2017 Florida Visitor Study - Amazon S3 · Florida Tourism Summary Florida Tourism Summary Florida Visitor Study/2017 • Florida welcomed an estimated 118.8 million overnight out

2017FloridaVisi torStudy

VISIT FLORIDA 2540 W. Executive Center Circle

Suite 200 Tallahassee, Florida 32301

T (850) 488-5607 F (850) 201-6900

The Official Tourism Marketing Corporation for the State of Florida

Dear Partners and Friends:

VISIT FLORIDA, the state’s official tourism marketing corporation, is committed to our vision of establishing Florida as the No. 1 travel destination in the world. We were proud to recently announce that Florida achieved its eighth consecutive all-time record year of visitation with 126.1 million people traveling to Florida in 2018. This amazing accomplishment means that Florida hotels are occupied, restaurants continue to stay busy and taxes for our state’s residents remain low.

To continue this positive visitation trend and drive growth in Florida’s tourism industry, VISIT FLORIDA relies on the latest cutting-edge data to guide our decision making and marketing strategy. To that end, tracking and utilizing visitor trend data to the Sunshine State has proven to be a tremendous asset. As a resource to our Partners and the Florida travel industry, VISIT FLORIDA’s Research Team develops and publishes this annual Florida visitor study that we are pleased to share with you.

The 2017 Florida Visitor Study serves as an in-depth, user-friendly tool providing a comprehensive overview of visitors to the state. The report’s format offers historical context to ensure Florida’s tourism trends can easily be identified and understood. To provide the most accurate and current data, VISIT FLORIDA’s Research Team seeks out highly reliable sources, including the U.S. Census Bureau, the U.S. Department of Commerce, D.K. Shifflet & Associates, VisaVue Travel and other independent research sources.

VISIT FLORIDA Partners benefit from having free access to a variety of online research data, including this study and other extensive collections of market intelligence reports. This valuable insight allows our partners to develop their business strategies to best suit the needs of their customers, so they can provide unforgettable experiences for our visitors.

If you are not a VISIT FLORIDA Partner and would like to have access to this information, or details on how to become a Partner, please contact our industry hotline at (877) 435-2872 or email [email protected].

Best regards,

Dana Young President & CEO VISIT FLORIDA

Table of Contents

Table of Contents i Florida Visitor Study/2017

Florida Tourism Summary ......................................................................................................... 1 Estimates of Florida Visitors Summary of Visitors to Florida ................................................................................................... 4 Estimates of Visits to Florida by Quarter.................................................................................... 5 Relative Share of Florida’s Total Air and Non-Air Visitors ......................................................... 6 Visitors to Florida by Quarter ..................................................................................................... 7 Enplanement Comparison at 18 Florida Airports ....................................................................... 8 Florida Visitor Estimation Methodology...................................................................................... 9 Profile of Domestic Visitors to Florida Summary of Domestic Visitors to Florida .................................................................................. 12 Primary Purpose of Trip ........................................................................................................... 13 Transportation Type ................................................................................................................. 13 Seasonality .............................................................................................................................. 13 Travel Party Composition ......................................................................................................... 14 Florida Destination Regions ...................................................................................................... 14 Florida Destination Regions Map .............................................................................................. 15 Top Origin States ...................................................................................................................... 16 Top Origin Designated Market Areas (DMAs) .......................................................................... 16 Top Origin States Map .............................................................................................................. 17 Primary Activities ...................................................................................................................... 18 Average Expenditures Per Person Per Day .............................................................................. 19 Paid vs. Non-Paid Accommodations ........................................................................................ 20 Hotel Levels .............................................................................................................................. 20 Length of Stay .......................................................................................................................... 21 Reservation Type for Accommodations .................................................................................... 21 Trip Planning ............................................................................................................................ 22 Age of Adult Travelers .............................................................................................................. 23 Household Income .................................................................................................................... 23 Generation ................................................................................................................................ 24 Lifestage ................................................................................................................................... 24

Profile of Domestic Visitors to Florida Traveling by Air Summary of Domestic Air Visitors to Florida ............................................................................ 26 Primary Purpose of Trip ........................................................................................................... 27 Seasonality .............................................................................................................................. 27 Length of Stay .......................................................................................................................... 27 Travel Party Composition ......................................................................................................... 28 Florida Destination Regions ...................................................................................................... 28 Florida Destination Regions Map .............................................................................................. 29 Top Origin States ...................................................................................................................... 30

Table of Contents ii Florida Visitor Study/2017

Top Origin Designated Market Areas (DMAs) .......................................................................... 30 Top Origin States Map .............................................................................................................. 31 Primary Activities ...................................................................................................................... 32 Average Expenditures Per Person Per Day .............................................................................. 33 Paid vs. Non-Paid Accommodations ........................................................................................ 34 Hotel Levels .............................................................................................................................. 34 Reservation Type for Air Transportation ................................................................................... 35 Reservation Type for Accommodations .................................................................................... 35 Trip Planning ............................................................................................................................ 36 Age of Adult Travelers .............................................................................................................. 37 Household Income .................................................................................................................... 37 Generation ................................................................................................................................ 38 Lifestage ................................................................................................................................... 38 Profile of Domestic Visitors to Florida Traveling by Auto Summary of Domestic Visitors to Florida Traveling by Auto ..................................................... 40 Primary Purpose of Trip ........................................................................................................... 41 Seasonality .............................................................................................................................. 41 Travel Party Composition ......................................................................................................... 42 Florida Destination Regions ...................................................................................................... 42 Florida Destination Regions Map .............................................................................................. 43 Top Origin States ...................................................................................................................... 44 Top Origin Designated Market Areas (DMAs) .......................................................................... 44 Top Origin States Map .............................................................................................................. 45 Primary Activities ...................................................................................................................... 46 Average Expenditures Per Person Per Day .............................................................................. 47 Paid vs. Non-Paid Accommodations ........................................................................................ 48 Hotel Levels .............................................................................................................................. 48 Length of Stay .......................................................................................................................... 49 Reservation Type for Accommodations .................................................................................... 49 Trip Planning ............................................................................................................................ 50 Age of Adult Travelers .............................................................................................................. 51 Household Income .................................................................................................................... 51 Generation ................................................................................................................................ 52 Lifestage ................................................................................................................................... 52

Profile of Domestic Visitors to Florida Traveling for Leisure Summary of Domestic Visitors to Florida Traveling for Leisure ................................................ 54 Primary Purpose of Trip ........................................................................................................... 55 Seasonality .............................................................................................................................. 55 Travel Party Composition ......................................................................................................... 56 Florida Destination Regions ...................................................................................................... 56

