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
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 --- ---

72
VISITOR AGE
The average visitor age has increased since 2009,
prompting a bump in the percentage of visitors
older than 50. Meanwhile, the shares of visitors aged
35 to 49 decreased two percentage points and
visitors 18 to 34 decreased three percentage points.
volume by age over five years
This chart shows the share of Florida’s domestic visitors over 50 years old was 45
percent in 2012, up four percentage points since 2011.
Generational
Age
Income
Lifestage
Highlights
• According to Census data, in the first decade of the
21st century the median age rose from 35.3 to 37.2.
• Historically, the average age of Florida’s visitors falls in the
mid-40s and has been increasing year over year.
• Visitors 50 years and older make up 45 percent of
Florida’s visitors; up 5 percentage points from 2008.
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 -- --
* 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
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 --- ---

73
HOUSEHOLD INCOME
In a dramatic year-over-year shift, the
average household income of Florida visitors
reached a record high in 2012 with nearly
one-fifth of Florida’s visitors earning more than
$150,000. Between 2011 and 2012, Florida’s
share of visitors with household incomes
below $75,000 declined.
FIVE-YEAR TRENDS
This chart shows the share of Florida visitors by household income. It illustrates the increase
Florida experienced in 2012 of those whose income was over $150,000.
Generational
Age
Income
Lifestage
Highlights
• In 2012, the average household income of domestic visitors to
Florida was $111,300, up 17 percent from 2011 and the highest
income level in more than five years.
• 2012 marked a six-point increase in visitors whose household
income was greater than $150,000.
• Those visitors with household incomes under $75,000 declined
three percentage points from 2011 to 2012.
* percentage point
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 --- ---
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 --- ---

74
PRIMARY REASON FOR TRAVEL
90 percent of Florida’s domestic visitors come for leisure. Within that 90 percent,
the top two reasons people travel to Florida are: a vacation (37 percent); or
to visit friends and relatives (VFR) who live in the Sunshine State (26 percent).
Business travelers contribute 10 percent of the visitor mix.
VISITOR TRIP PURPOSE
Visitors who came to Florida for a general vacation
made up 37 percent of Florida’s domestic visitors.
General Vacation
37%
Visit Friends /
Relatives
26%
Business
10%
Special Event
8%
Getaway Weekend
11%
Other Leisure/Personal
8%
Partner Tools
VFR PROFILE

75
VISITOR PROFILE BASED ON TRIP PURPOSE
Visitors to Florida come for a variety of reasons, and
spending patterns vary based on the reason for travel.
Business visitors tend to spend the most ($238 per day)
but take shorter trips. Visitors seeing friends and family
spend the least per day, but more of their dollars go
LEISURE, BUSINESS AND VFR SPEND
TRAVEL PROFILE
to food, entertainment and shopping experiences,
making this visitor important to Florida restaurants,
merchants and attractions. General leisure travelers
spend $140 per day (up 20 percent from 2011).
Partner Tools
VFR PROFILE
Leisure VFR* Business
Percentage of Total
Domestic Visitation
90% 26%** 10%
Per Day Spend $140 $95* $238
Avg Length of Stay 4.5 nights 4.5 nights 3.2 nights
Paid Accommodations 65% 22% 91%
Avg Party Size 2.3 1.9 1.5
Leading Season Summer (33%) Winter & Summer (27%) Fall (30%)
Origin States
Georgia (12%)
New York (9%)
Illinois (6%)
New York (12%)
Georgia (10%)
North Carolina (6%) )
New York (15%)
Georgia (12%)
California (6%)
*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 90 percent leisure.

76
TRIP PURPOSE TRENDS
The majority of Florida’s visitors come for a vacation,
a fact that has been true for decades. To gain
deeper insight into visitor behavior, Florida segments
travel into six categories. During the past five years,
the share of Florida visitors coming for business
declined significantly, a drop spurred by the
recession. In the same time period, visiting friends
and relatives has increased two percentage points.
FIVE-YEAR TRENDS
This chart shows the single primary purpose identified by visitors for their travel to Florida.
For example, 37 percent of Florida’s domestic visitors came for a general vacation in
2012, a decrease of one percentage point from the previous year.
2008 2009 2010 2011 2012
pp*
change
'12/'11
pp*
change
'12/'08
General Vacation 38% 38% 41% 38% 37% -1 pp -1 pp
Visit Friends/Relatives 24% 26% 25% 23% 26% +3 pp +2 pp
Getaway Weekend 7% 8% 9% 11% 11% 0 pp +4 pp
Special Event 9% 9% 8% 9% 8% -1 pp -1 pp
Other Leisure/Personal 5% 5% 5% 7% 8% +1 pp +3 pp
Business 18% 15% 13% 12% 10% -2 pp -8 pp
*Percentage point
Highlights
• The share of visitors coming to Florida for general vacation
declined one percentage point year over year.
• The share of travel to visit friends and relatives increased three
percentage points year over year.
• The share of business travel to the state continued a
downward trend, declining two percentage points since 2011.

77
COMPETITIVE LANDSCAPE
Florida is one of the world’s leading
destinations, serving nearly 95 million visitors
a year who come from outside the Sunshine
State. 84 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.

78
FLORIDA’S ABILITY TO INSPIRE TRAVEL
Which states inspire Americans to visit? As reported by the MMGY Global/Harrison
Group, nearly half of surveyed Americans responded that they were interested in
traveling to Florida or California in the next two years.
Destination States
TOP U.S. DESTINATION STATES
By Generation
Source: 2013 Portrait of American Travelers, MMGY Global/Harrison Group.
Respondents could select more than one state. The states shown garnered the most responses.

79
FLORIDA’S ABILITY TO INSPIRE TRAVEL
Interest in traveling to Florida within the next two years is
strongest among Generation X and Millennials. Boomer
interest was slightly less, which may reflect a lifetime of
already visiting the Sunshine State.
Destination States
TOP U.S. DESTINATIONS BY GENERATION
By Generation
Source: 2013 Portrait of American Travelers, MMGY Global/Harrison Group.
Respondents could select more than one state. The states shown garnered the most responses.

80
INSIGHTS
AND OPPORTUNITIES
Florida’s momentum is excellent. But the scale Florida has now achieved also creates some
challenges for sustainability.
CHANGING DEMOGRAPHICS
Loyal, affluent and mature visitors have been a foundation of Florida tourism for some time.
But the Baby Boomer generation is beginning to age into a lifestage when many will travel
less. Florida will need to create enduring relationships with younger demographics to augment
projected declines in the number of maturing visitors.

81
INSIGHTS
AND OPPORTUNITIES
BUDGET CHALLENGES
Over the last five years, economic conditions for America’s younger households has not
improved in a way that bodes well for travel spending. Because their homes represented a
larger share of their wealth before the recession, declining housing values hit younger families
harder. Compared to 2007-08, younger households have less home equity, tighter credit,
fewer jobs and more education debt. They have developed a frugality that appears to linger,
and they desire new and different travel bragging rights. The result? Florida’s messaging must
update and strengthen its appeal.

82
INSIGHTS
AND OPPORTUNITIES
BALANCING GROWTH
As visitor volume increases, Florida’s marketing challenge shifts from reacquiring its repeat
visitors to acquiring new visitors – a marketing shift that typically carries a significant increase in
spending. The opportunity is acquiring new visitors; the danger is the cost it will take to do so. It
will be important to balance the potential gain from investing in expansion against continued
support of traditional origin markets.

83
INSIGHTS
AND OPPORTUNITIES
WEEKEND GETAWAYS
After years of steady increases, the getaway weekend is no longer a trend but a staple of
Florida tourism, accounting for one in 10 domestic trips to the state. Florida will need to
determine both what attracts and satisfies these “in and out” visitors. Equally important: the
opportunity to engage them as repeat visitors.

84
INSIGHTS
AND OPPORTUNITIES
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 trips in the Sunshine State. The more consumers interact with Florida’s content,
the more Florida has an opportunity to influence their decisions. Content development and
distribution remains critical.

A/I: Advertising and Internet
INT: International
IR: Industry Relations
MTG: Meetings
PR: Public Relations
PROMO: Promotions
RSRCH: Research
VS: Visitor Services
85
2014-15 DOMESTIC PLATFORM
In fiscal year 2014-2015, VISIT FLORIDA
will focus on growing share in specific
demographic segments and expanding
our geographic and digital footprint. An
increased presence throughout the year in
key origin markets and integrated projects
crossing multiple departments will continue
to support Florida’s brand positioning.
This vision will be achieved by aligning
department efforts with the eight objectives
from the 2020 plan:
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.

