIT FLORIDA focuses on the meetings industry through partnerships with leading
industry organizations within each business segment.
Associations. With more than 1.9 million
associations worldwide, this segment is important
to VISIT FLORIDA. This business category includes:
non-profit organizations, universities and
government agencies.
Corporate/Incentive. This business segment
includes: for-profit organizations and businesses
that use in-house or outside meeting planners to
arrange corporate meetings, trade shows, sales
meetings and travel incentive meetings.
SMERf. The SMERF segment includes independent
planners that represent social/sports, military,
education, religious and fraternal organizations.
Third-party planners are also included in this
category.
Florida has a competitive advantage in most
sports activities. With a year-round warm climate,
and diverse opportunities in both large and small
destinations in Florida, this is a business segment
that consumers view as an important travel
experience. Even in the economic downturn this
segment remained stable.

143
AFFINITY TO FLORIDA
Florida’s strength as a repeat destination for
leisure travel is also true for meetings and
conventions. Research has demonstrated
that those who have previously held meetings
in the Sunshine State are most likely to do so
again. Given the 18- to 32- month planning
cycle, keeping Florida top of mind requires
maintaining contact with the most likely
prospects throughout the planning cycle.
HIGH AFFINITY
Meeting planners who have held
a meeting in Florida in the past 3
years or plan to in the next 3 years.
This group represents 34 percent of
planners in the Metropoll survey.
LOW AFFINITY
Meeting Planners that have not
held a Florida meeting and are not
currently planning one.
Headlines
• High-affinity meeting planners are more likely to be
from the South (34% high, 23% low) and less likely to
be from the West (9% high, 17% low).
• High-affinity and low-affinity meeting planners are
equally likely to hold a major meeting that rotates
among a set of destinations.
• On average, high-affinity meeting planners organize
more meetings (22) than low-affinity meeting
planners (14).
• The high-affinity planners are slightly more
connected through social media.
PARTNER TOOLS

144
Florida’s strongest competitors for meetings are other
warm weather destinations like California, Texas, and
Arizona. Based on a 2011 Metropoll XIV study, Florida
(as a meeting site) was rated 15 percent higher
than the industry average. When Florida is included
in a meeting planner’s consideration set, it is often
chosen as the host destination. The Sunshine State
also has a significant advantage with planners who
are in geographic proximity and who have previously
held meetings here.
0
5
10
15
20
25
CA TX AZ GA NV IL LA DC MA INT OTHER
13 13 12
8 8
7
5 5 5
3
21
STATE COMPETITORS FOR MOST RECENT MEETING
This graph shows the percentage of alternative destinations to Florida considered
by planners. Based on the Metropoll XIV survey of 448 planners (high and low Florida
affinity), 13 percent of the planners considered California and Texas.

145
Headlines
• Orlando (#1) and Miami (#4) were ranked among the top five U.S.
meeting destinations by Cvent in 2012. The others were Washington,
D.C. (#2), Las Vegas (#3) and Chicago (#5).
• High-affinity meeting planners are those who have held a meeting
in Florida in the past 3 years or those who are planning on having a
meeting in Florida in the next 3 years.
• Florida ratings are a composite of ratings from Orlando, Jacksonville
and Miami.
MAJOR MEETINGS
Florida shines as a destination for major
meetings (those that have more than
300 attendees) – especially among
high-affinity planners. The relatively even
distribution of major meetings among
Florida’s competitors may be a sign that
proximity plays an important role in these
markets. By contrast, Florida appears to be
the exception.
COMPETITORS FOR MAJOR MEETINGS
This bar graph shows Florida’s leadership among high-affinity planners as a destination for major meetings.
0
60
70
80
90
High Affinity Low Affinity
50
40
30
20
10
Florida Southern
California
TexasChicago ArizonaLas
Vegas
Atlanta CaribbeanNew
Orleans
Source: Metropoll XIV
High Afﬁnity
Low Afﬁnity
International
Trade Show
Major
0
60
70
80
90
50
40
30
20
10
Florida Southern
California
Vegas
Orleans
0
10
20
30
40
50
60
Chicago Florida AtlantaLas
Vegas
Southern
California
Texas New
Orleans
CaribbeanArizona
0
10
20
30
40
50
60
Chicago Florida Atlanta Las
Vegas
Southern
California
Texas New
Orleans
Caribbean Arizona
PARTNER TOOLS

