Visit Florida Marketing Plan 2013-2014

Marketing Plan
2013-2014 VISIT FLORIDA

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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