Table of Contents iii Florida Visitor Study/2017

Florida Destination Regions Map .............................................................................................. 57 Length of Stay .......................................................................................................................... 58 Top Origin States ...................................................................................................................... 58 Top Origin States Map .............................................................................................................. 59 Primary Activities ...................................................................................................................... 60 Average Expenditures Per Person Per Day .............................................................................. 61 Paid vs. Non-Paid Accommodations ........................................................................................ 62 Accommodation Type ............................................................................................................... 62 Hotel Levels .............................................................................................................................. 62 Reservation Type for Accommodations .................................................................................... 63 Trip Planning ............................................................................................................................ 64 Age of Adult Travelers .............................................................................................................. 65 Household Income .................................................................................................................... 65 Generation ................................................................................................................................ 66 Lifestage ................................................................................................................................... 66 Profile of Domestic Visitors to Florida Traveling for Business Summary of Domestic Visitors to Florida Traveling for Business ............................................. 68 Primary Purpose of Trip ........................................................................................................... 69 Seasonality .............................................................................................................................. 69 Travel Party Composition ......................................................................................................... 70 Florida Destination Regions ...................................................................................................... 70 Primary Activities ...................................................................................................................... 71 Average Expenditures Per Person Per Day .............................................................................. 72 Paid vs. Non-Paid Accommodations ........................................................................................ 73 Hotel Levels .............................................................................................................................. 73 Length of Stay .......................................................................................................................... 74 Reservation Type for Accommodations .................................................................................... 74 Age of Adult Travelers .............................................................................................................. 75 Household Income .................................................................................................................... 75 Domestic Visitor Profile by Florida Vacation Region Summary of Domestic Visitors to Florida by Region ........................................................... 78-79 Florida’s Eight Vacation Regions .............................................................................................. 80 Share of Visitors by Destination Region ................................................................................... 81 The Central Vacation Region .................................................................................................... 82 The Central East Vacation Region ........................................................................................... 83 The Central West Vacation ....................................................................................................... 84 The North Central Vacation Region .......................................................................................... 85 The Northeast Vacation Region ................................................................................................ 86 The Northwest Vacation Region ............................................................................................... 87 The Southeast Vacation Region ............................................................................................... 88

Table of Contents iv Florida Visitor Study/2017

The Southwest Vacation Region .............................................................................................. 89 Travel Party Composition ......................................................................................................... 90 Generation ................................................................................................................................ 90 Accommodation Type ............................................................................................................... 91 Length of Stay .......................................................................................................................... 91 Age of Adult Travelers .............................................................................................................. 92 Household Income .................................................................................................................... 92 International Visitors to Florida Summary of International Visitors to Florida ......................................................................... ... 94 Top International Countries for Visitation to Florida .............................................................. ... 95 Profile of Overseas Travelers Visiting Florida ................................................................. ... 96-97 Profile of Canadian Travelers Visiting Florida ................................................................. ... 98-99 Profile of British Travelers Visiting Florida. ................................................................. …100-101 Profile of German Travelers Visiting Florida ............................................................... …102-103 Profile of French Travelers Visiting Florida ................................................................. …104-105 Profile of Brazil Travelers Visiting Florida ................................................................... …106-107 Profile of Colombian Travelers Visiting Florida ........................................................... ....108-109 Profile of Mexican Air Travelers Visiting Florida ......................................................... …110-111 International Visitors to Florida Methodology ...................................................................... ...112 Florida Tourism Indicators U.S. Consumer Confidence ................................................................................................ ...114 Unemployment Rate Trends for the U.S. and Florida ......................................................... ...114 Tourist Development Tax Collections by County ............................................................ 115-116 Tourist Development Tax Collections by Month ................................................................. ...117 Occupancy Rates at Florida Hotels/Motels ......................................................................... ...118 Florida Hotel/Motel Occupancy by Month ........................................................................... ...118 Average Daily Rates at Florida Hotels/Motels .................................................................... ...119 Florida Hotel/Motel Average Daily Rate by Month .............................................................. ...119 Hotel/Motel Facilities in Florida by County .......................................................................... ...120 Visitation to Florida Welcome Centers ................................................................................ ...121

Florida Tourism Summary

Florida Tourism Summary Florida Visitor Study/2017

• Florida welcomed an estimated 118.8 million overnight out-of-state and internationalvisitors during 2017, an increase of 6.4 million visitors from calendar year 2016,amounting to a 5.7% increase in visitation.

• The ratio of visitors who traveled to Florida by air and non-air was slightly greater for non-air, with 48.0% of Florida’s visitors arriving by air and 52.0% by non-air transportation.

• Domestic travel to Florida reached an all-time high during 2017, resulting in 104.4 milliondomestic out-of-state visitors to the state, an increase of 6.6% from 2016. Overseasvisitation experienced a decrease of 2.0%, resulting in 10.9 million overnight visitors tothe state. Canadian visitation was up 3.0% for 2017.

• Florida’s 18 commercial airports collectively experienced a 4.3% increase in totalenplanements during 2017, compared to 2016. This represents an increase of over 3.5million passengers for the year.

• Georgia, New York, and Texas ranked as the top three origin states for total domesticvisitors to Florida during 2017. Ohio, which had been third in bringing visitors to the state,dropped to fourth.

• Domestic visitors stayed in the Sunshine State for an average of 4.2 nights, a slightincrease from the previous year.

• The top countries of origin for Florida's international visitors were Canada, the UnitedKingdom and Brazil. Canada and Brazil experienced an increase in visitation during 2017at 3% and 8% respectively. The United Kingdom experienced a 6% decline from theprevious year.

• Local tourist development tax (a.k.a bed tax) collections from 63 of Florida’s countiesreached $893 million in 2017, up 6.9% from the previous year. The counties thataccounted for largest portion of total local tourist development tax collections during 2017were Orange ($259.1 million), Broward ($65.1 million), Pinellas ($55.5 million), andOsceola ($52.9 million). These four counties accounted for nearly half of the totalstatewide collections during 2017.

• Florida’s statewide hotel/motel average occupancy rate was 73.7%, an increase of 3.2%from 2016. During the same period, Florida’s average daily room rate reached $138.00,an increase of 2.6% from the average of $134.53 observed for the previous year.

Note: Figures in italics are considered preliminary.

1

Copyright © 2019 VISIT FLORIDA®, All rights reserved. VISIT FLORIDA data or information may not be otherwise reproduced or communicated without prior written permission from VISIT FLORIDA. Covers components not otherwise sourced.

Estimates of Visitors to Florida

Prepared by VISIT FLORIDA Research Department

Summary of Visitors to Florida

Estimates of Visitors to Florida Florida Visitor Study/2017

Florida welcomed an estimated 118.8 million overnight visitors during the 2017 calendar year. Domestic visitors who traveled to Florida from out-of-state represented 87.9% of Florida’s total visitors, while international visitors accounted for the remaining 12.1%, with the overseas segment and Canadian segment representing approximately 9.2% and 2.9% of total visitation, respectively.

The ratio of visitors who traveled to Florida by air and non-air was slightly greater for non-air, with 48.0% of Florida’s visitors arriving by air and 52.0% by non-air transportation.

Domestic travelers were more likely to drive than visitors overall, with 57.7% of domestic visitors traveling to Florida by non-air transportation. Canadian visitors were more likely to fly, with 56.7% traveling to the state by air. All overseas visitors arrived by air.

In 2017, Florida visitation continued to increase, with estimates indicating Florida hosted nearly 6.4 million more visitors than the previous year, amounting to a 5.7% increase in visitation.

Passenger enplanements, one of the key indicators in gauging visitation, at Florida’s 18 commercial airports experienced an increase of 4.3% for the year. Overall, enplanements grew by more than 3.5 million passengers during 2017.