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
86
DOMESTIC OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
5. Destination Diversity
6. Partner Partcipation
7. Investment Efficiency
8. Influence
DEPARTMENTAL TACTICS
• Create year-round brand presence (A/I 1)
• Integrate the Welcome Centers into VISIT FLORIDA marketing and digital platforms
(A/I 3) (VS 4)
• Expand VISIT FLORIDA geographic footprint by testing and developing domestic
expansion markets (A/I 4)
• Enrich the consumer digital experience with enhanced features and functionality
on VISITFLORIDA.com (A/I 5)
• Develop and foster marketing partnerships that gain media exposure and in-market
engagement (A/I 7)
• Secure partnerships with tourism industry and marketing organizations that support
specific objectives and initiatives (IR 1)
• Begin development of Destination Plus information/training for car rental companies,
industry businesses, etc. (IR 10)
• Build and sustain relations with media and social influencers throughout domestic
and international markets (PR 1)
• Plan and execute media receptions and desk- side missions in domestic and
international markets (key and emerging markets)(PR2)
• Attend tourism-focused, diversity-related conferences and events, and strengthen
relations with media (i.e. LGBT, African American)(PR 3)
• Employ promotions featuring unique experiences, less-traveled destinations, and
multi-market prize packages (PROMO 3)
• Establish tours for relationship building with industry partners (PROMO 6)
• Build and create information tools to support marketing initiatives (RSRCH 2)
• Present and distribute research findings to VF Partners and employees (RSRCH 3)
• Expand access to data that identifies projected changes in key markets (RSRCH 5)
• Expand promotional opportunities (months and marketing-tie ins) (VS 3)
• Create a state-wide Welcome Center network to provide Florida tourism information
to visitors (VS 8)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
87
DOMESTIC OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
engagement (A/I 7)
• Continue to evolve our branded content to build relationships with target segments
(A/I 9)
• Secure Partnerships with tourism industry and marketing organizations that support
• Develop and execute Partner road show program (IR 2)
• Plan and execute media receptions and desk-side missions in domestic and
• Employ promotions targeting key domestic markets (PROMO 1)
• Add new target markets with emphasis on drive markets (PROMO 4)
• Initiate sales calls for relationship building in new and existing target markets
(PROMO 5)
• Promote sweepstakes on VISITFLORIDA.com (PROMO 7)
• Conduct studies to measure VF campaign and program performance (RSRCH 1)
• Conduct and evaluate custom research studies (RSRCH 4)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
88
DOMESTIC OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
(A/I 3) (VS 4)
engagement (A/I 7)
(A/I 9)
• Build new strategic alliance Partners and partnerships with emerging tourism sectors
(IR 4)
• Initiate sales calls for relationship building in new and existing target markets
(PROMO 5)
• Utilize Welcome Center staff expertise for Florida Insider requests and live phone
inquiries (VS 1)
• Integrate Florida Welcome Centers into VISIT FLORIDA’s drive campaign (VS 7)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
89
DOMESTIC OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
(A/I 3) (VS 4)
• Evolve our branded content to build relationships with target segments (A/I 9)
• Increase engagement with Florida’s in-state and out-of-state fans (A/I 10)
• Improve VISIT FLORIDA’s communication with current, potential and future visitors through
improved email marketing program (A/I 11)
• Build new strategic alliance Partners and Partnerships with emerging tourism sectors (IR 4)
• Develop grant programs for hospitality training and certification (IR 9)
• Build and sustain relations with media and social influencers throughout domestic and
international markets (PR 1)
• Create and support marketing and PR campaigns that sustain and grow the Florida
brand (PR 5)
• Align in-market media missions and collaborative pitching with press visits and media
relations that support earned media results for the brand (PR 6)
• Collaborate with DMO Partners during each quarter to pitch stories and host media visits
that yield larger awareness of the state through earned media (PR 7)
• Set media strategy for VISITFLORIDA.com sweepstakes (PROMO 8))
• Integrate content into promotions programs (PROMO 10)
• Secure an opt-in element for at least 50 percent of programs (PROMO 11)
• Build joint campaign with the seven NCAA Football bowl games hosted in Florida
(PROMO 12)
• Utilize Welcome Center staff expertise for Florida Insider requests and live phone inquiries
(VS 1)
• Provide travel counseling and reservation services to visitors (VS 2)
• Integrate VISIT FLORIDA’s year-round campaigns in the Welcome Centers (VS 9)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
90
DOMESTIC OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Integrate Welcome Centers into VISIT FLORIDA marketing and digital platforms (A/I 3) (VS 4)
engagement (A/I 7)
• Secure partnerships with tourism industry and marketing organizations that support specific
objectives and initiatives (IR 1)
• Build new strategic alliance Partners and partnerships with emerging tourism sectors (IR 4)
• Facilitate conversation between larger and smaller DMOs to encourage cross-promotion
(IR 6)
• Begin development of Destination Plus information/training for car rental companies, industry
businesses, etc. (IR 10)
• Provide front line staff education/hospitality training, (SALS, #LoveFL) for visitor services (IR 11)
• Launch places to Stay Initiative (IR 12)
• Launch places to Play Initiative (IR 13)
• Launch places to Eat/Drink Initiative (IR 14)
• Plan and execute media receptions and desk-side missions in domestic and international
markets (key and emerging markets) (PR 2)
• Attend tourism-focused, diversity-related conferences and events, and strengthen relations
with media (i.e. LGBT, African American)(PR 3)
• Collaborate with DMO Partners during each quarter to pitch stories and host media visits that
yield larger awareness of the state through earned media (PR 7)
• Employ promotions featuring unique experiences, less traveled destinations, and multi-
market prize packages (PROMO 3)
• Create state-wide Welcome Center network to provide Florida tourism information to
visitors (VS 8)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
91
DOMESTIC OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Increase value of co-op to Partners with year-round and bundled packages (A/I 2)
• Integrate Welcome Centers into VISIT FLORIDA marketing and digital platforms (A/I 3) (VS 7)
• Award advertising matching grants to promote Florida tourism (A/I 6)
• Re-integrate the management of international advertising into the VISIT FLORIDA Advertising
department (A/I 8)
• Secure partnerships with tourism industry and marketing organizations that support specific
objectives and initiatives (IR 1)
• Evolve the value proposition for VISIT FLORIDA Partnership (IR 3)
• Gather input and feedback from Partners to evolve/ improve VISIT FLORIDA strategy service
and relevance (IR 5)
• Collaborate with partner trade associations to maximize benefits for all industry Partners (IR 7)
• Refresh VISITFLORIDA.org (IR 8)
• Launch analytics and ROI Initiative (IR 15)
• Plan and execute media receptions and desk-side missions in domestic and international
markets (key and emerging markets)(PR2)
• Create and support marketing and PR campaigns that sustain and grow the Florida brand (PR 5)
• Align in-market media missions and collaborative pitching with press visits and media relations
that support earned media results for the brand (PR 6)
• Collaborate with DMO Partners during each quarter to pitch stories and host media visits that yield
larger awareness of the state through earned media (PR 7)
• Utilize Welcome Center staff expertise for Florida Insider requests and live phone inquiries (VS 1)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
92
DOMESTIC OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
engagement (A/I 7)
• Re-integrate the management of international advertising into the VISIT FLORIDA
Advertising department (A/I 8)
• Gather input and feedback from Partners to evolve/ improve VISIT FLORIDA strategy
service and relevance (IR 5)
• Facilitate conversation between larger and smaller DMOs to encourage cross-promotion
(IR 6)
• Collaborate with partner trade associations to maximize benefits for all industry Partners
(IR 7)
• Provide front line staff education/hospitality training, (SALS, #LoveFL) for visitor services
(IR 11)
• Launch analytics and ROI Initiative (IR 15)
international markets (key and emerging markets) (PR 2)
• Initiate sales calls for relationship building in new and existing target markets (PROMO 5)
• Set media strategy for VISITFLORIDA.com sweepstakes (PROMO 8)
• Establish annual calendar for VISITFLORIDA.com sweepstakes (PROMO 9)
• Enhance the visitor experience at the Welcome Center (VS 6)
• Integrate VISIT FLORIDA’s year round campaigns in the Welcome Centers (VS 9)
• Create statewide customer service training and certification program Welcome Center
employees (VS 10)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
93
DOMESTIC OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
engagement (A/I 7)
• Improve VISIT FLORIDA’s communication with current, potential and future visitors
through an improved email marketing program (A/I 11)
• Continue awareness testing, focus groups and other ad effectiveness research
(A/I 12)
• Create opportunities to influence Welcome Center visitors (VS 5)

94
ImportanceOF THE IN-STATE MARKET
In-state Traveler Volume
This chart shows 2013 pleasure trips in the state of Florida by
domestic visitors, international visitors and Florida residents.
Florida residents took 20.1 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.)
Florida’s residents offer two valuable opportunities
for tourism: They travel in-state as tourists themselves
and they influence travel to the state, especially
visits by friends and relatives. When travel to visit
Florida friends and relatives (VFR) is combined with
the number of Floridians vacationing within the state
themselves, Florida residents are critical to 40.8
million pleasure trips a year. This volume helps the
tourism industry sustain a year-round business.
2013 was a record year for VFR travel: the highest
it has been for the last seven years. However,
as Florida’s economy improved over the last
two years, in-state travel by Florida residents has
experienced consecutive declines (6 percent
in 2012 and 3 percent in 2013). This could be a
combination of several factors, chief among them:
higher discretionary spend driving pent-up resident
demand for travel further afield, and potential
increases in staycation costs as high occupancy
rates drive prices higher.
*Pleasure travel by residents is reported separately from all other tourism activity. Florida’s total
reported volume (94.3 million) does not count travel by residents.
Partner Tools
Resident Traveler Profile
VFR Profile
FLORIDA DEMOGRAPHIC PROFILE

95
ImportanceOF THE IN-STATE MARKET
Average Expenditures
by Category
PER-PERSON PER DAY (2012)
Note: The survey was revised in 2012 enabling greater precision
in estimating per-person-per-day spending than in the past.
Improved survey logic eliminated non-responses for spending,
leading individual averages to no longer be calculated off a
common base; therefore, the sum of the sub-category averages
will no longer equal the total average.
Source: D.K.Shifflet & Associates
Floridians spent an estimated $6.9 billion vacationing
within the state in 2012. Spending hit a record high,
increasing 24 percent from 2011, to $120 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
Categories

96
Source: VISIT FLORIDA. 2004-2007 data based on the Consumer Attitude Survey by the University of Florida, BEBR. 2008-2010 data based on phone
surveys conducted by A New View Research d/b/a beSatisfied. 2011-2013 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 2012 and 2013, total
pleasure travel by Floridians – in-state and out-of-state – decreased. 2011 was the highest year of in-state travel, followed by 2012 and 2013.
Highlights
• 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.
• On average, the gap in household income between residents who travel in-state
compared to those who travel out-of-state is modest. Five-year average household
income for residents who travel in-state is $80,600; five-year average household
income for residents who travel out-of-state is $87,500.
• More Affluent Florida households traveled within the state for leisure in 2012 than
in 2011. Average household income rose from $68,900 to $82,500 in 2012.
• Florida households who traveled out-of-state had an average income of $92,600.
Floridian Pleasure Trip Trends
Between 2012 and 2013, fewer Floridians
traveled for pleasure than during the
previous year – 200,000 fewer traveled
in-state and 3.5 million fewer traveled out
of state. In-state travel saw an all-time high
during and coming out of the recession as
consumers stayed closer to home for their
vacations. It is no surprise that as consumer
confidence and the economy improved,
in-state travel declined.
Partner Tools
Resident Travel
Seasonal Trends

97
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,
which creates opportunities for Florida fans to influence
potential travelers to the state.
As an additional benefit, 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)
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%
When Considering Vacation Destinations,
Extremely/Very Confident in
Millennials Xers Boomers Matures
Recommendations of a friend or family member 85% 81% 82% 80%
Reviews you have read in an online advisory site such
as TripAdvisor.com
66% 56% 55% 44%
Information in travel guidebooks 57% 57% 59% 49%
Information on the website of an online travel agency
such as Expedia, Travelocity, etc.
52% 52% 47% 30%
Reviews you have read on an online blog 53% 42% 31% 24%

98
Highlights
• Personal sources of advice are critical to travel-related decisions. 82 percent of
American travelers view family and friend recommendations as the most trusted
sources for travel information. Reviews on travel advisory sites (tripadvisor.com),
at 58 percent, are second.
• Millennials are more likely than GenXers and Boomers to have confidence in
the recommendations of a friend or family member. They are also more likely to
trust reviews from online advisory sites.
• Online reviews and personal recommendations are considered the world’s most
trusted source of information. According to a 2013 Nielsen study on advertising,
84 percent of consumers around the world trust recommendations from friends
and family. Online consumer reviews, at least 68 percent, 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 inform 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 85% 81% 82% 80%
Reviews you have read in an online advisory site such
as TripAdvisor.com
66% 56% 55% 44%
Information in travel guidebooks 57% 57% 59% 49%
Information on the website of an online travel agency
such as Expedia, Travelocity, etc.
52% 52% 47% 30%
Reviews you have read on an online blog 53% 42% 31% 24%
Source: MMGY Global / Harrison Group 2013 Portrait of American Travelerssm
; Nielsen’s Global Trust in Advertising Report 2013
Partner Tools
VFR Profile
FLORIDA DEMOGRAPHIC PROFILE

