Visit Florida 2014-2015 Marketing Plan

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2014-2015 Marketing Plan
2014-2015 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 2014-15 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.

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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 $390 in tourism
spending and $23 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
$1 billion in cooperative investment by the Sunshine State tourism industry.
As a public/private partnership, VISIT FLORIDA serves nearly 12,000 tourism
industry businesses, including major strategic alliance partnerships with
Disney Destinations, The Hertz Corporation, SeaWorld Parks & Entertainment
and Universal Orlando.
Learn more about VISIT FLORIDA: VISITFLORIDA.org
Follow our corporate blog: SunshineMatters.org
ABOUT VISIT FLORIDA
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.
Goals:
• Provide leadership to ensure the Florida tourism industry is
competitive and sustainable.
• Become the trusted source of 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
positive impact of all organizational efforts.

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100 MILLION VISITORS AND BEYOND
The past 3 years have been exceptional for Florida tourism. We experienced year-over-year growth in visitation,
unprecedented in-state tourism spend ($76.1 billion in 2013) and increased share across all top leisure categories.
The biggest challenge ahead will be maintaining our success on top of current peak performance. In the coming
years, VISIT FLORIDA programs will need to be more strategic than they have ever been and increasingly able to
serve the needs of tourism partners in a collaborative effort to grow Florida’s share.
With that in mind, VISIT FLORIDA has begun development of a seven-year comprehensive strategic plan. This
plan will evolve annually to respond to opportunities and challenges, but its foundation is based on eight critically
important objectives that will align the efforts of multiple departments and co-op programs throughout the
coming years.
2020 OBJECTIVES
1. Yield – Increase gross taxable sales through tourism.
2. Volume – Increase the number of visitors coming
to Florida.
3. Share – Maintain our share of visitors from domestic
and international markets while growing share in
specific markets.
4. Brand Engagement – Build relationships with visitors
through highly relevant content and experiences.
5. Destination Diversity – Grow economic activity
throughout the state by encouraging visitation to
geographically diverse destinations and participation
in a broader range of activities.
6. Partner Participation – Improve Partner investment
and engagement in VISIT FLORIDA programs.
7. Investment Efficiency – Optimize organization
spending to deliver increased results in the most
cost-effective way.
8. Influence – Grow perceived desirability and intent to
travel to Florida.
All VISIT FLORIDA tactics outlined in this plan
roll up to achieve these goals.

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Create Value & Add Value
CO-OP IS CRITICAL
CLARITY COMES FIRST
SOMETHING FOR EVERYONE
Quality vs. Quantity
If It’s Worth Doing, It’s Worth Doing Right
CONTENT IS CORE
Innovation
Best-in-Class Partnerships
Every VISIT FLORIDA program or initiative
must create value and add value for
travelers and industry Partners. If the
industry can produce a program at the
same cost and with the same impact,
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.
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:

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CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
Innovation
CO-OP IS CRITICAL
At its core, VISIT FLORIDA is a cooperative
marketing company. Since 1996, industry
partners have invested more than
$1 billion 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 even as this joint
effort increases the impact of the shared
Florida brand.

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Everything Is Co-opable
CLARITY COMES FIRST
CONTENT IS CORE
Innovation
CLARITY COMES FIRST
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. That means executing against
a strategic plan with a tactical focus on
co-op marketing and strategic marketing
partnerships.

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CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
Innovation
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.

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CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
Innovation
Size matters, but impact matters more.
The impact of a promotion on consumer
behavior is more important than the
number of people 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?

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CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
Innovation
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.

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CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
Innovation
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.

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CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
INNOVATION
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.

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CO-OP IS CRITICAL
CLARITY COMES FIRST
CONTENT IS CORE
Innovation
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.

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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 2014-15. 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 2014-15 marketing planning process began
in December 2013 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 2014-15 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 consideration.

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MARKETING EFFECTIVENESS
VISIT FLORIDA measures its ability to influence visitors through an annual independent third-party
survey that began in 2008. In 2013, VISIT FLORIDA marketing materials and initiatives influenced
38 percent of the people who visited the state.
VISIT FLORIDA INFLUENCE ON VISITORS [2009-2013]
This graph shows the percentage of visitors to the state each year who acknowledged being influenced by VISIT FLORIDA
marketing efforts. In 2009, VISIT FLORIDA campaigns and materials influenced over 27 percent of Florida’s visitors; in 2013,
VISIT FLORIDA influenced 38 percent of Florida’s visitors.
Source: VISIT FLORIDA

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CONTINUING RECORD NUMBERS
For the third consecutive year, 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) was up 3 percent and reached 94.3 million
– a record year for visitation to Florida, exceeding the
previous high of 91.5 million in 2012.
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 10 years.
International Visitor Volume
International visitors from Canada and overseas –
contributed a greater share of volume and spend
than the historical pattern. In 2013, 11.1 million
overseas visitors and 3.7 million Canadians came to
Florida – both record highs. Year over year, overseas
visitors increased by 7 percent, Canadian visitors by
more than 4 percent.
94.3
91.5
87.3
82.380.984.284.583.983.6
79.7

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Resident Visitor Volume *Methodology change in 2009
DOMESTIC VISITOR VOLUME
This chart shows the volume of domestic visitors to Florida over the past 10 years.
Resident Visitor Volume
79.577.6
74.7
71.271.2
76.177.377.677.2
73.4

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INTERNATIONAL VISITOR VOLUME
This chart shows the volume of international visitors to Florida over the past 10 years.
*Methodology change in 2009
14.8
13.9
12.6
11.1
9.6
8.1
7.2
6.26.46.3

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Source: VISIT FLORIDA (2004 - 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 10 years.
20.1
20.7
21.5
14.7
16.817.1
13.913.013.313.5

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FLORIDA’S MARKET SHARE (2003-2012)
This chart tracks Florida’s share of the domestic vacation travel market. In 2012, more than16 percent of
domestic vacation travelers vacationed in the Sunshine State.
DOMESTIC VACATIONERS
In 2012, Florida’s share of the domestic travel market was the largest it has been in a
decade, increasing from 15.8 percent in 2011, to 16.4 percent. Florida has not only
recovered from the recession but has strengthened its lead.
Source: D.K. Shifflet and Associates
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
15.5% 15.7% 15.5% 14.2% 14.2% 14.8% 15.5% 14.9% 15.8% 16.4%

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HOTEL OCCUPANCY (2013)
This chart compares Florida’s hotel industry against the values from the South Atlantic region and the U.S.

POSITIVE TRENDS
Hotel data from 2013 tells a terrific story. The U.S. as
a whole and the South Atlantic region saw across-
the-board increases, and Florida had an even better
year, outpacing all in occupancy, average daily rate,
revenue per available room and total room revenue.
2013
Occupancy
% Change ADR % Change Rev PAR % Change
Room Revenue
% Change
United States 62.3% 1.5% $110.35 3.9% $68.69 5.4% 6.2%
South Atlantic 62.0% 1.9% $106.64 3.0% $66.06 5.0% 5.3%
Florida 67.0% 3.5% $118.46 4.6% $79.34 8.3% 8.2%
Source: Smith Travel Research
Hotel occupancy in Florida was up every month in
2013, increasing 3.5 percent over 2012. Average
daily room rate (ADR) was up 4.6 percent over
2012 to $118.46.

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Maintaining a Balanced Mix
As a mature destination that hosts more than 94
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
Source: D.K. Shifflet and Associates
is about $10,000 more than the average U.S. traveler.
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 five
years, the number of Millennial visitors to Florida has
increased.
COMPARISON OF U.S. and florida travelers by lifestage (2012)
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 14 percent of Florida visitors.

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CONSUMER CONFIDENCE
Consumer confidence started out lower in 2013 than
in 2012, but continued an upward climb. By June,
U.S. consumer confidence was the highest it had
been in five years and remained steady until the
government shutdown in October, which resulted in
another drop in confidence.
CONSUMER CONFIDENCE Index (2012/2013)
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.