Source: TNS TravelsAmerica; D.K. Shifflet & Associates, Inc; Statistics Canada; U.S. Department of Commerce, ITA, Tourism Industries; Visa Vue Travel; Diio, LLC aviation data.

84.2 80.9 82.3 87.3 91.5 94.1 98.5106.6 112.4

118.8

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Historical Trends in Florida Visitation: 2008 - 2017(in millions)

4

Estimates of Visitors to Florida by QuarterCalendar Year 2017: January to December

(in Thousands of Person-Trips)

Q1 Air 12,469 2,691 758 15,919 49.9%

Non-Air 15,364 ** 608 15,972 50.1%

Total 27,833 2,691 1,366 31,891 100.0%

% Change 17/16 6.1% -2.5% 2.3% 5.2%

Q2 Air 11,109 2,647 387 14,143 47.1%

Non-Air 15,341 ** 534 15,875 52.9%

Total 26,449 2,647 921 30,017 100.0%

% Change 17/16 7.8% 2.0% 3.3% 7.1%

Q3 Air 9,224 2,705 322 12,251 44.0%

Non-Air 15,439 ** 164 15,603 56.0%

Total 24,663 2,705 486 27,854 100.0%

% Change 17/16 3.8% -4.8% 13.3% 3.0%

Q4 Air 11,317 2,888 489 14,694 50.7%

Non-Air 14,114 ** 185 14,299 49.3%

Total 25,431 2,888 674 28,993 100.0%

% Change 17/16 8.8% -2.5% -2.3% 7.3%

CY 2017 Air 44,119 10,931 1,956 57,006 48.0%

Non-Air 60,258 ** 1,491 61,749 52.0%

Total 104,377 10,931 3,447 118,756 100.0%

% Change 17/16 6.6% -2.0% 3.0% 5.7%

** Not applicable

Source: TNS TravelsAmerica; D.K. Shifflet & Associates, Inc; Statistics Canada; U.S. Department of Commerce, ITA, Tourism Industries; Visa Vue Travel; Diio, LLC aviation data

Domestic Overseas Canadian Total % of Total

Note: Figures in italics are considered preliminary. Figures have been rounded to the nearest thousand and may not sum to the total as a result.


Relative Share of Florida's Total Air and Non-Air VisitorsCalendar Years 2013 - 2017


2013 2014 2015 2016 2017

50.8% 50.5% 49.8% 49.0%48.0%

49.2% 49.5% 50.2% 51.0% 52.0%

Air Non-air



6

Visitors to Florida by QuarterCalendar Years 2014 - 2017


Jan-Mar Apr-Jun Jul-Sept Oct-Dec

26.7%

24.8%

24.0%24.4%

27.0%

24.9%

24.0% 24.0%

26.9%

25.3%

23.5%

24.4%

201520162017



7

Enplanement Comparison at 18 Florida Airports

Daytona 355,157 362,327 2.0%Ft Lauderdale 14,628,682 16,216,686 10.9%Ft Myers 4,350,650 4,461,304 2.5%Jacksonville 2,799,363 2,794,981 -0.2%Key West 375,506 388,274 3.4%Melbourne 223,356 225,024 0.7%Miami 22,036,993 21,747,189 -1.3%Okaloosa 457,196 588,090 28.6%Orlando International 20,794,484 22,115,929 6.4%Orlando Sanford 1,361,714 1,443,832 6.0%Palm Beach 3,134,971 3,166,532 1.0%Panama City 447,466 470,504 5.1%Pensacola 805,045 851,486 5.8%Punta Gorda 558,471 643,998 15.3%Sarasota 594,167 581,250 -2.2%St.Petersburg-Clearwater 914,958 1,021,361 11.6%Tallahassee 354,699 363,064 2.4%Tampa 9,490,783 9,833,335 3.6%Total Enplanements 83,683,661 87,275,166 4.3%Source: Individual Florida AirportsNote: Includes Florida visitors and residents

Calendar Year2016Florida Airport Calendar Year

2017% Change

'16/'17

Nearly 87.3 million enplanements occurred at the 18 commercial airports in Floridaduring 2017, amounting to a collective increase of 4.3% from that of 2016. This increaserepresented over 3.5 million more enplanements than the previous year.

Fifteen of the 18 airports reported an increase in enplanements, with the largest percentincrease observed at Okaloosa (+28.6%), followed by Punta Gorda (+15.3%) andSt.Petersburg-Clearwater (+11.6%). Of the three airports reporting decreasedenplanements, Sarasota had the largest percent decrease (-2.2%).

Fort Lauderdale International Airport experienced the largest numerical increase, with1.6 million more enplaned passengers than in 2016. Orlando International Airportobserved the most enplanements, reaching more than 22.1 million enplanements during2017, up 6.4%. Miami experienced the second most enplanements at more than 21.7million, a -1.3% decrease from 2016.


Florida Visitor Estimation Methodology


On July 1, 1999, VISIT FLORIDA implemented the current system for producing domestic visitor estimates, applying recommendations made by the University of North Florida. VISIT FLORIDA commissioned a review of our visitor estimation methodology in 2008 and revisions have been made to both our domestic and international estimates.

VISIT FLORIDA collects enplanement data for Florida’s 18 major airports to assist in deriving a preliminary estimate of domestic visitors to Florida by air. VISIT FLORIDA subscribes to Diio O&D data that provides an actual air estimate of visitors 100 days after the quarter ends, which the preliminary number is then revised to. In order to estimate non-air visitation, VISIT FLORIDA subscribes to TNS TravelsAmerica and D. K. Shifflet and Associates DIRECTABS data that combined, provide the ratio of domestic air and non-air visitors to Florida. Collectively, this ratio and the O&D data are utilized to calculate the number of domestic non-air visitors to Florida. It is impractical to collect primary data on the non-air segment. (Non-air is dominated by private automobiles, but not restricted to it.)

VISIT FLORIDA’s estimates of overseas visitors to Florida are based on and extrapolated from aggregate card usage data provided by VisaVue® Travel and incorporates data from other independent research sources.

VISIT FLORIDA’s analyses of Canadian are derived from custom re-tabulations of data collected by the Canadian government through Statistics Canada.

9


Profile of Domestic Visitors to Florida


Summary of Domestic Visitors to Florida

Domestic Visitors to Florida Florida Visitor Study/2017

Eighty-nine percent of Florida’s domestic visitors traveled to the state for leisurepurposes, with most indicating a vacation (39%) was their primary reason for traveling,followed by visiting friends or relatives (24%) and for a special event (10%). Vacationand visiting friends or relatives was consistent with the year prior. However, specialevent increased to 10% ahead of getaway weekend at 9%.

A majority of Florida’s domestic visitors traveled to the state during the summer andspring months in 2017, accounting for 28% and 27% of visitors for the year respectively.

The average travel party size for domestic visitors during 2017 was 2.0 people. Themost common travel party type consisted of one male and one female adult (38%),followed closely by adults traveling alone (36%).

Florida’s domestic visitors stayed an average of 4.2 nights in the state during 2017, aslight increase from the previous year. This is the first increase in length of stay since2007, when the average length of stay was 5.3 nights.