99
HOST
Visitors have many reasons to travel to Florida
for leisure: vacations, special events, visiting
friends and family (VFR). Of all the reasons,
VFR had the highest year-over-year increase in
2013 and has always been an important visitor
source – accounting for over one-quarter
of Florida’s domestic visitors. According
to a Florida resident survey conducted by
VISIT FLORIDA, approximately 65 percent of
Floridians invited friends and relatives to visit in
2013, an 8 percentage-point increase from
2012.
Highlights
• More Florida residents invited friends and family to visit in 2013 than in
2012. The months with the highest percentage of invitations were May,
August, September and December.
• Florida residents aware of Share a Little Sunshine were slightly more likely
(68%) to invite VFR travelers than those unaware (64%).
• 55 percent of U.S. travelers chose their travel destinations according to
where friends and family lived.
• According to a VISIT FLORIDA survey, a majority of residents say they
spend more while hosting visitors: 97 percent, dining out; 94 percent,
entertainment; 92 percent, food; and 80 percent, shopping.
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; 2013 Share a Little Sunshine Survey
Partner Tools
VFR Profile

100
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 2012 and 2013, leisure
travel by Florida residents declined
slightly; however, it remains near the
all-time high.
Highlights
• More than 20 million in-state pleasure trips were taken by Florida residents in 2013.
• Residents who travel in-state generally take quick getaway trips of one or two nights.
• Florida residents travel in-state fairly evenly throughout the year. On average, Q2 is
the highest season of travel and Q4 is the lowest, but in 2013 Q3 was the highest
and Q1 the lowest.
• In-state travelers are typically couples (44%) and single adult travelers (21%). Family
travel decreased four percentage points (18%) in 2012.
• 58 percent of in-state travelers are GenX (32%) and Millennials (26%), bringing
down the average age of in-state travelers to slightly under 45 years old.
Estimated Pleasure trips of Residents Traveling In-State
(in millions)
Source: VISIT FLORIDA (2009-2010 figures based on data from a consumer survey conducted by A New View Research d/b/a beSatisfied;
2011-2013 figures derived using data from phone surveys conducted by American Directions Group).
Partner Tools

101
Challenges
Between 2011 and 2012, the importance of
recommendations by friends or family in the
selection of a travel destination increased across
all generations. The same trend held for online
advisory sites. Converting Florida fans (both resident
and visitors) into Florida advocates will be a critical
component of Florida’s future marketing.
Promoter. To get the attention of Floridians in
an already noisy and time-starved environment;
VISIT FLORIDA must connect to their existing
passions with a relevant message to recruit a
broad advocacy base.
Host. As hosts, residents are limited to their existing
knowledge of Florida’s tourism assets and all the
available options. It is difficult for them to keep up
with changes and improvements in the tourism
landscape.
In-state Traveler. Encouraging residents to
vacation within the state will remain a challenge in
2014 as Florida’s economy continues to rebound
and more Floridians take pleasure trips elsewhere.

102
INSIGHTS
AND OPPORTUNITIES
Five insights form the foundation of the 2014-15 advocacy program focused on
engaging Florida travel fans.
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 to the beneficial
impact of tourism.

103
INSIGHTS
AND OPPORTUNITIES
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 now account for
about 26 percent of Florida’s domestic visitors. Positioning VISITFLORIDA.com as a resource for
in-state residents can positively impact tourism spend.

104
INSIGHTS
AND OPPORTUNITIES
BENEFITS TO THE FOOD AND LODGING SECTOR
2012 in-state vacationers spent over 50 percent of their daily vacation budget on food
and lodging – up significantly from 2011. Advocacy-focused marketing benefits Florida’s
businesses, and also has an indirect incremental input on resident travel.

105
INSIGHTS
AND OPPORTUNITIES
RECOMMENDATIONS
Traveler confidence in personal recommendations continues to rise. Travelers find a friend’s
or relative’s endorsement more trustworthy than any other source of travel information.
Success with VISIT FLORIDA’S 2013 advocacy program suggests the need for a continued
commitment to fan engagement.

106
INSIGHTS
AND OPPORTUNITIES
INVITATIONS
Several years of success with the resident invitation program have confirmed a quantifiable
impact on VFR travel to the state. Additional opportunities may exist in an expansion of the
program beyond Florida residents to non-resident fans.

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
107
2014-15 IN-STATE PLATFORM
will continue to engage Florida fans as
tourism advocates through the Share
a Little Sunshine platform. Expansion of
the in-state PSA campaign provided
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 the eight objectives from the
2020 plan:
to Florida.

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
108
In-state OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
(A/I 3) (VS 4)
• Expand promotional opportunities (months and marketing-tie ins) (VS 3)
• Create a state-wide Welcome Center network to provide Florida tourism information
to visitors (VS 8)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
109
In-state OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
engagement (A/I 7)
(A/I 9)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
110
In-state OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
engagement (A/I 7)
(A/I 9)
(IR 4)
inquiries (VS 1)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
111
In-state OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Improve VISIT FLORIDA’s communication with current, potential and future visitors
through improved email marketing program (A/I 11)
• Build new strategic alliance Partners and Partnerships with emerging tourism sectors
(IR 4)
brand (PR 5)
• Integrate content into promotions programs (PROMO 10)
• Build campaign with the seven NCAA Football bowl games hosted in Florida
(PROMO 12)
inquiries (VS 1)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
112
In-state OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
engagement (A/I 7)
(IR 4)
• Facilitate conversation between larger and smaller DMOs to encourage cross-
promotion (IR 6)
(IR 11)
• Launch Places to Stay Initiative (IR 12)
• Launch Places to Play Initiative (IR 13)
• Create state-wide Welcome Center network to provide Florida tourism information
to visitors (VS 8)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
113
In-state OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Increase value of co-op to Partners with year-round and bundled packages (A/I 2)
• Integrate Welcome Centers into VISIT FLORIDA marketing and digital platforms
(A/I 3) (VS 4)
(IR 4)
• Gather input and feedback from Partners to evolve/improve VISIT FLORIDA strategy
• Collaborate with partner trade associations to maximize benefits for all industry
Partners (IR 7)
• Launch Analytics and ROI Initiative (IR 15)
inquiries (VS 1)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
114
In-state OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
engagement (A/I 7)
(A/I 9)
(IR 4)
promotion (IR 6)
Partners (IR 7)
(IR 11)
• Create and support significant marketing and PR campaigns that sustain and grow
the Florida brand (PR 5)
• Align in-market media missions and collaborative pitching with press visits and
media relations that support earned media results for the brand (PR 6)
• Establish annual calendar for VISITFLORIDA.com sweepstakes (PROMO 9)
• Enhance the visitor experience at the Welcome Center (VS 6)
• Create statewide customer service training and certification program Welcome
Center employees (VS 10)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
115
In-state OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Create opportunities to influence Welcome Center visitors (VS 5)

116
ImportanceOF THE INTERNATIONAL MARKET
INTERNATiONAL Visitor Volume
Note: Because 2013 visitor numbers are finalized mid-year, preliminary
numbers are used for this report.
Canadian numbers are provided by Statistics Canada by quarter. The
Canadian 2013 estimate was derived using preliminary data obtained from
Statistics Canada. 2013 appears to be another record year for Canadian
visitation to the Sunshine State.
International visitors play an increasingly important
role for Florida tourism, fueling growth in top
gateways and contributing to total tourism spend.
In 2013, Florida observed another year of record
highs for overseas and Canadian visitors. As a share
of total volume, Canada remained Florida’s strongest
source of international visitors, contributing 4 percent
of Florida’s total volume with an estimated 3.7 million
visitors. Overseas visitors delivered 12 percent of total
volume.
International visitors to Florida originate from more
than 185 countries, half of which (53 %) come from
five global markets: Canada, U.K., Germany, Brazil
and Mexico.
Domestic
84% (79.5M)
Canada
4% (3.7M)
Overseas
12% (11.1M)
Partner Tools
INTERNATIONAL VOLUME
FOR FLORIDA REGIONS

117
ImportanceOF THE INTERNATIONAL MARKET
INTERNATiONAL Visitor SPEND
Note: Because 2013 visitor numbers are finalized mid-year, preliminary
numbers are used for this report.
The 2013 Canadian estimate reflects 2012 data obtained from
Statistics Canada, since data has not been recieved for 2013.
Generally favorable exchange rates, combined with
long vacations and the availability of variety and
reasonably priced U.S. goods, contributed to an
increase in spending by Florida’s international visitors.
Florida’s overseas and Canadian visitors spent more
than $16 billion in 2013 – an 8 percent increase
year over year. Florida’s five global markets
accounted for 52 percent of total international
spending, with visitors from Canada, the U.K.,
Germany, Brazil and Mexico pouring $8.4 billion into
Florida’s economy.
Overseas
73%
Canada
27%
Partner Tools
INTERNATIONAL SPEND
FOR FLORIDA REGIONS

118
FIVE YEARS OF VISITOR VOLUME
This bar graph shows the steady growth in visitors from Canada and overseas. Since 2008,
Florida’s overseas visitors grew from approximately 7.1 million to 11.1 million.
Spend
Volume
Currency
* estimate is preliminary and subject to change
Source: Canadian estimates for 2009-2012 come from Statistics Canada. The Canadian 2013 estimate was derived using historical trend data
obtained on Canadian visitors. Overseas estimates for 2009-2013 are extrapolated from aggregate card usage data provided by VisaVue® Travel
and incorporate data from other independent research sources.
Highlights
• Five-year Canada growth: up 29 percent
• Five-year overseas growth: up 57 percent
Note: To capture 5-year growth, 2008 estimates (not shown) are used.
Partner Tools
FOR FLORIDA REGIONS
visitor volume trends
Visitation by Canadians and overseas visitors has increased
over the past four years as the U.S. dollar continued to
decline in relation to other major global currencies.
Canada has shown a steady increase in visitation to Florida,
with the exception of a slight dip since the recent recession.
Among overseas origin markets, South America and Europe
have been the greatest contributors to visitation within the
last five years.