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ImportanceOF THE DOMESTIC MARKET
Combined business and leisure travel
(2013 preliminary)
Note: 2013 visitor numbers are finalized mid-year. Preliminary numbers are used
for this report.
In 2013, Florida’s total visitor numbers reached
an all-time high of 94.3 million (excluding in-state
resident travelers), setting record numbers for the
third consecutive year. Consistent with previous
years, the majority of Florida’s visitors came from
the United States – 79.5 million, up 2.5 percent. There
were 14.8 million international visitors, up 6 percent.
Year-over-year, the total number of visitors was up
3 percent.
Domestic
84% (79.5M)
Canada
4% (3.7M)
Overseas
12% (11.1M)
Partner Tools
Domestic Visitor Profile

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Visitor spending increased both in Florida and
on average in the U.S. In 2012, Florida enjoyed
increases in average spend per person per
day (up 16 percent) – once again significantly
outperforming the national average spend per
person per day (up 9 percent). Average visitor
spend in Florida varies by season, origin market,
mode of travel and other factors.
ImportanceOF THE DOMESTIC MARKET
Partner Tools
VISITOR SPEND
PER PERSON / PER DAY
Combined business and leisure travel (2003-2012)
Source: D.K Shifflet & Associates

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VISITOR VOLUME TRENDS
Florida tourism rebounded from the recession dip and impacts of the Deepwater
Horizon event to reach an all-time high of hosting 79.5 million visitors from the U.S.
Combined business and leisure travel increased for the third consecutive year,
making 2013 the top year ever recorded.
10 YEARS OF VISITOR VOLUME
*Methodology change in 2009
Partner Tools
Average Per Trip Spend
79.5M
77.6M
74.7M
71.2M71.2M
76.1M
77.3M77.6M
77.2M
73.4M

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Average Trip Value
Average trip value is the typical amount spent per visit by a travel party.
To calculate, multiply the average per-day spending of each visitor, the
total number of days on the trip and the number of visitors in the travel
party. The average spending per person per day in 2012 was $148.40.
The average stay was 5.15 days and the average party size was 2.2
persons.
Based on the latest available data (2012), the average value of a
domestic visitor’s trip is $1,681.37.
Note: Florida visitor spending lags behind volume data by one year. Volume and spend
comparisons are for a general frame of reference and not a precise ratio.
DOMESTIC VISITOR TRIP VALUE
Partner Tools
TRIP SPENDING TRENDS
Following five years of overall declines in visitor
spending, the needle is moving in the right
direction. In 2012, Florida’s visitors spent more
and stayed longer, resulting in an increase in
average trip value.
Average Per Trip Spend

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APPROACH
As Florida marches toward 100 million visitors
and beyond, market segmentation is particularly
important. 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.
Affluent Mature
14%
Young & Free
14%
Young Family
12%
Maturing & Free
17%
Affluent Family
18%
Moderate Mature
17%
Moderate Family
8%
General Vacation
37%
Visit Friends /
Relatives
26%
Business
10%
Special Event
8%
Getaway Weekend
11%
Other Leisure/Personal
8%

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Highlights
• In 2012, Texas was the third-strongest origin
state for Florida, which is especially significant
considering that Texas became a top five
contributor for the first time in 2011.
• Georgia and New York have been Florida’s top
two origin markets for more than a decade,
traditionally accounting for more than 20 percent
of Florida’s domestic visitors.
The National View
Florida attracts visitors from all 50 states, most of them
coming from markets east of the Mississippi. Florida’s top
five feeder states are Georgia, New York, Texas, Alabama
and Illinois.

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Top States 2008 2009 2010 2011 2012
Georgia 11.5% 11.7% 11.3% 10.6% 11.9%
New York 9.2% 9.3% 7.7% 8.9% 9.7%
Texas 4.7% 4.8% 4.8% 5.7% 5.9%
Alabama 4.0% 5.6% 4.2% 4.2% 5.6%
Illinois 4.5% 5.7% 6.4% 5.6% 4.9%
New Jersey 6.0% 4.4% 5.5% 4.5% 4.7%
Ohio 4.7% 4.0% 4.2% 4.4% 3.9%
Michigan 3.5% 3.1% 4.6% 4.4% 3.8%
Massachusetts 3.1% 2.6% 2.5% 3.4% 3.7%
North Carolina 4.7% 4.1% 5.5% 4.1% 3.6%
Virginia 3.1% 3.6% 3.5% 3.7% 3.6%
Pennsylvania 3.4% 4.1% 4.2% 3.9% 3.6%
Tennessee 3.7% 2.3% 2.9% 3.6% 3.2%
California 3.8% 3.6% 4.0% 3.8% 3.2%
Louisiana 2.6% 2.2% 2.2% 1.3% 2.8%
Feeder States: Top 5
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%
Highlights
• Consistent increases put Texas in the top three in 2011, supplanting Illinois.
• Of the top 10 origin states for Florida visitors, five contributed their greatest share
in five years: Alabama, Georgia, Texas, Massachusetts and New York.
• Increased visitation from top drive states such as Alabama and Texas helped to
fuel the 7.5 percent increase in drive visitors that Florida experienced in 2012.
Visitor Origin States
Georgia, New York and Texas
account for 27 percent of Florida’s
visitor base. Georgia and New York’s
share of Florida visitors increased in
2012, ending a three-year decline.
Top Feeder States Over Five Years
Combined Fly / Drive (2008-2012)
This chart shows the leading origin states’ variation in the share of Florida’s domestic visitors.

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TOP FEEDER STATES OVER FIVE YEARS - TREND LINES
COMBINED FLY/DRIVE (2008-2012)
This graph shows the top five origin states of Florida’s domestic visitors over a five-year period.
The share of Florida’s visitors who come from New York is increasing.
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%
Highlights
• Consistent increases put Texas in the top three in 2011, supplanting Illinois.
• Of the top 10 origin states for Florida visitors, five contributed their greatest share
in five years: Alabama, Georgia, Texas, Massachusetts and New York.
• Increased visitation from top drive states such as Alabama and Texas helped to
fuel the 7.5 percent increase in drive visitors that Florida experienced in 2012.
Visitor Origin States
Georgia, New York and Texas
account for 27 percent of Florida’s
visitor base. Georgia and New York’s
share of Florida visitors increased in
2012, ending a three-year decline.

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Visitor Origin DMAS
Following the state pattern, Atlanta and New York City are the top feeder markets. Florida’s
focus to capture more share from the Boston market clearly gained ground, as well as a slight
increase for Washington, D.C. A decline in visitors from Philadelphia and Detroit is not surprising
because flights from these markets to Florida declined from 2011 to 2012.
2008 2009 2010 2011 2012
New York, NY 10.2% 9.4% 9.2% 9.7% 10.7%
Atlanta, GA 6.8% 7.2% 6.9% 6.8% 7.6%
Chicago, IL 3.8% 4.1% 4.7% 4.4% 4.3%
Boston, MA 3.1% 2.8% 2.5% 2.8% 3.5%
Washington, DC 2.9% 2.9% 2.7% 2.9% 3.1%
Philadelphia, PA 3.4% 3.9% 3.6% 3.0% 2.6%
Detroit, MI 2.1% 1.9% 2.2% 2.5% 2.3%
Dallas-Fort Worth, TX 1.9% 1.9% 2.3% 2.0% 1.8%
Cleveland-Akron, OH 1.8% 1.6% 1.2% 1.8% 1.7%
Houston, TX 1.1% 1.1% 1.1% 1.5% 1.6%
Hartford-New Haven 1.5% 1.8% 1.4% 1.3% 1.6%
Nashville, TN 1.6% 1.3% 1.4% 1.8% 1.5%
Los Angeles, CA 1.5% 1.6% 1.7% 1.7% 1.4%
Minneapolis-St. Paul, MN 1.2% 1.2% 1.0% 1.2% 1.4%
Birmingham, AL 1.3% 1.6% 1.9% 1.4% 1.4%
TOP 15 FEEDER DMAS OVER FIVE YEARS
COMBINED BUSINESS AND LEISURE (2008-2012)
This table shows the leading origin DMAS variation in the share of Florida’s domestic visitors.
Partner Tools
DMA Visitor Profile
Highlights
• The top eight origin markets have
remained constant since 2007.
• New York City showed a big bounce,
reaching its highest share in five years.
• Hartford, Minneapolis and Birmingham,
which had fallen off for several years,
are once again in the top 15.
• Six of the top 15 markets enjoyed their
biggest shares in five years.