146
LARGE TRADE SHOWS
Competition for large trade shows
predominately takes place at the city
level. Orlando is Florida’s top city for large
trade shows and ranks third, behind Las
Vegas and Chicago.
International
Trade Show
Major
COMPETITORS FOR LARGE TRADE SHOWS
This bar graph compares the appeal of different destinations for large trade show planners.
Note: For the survey, competitive destinations were selected based on the quantity of meetings held in the location. Some meeting locations are
in major cities (e.g. Chicago) while others occur in a variety of cities in a state or region (e.g. Texas or Southern California).
High Afﬁnity
Low Afﬁnity
0
10
20
30
40
50
60
Vegas
Southern
California
Texas New
Orleans
CaribbeanArizona
0
60
70
80
90
50
40
30
20
10
Florida Southern
California
Vegas
Orleans
0
10
20
30
40
50
60
Vegas
Southern
California
Texas New
Orleans
CaribbeanArizona
0
10
20
30
40
50
60
Vegas
Southern
California
Texas New
Orleans
Caribbean Arizona
Headlines
and Miami.
PARTNER TOOLS

147
MEETINGS WITH INTERNATIONAL
ATTENDANCE
As a destination for international
conventions, among high-affinity
planners, Florida’s only competition is
Chicago. Among low-affinity planners, Las
Vegas and Southern California are also
competitors.
International
Trade Show
Major
COMPETITORS FOR INTERNATIONAL CONVENTION
This chart compares high-affinity and low-affinity interest in holding international conventions in different destinations.
High Afﬁnity
Low Afﬁnity
0
10
20
30
40
50
60
Vegas
Southern
California
Texas New
Orleans
Caribbean Arizona
0
60
70
80
90
50
40
30
20
10
Florida Southern
California
Vegas
Orleans
0
10
20
30
40
50
60
Vegas
Southern
California
Texas New
Orleans
CaribbeanArizona
0
10
20
30
40
50
60
Vegas
Southern
California
Texas New
Orleans
Caribbean Arizona
Note: For the survey, competitive destinations were selected based on the quantity of meetings held in the location. Some meeting locations are
in major cities (e.g. Chicago) while others occur in a variety of cities in a state or region (e.g. Texas or Southern California).
Headlines
and Miami.

148
VISIT FLORIDA uses six insights to prioritize and customize an approach to maintain share and increase the number of
meetings held throughout the state.
TOp fIVE ATTRIbuTES
Florida excels in the five attributes that are most important to meeting planners when selecting a site: convenient air service,
easy access to major airports, reasonable food and lodging costs, affordable travel costs, and diverse hotel options.
IMpORTANCE Of REfERENCES AND WORD Of MOuTH
The majority of planners choose their event location based on previous experience, attendee feedback, and the
reputation/image of the destination. Combining Florida’s outstanding service and reputation as a top travel destination with
VISIT FLORIDA’s new technological capabilities, there is an opportunity to raise Florida’s profile with meeting planners. With a
new customer relationship management system and meetings website, VISIT FLORIDA is in a position to steward individual
planner relationships and create added value for Partners.
GEOGRApHIC TARGETING
Following the economic downturn and event budget cuts, many planners traded large one-time events for smaller regional
meetings. Even as meeting budgets increase, planners remain mindful of attendee budget limitations and their increased
desire to drive. Because proximity is important, priority will be placed on the southern and eastern regions of the U.S. and
historical origin markets for the meetings business.

149
AffINITy
Florida stands out among high Florida affinity planners and low Florida affinity planners as a family-friendly destination that
offers a variety of things to do. There is an opportunity for Florida to promote business attributes that are not top of mind with
planners.
CyCLES
Event size is a key factor in determining the amount of advance planning time. Larger events usually have
a planning cycle of 23-31 months while planning for smaller events can occur within 12 months.
LONG INfLuENCE CyCLES
Because the planning cycle is so long, there is an equally long inﬂuence cycle. Work occurring in 2013 actually inﬂuences
the meetings of 2015-2017. Given the high percentage of repeat business, there is an opportunity to target and reconnect
with planners who have previously held Florida events and serve them relevant, personalized and timely messaging based
on their rotation and planning cycle.
DIGITAL ADOpTION
Meeting planners are increasingly looking to technology to help make site selection easier. In keeping with the general
population, smartphone and tablet usage are increasing among planners.
High-affinity planners are slightly more connected to social media. Florida can increase its footprint here, providing planners
with meaningful communication and conversations among their industry. With a newly designed meetings web platform,
VISIT FLORIDA can create added value for planners and Partners by connecting planners to one another and to industry
Partners and by facilitating communication, advice sharing and best practices for hosting meetings in Florida.