119
visitor SPENDING trends
After several years of hovering around par with the
U.S. dollar, the Canadian dollar began declining in
2013 and is predicted for the balance of 2014 to
remain bellow the dollar. This could impact Canadian
discretionary spend and create a negative impact
for Florida. Even so, volume and spending increases
from other markets, especially Latin America, have the
potential to mitigate any declines.
Spend
Volume
Currency
* estimates are preliminary and subject to change
Note: Overseas spending estimates reflect face-to-face card transactions and cash withdrawn in Florida; Overseas cash estimates began in 2010,
when cash withdrawn data became available.
Source: Canadian estimates for 2009-2012 obtained from Statistics Canada; the 2013 estimate reflects 2012 data, since 2013 data is not yet
available. Overseas estimates for 2009-2013 are extrapolated from aggregate credit card data provided by VisaVue Travel and incorporate data
from other independent sources.
Highlights
• Five-year growth in Canadian spend: up 40 percent*
• Five-year growth in overseas card spend:
up 53 percent**
*Canadian spend reflects 2012 data; 2013 data has not been received.
**Growth in overseas spend does not include cash.
Note: To capture 5-year growth, 2008 estimates (not shown) are used.
FIVE YEARS OF VISITOR SPENDING
The bar graph shows the steady growth of spending by Canadian and overseas visitors in Florida. The chart
indicates that 2013 spending by both visitor groups has surpassed previous levels. Since 2008, overseas card
spending increased by approximately $2.2 billion.
Partner Tools
INTERNATIONAL SPEND
FOR FLORIDA REGIONS

120
Impact of CURRENCY FLUCTUATION
Currency fluctuation is a powerful influence on
international visitation and spend. Changes in the
exchange rate for Florida’s core markets can have
a significant impact on visitor spending and state
revenues. In 2013, Canada’s currency lost value
against the U.S. dollar. The British pound and Euro are
projected to remain at the same levels.
Currency Exchange Rates per U.S. Dollar
This chart shows the ﬂuctuation of major international currencies over the past 6 years, relative to the U.S. dollar.
Spend
Volume
Currency
Brazil may be showing signs of slowing. Though this
would have a limited impact on the top echelon
of Brazilian travelers, the downturn could have a
negative effect on the mid- to-entry-level Brazilian
middle class that has fed U.S. long-haul travel growth
in recent years.
*Projected rate of exchange as of November 2013.
Source: Organization for Economic Co-operation and Development (OECD)

121
Canada
France
Germany
United Kingdom
Argentina
Brazil
Colombia
Mexico
Venezuela
Australia
China
India
Russia
South Korea
APPROACH
VISIT FLORIDA historically has approached
international audiences as Core, Growth and
Emerging markets, based on the likelihood and
timing of conversion to travel. Core and growth
markets provide the potential for current and near-
term visitation, while emerging markets provide
potential visitor growth over a much longer time
frame. Focusing on the combination of volume
and growth in the near term, five global markets rise
to the top, representing slightly more than half of
Florida’s total international visitation: Brazil, Canada,
Germany, Mexico and the United Kingdom.

122
overview
Florida’s core international markets are countries where Florida is
a known destination and visitation from those countries 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 awareness, engagement and conversion with
these consumers.
The countries that rise to the top of this market segment for Florida
are Canada, U.K., Germany and France.
Highlights: U.K.
• U.K. visitors travel in small groups –
generally two or more families together –
and take multigenerational holidays.
• Peak travel months: March, May, June,
July, August, September and October.
• Travel patterns of British visitors are
changing. European economic
uncertainty and a changing geopolitical
world are motivating U.K. residents to
choose cost-effective and safer travel
destinations.
Note: Highlights reflect long-haul travelers who 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 51 percent of Florida’s international visitors and 44 percent of spending by
international visitors.
Volume International Percent Spend International Percent
Core Markets 7,476,000 51% $7,083,500,000 44%
Canada 3,705,000 25% $4,383,500,000 27%
United Kingdom 1,516,000 10% $954,700,000 6%
Germany 403,000 3% $284,000,000 2%
France 300,000 2% $211,000,000 1%
Other Core 1,553,000 11% $1,250,200,000 8%
Total Florida
Core Market
Note: estimates are 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. Source:
Canadian estimates reflect 2012 data obtained from Statistics Canada, since 2013 data has not been received. Overseas estimates are extrapolated
from aggregate card usage data provided by Visa Vue® Travel for 2012 and incorporate data from other research sources.
Partner Tools
Core Country Profiles
Merchant Category Data
TOP INTERNATIONAL COUNTRIES
FOR FLORIDA REGIONS
Core Markets 7,476,000 51% $7,083,500,000 44%
Canada 3,705,000 25% $4,383,500,000 27%
United Kingdom 1,516,000 10% $954,700,000 6%
Germany 403,000 3% $284,000,000 2%
France 300,000 2% $211,000,000 1%
Other 1,553,000 11% $1,250,200,000 8%
Volume Market Percent Spend Market Percent
Core Markets 7,476,000 100% $7,083,500,000 100%
Canada 3,705,000 50% $4,383,500,000 62%
United Kingdom 1,516,000 20% $954,700,000 13%
Germany 403,000 5% $284,000,000 4%
France 300,000 4% $211,000,000 3%
Other 1,553,000 21% $1,250,200,000 18%

123
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 and
provides 62 percent of the spending by core market visitors.
Note: estimates are 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.
Source: Canadian spend estimates reflect 2012 data obtained from Statistics Canada, since 2013 data has not been received; and Canadian visitation
estimate based on historical trend data obtained from Statistics Canada and other research sources. Overseas estimates are extrapolated from
aggregate card usage data provided by VisaVue® Travel for 2013 and incorporate data from other research sources.
Total Florida
Core Market
Core Markets 7,476,000 100% $7,083,500,000 100%
Canada 3,705,000 50% $4,383,500,000 62%
United Kingdom 1,516,000 20% $954,700,000 13%
Germany 403,000 5% $284,000,000 4%
France 300,000 4% $211,000,000 3%
Other Core 1,553,000 21% $1,250,200,000 18%
Partner Tools
Core Country Profiles
FOR FLORIDA REGIONS
Highlights: Germany
• German travelers tend to be independent
tourists who are well-educated, 30-50 years
old, with average to high income levels.
• 27 percent of German travelers to the U.S.
used a travel agency as a source for trip
planning.
• German travelers still turn to offline sources
for trip planning, particularly travel guides.
Note: Highlights reflect long-haul travelers who take trips that, point
to point, require multipledays in a car or 7 hours or more in a plane.
Core Markets 7,476,000 100% $7,083,500,000 100%
Canada 3,705,000 50% $4,383,500,000 62%
United Kingdom 1,516,000 20% $954,700,000 13%
Germany 403,000 5% $284,000,000 4%
France 300,000 4% $211,000,000 3%
Other 1,553,000 21% $1,250,200,000 18%
Core Markets 7,476,000 51% $7,083,500,000 44%
Canada 3,705,000 25% $4,383,500,000 27%
United Kingdom 1,516,000 10% $954,700,000 6%
Germany 403,000 3% $284,000,000 2%
France 300,000 2% $211,000,000 1%
Other 1,553,000 11% $1,250,200,000 8%
overview
Florida’s core international markets are countries where Florida is
a known destination and visitation from those countries 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 awareness, engagement and conversion with
these consumers.
The countries that rise to the top of this market segment for Florida
are Canada, U.K., Germany and France.

124
Total Florida
Growth Market
overview
Growth markets include those countries from which Florida
is seeing strong current and projected future visitation.
Top growth markets for Florida include Argentina, Brazil,
Columbia, Mexico and Venezuela. Combined, they
provided about a third of Florida’s 2013 international visitors.
Because opportunities may be of short or longer duration
and occur for a variety of reasons, some of these markets
offer better potential return on the Florida marketing
investment than others. Florida continues to benefit from
the addition of lift in many growth markets.
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 32 percent of Florida’s international visitors and 36 percent
of spending by international visitors.
Growth Markets 4,653,000 32% $5,716,200,000 36%
Brazil 1,817,000 12% $2,384,100,000 15%
Argentina 808,000 5% $988,700,000 6%
Venezuela 617,000 4% $559,900,000 3%
Mexico 416,000 3% $399,700,000 2%
Colombia 369,000 2% $605,200,000 4%
Other Growth 627,000 4% $778,500,000 5%
Overseas estimates are extrapolated from aggregate card usage data provided by VisaVue® Travel for 2013 and incorporate data from other
independent research sources.

Highlights: Latin America
• Latin American countries have a comparably younger
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 30 percent of visitors to the U.S. from Mexico
and Venezuela come to visit friends and relatives as
part of their leisure travel.
• Business travel to the U.S. from Latin America is highest
from Mexico, Colombia and Chile.
Note: Highlights reflect long-haul travelers who take trips that, point to point,
require multipledays in a car or 7 hours or more in a plane.
Partner Tools
GROWTH Country Profiles
FOR FLORIDA REGIONS
Growth Markets 4,653,000 32% $5,716,200,000 36%
Brazil 1,817,000 12% $2,384,100,000 15%
Argentina 808,000 5% $988,700,000 6%
Venezuela 617,000 4% $559,900,000 3%
Mexico 416,000 3% $399,700,000 2%
Colombia 369,000 2% $605,200,000 4%
Other 627,000 4% $778,500,000 5%
Growth Markets 4,653,000 100% $5,716,200,000 100%
Brazil 1,817,000 39% $2,384,100,000 42%
Argentina 808,000 17% $988,700,000 17%
Venezuela 617,000 13% $559,900,000 10%
Mexico 416,000 9% $399,700,000 7%
Colombia 369,000 8% $605,200,000 11%
Other 627,000 13% $778,500,000 14%

125
Highlights: Latin America
• The greatest increases in both spend and visitation
to Florida came from Argentina, Brazil, Colombia
and Venezuela.
• Colombia showed a slightly greater increase in
visitation to Florida (+21%), than it did in spending
(+18%).
• Visitors from Argentina and Brazil travel to the U.S.
predominantly for leisure.
Note: Highlights reflect long-haul travelers who take trips that, point to point,
require multipledays in a car or 7 hours or more in a plane.
Total Florida
Growth Market
Growth Markets 4,653,000 100% $5,716,200,000 100%
Brazil 1,817,000 39% $2,384,100,000 42%
Argentina 808,000 17% $988,700,000 17%
Venezuela 617,000 13% $559,900,000 10%
Mexico 416,000 9% $399,700,000 7%
Colombia 369,000 8% $605,200,000 11%
Other Growth 627,000 13% $778,500,000 14%
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 39 percent of the volume of all growth market visitors
combined and provides 42 percent of the spending by growth market visitors.
Note: estimates are 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.
Source: Overseas estimates are extrapolated from aggregate card usage data provided by VisaVue® Travel for 2013 and incorporate data from other
in0dependent research sources.
Partner Tools
FOR FLORIDA REGIONS
Growth Markets 4,653,000 32% $5,716,200,000 36%
Brazil 1,817,000 12% $2,384,100,000 15%
Argentina 808,000 5% $988,700,000 6%
Venezuela 617,000 4% $559,900,000 3%
Mexico 416,000 3% $399,700,000 2%
Colombia 369,000 2% $605,200,000 4%
Other 627,000 4% $778,500,000 5%
Growth Markets 4,653,000 100% $5,716,200,000 100%
Brazil 1,817,000 39% $2,384,100,000 42%
Argentina 808,000 17% $988,700,000 17%
Venezuela 617,000 13% $559,900,000 10%
Mexico 416,000 9% $399,700,000 7%
Colombia 369,000 8% $605,200,000 11%
Other 627,000 13% $778,500,000 14%
overview
Growth markets include those countries from which Florida
is seeing strong current and projected future visitation.
Top growth markets for Florida include Argentina, Brazil,
Columbia, Mexico and Venezuela. Combined, they
provided about a third of Florida’s 2013 international visitors.
Because opportunities may be of short or longer duration
and occur for a variety of reasons, some of these markets
offer better potential return on the Florida marketing
investment than others. Florida continues to benefit from
the addition of lift in many growth markets.