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Florida’s Super EIGHT Markets
Although Florida visitors come from all over the United States, eight metropolitan
areas – Atlanta, Boston, Chicago, Dallas, Detroit, Philadelphia, New York
City and Washington, D.C. – were the greatest contributors to Florida’s visitor
numbers in 2012. When combined, these Super Eight DMAS (Designated Market
Areas) account for more than one-third of Florida’s domestic volume.
DMA Market Snapshot
New York, NY
New York City remains Florida’s
strongest feeder market and
in 2012 enjoyed its biggest
share in five years. New York is
a strong couples and singles
market. More than two-thirds of
the visitors to Florida from New
York have no children in the
household.
2012 VISITOR VOLUME
Combined business and leisure
This chart shows the share of Florida’s domestic visitors that come from each Super Eight market.
While Chicago and Detroit’s share of Florida’s domestic visitors declined, their individual visitor
volume increased.
Rank DMAs
2012 % of Florida's
Domestic Visitors
PP* change
'12/'11
Volume
1. New York, NY 10.7% +1.0 pp
2. Atlanta, GA 7.6% +0.8 pp
3. Chicago, IL 4.3% -0.1 pp
4. Boston, MA 3.5% +0.7 pp
5. Washington, D.C. 3.1% +0.2 pp
6. Philadelphia, PA 2.6% -0.4 pp
7. Detroit, MI 2.3% -0.2 pp
8. Dallas, TX 1.8% -0.3 pp
Click DMA for snapshot
Partner Tools
Expanded Super EIGHT Profiles
Super EIGHT Comparison Chart
DMA VISITOR PROFILES
*percentage point
Source: D.K. Shifflet & Associates, prepared by VISIT FLORIDA

33
DMA Market Snapshot
ATLANTA, GA
Of all the markets in the Super
Eight, Atlanta has the largest share
of families visiting Florida. Atlanta’s
share of visitors in 2012 also was the
DMA’s biggest in five years. The top
season is summer.
Rank DMAs
2012 % of Florida's
Domestic Visitors
PP* change
'12/'11
Volume
1. New York, NY 10.7% +1.0 pp
4. Boston, MA 3.5% +0.7 pp
8. Dallas, TX 1.8% -0.3 pp
Partner Tools
*percentage point
2012 VISITOR VOLUME
volume increased.

34
DMA Market Snapshot
CHICAGO, IL
Chicago is a strong origin market
for couples and singles. They visit
Florida in the fall. The majority
of Florida visitors from Chicago
are Boomers and more than 20
percent are in the Affluent Family
life stage.
Rank DMAs
2012 % of Florida's
Domestic Visitors
PP* change
'12/'11
Volume
1. New York, NY 10.7% +1.0 pp
4. Boston, MA 3.5% +0.7 pp
8. Dallas, TX 1.8% -0.3 pp
Partner Tools
*percentage point
2012 VISITOR VOLUME
volume increased.

35
DMA Market Snapshot
Boston, MA
Boston is a strong couples and
Boomers market with traditionally
strong visitation in the spring and
winter. Visitors from Boston are
mostly in the Affluent Mature
lifestage, the highest percentage
compared to the other Super Eight
markets. Boston visitors also have
the highest average spend per
person per day compared to the
other Super Eight markets.
Rank DMAs
2012 % of Florida's
Domestic Visitors
PP* change
'12/'11
Volume
1. New York, NY 10.7% +1.0 pp
4. Boston, MA 3.5% +0.7 pp
8. Dallas, TX 1.8% -0.3 pp
Partner Tools
*percentage point
2012 VISITOR VOLUME
volume increased.

36
DMA Market Snapshot
WASHINGTON, D.C.
D.C. visitors have the highest
average household income of the
Super Eight markets. Nearly two-
thirds earn $100,000 or more. D.C.
is a strong couples and singles
market.
Rank DMAs
2012 % of Florida's
Domestic Visitors
PP* change
'12/'11
Volume
1. New York, NY 10.7% +1.0 pp
4. Boston, MA 3.5% +0.7 pp
8. Dallas, TX 1.8% -0.3 pp
Partner Tools
*percentage point
2012 VISITOR VOLUME
volume increased.

37
DMA Market Snapshot
PHILADELPHIA, PA
The number of flights from this
market to Florida has declined,
contributing to the reduction
in the share of visitors for three
consecutive years. Philadelphia
is a strong couples market
and they tend to visit in the
spring. Four of 10 visitors from
Philadelphia are Boomers.
Rank DMAs
2012 % of Florida's
Domestic Visitors
PP* change
'12/'11
Volume
1. New York, NY 10.7% +1.0 pp
4. Boston, MA 3.5% +0.7 pp
8. Dallas, TX 1.8% -0.3 pp
Partner Tools
*percentage point
2012 VISITOR VOLUME
volume increased.

38
DMA Market Snapshot
DETROIT, MI
Detroit is a strong couples and
families market. Visitors come
in the winter. Nearly half are
Boomers. Though the share of
Florida’s visitors contributed by
Detroit was down slightly, the
actual volume from Detroit
was up.
Rank DMAs
2012 % of Florida's
Domestic Visitors
PP* change
'12/'11
Volume
1. New York, NY 10.7% +1.0 pp
4. Boston, MA 3.5% +0.7 pp
8. Dallas, TX 1.8% -0.3 pp
Partner Tools
*percentage point
2012 VISITOR VOLUME
volume increased.

39
DMA Market Snapshot
DALLAS, TX
Dallas is the newest market in the
Super Eight, even though it has
been a top origin market for Florida
since 2007. Dallas is a strong
couples market. Visitors typically
come in the summer.
Rank DMAs
2012 % of Florida's
Domestic Visitors
PP* change
'12/'11
Volume
1. New York, NY 10.7% +1.0 pp
4. Boston, MA 3.5% +0.7 pp
8. Dallas, TX 1.8% -0.3 pp
Partner Tools
*percentage point
2012 VISITOR VOLUME
volume increased.

40
Florida maintains its enviable position: When compared to national spend, leisure visitors to Florida spend
18 percent more on average.
Florida compares per person per day spend with and without transportation costs included. Visitors from
Boston spend the most, at $144 per person per day. Visitors from Atlanta spent the least, at $107 per person
per day. When transportation spending is removed, visitors from Detroit actually spent the most in Florida per
person per day compared to other destinations.
2012 Visitor SPEND
leisure
This chart shows the average expenditures per person per day in Florida from each DMA.
For example, Florida visitors from New York City spend $138 per person per day. Minus
transportation spending, the number is $96.
Partner Tools
Rank DMAs Per Person/
Per Day Spend
Per Person/
Per Day Spend
Minus Transportation
1. New York, NY $138 $96
2. Atlanta, GA $107 $83
3. Chicago, IL $130 $87
4. Boston, MA $144 $97
5. Washington, D.C. $134 $87
6. Philadelphia, PA $142 $100
7. Detroit, MI $140 $101
8. Dallas, TX $136 $90
DMA Market Snapshot
New York, NY
New York City remains Florida’s
strongest feeder market and in
2012 enjoyed its biggest share
in five years. New York is a strong
couples and singles market. More
than two-thirds of the visitors to
Florida from New York have no
children in the household.