The top activities for domestic visitors while in Florida were beach/waterfront activities(43%), culinary/dining experiences (33%), visiting friends or relatives (31%), shopping(29%), and going touring/sightseeing (16%).

In 2017, domestic visitors spent an average of $159 per person per day, a decrease of2% from the previous year. Excluding transportation costs, the average expendituresper person per day also decreased 2% to $117. Of the travel-related expenditures,visitors spent the most on lodging at $58 per person per day.

Domestic visitors to Florida in 2017 were older and had a higher household income thanvisitors in 2016. Visitors over the age of 64 increased 3 percentage points to 22% ofdomestic visitors to Florida. The average household income of visitors to the state alsoincreased 7% in 2017. The Boomer (37%) and GenX (31%) generation groupsaccounted for the largest percentage of domestic visitors.

Forty-six percent (46%) of Florida’s domestic visitors stayed in a paid hotel and 26%stayed in non-hotel paid lodging. Of Florida’s domestic visitors who stayed in a hotel,more than half stayed in a mid-level hotel (55%).

The top origin states for visitors to Florida were Georgia, New York and Texas. Ohio,which was third in bringing visitors to the state, dropped to fourth. The top three originDMAs were New York City, Atlanta, and Philadelphia, Chicago dropped from No. 3 tothe fourth position from the year prior.

12

Primary Purpose of Trip

pp* change17/'16

LEISURE 90% 89% 89% 0 ppGeneral Vacation 38% 37% 39% 2 ppVisit Friends/Relatives 25% 25% 24% -1 ppSpecial Event 7% 8% 10% 2 ppGetaway Weekend 12% 12% 9% -3 ppOther Leisure/Personal 7% 8% 8% 0 ppBUSINESS 10% 11% 11% 0 ppTransient Business 4% 4% 4% 0 ppConvention 2% 2% 3% 1 ppSeminar/Training 2% 2% 2% 0 ppOther Group Meetings 2% 2% 2% 0 pp

pp* change17/'16

Air 43.4% 43.0% 42.3% -0.7 ppNon-Air 56.6% 57.0% 57.7% 0.7 pp

pp* change17/'16

Winter (Dec, Jan, Feb) 25% 24% 25% 1 ppSpring (Mar, Apr, May) 29% 29% 27% -2 ppSummer (Jun, Jul, Aug) 29% 28% 28% 0 ppFall (Sept, Oct, Nov) 17% 19% 20% 1 pp

*Percentage point

Source: D.K. Shifflet and Associates

201720162015

201720162015

Note: Figures shown in italics are preliminary and will be revised once final data is received. Totals may not add up due to rounding.

2015 2016 2017

Over the past ten year, the primary purpose of trip has remained relatively the same. Nine of 10 domestic travelers who visit Florida come for a leisure trip. During 2017, most indicated that their primary purpose of trip was a vacation (39%), followed by visiting friends and/or relatives (24%). Visitors arriving for special events increased 2 percentage points and overtook a getaway weekend for the third most common reason. Business travel was unchanged in 2017 from 2016.

Summer and Spring were the busiest travel seasons for domestic visitors to Florida in 2017, accounting for 28% and 27% of visitors for the year respectively. Domestic visitors who came during the Fall has steadily increased over the past three years.

Seasonality

Transportation Type


Travel Party Composition

pp* change '17/'16

One Male and One Female 36% 36% 38% 2 ppOne Adult 36% 39% 36% -3 ppFamilies 16% 14% 15% 1 ppThree or More Adults 6% 6% 6% 0 ppTwo Males or Two Females 5% 4% 5% 1 ppAverage Persons 2.1 2.0 2.0 ---

pp* change '17/'16

Central 34% 36% 35% -1 ppSoutheast 18% 18% 17% -1 ppCentral West 12% 12% 12% 0 ppNorthwest 12% 10% 11% 1 ppSouthwest 9% 9% 9% 0 ppCentral East 7% 7% 8% 1 ppNortheast 7% 6% 7% 1 ppNorth Central 2% 2% 1% -1 pp

*Percentage point


20172015 2016

2015 20172016

The average travel party size for domestic visitors during 2017 was 2.0 people, unchanged from 2016. The number of adults traveling alone decreased by 3 percentage points and parties with two adults and families increased.

Florida Destination Regions

One Male and One Female

38%

One Adult36%

Families15%

Three or More Adults

6%

Two Males or Two Females

5%



Hardee

Highlands

Lake

Marion

Orange

OsceolaPolk

SeminoleSumter

Brevard

Indian River

Okeechobee

St. Lucie

Volusia

Citrus

Hernando

Hillsborough

Pasco

Pinellas

Alachua

Bradford

Columbia

Dixie

Gadsden

Gilchrist

Hamilton

Jefferson

Lafayette

Leon

Levy

Madison

SuwanneeTaylor Union

Wakulla Baker

Clay

Duval

Flagler

Nassau

Putnam

St. Johns

BayCalhoun

Escambia

FranklinGulf

HolmesJackson

Liberty

OkaloosaSantaRosa

Walton Washington

Broward

Miami-Dade

Martin

Monroe

Palm Beach

Charlotte

Collier

De Soto

Glades

HendryLee

Manatee

Sarasota

Northwest11%

North Central1%

Northeast7%

Central35%

Central West12% Central East

8%

Southwest9%

Southeast17%



Top Origin States

pp* change'17/'16

Georgia 9.5% 10.6% 9.6% -1.0 ppNew York 9.7% 9.7% 8.5% -1.2 ppTexas 6.1% 5.2% 5.5% 0.3 ppOhio 5.0% 5.2% 5.3% 0.1 ppPennsylvania 5.1% 5.0% 5.3% 0.3 ppTennessee 3.0% 3.8% 4.5% 0.7 ppNew Jersey 4.3% 4.4% 4.3% -0.1 ppNorth Carolina 3.8% 4.9% 3.9% -1.0 ppMissouri 1.9% 2.2% 3.8% 1.6 ppIllinois 4.2% 4.1% 3.8% -0.3 ppAlabama 3.8% 4.1% 3.5% -0.6 ppMaryland 3.0% 2.5% 3.4% 0.8 ppMichigan 4.3% 3.3% 3.3% 0.0 ppVirginia 3.5% 2.4% 2.9% 0.4 ppIndiana 3.3% 2.7% 2.8% 0.1 pp

pp* change'17/'16

New York, NY 11.6% 11.1% 10.5% -0.6 ppAtlanta, GA 6.1% 6.7% 7.0% 0.4 ppPhiladelphia, PA 3.2% 3.2% 3.6% 0.5 ppChicago, IL 3.6% 3.8% 3.6% -0.2 ppWashington, DC 3.0% 2.9% 2.9% 0.0 ppBoston, MA 2.9% 2.8% 2.8% -0.1 ppNashville, TN 1.0% 1.6% 2.4% 0.8 ppHouston, TX 1.5% 1.6% 2.1% 0.5 ppDetroit, MI 2.0% 2.1% 2.0% -0.2 ppIndianapolis, IN 1.3% 1.4% 1.6% 0.2 ppDallas-Fort Worth, TX 2.0% 1.8% 1.6% -0.2 ppRaleigh-Durham, NC 1.6% 1.5% 1.6% 0.0 ppBaltimore, MD 1.4% 1.3% 1.6% 0.2 ppSt. Louis, MO 1.0% 1.1% 1.5% 0.5 ppLos Angeles, CA 1.7% 1.7% 1.5% -0.2 pp

*Percentage point

Source: D.K. Shifflet and Associates.