126
Total Florida
Emerging Market
overview
Emerging markets are countries that
represent a small percentage of Florida’s
current international visitors but have the
potential to be much stronger feeder
markets in the future. At present, these
markets represent 9 percent of Florida’s
International visitors.
Emerging markets include: Australia, China,
India, Japan, South Korea and Russia.
Highlights: Asia
• Chinese visitors generally 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 traveling for leisure tend to be families with kids traveling
independently or with a tour group.
• Peak travel times for Indian visitors to Florida are April to June.
• India’s luxury travel sector is expected to see strong growth in the coming year.
Note: Highlights reflect long-haul travelers who take trips that, point to point, require multipledays
in a car or 7 hours or more in a plane.

Emerging Markets 1,259,000 8.5% $1,114,800,000 6.9%
Australia 303,000 2.1% $218,200,000 1.4%
China 266,000 1.8% $253,500,000 1.6%
Japan 255,000 1.7% $84,800,000 0.5%
Russia 95,000 0.6% $213,000,000 1.3%
South Korea 73,000 0.5% $33,600,000 0.2%
India 47,000 0.3% $84,800,000 0.5%
Other Emerging 221,000 1.5% $227,000,000 1.4%
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
Australia 303,000 2.1% $218,200,000 1.4%
China 266,000 1.8% $253,500,000 1.6%
Japan 255,000 1.7% $84,800,000 0.5%
Russia 95,000 0.6% $213,000,000 1.3%
South Korea 73,000 0.5% $33,600,000 0.2%
India 47,000 0.3% $84,800,000 0.5%
Other 221,000 1.5% $227,000,000 1.4%
Emerging Markets 1,259,000 100% $1,114,800,000 100%
Australia 303,000 24% $218,200,000 20%
China 266,000 21% $253,500,000 23%
Japan 255,000 20% $84,800,000 8%
Russia 95,000 8% $213,000,000 19%
South Korea 73,000 6% $33,600,000 3%
India 47,000 4% $84,800,000 8%
Other 221,000 18% $227,000,000 20%

127
Total Florida
Emerging Market
Highlights: Australia and Russia
• Australia continued to show strong growth in both visitation
and spend.
• Russia, although relatively small in visitation by comparison,
showed a 24% increase in visitation and a 23% increase in
spend, year-over-year.
Note: Highlights reflect long-haul travelers who take trips that, point to point, require
multipledays in a car or 7 hours or more in a plane.
Australia 303,000 24% $218,200,000 20%
China 266,000 21% $253,500,000 23%
Japan 255,000 20% $84,800,000 8%
Russia 95,000 8% $213,000,000 19%
South Korea 73,000 6% $33,600,000 3%
India 47,000 4% $84,800,000 8%
Other Emerging 221,000 18% $227,000,000 20%
Partner Tools
FOR FLORIDA REGIONS
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 24 percent of the volume of all emerging market
visitors combined and provides 20 percent of the spending by emerging market visitors.Volume International Percent Spend International Percent
Australia 303,000 2.1% $218,200,000 1.4%
China 266,000 1.8% $253,500,000 1.6%
Japan 255,000 1.7% $84,800,000 0.5%
Russia 95,000 0.6% $213,000,000 1.3%
South Korea 73,000 0.5% $33,600,000 0.2%
India 47,000 0.3% $84,800,000 0.5%
Other 221,000 1.5% $227,000,000 1.4%
Australia 303,000 24% $218,200,000 20%
China 266,000 21% $253,500,000 23%
Japan 255,000 20% $84,800,000 8%
Russia 95,000 8% $213,000,000 19%
South Korea 73,000 6% $33,600,000 3%
India 47,000 4% $84,800,000 8%
Other 221,000 18% $227,000,000 20%
overview
Emerging markets are countries that
represent a small percentage of Florida’s
current international visitors but have the
potential to be much stronger feeder
markets in the future. At present, these
markets represent 9 percent of Florida’s
International visitors.
Emerging markets include: Australia, China,
India, Japan, South Korea and Russia.

128
CORE, GROWTH AND EMERGING MARKET volume
INTERNATIONAL VISITOR VOLUME (2013)
Note: estimate is preliminary and subject to change
Source: Canadian estimates derived using historical trend data obtained from Statistics Canada as well
as other research. All other estimates are extrapolated from aggregate card usage data provided by
VisaVue® Travel for 2013 and incorporate data from other independent research sources.

Volume
Core Markets 7,476,000
Growth Markets 4,653,000
Emerging Markets 1,259,000
Other Markets 1,370,000
Total International 14,759,000
Core. These markets comprise nearly 51 percent of
Florida’s international visitor volume, with Canada
alone accounting for 25 percent of the international
visitation to Florida.
Growth. Mexico and South America make up nearly
32 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
11 percent from 2012 to 2013.
Partner Tools
FOR FLORIDA REGIONS

129
INTERNATIONAL VISITOR SPEND (2013)
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 estimate reflects 2012 data obtained from Statistics Canada, since 2013
data has not been received. All other estimates are extrapolated from aggregate card usage
data provided by VisaVue® Travel for 2013 and incorporate data from other independent
research sources.
Spending
Core Markets $7,083,500,000
Growth Markets $5,716,200,000
Emerging Markets $1,114,800,000
Other Markets $2,170,800,000
Total International $16,085,300,000
CORE, GROWTH AND EMERGING MARKET SPEND
Core. These markets accounted for 44 percent of
the spending by international visitors in the state,
with Canada accounting for 27 percent of the
international spending here.
Growth. The growth markets represent 36 percent
of spending by international visitors in the state and
from 2012 to 2013 their spending has increased
23 percent.
Emerging. The emerging markets account for
7 percent of spending by international visitors.
Partner Tools
INTERNATIONAL Spend
FOR FLORIDA REGIONS

130
Two-Year Comparisons
This table shows [two-year] changes in volume and spending by key core, growth and emerging markets. Between 2012
and 2013, the number of international visitors increased 6 percent while spending by these visitors increased 8 percent.
Source: Canadian visitation estimate derived using trend data obtained from Statistics Canada and the spending estimate reflects 2012 data,
since 2013 data has not been received. All other international estimates are extrapolated from aggregate card usage data provided by
VisaVue® Travel for the 2013 and incorporate data from other independent research sources.

CORE, GROWTH AND EMERGING
MARKET TRENDS
International visitation rose 6 percent and
spend rose 8 percent from 2012 to 2013. In real
numbers: an additional 832,000 visitors and
$1.2 billion. The largest increase in volume was
from growth markets, which sent an additional
472,000 visitors to the state. Growth markets also
accounted for the largest increase in spending,
up 23 percent in 2013 to reach $5.7 billion.
Two Year Comparison
Visitor Volume 2012-13
Visitor Spending 2012-13
Volume Change '13/'12 Spending Change '13/'12
Total International 14,759,000 6% 16,085,300,000 8%
Core Markets 7,476,000 3% 7,083,500,000 0%
Canada 3,705,000 4% 4,383,500,000 0%
Europe 3,771,000 1% 2,700,000,000 0%
Growth Markets 4,653,000 11% 5,716,200,000 23%
South America 4,237,000 12% 5,316,500,000 25%
Mexico 416,000 7% 399,700,000 5%
Emerging Markets 1,259,000 11% 1,114,800,000 15%
Other Markets 1,370,000 3% 2,170,800,000 1%
Core Markets 7,476,000 3% 7,083,500,000 0%
Canada 3,705,000 4% 4,383,500,000 0%
Europe 3,771,000 1% 2,700,000,000 0%
Growth Markets 4,653,000 11% 5,716,200,000 23%
South America 4,237,000 12% 5,316,500,000 25%
Mexico 416,000 7% 399,700,000 5%
Other Markets 1,370,000 3% 2,170,800,000 1%
Highlights
• In 2013, Canada and Europe sent more than 7 million visitors
to Florida. Canadian visitation was up 4 percent and European
visitation was up 1 percent. Spending remained steady.
• Though emerging markets at present contribute a small
percentage of the international volume and spend, two-year
trends indicate volume increased by 11 percent and spend
increased by 15 percent.
• The momentum is in the growth markets: up 11 percent in volume
and 23 percent in spend.
Note: Percent increase reflects unrounded numbers.