41
Partner Tools
DMA VISITOR PROFILES Source: D.K. Shifflet & Associates, prepared by VISIT FLORIDA
Per Day Spend
Per Person/
Per Day Spend
1. New York, NY $138 $96
2. Atlanta, GA $107 $83
3. Chicago, IL $130 $87
4. Boston, MA $144 $97
7. Detroit, MI $140 $101
8. Dallas, TX $136 $90
DMA Market Snapshot
ATLANTA, GA
Of all the markets in the Super
Eight, Atlanta has the largest share
of families visiting Florida. Atlanta’s
share of visitors in 2012 also was the
DMA’s biggest in five years. The top
season is summer.
2012 Visitor SPEND
leisure

42
DMA Market Snapshot
CHICAGO, IL
Chicago is a strong origin market
for couples and singles. They visit
Florida in the fall. The majority
of Florida visitors from Chicago
are Boomers and more than 20
percent are in the Affluent Family
life stage.
Partner Tools
Per Day Spend
Per Person/
Per Day Spend
1. New York, NY $138 $96
2. Atlanta, GA $107 $83
3. Chicago, IL $130 $87
4. Boston, MA $144 $97
7. Detroit, MI $140 $101
8. Dallas, TX $136 $90
2012 Visitor SPEND
leisure

43
Partner Tools
Per Day Spend
Per Person/
Per Day Spend
1. New York, NY $138 $96
2. Atlanta, GA $107 $83
3. Chicago, IL $130 $87
4. Boston, MA $144 $97
7. Detroit, MI $140 $101
8. Dallas, TX $136 $90
DMA Market Snapshot
BOSTON, MA
Boston is a strong couples and
Boomers market with traditionally
strong visitation in the spring and
winter. Visitors from Boston are
mostly in the Affluent Mature
lifestage, the highest percentage
compared to the other Super Eight
markets. Boston visitors also have
the highest average spend per
person per day compared to the
other Super Eight markets.
2012 Visitor SPEND
leisure

44
DMA Market Snapshot
WASHINGTON, D.C.
D.C. visitors have the highest
average household income of the
Super Eight markets. Nearly two-
thirds earn $100,000 or more. D.C.
is a strong couples and singles
market.
Partner Tools
Per Day Spend
Per Person/
Per Day Spend
1. New York, NY $138 $96
2. Atlanta, GA $107 $83
3. Chicago, IL $130 $87
4. Boston, MA $144 $97
7. Detroit, MI $140 $101
8. Dallas, TX $136 $90
2012 Visitor SPEND
leisure

45
Partner Tools
Per Day Spend
Per Person/
Per Day Spend
1. New York, NY $138 $96
2. Atlanta, GA $107 $83
3. Chicago, IL $130 $87
4. Boston, MA $144 $97
7. Detroit, MI $140 $101
8. Dallas, TX $136 $90
DMA Market Snapshot
PHILADELPHIA, PA
The number of flights from this
market to Florida has declined,
contributing to the reduction
in the share of visitors for three
consecutive years. Philadelphia
is a strong couples market
and they tend to visit in the
spring. Four of 10 visitors from
Philadelphia are Boomers.
2012 Visitor SPEND
leisure

46
DMA Market Snapshot
DETROIT, MI
Detroit is a strong couples and
families market. Visitors come in
the winter. Nearly half are Boomers.
Though the share of Florida’s visitors
contributed by Detroit was down
slightly, the actual volume from
Detroit was up.
Partner Tools
Per Day Spend
Per Person/
Per Day Spend
1. New York, NY $138 $96
2. Atlanta, GA $107 $83
3. Chicago, IL $130 $87
4. Boston, MA $144 $97
7. Detroit, MI $140 $101
8. Dallas, TX $136 $90
2012 Visitor SPEND
leisure

47
Partner Tools
Per Day Spend
Per Person/
Per Day Spend
1. New York, NY $138 $96
2. Atlanta, GA $107 $83
3. Chicago, IL $130 $87
4. Boston, MA $144 $97
7. Detroit, MI $140 $101
8. Dallas, TX $136 $90
DMA Market Snapshot
DALLAS, TX
Dallas is the newest market in the
Super Eight, even though it has
been a top origin market for Florida
since 2007. Dallas is a strong
couples market. Visitors typically
come in the summer.
2012 Visitor SPEND
leisure

48
* percentage point
2008 2009 2010 2011 2012
PP* change
'12/'11
PP* change
'12/'08
New York, NY 10.2% 9.4% 9.2% 9.7% 10.7% +1.0 pp +0.5 pp
Atlanta, GA 6.8% 7.2% 6.9% 6.8% 7.6% +0.8 pp +0.8 pp
Chicago, IL 3.8% 4.1% 4.7% 4.4% 4.3% -0.1 pp +0.5 pp
Boston, MA 3.1% 2.8% 2.5% 2.8% 3.5% +0.7 pp +0.4 pp
Washington, D.C. 2.9% 2.9% 2.7% 2.9% 3.1% +0.2 pp +0.2 pp
Philadelphia, PA 3.4% 3.9% 3.6% 3.0% 2.6% -0.4 pp -0.8 pp
Detroit, MI 2.1% 1.9% 2.2% 2.5% 2.3% -0.2 pp +0.3 pp
Dallas-Fort Worth, TX 1.9% 1.9% 2.3% 2.0% 1.8% -0.3 pp -0.1 pp
SUPER EIGHT VISITOR VOLUME
Five-year trends suggest that six of Florida’s top eight markets
have experienced growth in share. Florida’s share of visitors from
Philadelphia declined over a five-year period, which is not surprising
considering the number of flights to Florida from the Philadelphia area
declined 20 percent.
Super Eight Five
Year Trends: Chart
Super Eight Five
Year Trends: Graph
FIVE YEARS OF VISITOR SHARE
Combined business and leisure (2008-2012)
This table shows the variation in the share of Florida visitors from the Super Eight DMAS.
Partner Tools
2008 2009 2010 2011 2012
PP* change
'12/'11
PP* change
'12/'08
New York, NY 10.2% 9.4% 9.2% 9.7% 10.7% +1.0 pp +0.5 pp
Atlanta, GA 6.8% 7.2% 6.9% 6.8% 7.6% +0.8 pp +0.8 pp
Chicago, IL 3.8% 4.1% 4.7% 4.4% 4.3% -0.1 pp +0.5 pp
Boston, MA 3.1% 2.8% 2.5% 2.8% 3.5% +0.7 pp +0.4 pp
Washington, DC 2.9% 2.9% 2.7% 2.9% 3.1% +0.2 pp +0.2 pp
Detroit, MI 2.1% 1.9% 2.2% 2.5% 2.3% -0.2 pp +0.3 pp

49
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 five years.
* percentage point
SUPER EIGHT VISITOR VOLUME
Five-year trends suggest that six of Florida’s top eight markets
have experienced growth in share. Florida’s share of visitors from
Philadelphia declined over a five-year period, which is not surprising
considering the number of flights to Florida from the Philadelphia area
declined 20 percent.
Partner Tools
2008 2009 2010 2011 2012
PP* change
'12/'11
PP* change
'12/'08
New York, NY 10.2% 9.4% 9.2% 9.7% 10.7% +1.0 pp +0.5 pp
Atlanta, GA 6.8% 7.2% 6.9% 6.8% 7.6% +0.8 pp +0.8 pp
Chicago, IL 3.8% 4.1% 4.7% 4.4% 4.3% -0.1 pp +0.5 pp
Boston, MA 3.1% 2.8% 2.5% 2.8% 3.5% +0.7 pp +0.4 pp
Washington, DC 2.9% 2.9% 2.7% 2.9% 3.1% +0.2 pp +0.2 pp
Detroit, MI 2.1% 1.9% 2.2% 2.5% 2.3% -0.2 pp +0.3 pp