150
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
2013-14 MEETINGS pLATfORM
In fiscal year 2013-2014, VISIT FLORIDA will continue
to focus on strengthening our relationships with
Florida’s high-affinity planners through a consistent
communications effort and improved service. The
business platforms will continue to support Florida’s
new brand positioning and provide Partners with
additional opportunities to reach Florida’s business
travelers.
This vision will be achieved by aligning departmental
efforts with eight strategies:
1. Maintain and expand brand awareness (among
key decision makers)
2. Protect share among the most important feeder
markets
3. Expand Florida’s digital footprint (specific to
meetings industry)
4. Create opportunities for Partners to interact with
key decision makers
5. Increase Florida’s brand relevance
VISIT FLORIDA

151
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
MEETINGS STRATEGIES
1. MAINTAIN AND ExpAND bRAND AWARENESS
(AMONG kEy DECISION MAkERS)
2. PROTECT SHARE AMONG THE MOST
IMPORTANT FEEDER MARKETS
(SPECIFIC TO MEETINGS INDUSTRY)
4. CREATE OPPORTUNITIES FOR PARTNERS TO
INTERACT WITH KEY DECISION MAKERS
MARKETING PROGRAMS
• Provide market planning and service support for the international
and trade audiences (A/I 8)
• Increase VISIT FLORIDA impact through an improved
comprehensive marketing planning process (BR 1)
• Conduct studies to measure VISIT FLORIDA campaign and
program performance (RSRCH 1)
• Create and support significant marketing and PR campaigns
that sustain and grow the Florida brand (PR 1)
• Integrate Industry communication tools with new CRM system
(IR 5)
events (ME 1)
• Develop and execute paid and co-op advertising (ME 4)
• Execute VISIT FLORIDA owned and operated events
(ME 5)
• Develop and execute an integrated campaign targeting high-
affinity planners (ME 10)
• Provide significantly enhanced service to planners by converting
to a new and more powerful CRM system (ME 12)

152
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
• Create and support significant marketing and PR campaigns
that sustain and grow the Florida brand (PR 1)
events (ME 1)
(ME 5)
• Develop and execute an integrated campaign targeting high-
affinity planners (ME 10)
MEETINGS STRATEGIES
1. MAINTAIN AND EXPAND BRAND AWARENESS
(AMONG KEY DECISION MAKERS)
2. pROTECT SHARE AMONG THE MOST
IMpORTANT fEEDER MARkETS
MARKETING PROGRAMS

153
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
• Enhance the performance of VISIT FLORIDA initiatives by
providing analysis and feedback with near or real-time
data (BR 4)
• Enhance meeting planners digital experience with Florida
Meetings (ME 3)
• Focus on sustaining a community of meeting planners through
social media efforts (ME 6)
MEETINGS STRATEGIES
(SpECIfIC TO MEETINGS INDuSTRy)
MARKETING PROGRAMS

154
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
events (ME 1)
(ME 5)
• Focus on sustaining a community of meeting planners through
social media efforts (ME 6)
• Build opportunities of engagement with meeting professionals for
Partners at the reframed Florida Encounter (ME 7)
MEETINGS STRATEGIES
4. CREATE OppORTuNITIES fOR pARTNERS TO
INTERACT WITH kEy DECISION MAkERS
MARKETING PROGRAMS

155
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
• Empower VISIT FLORIDA staff through brand training and
educational materials (BR 2)
• Build integrated consumer events with other consumer marketing
programs in key markets (ME 2)
• Enhance meeting planners digital experience with Florida
Meetings (ME 3)
• Strengthen Florida Meetings Brand at Florida Encounter (ME 7)
• Strengthen recruitment efforts with planners by offering Cover
Your Event insurance (ME 9)
• Strengthen relationships with professional associations (PCMA,
MPI, Collinson, NorthStar) (ME 11)
• Provide significantly enhanced service to planners by converting
to a new and more powerful CRM system (ME 12)
MEETINGS STRATEGIES
MARKETING PROGRAMS

156
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
• Continue to outreach to industry through traditional
communication (IR 1)
• Activate and engage Industry in campaigns & special
events (IR 3)
• Integrate Industry communication tools with new CRM system
(IR 5)
• Test new tools that provide value for the Industry and drive
revenue (IR 7)
events (ME 1)
(ME 5)
• Promote Minority Convention and City-wide grants (ME 8)
MEETINGS STRATEGIES
MARkETING pROGRAMS

157
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
• Develop new partnership opportunities through education outlets
with Florida Encounter (ME 7)
• Strengthen relationships with professional associations (PCMA,
MPI, Collinson, NorthStar) (ME 11)
MEETINGS STRATEGIES
MARKETING PROGRAMS
7. STRENGTHEN MARkETING pARTNERSHIpS