131
Market Comparisons: VISITOR VOLUME 2012-13*
This bar graph compares the growth of core, growth and emerging markets between 2012 and 2013.
Core markets increased 3 percent. By comparison, both growth and emerging markets grew 11 percent.
In millions
* estimates are preliminary and subject to change
Source: International estimates include Canadian estimates derived using historical trend data obtained from Statistics Canada as well as other
research sources; and all other international estimates are based on and extrapolated from aggregate card usage data provided by VisaVue®
Travel for 2013 and incorporate data from other independent research sources.
Two Year Comparison
Core Markets 7,476,000 3% 7,083,500,000 0%
Canada 3,705,000 4% 4,383,500,000 0%
Europe 3,771,000 1% 2,700,000,000 0%
Growth Markets 4,653,000 11% 5,716,200,000 23%
South America 4,237,000 12% 5,316,500,000 25%
Mexico 416,000 7% 399,700,000 5%
Other Markets 1,370,000 3% 2,170,800,000 1%
MARKET TRENDS
Highlights

132
Market Comparisons: VISITOR spend 2012-13
This bar graph compares the increased total visitor spending by core, growth and emerging markets. Spending by core
market visitors remained steady and spending by visitors from growth markets increased by 23 percent.
In billions
* 2013 estimates are preliminary and subject to change.
Note: Spending estimates, excluding Canada, reﬂect face to face card transactions and cash withdrawn in Florida, not transactions overseas or online.
Source: Canadian estimate reflects 2012 data, since 2013 data has not been received. All other international estimates are based on and
extrapolated from aggregate card usage data provided by VisaVue® Travel for 2013 and incorporate data from other independent sources.
Two Year Comparison
Core Markets 7,476,000 3% 7,083,500,000 0%
Canada 3,705,000 4% 4,383,500,000 0%
Europe 3,771,000 1% 2,700,000,000 0%
Growth Markets 4,653,000 11% 5,716,200,000 23%
South America 4,237,000 12% 5,316,500,000 25%
Mexico 416,000 7% 399,700,000 5%
Other Markets 1,370,000 3% 2,170,800,000 1%
MARKET TRENDS
Highlights

133
For three consecutive years, Florida has experienced
record international visitation, increasing 7 percent
from 2012 to 2013 alone. In comparison, international
tourist arrivals to the U.S. grew only 5 percent as
reported by the World Tourism Organizations (WTO)
Barometer.
For 2014, the WTO forecasts that international tourist
arrivals will grow 3 to 4 percent and average
3.8 percent growth over the decade. By regions, the
strongest growth is projected for Asia and the Pacific
(5-6%), followed by Africa (4-6%), Europe (3-4%), the
Americas (3-4%), and the Middle East (0-5%).
Competition for international travelers is fierce
and includes countries with tourism marketing
budgets that significantly exceed Florida’s. Across
the complex multi-nation landscape that comprises
Florida’s international markets, one thing is consistent:
Competitive pressure for Florida’s visitors continues to
increase. Lift, trade and awareness continue to be
critical to our success. As more competitors enter
the fray, Florida’s long time in the market can offer
a significant advantage – if the Florida brand
remains strong.

134
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)
2012
% of total
long-haul
Cuba 1,072 9.8%
France 931 8.5%
United Kingdom 745 6.8%
China 708 6.4%
Dominican Republic 690 6.3%
FRANCE
(Thousands of departures)
2012
% of total
long-haul
United States 1,456 11.2%
Thailand 576 4.5%
China 525 4.1%
Canada 455 3.5%
Guadeloupe 428 3.3%
GERMANY
2012
% of total
long-haul
Egypt 1,165 11.1%
Thailand 682 6.5%
Russian Federation 672 6.4%
China 660 6.3%
UNITED KINGDOM
2012
% of total
long-haul
Egypt 1,012 5.9%
Thailand 873 5.1%
United Arab Emirates 825 4.8%
India 788 4.6%
*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 10 percent 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
CORE Country Profiles

135
These tables show the most popular long-haul destinations for those growth markets that are especially important to Florida.
BRAZIL
2012
% of total
long-haul
France 1,170 18.3%
Portugal 479 7.5%
Spain 409 6.4%
Italy 311 4.9%
MEXICO*
2012
% of total
long-haul
France 364 18.3%
Spain 274 13.8%
Canada 142 7.1%
Italy 100 5.0%
Colombia 99 5.0%
*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

136
These tables show the most popular long-haul destinations for those emerging markets that are especially important to Florida.
AUSTRALIA
2012
% of total
long-haul
Thailand 954 8.1%
United Kingdom 954 8.1%
Indonesia 858 7.3%
China 710 6.0%
CHINA
2012
% of total
long-haul
France 1,394 14.0%
Russian Federation 830 8.3%
Germany 757 7.6%
Australia 626 6.3%
INDIA
2012
% of total
long-haul
Saudi Arabia 999 15.4%
United Arab Emirates 895 13.8%
Dubai 764 11.8%
Bahrain 755 11.6%
United States 724 11.2%
SOUTH KOREA
2012
% of total
long-haul
Australia 194 5.5%
France 181 5.1%
Germany 166 4.7%
Slovakia 163 4.6%
Partner Tools

137
INSIGHTS
AND OPPORTUNITIES
Changing MARKET landscapes
Core
Even with the recent dip in the currency exchange rate, Canada continues to send approximately 10 percent of its population to
Florida to visit. A strong travel connection between the two countries and a strong Canadian economy should offset any potential
declines resulting from current exchange rate issues. Europe seems to have stabilized after the economic challenges of previous
years, with promising growth from Germany.
Growth
In Brazil, Florida fares well against other U.S. destinations and has excellent prospects for continued strength. However, the rate of
growth from this market has begun to slow - no surprise given the degree of Florida’s dominance.
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.
Across core, growth and emerging markets, five challenges prevail either as barriers to
or predictors of success.

138
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 because 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. Florida is beginning to
see direct service from emerging markets, a trend that should be encouraged.
INSIGHTS
AND OPPORTUNITIES

139
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.
INSIGHTS
AND OPPORTUNITIES

140
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 emerging countries, 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. Florida’s strong network of industry partners offers unique opportunities for
collaborative efforts that have the potential to trump competitive brands in specific global markets.
INSIGHTS
AND OPPORTUNITIES

141
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.
INSIGHTS
AND OPPORTUNITIES

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
142
2014-15 INTERNATIONAL PLATFORM
In fiscal year 2014-15, VISIT FLORIDA will
continue to evolve its global brand and
build a multi-year plan to maintain share
in its strongest markets while growing
awareness in growth and emerging
markets. Cross-departmental efforts
will continue to support Florida’s brand
positioning, balancing local customization
with brand consistency needs. Co-op
continues to be an important tactic
for achieving reach and conversion.
VISIT FLORIDA will continue to dedicate
significant research dollars and other
resources to build a strategic foundation
for its international platform.
departmental efforts with the eight
objectives from the 2020 plan:
to Florida.

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
143
INTERNATIONAL OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
engagement (A/I 7)
• Target high yield visitors within foundation and growth markets through trade
relationships and with owned, earned and paid media (INT 1)
• Expand custom content production and distribution (INT 2)
• Employ promotions targeting key international markets (PROMO 2)
• Employ promotions featuring unique experiences, less-traveled destinations, and
multi-market prize packages (PROMO 3)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
144
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Increase value of co-op to Partners with year round and bundled packages (A/I 2)
• Expand geographic footprint in targeted core and growth markets through trade
programs and direct to consumer campaigns (INT 3)
• Develop relationships with airlines and airports to support route development
(INT 4)
• Leverage Air Team Florida grants to support route development (INT 5)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
145
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Develop and foster marketing partnerships that gain media exposure and
in-market engagement (A/I 7)
• Increase in-market presence in foundation countries to stabilize Florida brand
strength in the face of increased competition (INT 6)
• Participate in Brand USA programs that introduce Florida to new markets where
there is a high product affinity by potential visitors (INT 7)
• Build new strategic alliance Partners and partnerships with emerging tourism
sectors (IR 4)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
146
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
(A/I 3) (VS 4)
• Create events for B2B networking for Florida Partners through trade shows, missions
and signature events (INT 8)
• Leverage Brand USA trade opportunities to develop and expand B2B relationships
(INT 9)
• Develop educational programming for travel trade through FAM trips and in-
agency trainings (INT 10)
• Expand social media with consumers (INT 11)
• Enhance international digital and mobile platforms to reach and influence
consumers in their native language (INT 12)
• Secure Partnerships with tourism industry and marketing organizations that support
• Build new strategic alliance Partners and partnerships with emerging tourism
sectors (IR 4)
• Create and support significant marketing and PR campaigns that sustain and
grow the Florida brand (PR 5)
• Collaborate with DMO Partners during each quarter to pitch stories and host
media visits that yield larger awareness of the state through earned media (PR 7)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
147
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
(A/I 3) (VS 4)
• Develop relationships with airlines and airports to support route development
(INT 4)
• Leverage Air Team Florida grants to support route development (INT 5)
• Enhance international digital and mobile platforms to reach and influence
consumers in their native language (INT 12)
• Expand relationships with international media through media FAM trips,
participation in international media events and tradeshows, and targeted pitching
(INT 13)
• Collaborate with DMO Partners during each quarter to pitch stories and host
media visits that yield larger awareness of the state through earned media (PR 7)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
148
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Increase value of co-op to Partners with year round and bundled packages (A/I 2)
• Integrate Welcome Centers into VISIT FLORIDA marketing and digital platforms
(A/I 3) (VS 4)
• Create events for B2B networking for Florida Partners through trade shows, missions and
signature events (INT 8)
• Develop educational programming for travel trade through FAM trips and in-agency
trainings (INT 10)
• Create a buffet of international co-op opportunities for Partners, leveraging the Florida
brand strength (INT 14)
• Participate in Partner Road Shows to inform Partners about international opportunities
(INT 15)
Partners (IR 7)
brand (PR 5)
• Collaborate with DMO Partners during each quarter to pitch stories and host media visits
that yield larger awareness of the state through earned media (PR 7)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
149
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Re-integrate international advertising within the VISIT FLORIDA Advertising
department (INT 16)
• Re-integrate international PR efforts within the VISIT FLORIDA Public Relations
department (INT 17)
• Leverage Partner investment in co-op to extend international reach beyond
VISIT FLORIDA’s investment (INT 18)
• Leverage Brand USA programs to maximize awareness and conversion
programs (INT 19)
• Gather input and feedback from Partners to evolve/ improve VISIT FLORIDA
strategy service and relevance (IR 5)
promotion (IR 6)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
150
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Continue awareness testing, focus groups and other ad effectiveness research
(A/I 12)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
151
Date Location
JULY 2014
Gala Awards Dinner - VUSA Ball 7/3/14 London, England
DMAI 7/21-23/2014 Las Vegas, NV
NEW Australia Sales Mission 7/TBD/2014 TBD Australia
AUGUST 2014
MP IncentiveWorks 8/19-20/2014 Toronto, Ontario
Irish Summer Event 8/30/14 Dublin, Ireland
US Consulates Road Show 8/TBD/2015 Guangzhou, China
SEPTEMBER 2014
India V.I.P. event 9/8-12/2014 Mumbai
India Mission 9/8-12/2014
Mumbai, New Delhi,
TBD, India
NEW Routes Rendevous 9/20/14 Chicago, IL
Routes World Forum 9/20-23/2014 Chicago, IL
Governor's Conference 9/22-24/2014 Boca Raton, FL
Brazil V.I.P. (around ABAV) 9/24-28/2014 Sao Paulo, Brazil
ABAV & PR ABAV 9/24-28/2014 Sao Paulo, Brazil
Nordic Sales Mission 9/TBD/2014
Oslo, Norway;
Copenhagen,
Denmark; Stockholm,
Sweden
US Consulates Road Show 9/TBD/2014
Chengdu/Chongqing,
China
UK Summer Event (Jamie
Oliver)
9/TBD/2014 Goodwood, England
OCTOBER 2014
SITV (Montreal) 10/24-26/2014 Montreal, Quebec
FIT 10/25-28/2014
Buenos Airea,
Argentina
NEW FIT V.I.P. Event 10/25-28/2014
Buenos Airea,
Argentina
ITB Asia 10/29-31/2014 Singapore
China Travel Trade FAM 10/TBD/2014 Florida
NEW German V.I.P. Event 10/TBD/2014 Munich, Germany
Date Location
NOVEMBER 2014
Florida UK Night 11/3/14 London, England
World Travel Market 11/3-6/2014 London, England
NEW CITM 11/13-16/2014 Shanghai, China
MP EIBTM 11/18-20/2014 Barcelona, Spain
China Media Individual FAM 11/TBD/2014 Florida
DECEMBER 2014
Marketing Retreat 12/TBD/2014 Florida
JANUARY 2015
TWIGS 1/12-13/2015 Palm Beach, FL
Florida Huddle 1/14-16/2015 Fort Lauderdale, FL
Vakantiebeurs 1/15-18/2015 Utrecht, Netherlands
UK/Ireland Tour Operator FAM
(post huddle)
1/17-21/2015 Florida
Holiday World Dublin 1/23-25/2015 Dublin, Ireland
SATTE 1/29-31/2015 New Delhi
Gala Awards Dinner 1/TBD/2015 Dublin, Ireland
NEW
French Tour Operator FAM
(pre/post Huddle)
1/TBD/2015 Florida
German Tour Operator FAM
(pre/post Huddle)
1/TBD/2015 Florida
FEBRUARY 2015
RSAA 2/3-4/2015 Las Vegas, NV
NEW VUSA Workshops - France 2/TBD/2015 France
ANATO 2/TBD/2015 Bogota, Colombia
Colombia Sales Mission 2/TBD/2015 Medellin & Bogota
International TRADE & EVENTS CALENDAR
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