Note: Origin DMA data combines two years of data for each year shown to obtain a larger sample size, where 2017 figures are based on CY 2017-2016 data, 2016 figures are based on CY 2016-2015 data, and 2015 figures are based on CY 2015-2014 data.

State 20172015 2016

20172015DMA 2016

Top Origin Designated Market Areas (DMAs)


Top Origin States


CA

WA

OR

MT

ID

WY

NV

UT

AZ

CO

NM

TX5.5%

OK

KS

NE

ND

SD

MN

WI

IA

MO3.8%

AR

MS

LA

FL

GA9.6%

AL3.5%

SC

NC3.9%TN

4.5%

KY

IL3.8%

IN2.8%

MI3.3%

OH5.3%

VA2.9%

WV

PA5.3%

NY8.5%

ME

NH

VT

MD3.4%

DE

NJ4.3%

CT RI

MA


Primary Activities

pp* change17/'16

Beach/Waterfront 41% 43% 2 pp Culinary/Dining Experience 32% 33% 1 pp Visit Friends/Relatives 33% 31% -2 ppShopping 30% 29% -1 ppTouring/Sightseeing 16% 16% 0 ppTheme/Amusement/Water Park 18% 14% -4 ppNightlife 15% 14% -1 ppParks: National/State, etc. 11% 11% 0 ppHistoric Sites 8% 10% 2 ppLive Music [2017+] - 8% -Movies 9% 7% -2 ppOther Personal Celebrations and Gatherings 8% 6% -2 pp

Wildlife Viewing 7% 6% -1 ppMuseum, Art Exhibits, etc. 7% 6% -1 ppWater Sports 5% 5% 0 ppFestival/Fairs 7% 5% -2 ppBusiness/Work 5% 5% 0 ppZoo/Aquarium 4% 5% 1 ppHoliday Celebration 5% 4% -1 ppGolfing 4% 4% 0 pp

Fishing 4% 4% 0 ppBoating/Sailing 4% 4% 0 ppGambling [slots, cards, horses, etc.] 4% 3% -1 ppBiking 4% 3% -1 ppAmateur Sports 3% 3% 0 ppArt Show/Car Show/Boat Show/Home Show, etc. 4% 3% -1 ppHiking 3% 3% 0 ppSpa 3% 2% -1 ppTheater/Dance/Performance [2017+] - 2% -Religious/Faith Based Conference 3% 2% -1 ppWedding 2% 2% 0 ppReunion/Graduation 3% 2% -1 ppMedical/Health/Doctor Visit 2% 2% 0 ppProfessional Sports Event 2% 2% 0 pp*Percentage point


20172016Top Activities (multiple response)

The top activity enjoyed by Florida's domestic visitors during 2017 was going to thebeach/waterfront, followed by culinary/dining experiences, visiting friends and relatives,shopping, and touring/sightseeing.


Average Expenditures Per Person Per Day

2016 2017 % Change'17/'16

$161.70 $158.90 -2%

$118.60 $116.50 -2%

$53.60 $57.90 8%$56.60 $69.20 22%

$8.40 $6.60 -21%$43.10 $42.40 -2%$23.50 $22.60 -4%$53.20 $54.90 3%$35.20 $35.90 2%$13.00 $13.00 0%$37.50 $36.80 -2%$21.30 $18.50 -13%$18.50 $18.30 -1%

$4.60 $4.40 -4%


Average Expenditures (including transportation)

Average Expenditures (excluding transportation)

Transportation - Total (excluding airfare)

Transportation - Airfare

Lodging - Total

Transportation - Total

Lodging - RoomLodging - Services (internet, room service, parking, etc.)

Transportation - Rental CarTransportation - Other (taxi, bus fares, gas, etc.)

Food & Beverage

Note: The base for each category is those reporting $0+ spending in that category.

Entertainment & RecreationShoppingOther Expenses

In 2017, the average expenditures per person per day for domestic visitors was $158.90, a decrease of 2%. When transportation costs are excluded, visitors spent $116.50 per person per day, a decrease of 2%. Of travel related expenditures, visitors spent the most per person per day on lodging.

$4.40

$18.30

$18.50

$36.80

$42.40

$57.90

$4.60

$18.50

$21.30

$37.50

$43.10

$53.60

Other Expenses

Shopping

Entertainment & Recreation

Food & Beverage

Transportation

Lodging

Average Expenditures by Category Calendar Years 2017 - 2016

2017 2016


Paid vs. Non-Paid Accommodations

pp* change '17/'16

Paid 69% 69% 72% 3 pp Hotel Paid 41% 44% 46% 2 pp Non-Hotel Paid 27% 25% 26% 1 ppNon-Paid 31% 31% 28% -3 pp

pp* change '17/'16

High End 32% 32% 31% -1 ppLuxury 6% 7% 6% -1 ppUpscale 26% 26% 25% 1 pp

Mid-Level 52% 52% 55% 3 ppUpper Moderate 29% 32% 31% -1 ppModerate 22% 20% 24% 4 pp

Economy 17% 16% 14% -2 ppLower Moderate 8% 9% 8% -1 ppBudget 9% 7% 6% -1 pp

Notes: Totals may not add up due to rounding.*Percentage point


2015 2016 2017

2015 2016 2017

Among domestic visitors who stayed in a hotel during 2017, 55% stayed in a mid-level hotel, up 3 percentage points from 2016. Those staying in economy and high end hotels declined

Nearly three-quarters of Florida's domestic visitors stayed in paid lodging while visiting the state in 2017, an increase of 3 percentage points from 2016. During 2017, paid hotel and non-hotel lodging increased 3 percentage points, while non-hotel paid lodging decreased 3 percentage points.

Hotel Levels

Hotel45%

Friend/Relative's Home24%Home/Apt/Condo

(not mine)15%

Timeshare8%

My 2nd Home/Apt/Condo4%

Other5%

Accommodation TypeIn 2017, most domestic visitors stayed in a hotel (45%) during their stay in Florida, followed by a friend or relative's home (24%) or someone else's home, apartment or condo (15%).


Length of Stay

pp* change17/'16

1-3 nights 53% 54% 51% -3 pp4-7 nights 38% 37% 41% 4 pp8+ nights 10% 9% 8% -1 ppAverage 4.2 nights 4.1 nights 4.2 nights ---Median 3.0 nights 3.0 nights 3.0 nights ---

pp* change17/'16

Made Reservation 94% 93% 92% -1 ppOnline 43% 46% 45% -1 pp

Hotel Chain Website 28% 28% 27% -1 ppTravel Website 11% 15% 15% 0 ppHotel Mobile App 2% 2% 3% 1 ppOther Website 3% 1% 0% -1 pp

Called Directly 23% 20% 18% -2 ppAs Part of a Package1 15% 16% 14% -2 ppTravel Agent 3% 2% 3% 1 ppOther 9% 9% 12% 3 pp

No Reservation 6% 7% 8% 1 pp

1 Refers to two or more parts of a trip (ex. flight and hotel) booked together via brick and mortar or online. * Percentage point


2015

2016

2016

20172015

2017

In 2017, domestic visitors stayed in Florida an average of 4.2 nights. Domestic visitors who stayed for 1-3 nights decreased by three percentage point from the year prior. Domestic visitors who stayed 4-7 nights increased compared to 2016.