50
FLY/DRIVE VISITORS TO FLORIDA BY QUARTER, 2013
This chart shows the percentage of air and non-air visitors to the state by quarter. For example, in Quarter 1, 46.2 percent of
Florida’s visitors came to the state by air.
FLY AND DRIVE VISITOR VOLUME
From 2012 to 2013, domestic visitation rose 2.5 percent,
with the greatest increase in Quarter 1. Visitors to Florida by
air have increased by 78,000; visitors by car by 1.8 million.
As airfares continue to increase, more visitors are choosing
to drive here.
Highlights
• In 2013, the largest share of visitors by air came
in Quarter 1.
• Auto or non-air visitors to Florida typically
dominate in the summer months (Quarter 3).
• From 2012 to 2013, drive visitor volume
increased in all four quarters.
Partner Tools
Air Visitor Profile
Drive Visitor Profile
Air & Drive SNAPSHOT

51
AIR AND DRIVE EXPENDITURES YEAR-OVER-YEAR
(Including Transportation)
This line graph tracks the average expenditures per person per day for fly and drive visitors over five years.
With each group, spend has increased from 2011 to 2012. Since 2008, spending by drive visitors increased at a
greater rate than air visitors.
FLY AND DRIVE VISITOR SPENDING
Spending is the highest it has been in five years. No
surprise, length of stay has also risen. In 2012, air
visitors spent 17 percent more per person per day (not
including transportation costs) than drive visitors.
While seasonal patterns differ for drive and air visitors,
five-year trends show that spending by drive and air
visitors is consistent year-over-year.
By Quarter
Year Over Year
Highlights
• Average expenditures per person per day for air visitors
(not including transportation costs) was $113.50, up 10
percent from 2011.
• Average expenditures per person per day for auto
visitors (not including transportation costs) was $97.10,
up 21 percent from 2011.
Partner Tools
Air Visitor Profile
AIR Q1 Q2 Q3 Q4
2011 $170 $155 $158 $148
2012 $174 $198 $184 $197
DRIVE Q1 Q2 Q3 Q4
2011 $109 $108 $98 $95
2012 $124 $126 $119 $131

52
AIR AND DRIVE EXPENDITURES BY QUARTER
2011 & 2012 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
Partner Tools
Air Visitor Profile
AIR Q1 Q2 Q3 Q4
2011 $170 $155 $158 $148
2012 $174 $198 $184 $197
DRIVE Q1 Q2 Q3 Q4
2011 $109 $108 $98 $95
2012 $124 $126 $119 $131
AIR Q1 Q2 Q3 Q4
2011 $170 $155 $158 $148
2012 $174 $198 $184 $197
DRIVE Q1 Q2 Q3 Q4
2011 $109 $108 $98 $95
2012 $124 $126 $119 $131
FLY AND DRIVE VISITOR SPENDING
Spending is the highest it has been in five years. No
surprise, length of stay has also risen. In 2012, air
visitors spent 17 percent more per person per day (not
including transportation costs) than drive visitors.
While seasonal patterns differ for drive and air visitors,
five-year trends show that spending by drive and air
visitors is consistent year-over-year.
Highlights
• Average expenditures per person per day for air visitors
(not including transportation costs) was $113.50, up 10
percent from 2011.
• Average expenditures per person per day for auto
visitors (not including transportation costs) was $97.10,
up 21 percent from 2011.

53
Origin States
Origin Airports
ORIGIN STATES - AIR
Florida’s air visitors come primarily from states east of
the Mississippi, but also from Texas and California.
TOP AIR ORIGIN STATES 2012
Where do Florida’s fly visitors come from? Start with New York, which provides
14 percent of Florida’s visitors who arrive by air.
Source: D.K. Shifflet & Associates
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%
Highlights
• More than one-third of Florida’s air visitors come from
the Northeast: New York, New Jersey, Massachusetts,
Pennsylvania and Connecticut.
• Florida’s third-largest air state is California, slightly
behind New Jersey, which benefits from the New York
metro air lift.

54
Origin States
Origin Airports
ORIGIN AIRPORTS
In 2012-13, eight of the 10 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 2012
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
Source: UBM Aviation Worldwide, table prepared by VISIT FLORIDA
Rank City CY 2011 CY 2012 % change
1. New York City* 4,784,800 4,805,440 0.4%
2. Chicago* 1,837,290 1,901,700 3.5%
3. Boston 1,419,260 1,407,540 -0.8%
4. Philadelphia 1,335,860 1,304,160 -2.4%
5. Washington, D.C.* 1,267,820 1,278,350 0.8%
6. Atlanta 1,119,560 1,150,160 2.7%
7. Detroit* 1,167,970 1,135,360 -2.8%
8. Baltimore 1,089,090 1,086,600 -0.2%
9. Los Angeles* 913,510 922,540 1.0%
10. Dallas* 795,060 776,390 -2.3%
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%
Partner Tools
Origin Airports:
Outbound Destinations

55
Destination regions
The Central Florida region receives more than 40 percent of Florida’s
air visitors, followed by Southeast Florida at nearly 25 percent.
Partner Tools
Florida Airports:
Passenger Origins
Destination Regions
Destination Airports
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
Destination Regions

56
Destination Regions
Destination Airports
DESTINATION AIRPORTS
Four international airports account for more than 75 percent of Florida’s
domestic enplanements: Orlando, Miami, Fort Lauderdale and Tampa.
TOP DESTINATION AIRPORTS
This chart shows year-over-year air travel to Florida’s airports. At Orlando International Airport, there were nearly 15.5 million
domestic enplanements (people getting on a domestic flight) in 2013, down 2 percent from 2012.
Partner Tools
Florida Airports:
Passenger Origins
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
1. Orlando 15,817,207 15,479,193 -2.1%
2. Miami 10,029,010 10,164,785 1.4%
3. Fort Lauderdale 9,978,271 9,949,181 -0.3%
4. Tampa 8,034,999 8,237,630 2.5%
5. Fort Myers 3,578,232 3,730,517 4.3%
6. Palm Beach 2,772,555 2,802,859 1.1%
7. Jacksonville 2,608,291 2,563,236 -1.7%
8. Orlando Sanford 830,706 814,868 -1.9%
9. Pensacola 758,703 756,042 -0.4%
10. Sarasota 625,399 579,944 -7.3%
11. St.Petersburg-Clearwater 415,221 495,509 19.3%
12. Panama City 439,183 406,082 -7.5%
13. Key West 374,184 401,660 7.3%
14. Okaloosa 386,533 370,261 -4.2%
15. Tallahassee 344,262 346,612 0.7%
16. Daytona 298,060 303,310 1.8%
17. Melbourne 214,233 212,228 -0.9%
Total 57,505,049 57,613,917 0.2%
Source: Figures come from individual airports.