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
152
Date Location
MARCH 2015
Canuck Connection 3/1/15 Calgary, Canada
ITB Signature Event: Pan Am
Late Night
3/5/15 Berlin, Germany
ITB 3/6-10/2015 Berlin, Germany
LGBT Party at ITB 3/TBD/2015 Berlin, Germany
NEW Ottawa Outdoor Show 3/TBD/2015 Ottawa, Canada
US Consulates Road Show 3/TBD/2015 China TBD
India Trade FAM 3/TBD/2015 Florida
Brand USA Seminar - India 3/TBD/2015 India TBD
APRIL 2015
US Consulates Road Show 4/TBD/2015 China TBD
WTM - LATAM 4/TBD/2015 Sao Paulo, Brazil
China Sales Mission 4/TBD/2015
Shanghai, Beijing,
Guangzhou,
Chengdu, Hangzhou,
China
NEW Pan-European Sales Mission 4/TBD/2015 Europe TBD
MP Ignite 4/TBD/2015 Toronto, Ontario
Brazil Mission 4/TBD/2015
Sao Paulo, Porto
Alegre & Manaus
UK Tour Operator Advisory
Luncheon
4/TBD/2015 London, England
MAY 2015
MP IMEX 5/19-21/2015 Frankfurt, Germany
Int'l Pow Wow (IPW) 5/30-6/3/2015 Orlando, FL
Arabian Travel Mart 5/TBD/2015 Dubai, UAE
China Media Group FAM 5/TBD/2015 Florida
Brand USA Seminar - India 5/TBD/2015 India TBD
Irish Luncheon 5/TBD/2015 Dublin, Ireland
JUNE 2015
Toronoto Jazz Fest 6/1/15 Toronto, Ontario
IPW Post FAMs 6/TBD/2015 Florida
Le Mans 6/TBD/2015 Le Mans, France
IAGTO N.A. Conference 6/TBD/2015 Palm Springs, CA
Date Location
ONGOING
University of VF
(Specialist Program)
ongoing Canada
Latin America Sales Activity ongoing Brazil; Argentina
Brazil Tour Operator Programs ongoing Brazil
UK Sales Calls ongoing UK/Ireland
Europe Sales Calls ongoing
Germany, Switzerland,
Austria
China Sales Calls ongoing
India Sales Calls ongoing
E-learning (Specialist Program) ongoing LATAM
MP: Denotes Meeting Planners Program
**** Denotes VISIT FLORIDA participation only
PR: Denotes Public Relations Program
New Programs are bolded
International TRADE & EVENTS CALENDAR

153
Business TRAVEL VOLUME
2012
Data for 2012 business travel is derived from domestic visitation only.
Business Volume
Purpose
Importanceof the Meeting and Conventions Market
In 2012, nearly 8 million business travelers
accounted for 10 percent of Florida’s domestic
visitors. Compared to 2011, the volume of business
travelers is down from nearly 9 million in 2011, as is
the percentage of business travelers contributing
to Florida’s domestic total (12% in 2011).
Nearly 60 percent of business travelers to Florida in
2012 came for conventions, meetings, seminars
and training. More than two-thirds of business visitors
to Florida travel alone and go to the central and
southeast regions of the state.
Purpose
Partner Tools
Business Travel Destinations
Business Travel Origin States

154
Business TRAVEL PURPOSE
2012
Data for 2012 business travel is derived from domestic visitation only.
This chart shows the reason for travel by Florida’s business visitors –
who account for 10 percent of all Florida’s visitors.
Note: Transient business includes travel primarily for consulting/client
services, inspection/audit, construction/repair, sales/purchasing,
government/military, and other business.
Business Volume
Purpose
Partner Tools
Business Travel Destinations
Business Travel Origin States
MEETINGS TRAVELER PROFILE
In 2012, nearly 8 million business travelers
accounted for 10 percent of Florida’s domestic
visitors. Compared to 2011, the volume of business
travelers is down from nearly 9 million in 2011, as is
the percentage of business travelers contributing
to Florida’s domestic total (12% in 2011).
Nearly 60 percent of business travelers to Florida in
2012 came for conventions, meetings, seminars
and training. More than two-thirds of business visitors
to Florida travel alone and go to the central and
southeast regions of the state.

155
Business vs. Leisure Spend
AVERAGE EXPENDITURES PER DAY BY CATEGORY (2012)
This chart compares the average daily spending of Florida’s business
and leisure visitors by category. As shown by the chart, business
visitors spend more in transportation, lodging and food & beverage
than leisure visitors.
Note: The survey was revised in 2012 enabling greater precision in estimating
per-person-per-day spending than in the past. Improved survey logic eliminated
non-responses for spending, leading individual averages to no longer be
calculated off a common base; therefore, the sum of the sub-category averages
will no longer equal the total average.
At $238 per day including transportation, the business
traveler to Florida spends $98 more per day than the
domestic leisure traveler. Business visitors spend 76
percent more on lodging and 28 percent more on
food and beverage. The business visitor also spends
more than double the amount leisure visitors spend
on transportation.
Partner Tools
Value of a Business Traveler
MEETINGS TRAVELER PROFILE
Average Expenditures Per Person Per Day
With
Transportation
Without
Transportation
Business traveler $238 $140
Leisure traveler $140 $100
Categories

156
CHANGING INDUSTRY LANDSCAPE
According to a recent study by Price Waterhouse
Coopers, the meetings industry contributed more
than $115 billion to the national economy in 2012,
putting an additional $88 billion into the economy
through federal, state and local taxes. Even so, tough
conditions over the past few years have created a
value-focused industry that will be using a variety of
approaches to reduce costs and optimize ROI.
Overall, as meeting professionals focus on improving
the value they deliver, there is increased pressure
to innovate and a growing concern about the
importance of social and mobile media.
Highlights
• Nearly half the planners surveyed by MPI report arranging
their meetings on shorter notice.
• Anecdotally, budget controls are tighter. The 2014
American Express Meetings and Events Forecast projects a
more rigorous approval process for meeting budgets.
• According to MPI, 24 percent of meeting planners are
using technology to enhance face-to-face meetings and
30 percent are using technology to integrate on-site and
remote meeting elements. Only 3 percent of planners are
replacing face to face with virtual meetings.
• According to a survey reported in Meetings Focus
magazine, 52 percent of planners believe the economy is
the biggest threat to the meetings industry.
Partner Tools
Florida Destinations Considered
Florida Meeting Locations
TOP 10 Meeting Trends For 2014
As reported by Benchmark Resorts and Hotels, and featured in the March 2014 ConventionSouth magazine.
Need for Speed – Attendees often come with multiple wireless
devices demanding greater bandwidth availability at
meeting sites.
Teambuilding – Groups often look for unique ways to
motivate, inspire and build camaraderie as the business
environment continues to improve.
Web content is King – Planners increasingly use Google and
other search engines to discover new properties.
Be Healthy – Food and beverage in 2014 is all about health
and variety. Planners and attendees want breaks that perk
them up.
Meeting demand and booking pace is on the upswing.
Planners and attendees use Twitter and LinkedIn for
communicating during events. Event apps are also
becoming popular.
Creating new, out-of-the-ordinary experiences is increasingly
a factor in meeting destination decisions.
Going green feels like the right thing to do, but remains an
“uncritical factor” in property selection.
ROI - More Meetings Accountability. Budgets are increasing.
Traditional industry segments such as financial,
pharmaceutical, insurance, and associations continue to
meet the most. Healthcare industries are increasing and
High Tech industries are on the rebound.
1 6
2 7
3 8
4 9
5 10

157
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.

158
FLORIDA’S IMAGE
As a meetings destination, Florida excels in a number
of important categories. In addition to the outstanding
destination and activity ratings expected of a global
leisure destination, Florida also offers the advantage of
high appeal with attendees, reasonable room rates and
meeting costs, as well as affordable access.
Where florida ranks Well Above the Average
Highlights
• Florida significantly outpaces other meeting
destinations in outdoor recreation, beaches
and golf.
• In most categories, Florida is rated 50
percent higher than other destinations.
Partner Tools
Florida Destinations Considered
Florida Meeting Locations
Florida Percentage
Average of Competitive
Destinations
Source: Smith Travel Research, Inc. DestinationMAP for VISIT FLORIDA

159
Associations, Corporate, SMERF/Others AND SPORTS
The meetings industry is generally organized into four business segments: Associations, Corporate/
Incentive, SMERF and Sports. VISIT FLORIDA reaches these four market segments through partnerships
with the leading meetings and conventions industry organizations.
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 coordinate corporate meetings,
trade shows and conventions, sales meetings and incentive
travel. In the past few years, incentive travel has rebounded
in the Sunshine State, with coastal properties seeing a 20- to
25-percent increase in this segment.
SMERF. The SMERF segment includes independent planners
who represent social/sports, military, education, religious and
fraternal organizations. Third-party planners are also included
in the category.
SPORTS. Florida has a competitive advantage in the
sports market, with year-round mild climate and diverse
opportunities in the small, medium and large destinations in
Florida. This segment continues to be stable in any economic
situation.
Florida offers an immense amount of diversity in hotels and
facilities that meet the needs of all business segments.
INDUSTRY COMPOSITION
This chart shows the composition of the meetings industry by business
segment based on the DestinationMAP comprehensive study of
meeting planners and the meetings market in North America.