The most popular method for reserving accommodations among domestic visitors was using a hotel chain website (27%), followed by calling directly (18%) and travel websites (15%).

Reservation Type for Accommodations

Travel Agent3%

Other12%

As Part of a Package

14%

Called Directly 18%

Hotel Chain Website

27%

Travel Website

15%

Hotel Mobile App3%

Online45%


Trip Planning Time Frame

pp* change '17/'16

1 Week or Less 18% 15% 15% 0 pp2-3 Weeks 16% 15% 15% 0 pp1 Month 18% 19% 16% -3 pp2-3 Months 26% 27% 27% 0 pp4-5 Months 9% 9% 10% 1 pp6 Months 6% 6% 7% 1 ppMore Than 6 Months 9% 9% 11% 2 pp

pp* change '17/'16

Used Resource 76% 80% 78% 4 ppPast Experience 31% 33% 34% 2 ppFriend/Family Recommendation 22% 24% 21% 2 ppInternet Search [Bing, Google, etc.] 19% 18% 17% -1 ppHotel Chain Websites 12% 14% 15% 2 ppAttraction Websites 10% 10% 10% 0 ppGuest Ratings and Review Websites 8% 9% 9% -1 ppMapping Websites [Google Maps, etc.] 9% 9% 9% 0 ppDestination Websites 10% 9% 8% 0 ppTravel Booking Website [Expedia, etc.] 7% 7% 8% 1 ppDestination Visitor Guides - Online 5% 6% 6% 1 ppNo Resource Used 24% 20% 22% -4 pp


Top Resources (multiple responses)

201720162015

2015 2016 2017

More than half (54%) of Florida's domestic visitors planned their 2017 trip to the state 2months or more in advance, while 46% started planning one month or less before their trip.Those planning a trip four months or more in advance increased in 2017 compared to 2016.

Less Than 1 Month30%

1 Month16%

2-3 Months27%

4-5 Months10%

6 Months7%More Than 6

Months11%

Seventy eight percent of Florida's domestic visitors used resources to plan their trip to thestate in 2017. Among those who used resources to plan their trip, one-third cited using pastexperiences, 21% used recommendations from either a friend, family or colleague, and 17%used internet search.

Trip Planning Resources Used


Age of Adult Travelers

pp* change '17/'16

18 - 34 Years Old 26% 23% 23% 0 pp35 - 49 Years Old 31% 30% 28% -2 pp50 - 64 Years Old 25% 28% 27% -1 pp65+ Years Old 18% 19% 22% 3 ppAverage Age 47.5 48.5 49.1 ---Median Age 46.0 48.0 48.0 ---

pp* change '17/'16

Under $35,000 16% 14% 11% -3 pp$35,000 - $49,999 13% 10% 8% -2 pp$50,000 - $74,999 16% 16% 18% 2 pp$75,000 - $99,999 17% 17% 16% -1 pp$100,000 - $149,999 19% 19% 24% 5 pp$150,000 - $199,999 11% 15% 12% -3 pp$200,000+ 8% 9% 11% 3 ppAverage $101,600 $110,500 $117,900 ---

Note: Totals may not add up due to rounding.*Percentage point


201720162015

201720162015

Household Income

In 2017, the percentage of Florida's domestic visitors age 35-64 decreased 3 percentage points, while those age 65 or older increased 3 percentage points. Travelers age 35-49 continue to represent the largest portion of domestic visitors at 28%.

The average household income of Florida's domestic visitors during 2017 was $117,900, an increase of 7% from 2016. On average, Florida's domestic visitors with a household income of $100,000 or more increased 5 percentage points from 2015.

18 - 3423%

35 - 4928%

50 - 6427%

65+22% Age

Under $35,000

11%

$35,000 -$49,999

8%

$50,000 -$74,999

18%

$75,000 -$99,999

16%

$100,000 -$149,999

24%

$150,000 -$199,999

23%

$200,000+11%

Income


Generation

pp* change '17/'16

Millennials

(1981 to 1997)

GenX

(1965-1980)

Boomers

(1946 -1964)

Silent/GI(1945 or earlier)

pp* change '17/'16

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, <$100K; no kids)

Affluent Mature (55 or older; $100K+, no kids)

*Percentage point


2015 2016 2017

2015 2016 2017

14%

17%

8%

15%

18%

15% 16%

18%

16%

6%

19%

10% 11%

16%

6%

16%

21%

17% 1 pp

3 pp

0 pp

0 pp

-3 pp

1 pp

-1 pp13%14%13%

-1 pp6%7%8%

2 pp27%25%26%

0 pp37%37%33%

-1 pp31%32%32%

Lifestage

In 2017, the Boomer and the GenX generations accounted for the largest percentage of domestic visitors to Florida. The only generation to increase in share was the Millennials with a 2 percentage point increase.

When comparing the lifestages, the largest percentage of domestic visitors to Florida during 2017 are considered "Moderate Mature" (21%) followed by "Affluent Mature" (17%), "Affluent Family" (16%), and "Maturing & Free" (16%). During 2017, the "Maturing & Free" category experienced the largest decrease at 3 percentage points.



Profile of Domestic Visitors to Florida Traveling by Air


Summary of Domestic Visitors to Florida Traveling by Air

Domestic Air Visitors to Florida Florida Visitor Study/2017

Domestic air visitors accounted for 42% of domestic visitors to Florida.

Approximately 82% of Florida’s domestic air visitors traveled to the state for leisurepurposes. Most air visitors cited their primary purpose of trip was a vacation (39%),followed by visiting friends or relatives (22%) and traveling for business (18%).

Nearly half of domestic air visitors traveled to the state alone (47%) during 2017.Florida’s domestic air visitors traveled to the state in an average party size of 1.8people, unchanged from the previous year.

The top activities experienced by domestic air visitors while in Florida werebeach/waterfront activities (40%), a culinary/dining experience (36%), visitingfriends/relatives (29%), shopping (27%), and theme/amusement/water parks (18%).

The average expenditures per person per day among domestic air visitors was $205, anincrease of 6% from 2016.

Florida’s domestic air visitors stayed in the state an average of 4.3 nights during theirtrip, a decrease from 4.6 nights during 2016.

The average household income for domestic visitors to Florida traveling by air during2017 was $133,000, and the average age of the adult traveler was 48.4.

Florida’s top origin states for domestic visitors traveling by air were New York (13.7%),Pennsylvania (7.6%), and Illinois (6.3%).

The top origin DMAs for Florida’s domestic air visitors were New York, NY (14.7%),Chicago, IL (6.1%), and Philadelphia, PA (4.9%).

Fifty-one percent (56%) of domestic air visitors stayed in hotel and 19% stayed in paidnon-hotel accommodations.