57
Air Origin Trends
Air Destination Trends
AIR ORIGIN TRENDS
Origin states for air visitors are
predominantly in the Northeast
and California. New York is first,
followed by New Jersey, California,
Illinois and Massachusetts.
TOP ORIGIN STATES OVER FIVE YEARS
This graph shows the share of Florida’s air visitors by origin state. In 2012, 14 percent of Florida’s air visitors
came from the state of New York.
Highlights
• New York and New Jersey are the top origin states for air visitors to Florida.
• Georgia, which is Florida’s strongest drive state, also is a top 10 fly state.
• California experienced the largest increase, while Michigan had the biggest
decline in air visitors.
• The share of air visitors from Massachusetts (predominantly Logan airport)
to Florida is the highest it has been in five years.
*Percentage point
Source: D.K Shifflet & Associates, prepared by VISIT FLORIDA
State 2008 2009 2010 2011 2012 pp* change '12/'11 pp* change '12/'08
New York 14.9% 14.7% 11.3% 13.9% 14.0% +0.1 pp -0.9 pp
New Jersey 8.8% 5.8% 6.4% 6.1% 7.1% +1.0 pp -1.7 pp
California 7.3% 7.2% 7.3% 5.7% 7.0% +1.3 pp -0.3 pp
Illinois 6.1% 6.9% 8.6% 6.4% 6.9% +0.5 pp +0.8 pp
Massachusetts 4.0% 4.5% 4.5% 5.2% 5.9% +0.7 pp +1.9 pp
Pennsylvania 4.1% 4.9% 5.4% 5.9% 5.3% -0.6 pp +1.2 pp
Texas 5.4% 4.6% 6.0% 5.8% 5.0% -0.8 pp -0.4 pp
Ohio 6.5% 4.2% 3.7% 4.2% 4.3% +0.1 pp -2.2 pp
Connecticut 2.9% 3.6% 1.7% 3.5% 3.8% +0.3 pp +0.9 pp
Georgia 2.4% 2.4% 3.4% 2.4% 3.6% +1.2 pp +1.2 pp
Michigan 4.2% 3.2% 4.6% 4.9% 3.5% -1.4 pp -0.7 pp
Virginia 2.8% 3.5% 4.7% 4.0% 3.3% -0.7 pp +0.5 pp
Partner Tools
Origin Airports:
OUTBOUND DESTINATIONS
New York 14.9% 14.7% 11.3% 13.9% 14.0% +0.1 pp -0.9 pp
New Jersey 8.8% 5.8% 6.4% 6.1% 7.1% +1.0 pp -1.7 pp
California 7.3% 7.2% 7.3% 5.7% 7.0% +1.3 pp -0.3 pp
Illinois 6.1% 6.9% 8.6% 6.4% 6.9% +0.5 pp +0.8 pp
Texas 5.4% 4.6% 6.0% 5.8% 5.0% -0.8 pp -0.4 pp
Ohio 6.5% 4.2% 3.7% 4.2% 4.3% +0.1 pp -2.2 pp
Georgia 2.4% 2.4% 3.4% 2.4% 3.6% +1.2 pp +1.2 pp
Michigan 4.2% 3.2% 4.6% 4.9% 3.5% -1.4 pp -0.7 pp
Virginia 2.8% 3.5% 4.7% 4.0% 3.3% -0.7 pp +0.5 pp
County 2008 2009 2010 2011 2012 pp* change '12/'11 pp* change '12/'08
Central 36.7% 36.9% 37.5% 42.7% 40.5% -2.2 pp +3.8 pp
Southeast 26.5% 26.5% 25.9% 26.6% 24.9% -1.7 pp -1.6 pp
Central West 12.8% 15.2% 14.3% 11.3% 13.3% +2.0 pp +0.5 pp
Southwest 10.0% 10.6% 10.0% 8.7% 9.4% +0.7 pp -0.6 pp
Central East 6.6% 5.2% 5.3% 5.4% 5.1% -0.3 pp -1.5 pp
Northeast 4.2% 3.4% 4.4% 2.3% 3.8% +1.5 pp -0.4 pp
Northwest 2.3% 1.5% 1.8% 2.1% 2.4% +0.3 pp +0.1 pp
North Central 0.9% 0.7% 0.8% 0.9% 0.7% -0.2 pp -0.2 pp

58
Air Origin Trends
Air Destination Trends
AIR DESTINATION TRENDS
The share of air visitors to Florida regions
has changed little in the past five years.
The Central and Southeast vacation
regions account for more than 60 percent
of Florida’s domestic air visitors.
DESTINATION regions OVER FIVE YEARS
This graph shows the pattern of air visitor travel to different Florida regions during the past five years. From 2008 through
2012, the Central Florida region had nearly a four percentage point increase in their share of Florida’s air visitors.
Highlights
• The Central vacation region’s share of air visitors has been the
largest for more than 16 years.
• Year-over-year, the Central West vacation region had the largest
increase in share of air visitors, up two points from the year before.
*Percentage point
Source: D.K Shifflet & Associates, prepared by VISIT FLORIDA
Partner Tools
Florida Airports:
Passenger Origins
Region 2008 2009 2010 2011 2012 pp* change '12/'11 pp* change '12/'08
Central 36.7% 36.9% 37.5% 42.7% 40.5% -2.2 pp +3.8 pp
Southeast 26.5% 26.5% 25.9% 26.6% 24.9% -1.7 pp -1.6 pp
Southwest 10.0% 10.6% 10.0% 8.7% 9.4% +0.7 pp -0.6 pp
Northeast 4.2% 3.4% 4.4% 2.3% 3.8% +1.5 pp -0.4 pp
Northwest 2.3% 1.5% 1.8% 2.1% 2.4% +0.3 pp +0.1 pp
County 2008 2009 2010 2011 2012 pp* change '12/'11 pp* change '12/'08
Central 36.7% 36.9% 37.5% 42.7% 40.5% -2.2 pp +3.8 pp
Southeast 26.5% 26.5% 25.9% 26.6% 24.9% -1.7 pp -1.6 pp
Southwest 10.0% 10.6% 10.0% 8.7% 9.4% +0.7 pp -0.6 pp
Northeast 4.2% 3.4% 4.4% 2.3% 3.8% +1.5 pp -0.4 pp
Northwest 2.3% 1.5% 1.8% 2.1% 2.4% +0.3 pp +0.1 pp
New York 14.9% 14.7% 11.3% 13.9% 14.0% +0.1 pp -0.9 pp
New Jersey 8.8% 5.8% 6.4% 6.1% 7.1% +1.0 pp -1.7 pp
California 7.3% 7.2% 7.3% 5.7% 7.0% +1.3 pp -0.3 pp
Illinois 6.1% 6.9% 8.6% 6.4% 6.9% +0.5 pp +0.8 pp
Texas 5.4% 4.6% 6.0% 5.8% 5.0% -0.8 pp -0.4 pp
Ohio 6.5% 4.2% 3.7% 4.2% 4.3% +0.1 pp -2.2 pp
Georgia 2.4% 2.4% 3.4% 2.4% 3.6% +1.2 pp +1.2 pp
Michigan 4.2% 3.2% 4.6% 4.9% 3.5% -1.4 pp -0.7 pp
Virginia 2.8% 3.5% 4.7% 4.0% 3.3% -0.7 pp +0.5 pp

59
Drive Origin States
Feeder Highways
ORIGIN STATES - DRIVE
No surprise, the majority of
Florida’s drive visitors originate
from the closest markets east
of the Mississippi. However,
Texas is an outlier, contributing
Highlights
• Drive visitors typically have larger travel parties than air visitors – 2.3 people versus 1.9.
• New York ranked third for drive visitors to Florida in 2012, a significant increase from the
year before.
• Georgia and Alabama contribute nearly one-quarter of Florida’s drive visitors.
• Prior to the Deepwater Horizon event, South Carolina ranked among the top 10 drive states.
Since then, drive visitors from South Carolina declined and have not rebounded.
TOP DRIVE ORIGIN STATES, 2012
Where do Florida’s drive visitors come from? Start with Georgia, which provides
nearly 17 percent of Florida’s drive visitors.
Partner Tools
Drive States Visitor Profiles
Drive State Comparison

60
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.
I-75 / I-65
AL, GA, TN, KY,
MO, OH
I-95
GA, NC,
SC, VA
I-10
AL, LA,
MS, TX
Highlights
• Florida’s drive markets are concentrated – 40 percent come from five states.
• Drive visitors typically have larger travel parties than air visitors with approximately
4 of 10 travel parties representing couples and 2 of 10 representing families.
• New York state historically has been a much weaker drive origin market, falling in the
sixth or seventh position. In 2012, New York joined the top three.
Partner Tools
Drive States Visitor Profiles
ORIGIN STATES - DRIVE
No surprise, the majority of
Florida’s drive visitors originate
from the closest markets east
of the Mississippi. However,
Texas is an outlier, contributing