160
AFFINITY TO FLORIDA
Florida’s strength as a repeat destination for
leisure travel holds 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.
LOW AFFINITY
Meeting Planners who have not
held a Florida meeting and are not
currently planning one.
Highlights
•High-affinity meeting planners are more likely than
low-affinity planners to be from the South (34% high,
24% low) and less likely to be from the West (4%
high, 22% low).
•High-affinity and low-affinity meeting planners are
equally likely to hold major meetings that rotate
among a set of destinations.
•The number of meetings planners are organizing is
on the rise. In the past year, high-affinity planners
saw a 77-percent increase in the number of
meetings planned (from 22 to 39) and low-affinity
planners saw a 64-percent increase (from 14 to 23).
•High-affinity and low-affinity planners book the
majority of their major meetings in the U.S.
•The high-affinity meeting planners are slightly more
connected through social media, with an average
of 11 social/business networks, compared to 5 for
the low-affinity planner.
Partner Tools
BUSINESS TRAVEL ORIGIN STATES

161
California, Chicago, Las Vegas and Texas remain
the most popular competitive destinations other
than Florida that have hosted a meeting in the past
three years. Between 2011 and 2013, California has
taken the lead as a competing destination. Nevada
(Las Vegas) has made significant gains over other
competing destinations.
STATE COMPETITORS FOR MOST RECENT MEETING
Based on the DestinationMAP survey of planners (both high and low Florida affinity), when considering Florida as their
meeting destination, one in five planners also considers California.

162
Highlights
• Six Florida cities rank in Cvent’s Top 50
Meetings Destinations for 2013: Orlando: 1;
Miami: 9; Kissimmee: 23; Tampa: 28;
Fort Lauderdale: 36; Hollywood: 39.
• Orlando ranked No.1 in Corporate Meetings
held in the past three years, and No.2 for
Association Major Conventions held during
the last three years.
Average Ratings as Business Meeting Site, FloridaMAP 2013
High Florida Affinity
Low Florida Affinity
Partner Tools
FLORIDA MEETING LOCATIONS
Business Meeting Site
In general, Florida rates exceptionally well as a business
destination. The FloridaMap 2013 survey rated Florida 8.7 out of
10 as an ideal convention site, well ahead of the average rating
by other destinations (7.3). Among planners who know Florida,
there is an even more positive perception. Meeting planners who
have held a meeting in Florida in the past three years (or plan to
in the next three years) rate Florida higher than any competitive
destinations. However, among planners who have not held a
meeting in Florida in the past three years or are not planning to,
Chicago and Southern California rank higher.
Avg. Ratings as
Avg. Ratings as
Convention Site

163
Avg. Ratings as
Avg. Ratings as
Convention Site
Average Ratings as Convention Site, FloridaMAP 2013
Partner Tools
FLORIDA MEETING LOCATIONS
High Florida Affinity
Low Florida Affinity
Highlights
• Six Florida cities rank in Cvent’s Top 50
Meetings Destinations for 2013: Orlando: 1;
Miami: 9; Kissimmee: 23; Tampa: 28;
Fort Lauderdale: 36; Hollywood: 39.
• Orlando ranked No.1 in Corporate Meetings
held in the past three years, and No.2 for
Association Major Conventions held during
the last three years.
Convention Site
In general, Florida rates exceptionally well as a business
destination. The FloridaMap 2013 survey rated Florida 8.7 out of
10 as an ideal convention site, well ahead of the average rating
by other destinations (7.3). Among planners who know Florida,
there is an even more positive perception. Meeting planners who
have held a meeting in Florida in the past three years (or plan to
in the next three years) rate Florida higher than any competitive
destinations. However, among planners who have not held a
meeting in Florida in the past three years or are not planning to,
Chicago and Southern California rank higher.

164
INSIGHTS
AND OPPORTUNITIES
VISIT FLORIDA uses five insights to prioritize and customize an approach to maintain share and
increase the number of meetings held throughout the state.
Top Five Attributes
Florida continues to excel in the five attributes most important to meeting planners in selecting
a site: convenient air service; easy access to major airports; reasonable food and lodging
costs; affordable travel costs; and diverse hotel options.

165
INSIGHTS
AND OPPORTUNITIES
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 – all factors that work well for Florida. As
Florida marketers are fond of saying, “those who know us, love us,” which suggests a potential
opportunity to gain even more business by better leveraging the positive recommendations of
highly successful and satisfied planners.

166
INSIGHTS
AND OPPORTUNITIES
CONTINUED ECONOMY
Following the economic downturn and event budget cuts, many planners traded large one-
time events for smaller regional meetings. Although many organizations have recovered
from extreme budget constraints and optimism is growing among planners, there is also a
continued focus on reducing expenses. As reported by Conventionsouth.com, 17 percent of
planners are booking more economical meeting sites and 68 percent are willing to change
meeting dates to get deals.

167
INSIGHTS
AND OPPORTUNITIES
Affinity
Although Florida stands out as a meeting destination among both high- and low-Florida affinity
planners, there is an opportunity to better promote Florida business attributes to these groups.
Florida’s easy access for much of the eastern and southern U.S. has established Florida as a
go-to destination for meetings and business. Florida’s exceptional service and value on top
of easy access have created a repeat meetings planner group that is the core of Florida’s
business. Future opportunities lie in the ability of Florida to continue serving this group.

168
INSIGHTS
AND OPPORTUNITIES
Digital Adoption
Meeting planners are increasingly looking to technology to help make site selection easier.
Smart phone and tablet usage is increasing among planners and as a component of meetings.
High-affinity planners are even more connected to social media, presenting an opportunity for
Florida to better serve and connect with its industry.

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
169
2014-15 MEETINGS PLATFORM
will continue to focus on strengthening
relationships with Florida’s high-
affinity planners through consistent
communication efforts and improved
service. The business platforms will
continue to support Florida’s brand
positioning and provide Partners with
additional opportunities to reach Florida’s
business travelers.
departmental efforts with the eight
objectives from the 2020 plan:
to Florida.

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
170
MEETINGS OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Launch two-year initiatives: Business Plus; Incentive (MTG 7)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
171
MEETINGS OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Communications Initiative (editorial, email, social) (MTG 1)
• Launch two-year initiatives: Soft Season Promotion (MTG 7)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
172
MEETINGS OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Expand relationships with Meetings Media through FAM trips, communication
program, and targeted story pitching (MTG 3)
• Leverage Best in Class Partnerships to extend the Florida Meetings message through
larger channels (MTG 6)
• Launch two-year initiatives: Business Plus; Incentive; Soft Season Promotion (MTG 7)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
173
MEETINGS OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Create events for B2B networking for Florida Partners at trade shows and signature
events (MTG 2)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
174
MEETINGS OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Expand relationships with Meetings Media through FAM trips, communication
program, and targeted story pitching (MTG 3)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
175
MEETINGS OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Continue Signature and VIP events (MTG 4)
• Increase benefit to Partners of participating with VF at large trade shows (MTG 5)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
176
MEETINGS OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence
• Analytics and ROI Initiative (IR 15)
• Leverage Best in Class Partnerships to extend the Florida Meetings message through
larger channels (MTG 6)

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
177
MEETINGS OBJECTIVES
1. Yield
2. Volume
3. share
4. Brand Engagement
8. Influence

INT: International
MTG: Meetings
PROMO: Promotions
RSRCH: Research
178
Date Location
JULY 2014
DMAI 98th Annual Convention 7/21-23/2014 Las Vegas, NV
MAZDA Race Planner Event - Indy TBD Indianapolis, IN
AUGUST 2014
MP MPI-WEC 8/2-5/2014 Minneapolis, MN
MP MPI-SEC 8/13-16/2014 Fort Lauderdale, FL
MP Connect Marketplace 8/21-23/2014 Orlando, FL
MP
Connect Marketplace
VF Reception
8/21-23/2014 Orlando, FL
SYTA 8/22-26/2014 Toronto, Canada
MAZDA Race Planner Event -
Kansas Speedway
TBD Kansas City, KS
SEPTEMBER 2014
Florida Governor's Conference 9/22-24/2014 Boca Raton, FL
OCTOBER 2014
MP IMEX America 10/14-16/2014 Las Vegas, NV
MP Rejuvenate Marketplace 10/28-30/2014 Atlanta, GA
NOVEMBER 2014
DEMA Dive Show 11/19-22/2014 Las Vegas, NV
VISIT FLORIDA TRADE EVENT - Georgia TBD Atlanta, GA
VISIT FLORIDA TRADE EVENT - Boston TBD Boston, MA
DECEMBER 2014
Florida Encounter 12/3-5/2014 Fort Lauderdale, FL
JANUARY 2015
MP
PCMA Annual Meeting:
Convening Leaders
1/11-14/2015 Chicago, IL
One Travel Conference 1/19-21/2015 Fairfax, VA
The New York Times Travel Show 1/23-25/2015 New York, NY
Diversity Summit TBD TBD
Date Location
FEBRUARY 2015
VISIT FLORIDA Trade Event - Dallas TBD Dallas, TX
MARCH 2015
VIP - Midwest (St. Louis or Minneapolis) TBD Minneapolis, MN
VISIT FLORIDA TRADE EVENT - Chicago TBD Chicago, IL
MP VIP - Boston TBD Boston, MA
APRIL 2015
MP VIP - Chicago TBD Chicago, IL
VIP - Dallas TBD Dallas, TX
MAZDA Race Planner Event -
Road Atlanta
TBD Braselton, GA
MAY 2015
The Players Championship 5/14-17/2015 Jacksonville, FL
VISIT FLORIDA TRADE EVENT - Philadelphia TBD Philadelphia, PA
MP VIP - Atlanta TBD Atlanta, GA
MP VIP - Washington DC TBD Washington, D.C.
JUNE 2015
MP Collaborate Marketplace TBD Orlando, FL
MP AIBTM TBD Chicago, IL
MP VIP - New York TBD New York, NY
MEETINGS, TRADE AND EVENTS CALENDAR
MP Denotes VIP Meeting Planner Events
VISIT FLORIDA Trade Events
Meeting Planner Trade Shows and Conferences
Group/Tour Operator Marketplaces
Consumer Travel Shows

The Official Tourism Marketing Corporation
for the State of Florida

Visit Florida 2014-2015 Marketing Plan

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