Note: Figures shown in italics are preliminary and will be revised once final data is received.

26


pp* change17/'16

Leisure 83% 85% 82% -3 ppGeneral Vacation 36% 36% 39% 3 ppVisit Friends/Relatives 25% 25% 22% -3 ppGetaway Weekend 10% 10% 9% -1 ppSpecial Event 7% 8% 8% 0 ppOther Leisure/Personal 6% 7% 4% -3 ppBusiness 17% 15% 18% 3 ppConvention 4% 4% 6% 2 ppTransient Business 5% 5% 5% 0 ppSeminar/Training 4% 3% 3% 0 ppOther Group Meetings 3% 3% 3% 0 pp

pp* change17/'16

Winter (Dec, Jan, Feb) 26% 24% 24% 0 ppSpring (Mar, Apr, May) 31% 29% 29% 0 ppSummer (Jun, Jul, Aug) 22% 27% 24% -3 ppFall (Sept, Oct, Nov) 20% 20% 23% 3 pp

pp* change17/'16

1-3 nights 42% 46% 44% -2 pp4-7 nights 46% 44% 48% 4 pp8+ nights 13% 10% 8% -2 ppAverage 4.8 nights 4.6 nights 4.3 nights --- Median 4.0 nights 4.0 nights 4.0 nights ---



20172015 2016

2015 2016 2017

2015 2016 2017

The most cited primary purpose of trip among domestic air visitors who traveled to Florida during 2017 was to take a vacation (39%), followed by visiting friends or relatives (22%) and traveling for business (18%). The overall percentage of air visitors who traveled to the state for leisure purposes declined from 2016 and those traveling for business increased.

The spring was the most popular season to visit the state among Florida's domestic air visitors during 2017, while fall was the least popular season to visit. The share of Florida's domestic air visitors who traveled to the state during the fall increased 3 percentage points from the previous year and those travelling in the summer decreased 3 percentage points.

Seasonality

Length of Stay



pp* change '17/'16

One Adult 49% 49% 47% -2 ppOne Male and One Female 28% 29% 30% 1 ppFamilies 11% 11% 12% 1 ppTwo Males or Two Females 7% 5% 6% 1 ppThree or More Adults 6% 6% 5% -1 ppAverage Persons 1.8 1.8 1.8 ---

pp* change '17/'16

Central 40% 42% 43% 1 ppSoutheast 28% 26% 24% -2 ppCentral West 13% 13% 13% 0 ppSouthwest 9% 10% 9% -1 ppCentral East 5% 4% 4% 0 ppNortheast 3% 3% 4% 1 ppNorthwest 1% 1% 2% 1 ppNorth Central 1% 0% 1% 1 pp

*Percentage point


The average travel party size among 2017 domestic air visitors was 1.8 people, the same asthe previous year. Nearly half of domestic visitors who traveled to the state by air wereadults traveling alone. Travel parties that included one male and one female increased byone percentage point.

20172015 2016

2015 20172016


One Adult47%


30%

Families12%

Two Males or Two Females 6%

Three or More Adults5%



Hardee

Highlands

Lake

Marion

Orange

OsceolaPolk

SeminoleSumter

Brevard

Indian River

Okeechobee

St. Lucie

Volusia

Citrus

Hernando

Hillsborough

Pasco

Pinellas

Alachua

Bradford

Columbia

Dixie

Gadsden

Gilchrist

Hamilton

Jefferson

Lafayette

Leon

Levy

Madison


Wakulla Baker

Clay

Duval

Flagler

Nassau

Putnam

St. Johns

BayCalhoun

Escambia

FranklinGulf

HolmesJackson

Liberty

OkaloosaSantaRosa

Walton Washington

Broward

Miami-Dade

Martin

Monroe

Palm Beach

Charlotte

Collier

De Soto

Glades

HendryLee

Manatee

Sarasota

Northwest2%

North Central1%

Northeast4%

Central43%


4%

Southwest9%

Southeast24%



Top Origin States

pp* change'17/'16

New York 16.2% 13.4% 13.7% 0.3 ppPennsylvania 6.8% 6.3% 7.6% 1.3 ppIllinois 5.3% 6.3% 6.3% 0.0 ppTexas 5.3% 5.4% 5.8% 0.4 ppOhio 4.7% 4.7% 5.2% 0.5 ppNew Jersey 5.5% 5.1% 5.0% -0.1 ppMichigan 3.4% 3.2% 4.1% 0.9 ppCalifornia 5.0% 4.8% 3.9% -0.9 ppMassachusetts 5.5% 4.4% 3.8% -0.6 ppMaryland 3.5% 3.7% 3.8% 0.1 pp

pp* change'17/'16

New York, NY 19.8% 16.6% 14.7% -1.9 ppChicago, IL 4.7% 5.6% 6.1% 0.5 ppPhiladelphia, PA 5.0% 4.7% 4.9% 0.2 ppBoston, MA 4.9% 5.0% 4.4% -0.6 ppWashington, DC 3.2% 3.8% 3.8% 0.0 ppAtlanta, GA 2.0% 3.3% 3.2% -0.1 ppBaltimore, MD 1.7% 1.8% 2.2% 0.4 ppLos Angeles, CA 3.0% 2.4% 2.1% -0.4 ppDetroit, MI 2.0% 1.7% 2.0% 0.3 ppHartford, CT 1.7% 1.6% 2.0% 0.4 pp

*Percentage point


Note: The Origin DMA data combines two years of data for each year shown to obtain a larger sample size, where 2017 figures are based on CY 2017-2016 data, 2016 figures are based on CY 2016-2015 data, and 2015 figures are based on CY 2015-2014 data.

State 20172015 2016

20172015DMA 2016

The top origin DMA for domestic air visitors during 2017 continues to be New York, NY, with the DMA representing 14.7% of Florida's domestic air visitors, followed by Chicago, IL (6.1%), and Philadelphia, PA (4.9%).


The top origin state among domestic air travelers visiting Florida in 2017 was New York, with the empire state representing 13.7% of Florida's air visitors, followed by Pennsylvania (7.6%), and Illinois (6.3%).