61
Destination Regions
Destination Regions
by State
DESTINATION Regions
Florida’s drive visitors predominantly travel to the Central
and Northwest vacation regions. Summer is the most
popular season for drive visitors, 94 percent of whom are
traveling for leisure purposes.
Highlights
• The Central Vacation region received more
than a quarter of Florida’s drive visitors.
• More than one-fifth of Florida’s drive visitors go
to the Northwest Region.
AL, IN,
KY, LA,
MS, MO,
TN & TX
GA
NC & SC
ALL
states
feed
Central
Florida
SC
NC
SC & VA
OH
destination regions

62
Destination Regions
Destination Regions
by State
DESTINATION Regions
Preliminary numbers for 2013 indicate 57 percent of domestic
visitors drove to Florida. Origin states on the East Coast tend to
choose destinations on the east coast of Florida.
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.
Partner Tools
AL, IN,
KY, LA,
MS, MO,
TN, TX
GA
NC, SC
ALL
states
feed
Central
Florida
SC
NC
SC, VA
OH

63
Top Drive Market Origin
States for Drive Travelers
Top Destination Regions
for Drive Travelers
ORIGIN TRENDS
Top origin states for drive visitors to Florida have remained
consistent the past several years. The top states are within 13
hours driving distance to Florida, with the exception of New York.
As volume has grown from other drive origin states, Georgia’s
share has declined, even though the actual number of Georgia
visitors increased.
Highlights
• Drive visitors to Florida arrive from the Southeast
and Midwest states, with the two outliers being
New York and Texas.
• Nearly 40 percent of Florida’s drive visitors
come from Georgia, Alabama, Texas, North
Carolina and Tennessee.
* percentage point
TOP ORIGIN DRIVE STATES OVER FIVE YEARS
This graph shows the share of Florida’s drive visitors by origin state. In 2012, 16.6 percent of Florida’s drive
visitors came from Georgia.
State 2008 2009 2010 2011 2012
pp* change
'12/'11
pp* change
'12/'08
Georgia 20.2% 21.4% 18.9% 16.8% 16.6% -0.2 pp -3.6 pp
Alabama 6.3% 10.5% 7.2% 6.6% 7.8% +1.2 pp +1.5 pp
New York 4.3% 5.2% 4.5% 5.3% 7.5% +2.2 pp +3.2 pp
Texas 3.6% 4.5% 4.0% 5.6% 6.2% +0.6 pp +2.6 pp
North Carolina 6.8% 5.3% 6.9% 5.5% 4.5% -1.0 pp -2.3 pp
Tennessee 5.6% 3.2% 5.2% 5.4% 4.2% -1.2 pp -1.4 pp
Illinois 2.9% 4.9% 3.9% 5.0% 3.9% -1.1 pp +1.0 pp
Ohio 3.8% 4.2% 4.9% 5.8% 3.8% -2.0 pp 0.0 pp
Virginia 3.1% 3.8% 2.6% 3.4% 3.8% +0.4 pp +0.7 pp
Michigan 2.7% 2.5% 4.9% 4.1% 3.7% -0.4 pp +1.0 pp
Louisiana 4.6% 3.1% 3.4% 2.0% 3.7% +1.7 pp -0.9 pp
Mississippi 3.0% 3.0% 1.4% 1.9% 3.4% +1.5 pp +0.4 pp
South Carolina 5.9% 6.0% 6.6% 2.9% 3.4% +0.5 pp -2.5 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
South Carolina 5.0% 5.9% 6.0% 6.6% 2.9% -3.7 pp -2.1 pp
Partner Tools
Drive State PROFILES
Region 2008 2009 2010 2011 2012
pp* change
'12/'11
pp* change
'12/'08
Central 34.0% 30.5% 27.7% 29.6% 26.3% -3.3 pp -7.7 pp
Northwest 19.6% 18.1% 19.5% 19.5% 21.7% +2.2 pp +2.1 pp
Southeast 11.6% 9.9% 9.4% 12.0% 12.6% +0.6 pp +1.0 pp
Northeast 8.4% 9.7% 10.7% 8.7% 8.6% -0.1 pp +0.2 pp
Central East 7.7% 11.2% 8.9% 9.5% 8.5% -1.0 pp +0.8 pp
Southwest 5.8% 7.9% 8.5% 7.9% 6.6% -1.3 pp +0.8 pp
North Central 2.4% 2.9% 3.3% 3.0% 5.1% +2.1 pp +2.7 pp

64
DESTINATION TRENDS
The top Florida destination regions for auto
visitors are Central and Northwest.
Highlights
• The North destination region receives more than a third
of Florida’s auto visitors; 94 percent of these travelers
are leisure visitors.
* percentage point
Top Drive Market Origin
States for Drive Travelers
Top Destination Regions
for Drive Travelers
TOP DESTINATION regions OVER FIVE YEARS
This table shows the share of drive visitors by vacation regions. For example, the Central vacation region draws
the greatest share of Florida’s drive visitors (26%) followed closely by the Northwest vacation region (22%).
Region 2008 2009 2010 2011 2012
pp* change
'12/'11
pp* change
'12/'08
Central 34.0% 30.5% 27.7% 29.6% 26.3% -3.3 pp -7.7 pp
Northwest 19.6% 18.1% 19.5% 19.5% 21.7% +2.2 pp +2.1 pp
Southeast 11.6% 9.9% 9.4% 12.0% 12.6% +0.6 pp +1.0 pp
Northeast 8.4% 9.7% 10.7% 8.7% 8.6% -0.1 pp +0.2 pp
Southwest 5.8% 7.9% 8.5% 7.9% 6.6% -1.3 pp +0.8 pp
Region 2008 2009 2010 2011 2012
pp* change
'12/'11
pp* change
'12/'08
Central 34.0% 30.5% 27.7% 29.6% 26.3% -3.3 pp -7.7 pp
Northwest 19.6% 18.1% 19.5% 19.5% 21.7% +2.2 pp +2.1 pp
Southeast 11.6% 9.9% 9.4% 12.0% 12.6% +0.6 pp +1.0 pp
Northeast 8.4% 9.7% 10.7% 8.7% 8.6% -0.1 pp +0.2 pp
Southwest 5.8% 7.9% 8.5% 7.9% 6.6% -1.3 pp +0.8 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
South Carolina 5.0% 5.9% 6.0% 6.6% 2.9% -3.7 pp -2.1 pp

65
VISITOR VOLUME BY LIFESTAGE SEGMENT
Florida’s 79 million-plus domestic visitors represent a diverse
portfolio 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) to create
seven segments that are most likely to differentiate visitors.
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, <$99K; no kids)
• Affluent Mature (55 or older; $100K+, no kids)
All Lifestages
Visitor Volume By:
Generational Composition
Age Segmentation Source: D.K. Shifflet & Associates
LIFESTAGE SEGMENT COMPOSITION
COMBINED BUSINESS AND LEISURE TRAVEL (2012)
This chart shows the share of domestic visitors to Florida by
lifestage. 14 percent of Florida’s domestic visitors are in the
Young & Free lifestage, which means they are ages
18-34 with no kids in the household.
Family Composition
Affluent Mature
14%
Young & Free
14%
Young Family
12%
Maturing & Free
17%
Affluent Family
18%
Moderate Mature
17%
Moderate Family
8%
Partner Tools
Detailed Lifestage Profiles
Lifestage SEGMENT SNAPSHOT

66
GENERATIONAL COMPOSITION
Florida’s visitors span the generations. While Boomers (born
1946-1964) and Generation X (born 1965-1980) traditionally
have had the largest share of Florida visitors, Millennial
visitation is on the rise, especially as Millennials become more
independent and start their own families.
All Lifestages
Visitor Volume By:
VISITOR VOLUME BY
GENERATIONAL COHORT
COMBINED BUSINESS AND
LEISURE TRAVEL (2012)
This chart shows the breakout of each
lifestage by generation. For example,
the bar at the far left representing the
Young & Free Lifestage shows that
90 percent of those in that lifestage
belong to the Millennial generation
(born 1981 or after).Generational Composition
Family Composition
Partner Tools
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, <$99K; no kids)
• Affluent Mature (55 or older; $100K+, no kids)

