Total visitors to the metro Orlando area – includes Orange, Osceola and Seminole counties Here I’ve split domestic and int’l which clearly demonstrates the relative size of each and emphasizes the importance of our domestic market, which represents the lion’s share (more than 90% of the total) We hosted 43 million visitors in 2002 and were expected to have more than 44 million in ‘03, according to our destination forecast. I’ll talk about the forecast effort in greater detail in a few minutes. Due to the time lag, we generally get actual year-end visitor data visitor in May.
We continually monitor our visitation trends against U.S. arrivals as well our competitive positioning among other U.S. destinations. This chart demonstrates our loss in market share among all U.S. overseas arrivals (doesn’t include Canada or Mexico). Between 1997 and 2000, even though our volume increased, our market share remained stagnant, hovering around the 11.5% mark. In 2002, our market share dropped below the 10% mark (9.8%). 10 years ago, our market share was closer to 17%. One big reason for this is competition. Other U.S. and int’l destinations are aggressively pursuing our current and potential visitor base, and spending a lot of money to entice visitors to their area. This is a trend that needs to be addressed collectively since the overseas markets represent a lot of potential for visitors and economic impact. We need to both increase repeat visitation as well as attract new incremental visitors to the area.
As you know, tourism has a significant impact on our community. Visitors pump nearly $22 billion dollars into the local economy in the form of spending. Tourism is the largest employer in Metro Orlando, accounting for 27% of of total jobs in the community, 16% of which are direct jobs) And, annual earned wages generated through by these jobs total more than $5 billion ($2.9 billion direct, $2.3 billion indirect) .
We do a lot of analysis on the lodging sector and receive weekly update from Smith Travel Research. The most current information can be always be found on the research section of our web site. In terms of the destination’s occupancy trend, we are still well below our 2000 levels but have held fairly steady over the past two years. We ended 2003 at an estimated 63%, flat against 2002. (2.5% increase in room inventory) 00: 73%; 01: 64%; 02: 63%; 03: 63% 2003: 62.7% (+0.1 pts)
This chart, reflecting monthly percent changes in demand, clearly demonstrates our continued improvement.
4 year history from 2000 - 2003 YTD Nov 2003: 24.9 million (+2.1%); domestic: 23.3 mil (1.9%); int’l: 1.6 mil (5.4%) 2004 estimate: 28.3 million (3.3%) 2003 estimate: 27.4 million
We also track cruise passengers activity provided by the Canaveral Port Authority. This sector has done well over the past couple of years. In 2004, the Port expects traffic to increase another 5%. With all of the new ships and related activity, the port certainly plays a major role and is helping to increase overall visitation to the region. With that said, there could be two ways to look at its impact: On one hand our local tourism industry benefits in that we may be getting new visitors to our area that were primarily here to take a cruise. Given our proximity to the Port, we’re easily accessible. On the other hand , for the visitors who would have otherwise spent their time in our immediate area, we are potentially losing room-nights, and ultimately tourist development tax, to the cruise ships. 2003 estimate: 4.1 million; 2004 estimate: 4.3 million
Monthly & ytd analysis and comparison to goals
Monthly & ytd analysis and comparison to goals
END: Bureaus have been around for over 100 years but there is no uniform approach to reporting performance to stakeholders -- as we discovered in our CVB Futures Study (2000). So, current bureau reporting practices are sometimes viewed with skepticism. IACVB Board recommended formation of a PMT so we can take control of this before someone else does it for us -- LIKE…
What do they REALLY want to know?
Attendee origin – where attendee comes from Attendee type – according to primary purpose for attending event Event type – according to primary purpose of event
Bureaus currently track their efforts in a variety of ways -- using different definitions. We thought the best way to handle this would be to first find out what they’re currently doing.
START: Early on we learned that, to do this right, we needed to get down to the most basic level -- DEFINITIONS! If bureaus are going to compare themselves to other bureaus, we need to make sure everyone is using the same definitions. So these are some of the definitions currently being sought.
2004 IACVB/PDI CVB Research 101: Acquiring and Using Research Kelly Repass Director of Research
Presentation Title Research Department’s Main Responsibilities
Track, analyze and disseminate information related to visitation, market conditions, competitive environment, consumer trends, etc. (from global to local perspective)
Lay foundation for strategic and annual marketing plans and program development
Evaluate sales & marketing programs
Support CVB departments
Assist CVB members & community partners
External Accountability Visitor Industry Statistics