158
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
• Promote the value of VISIT FLORIDA owned and operated
assets to Partners, key industry stakeholders and non-endemic
industry (MSS 1)
• Create and sell industry-leading audience solutions to reach
Meetings Professionals (MSS 5 )
MEETINGS STRATEGIES
MARKETING PROGRAMS
8. DEVELOp AN IN-HOuSE SALES OpERATION TO
CREATE VALuE fOR pARTNERS AND REVENuE
OppORTuNITIES fOR VISIT fLORIDA

159
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
OWNED AND OPERATED
Owned and operated Signature Events allow VISIT FLORIDA to showcase Florida destinations,
attractions and properties in a format that is exclusive to the Florida tourism industry.
VISIT FLORIDA is an industry leader in creating and coordinating innovative signature events that
showcase a mixture of Florida assets and the industry partners. Each signature event is crafted and
customized to the desired audience, and delivers education, networking and business opportunities
between buyers around the world and the Florida tourism industry.
Event / Show Timing Location
FUNCTION
Appointment
(one on one)
Florida Encounter 11/2
days Palm Beach County, FL
Florida Huddle 2 days Palm Beach County, FL
Networking VISIT FLORIDA Racing 1 day events
Alabama, California,
Connecticut , Georgia,
Indiana, Kansas, Michigan,
New York, Ohio, Texas,
Wisconsin
Education /
Networking
Very Important Planner (VIP) 1 day events
Atlanta, Boston, Chicago,
Dallas, New York City,
Washington D.C.
Travel Trade Events 1 day events
Atlanta, Boston, Chicago,
Dallas, Philadelphia

160
BR: Brand
CON: Content
INT: International
PROMO: Promotions
RSRCH: Research
DATE LOCATION
JuLy 2013
DMAI 98th Annual Convention 7/15-17/2013 Orlando, FL
MPI-WEC 7/20-23/2013 Las Vegas, NV
AuGuST 2013
MPI-SEC 8/21-24/2013 Omni Amelia Island
Connect Marketplace 8/22-24/2013 Milwaukee, wI
SYTA 8/23-27/2013 Los Angelos, CA
SEpTEMbER 2013
Florida Governor’s Conference
OCTObER 2013
IMEX America 10/14-18/2013 Las Vegas, NV
Rejuvenate Marketplace 10/27-30/2013 Daytona Beach, FL
NOVEMbER 2013
VISIT FLORIDA TRADE EVENT - Georgia TBD Atlanta, GA
VISIT FLORIDA TRADE EVENT - Boston TBD Boston, MA
DEMA Dive Show 11/6-9/2013 Orlando, FL
EIBTM (International) 11/19-21/2013 Barcelona, Spain
DECEMbER 2013
SITE Global Conference 12/8-10/2013 Orlando, FL
Florida Encounter 12/4-6/2013 PGA National, Palm Beach
JANuARy 2014
ABA Marketplace 2013 1/5-9/2014 Nashville, TN
One Travel Conference TBD Bloomington, MN
PCMA Annual Meeting: Convening
Leaders
1/13-16/2014 Boston, MA
The New York Times Travel Show 1/17-19/2014 New York, NY
VIP - Boston TBD Boston, MA
DATE LOCATION
fEbRuARy 2014
VISIT FLORIDA Trade Event - Dallas TBD Dallas, TX
Boston Globe Travel Show 2/7-9/2014 Boston, MA
MARCH 2014
VIP - Midwest (St. Louis or Minneapolis TBD TBD
VISIT FLORIDA TRADE EVENT - Chicago TBD Chicago, IL
STS Spring Meeting 3/18-20/2014 tbd
ApRIL 2014
VISIT FLORIDA Trade Event - Philadelphia TBD Philadelphia, PA
VIP - Atlanta TBD Atlanta, GA
VIP - Chicago TBD Chicago, IL
MAy 2014
VIP - Washington DC TBD Washington DC
Board Meeting TBD Florida
IMEX (International) 5/21-23/2014 Frankfurt, Germany
JuNE 2014
Collaborate Marketplace TBD Las Vegas, NV
AIBTM TBD Orlando, FL
VIP - New York TBD NYC
ONGOING
Mazda Race Planner Event TBD
MEETINGS, TRADE AND EVENTS CALENDAR

2540 W. Executive Center Circle, Suite 200
Tallahassee, FL 32301

Visit Florida Marketing Plan 2013-2014

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