67
All Lifestages
Visitor Volume By:
FAMILY / NON-FAMILY COMPOSITION
Florida is recognized globally as a family
vacation destination, but only one-third of
Florida’s 79 million domestic visitors actually
come with their families. The remaining 62
percent of Sunshine State visitors are non-family
visitors who make frequent trips to the state and
take shorter getaways.
Highlights
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.
• Affluent Family, Young & Free and Affluent Mature lifestages all
have experienced growth in the past five years.
VISITOR VOLUME BY FAMILY COMPOSITION
This chart shows that in 2012, 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%
Partner Tools

68
All Lifestages
Visitor Volume By:
VISITOR VOLUME BY AGE
Florida attracts visitors from across the age spectrum, creating
a mix of interests and budgets to fuel Sunshine State tourism.
The largest portion of domestic visitors comes from the 35-54
age groups, and the average age of the Florida visitor is 46.
Millennials (those under 30) represent 23 percent of overnight
travel in the U.S. compared to 21 percent in Florida.
Highlights
• 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. This age
represents 38 percent of U.S. overnight travel
and 42 percent of Florida’s visitors.
Family Composition
VISITOR VOLUME BY AGE
This chart shows that in 2012, the Mature Lifestages
(55 and older) account for more than a third of Florida’s
domestic visitors.
Ages 55+
34%
Ages 18-34
25%
Ages 35-54
42%
Partner Tools

69
VISITOR SPEND BY LIFESTAGE
In order to measure spending by different lifestages, the total
trip value is considered, including party size and length of stay.
No surprise, trip values are highest for the Affluent Family and
the Affluent Mature lifestages.
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:
$162.32 X 5.05 days X 2.9 persons = $2,377.
FLORIDA TRIP VALUE BY LIFESTAGE
COMBINED BUSINESS AND
LEISURE TRAVEL (2012)
This chart shows that in 2012, the Affluent Family
lifestage had the greatest trip value compared
to all other lifestages.
Partner Tools

70
69 percent of Florida’s domestic visitors are from Generation X and the Boomer
generation. In the past five years, the share of visitors from the Millennial generation has
increased 12 percentage points – more than for any other generation. This is mostly a
result of the growing share of this demographic that has the means to travel.
VOLUME BY GENERATION OVER FIVE YEARS
This table breaks out Florida’s visitors by generational cohort. Over the past five years,
Millennial visitors to Florida have increased the most.
Generational
Age
Income
Lifestage
2008 2009 2010 2011 2012
pp*
change
'12/'11
pp*
change
'12/'08
Millennials (1981 to present) 9% 11% 15% 16% 21% +5 pp +12 pp
GenX (1965-1980) 39% 40% 36% 36% 30% -6 pp -9 pp
Boomers (1946 -1964) 36% 35% 35% 35% 39% +4 pp +3 pp
Silent/GI (1945 or earlier) 16% 14% 13% 13% 10% -2 pp -6 pp
* percentage point
Partner Tools
2008 2009 2010 2011 2012
pp* change
'12/'11
pp* change
'12/'08
18 - 34 Years Old 28% 28% 28% 25% 25% +/- 0 pp -3 pp
35 - 49 Years Old 32% 33% 30% 34% 30% -4 pp -2 pp
50 - 64 Years Old 28% 26% 28% 26% 29% +3 pp +1 pp
65+ Years Old 12% 13% 13% 15% 16% +1 pp +4 pp
Average Age 46.0 45.7 45.9 46.4 46.9 -- --
Median Age 45.0 44.0 45.0 45.0 47.0 -- --
2008 2009 2010 2011 2012
pp*
change
'12/'11
pp*
change
'12/'08
Young & Free (18-34; any income; no kids) 12% 14% 15% 14% 14% 0 pp +2 pp
Young Family (18-34; any income; kids in HH) 17% 15% 14% 12% 12% 0 pp -5 pp
Maturing & Free (35-54; any income; no kids) 19% 20% 22% 18% 17% -1 pp -2 pp
Moderate Family (35-54; <$75K; kids in HH) 8% 9% 6% 10% 8% -2 pp 0 pp
Affluent Family (35-54; $75K+; kids in HH) 16% 16% 17% 18% 18% 0 pp +2 pp
Moderate Mature (55 or older, <$60K; no kids) 16% 15% 16% 17% 17% 0 pp +1 pp
Affluent Mature (55 or older; $60K+, no kids) 12% 11% 11% 11% 14% +3 pp +2 pp
2008 2009 2010 2011 2012
pp*
change
'12/'11
pp*
change
'12/'08
GenX (1965-1980) 39% 40% 36% 36% 30% -6 pp -9 pp
Boomers (1946 -1964) 36% 35% 35% 35% 39% +4 pp +3 pp
2008 2009 2010 2011 2012
pp*
change
'12/'11
pp*
change
'12/'08
Under $49,999 23% 24% 20% 26% 25% -1 pp +2 pp
$50,000-$74,999 20% 19% 18% 20% 18% -2 pp -2 pp
$75,000-$99,999 18% 16% 18% 16% 17% +1 pp -1 pp
$100,000-$149,999 28% 28% 31% 25% 20% -5 pp -8 pp
$150,000-$199,999 7% 9% 7% 8% 12% +4 pp +5 pp
$200,000+ 5% 5% 5% 5% 7% +2 pp +3 pp
Average $96,700 $97,600 $101,500 $95,400 $111,300 --- ---

71
VOLUME BY LIFESTAGE OVER FIVE YEARS
This table breaks out Florida’s visitors by lifestage segment. Over the past five years,
the share of Florida’s visitors belonging to the Affluent Mature Lifestage has increased.
Generational
Age
Income
Lifestage
In the past five years, visits to Florida by different lifestage segments has remained relatively
stable. While Florida remains a popular destination for families, nearly 62 percent of
domestic visitors do not have children in the household.
* percentage point
2008 2009 2010 2011 2012
pp*
change
'12/'11
pp*
change
'12/'08
Partner Tools
2008 2009 2010 2011 2012
pp* change
'12/'11
pp* change
'12/'08
18 - 34 Years Old 28% 28% 28% 25% 25% +/- 0 pp -3 pp
35 - 49 Years Old 32% 33% 30% 34% 30% -4 pp -2 pp
50 - 64 Years Old 28% 26% 28% 26% 29% +3 pp +1 pp
65+ Years Old 12% 13% 13% 15% 16% +1 pp +4 pp
Average Age 46.0 45.7 45.9 46.4 46.9 -- --
Median Age 45.0 44.0 45.0 45.0 47.0 -- --
2008 2009 2010 2011 2012
pp*
change
'12/'11
pp*
change
'12/'08
2008 2009 2010 2011 2012
pp*
change
'12/'11
pp*
change
'12/'08
GenX (1965-1980) 39% 40% 36% 36% 30% -6 pp -9 pp
Boomers (1946 -1964) 36% 35% 35% 35% 39% +4 pp +3 pp
2008 2009 2010 2011 2012
pp*
change
'12/'11
pp*
change
'12/'08
Under $49,999 23% 24% 20% 26% 25% -1 pp +2 pp
$50,000-$74,999 20% 19% 18% 20% 18% -2 pp -2 pp
$75,000-$99,999 18% 16% 18% 16% 17% +1 pp -1 pp
$100,000-$149,999 28% 28% 31% 25% 20% -5 pp -8 pp
$150,000-$199,999 7% 9% 7% 8% 12% +4 pp +5 pp
$200,000+ 5% 5% 5% 5% 7% +2 pp +3 pp
Average $96,700 $97,600 $101,500 $95,400 $111,300 --- ---

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Visit Florida 2014-2015 Marketing Plan

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Visit Florida 2014-2015 Marketing Plan