Top Origin States


CA3.9%

WA

OR

MT

ID

WY

NV

UT

AZ

CO

NM

TX5.8%

OK

KS

NE

ND

SD

MN

WI

IA

MO

AR

MS

LA

FL

GAAL

SC

NCTN

KY

IL6.3%

IN

MI4.1

OH5.2%

VAWV

PA7.6%

NY13.7%

ME

NH

VT

MD3.8%

DE

NJ5.0%

CT RI

MA3.8%


Primary Activities

pp* change17/'16

Beach/Waterfront 36% 40% 4 pp Culinary/Dining Experience 33% 36% 3 pp Visit Friends/Relatives 32% 29% -3 ppShopping 28% 27% -1 ppTheme/Amusement/Water Parks 21% 18% -3 ppTouring/Sightseeing 14% 16% 2 ppNightlife (bar, nightclub, etc.) 15% 14% -1 ppParks (national/state, etc.) 9% 10% 1 ppLive Music [2017+] - 9% -Personal Celebration (anniversary, birthday, etc.) 7% 8% 1 ppMovies 8% 7% -1 ppBusiness/Work 6% 7% 1 ppHistoric Sites 6% 7% 1 ppWildlife Viewing 7% 6% -1 ppZoo/Aquarium 4% 6% 2 ppMuseums, Art Exhibits, etc. 6% 5% -1 ppFestivals/Fairs (state, craft, etc.) 5% 5% 0 ppHoliday Celebration (Thanksgiving, July 4th, etc.) 4% 4% 0 ppBoating/Sailing 4% 4% 0 ppWater Sports 4% 4% 0 ppGolfing 4% 4% 0 ppGambling (slots, cards, horses, etc.) 3% 3% 0 ppFishing 3% 3% 0 ppSpa 3% 3% 0 ppShow: Boat, Car, Home 3% 3% 0 ppBiking 2% 3% 1 ppWedding 3% 2% -1 ppAmateur Sports (attend/participate) 2% 2% 0 ppProfessional Sports Event 2% 2% 0 ppReligious/Faith Based Conference 2% 2% 0 ppHiking 2% 2% 0 ppTheater/Dance/Performance [2017+] - 2% -Reunion/Graduation 2% 2% 0 ppTennis 1% 2% 1 pp

*Percentage pointSource: D.K. Shifflet and Associates

Top Activities (multiple response) 20172016

While visiting the state, most of Florida's domestic air visitors enjoyed going to abeach/waterfront activities, culinary/dining experiences, visiting friends/relatives, and shoppingwhile in the state.



2016 2017 % Change'17/'16

$193.90 $205.30 6%

$120.30 $127.30 6%

$73.70 $77.90 6%$22.50 $23.30 4%$56.00 $59.80 7%$34.60 $35.70 3%

$6.20 $6.90 11%$61.40 $64.70 5%$66.40 $77.40 17%$10.40 $10.30 -1%$39.90 $41.60 4%$19.70 $21.30 8%$16.70 $17.90 7%

$4.70 $5.20 11%

Note: The base for each category is those reporting $0+ spending in that category.Source: D.K. Shifflet and Associates

ShoppingEntertainment & Recreation

Other Expenses

Food & Beverage



Lodging - TotalLodging - RoomLodging - Services (internet, room service, parking, etc.)

Transportation - TotalTransportation - Total (excluding airfare)

Transportation - AirfareTransportation - Rental CarTransportation - Other (taxi, bus fares, gas, etc.)

In 2017, the average expenditures per person per day for domestic air visitors was $205.30, an increase of 6% from 2016. When transportation costs are excluded, visitors spent $127.30 per person per day, an increase (6%) from the previous year. Of the travel related expenditures, air visitors spent the most per person per day on transportation.

$4.70

$16.70

$19.70

$39.90

$61.40

$73.70

$5.20

$17.90

$21.30

$41.60

$64.70

$77.90

Other Expenses

Shopping


Food & Beverage

Lodging

Transportation


2017 2016



pp* change '17/'16


pp* change '17/'16

High End 41% 39% 37% -2 ppLuxury 8% 7% 6% -1 ppUpscale 33% 32% 30% -2 pp

Mid-Level 50% 50% 54% 4 ppUpper Moderate 35% 35% 37% 2 ppModerate 15% 15% 17% 2 pp

Economy 9% 12% 9% -3 ppLower Moderate 5% 7% 6% -1 ppBudget 4% 5% 3% -2 pp



Three quarters of Florida's 2017 domestic air travelers stayed in paid accommodations, which is a 9 percentage point increase over the past two years. Paid hotel accommodations grew 5 percentage points from 2016, while non-paid accommodations fell 5 percentage points.

2015 2016 2017

2015 2016 2017

More than half of Florida's domestic air visitors stayed in mid-level accommodations during 2017, andincrease from last year by 4 percentage points. Economy level accommodations decreased by 3 percentage points.

Hotel Levels

Hotel56%

Friend/Relative's Home22%

Home/Apt/Condo (not mine)

8%

Timeshare8%

My 2nd Home/Apt/Condo4%Other

2%

Accommodation TypeIn 2017, the majority of domestic air visitors stayed in a hotel (56%) during their stay in Florida, followed by a friend or relative's home (22%), someone else's home, apartment or condo (8%) or timeshare (8%).


Reservation Type for Air Transportation

pp* change17/'16

Airline Company 76% 77% 76% -1 pp

Airline Website 67% 69% 65% -4 pp

800 Phone Number 4% 3% 4% 1 ppAirline Mobile App 2% 2% 4% 2 pp

Ticket Counter or Office 4% 2% 3% -1 ppTravel Websites (OTAs) 12% 12% 11% -1 pp

Corporate Travel Department 6% 6% 6% 0 pp

Travel Agent 5% 4% 5% 1 pp

Other 1% 0% 1% 1 pp

pp* change

17/'16

Made Reservation 97% 97% 95% -2 pp

Online 41% 45% 47% 2 pp

Hotel Chain Website 30% 31% 32% 1 pp

Travel Website 8% 11% 12% 1 pp

Hotel Mobile App 2% 3% 2% -1 pp

Other Website 2% 1% 1% 0 pp

As Part of a Package1 22% 21% 20% -1 pp

Called Directly 18% 15% 12% -3 pp

Corporate Travel Resource 6% 6% 7% 1 pp

Travel Agent 3% 4% 4% 0 pp

Other 7% 6% 5% -1 pp


1 Refers to two or more parts of a trip (ex. flight and hotel) booked together via brick and mortar or online.

* Percentage point


2015

2016

2016

20172015

2017

In 2017, more than three quarters (76%) of Florida's domestic air visitors made their air travel reservations directly with the airline company. Using the airline website ranked the highest at 65%, followed by booking through an OTA (11%).

An online reservation was the most popular reservation type among domestic air visitors at 47%, followed by accommodation reservations as part of a package at 20%.




pp* change '17/'16

9% 8% 10% 2 pp16% 14% 16% 2 pp19% 23% 18% -5 pp33% 31% 31% 0 pp10% 11% 10% -1 pp7% 6% 7% 1 pp7% 7% 8% 1 pp

pp* change '17/'16

Used Resource 76% 76% 75% -1 ppPast Experience 34% 32% 34% 2 ppFriend/Family Recommendation 23% 22% 20% -2 ppInternet Search [Google, Yahoo!, etc.] 18% 18% 18% 0 ppHotel Chain Websites 11% 13% 14% 1 ppAttraction Websites 10% 11% 11% 0 ppTravel Booking Website [Expedia, etc.] 8% 8% 10% 2 ppDestination Websites 10% 9% 10% 1 ppGuest Ratings and Review Websites 8% 8% 10% 2 ppMapping Websites [Google Maps, etc.] 6% 7% 7% 0 ppDestination Visitor Guides - Online 5% 4% 5% 1 ppNo Resource Used 24% 24% 25% 1 pp


2017

20172016

20162015

2015

2-3 Months4-5 Months

Top Resources (multiple responses)

6 MonthsMore Than 6 Months

1 Week or Less2-3 Weeks1 Month

During 2017, nearly a third of domestic air visitors planned their trip to Florida 2-3 months in advance, while another 44% planned their trip in one month or less.

Less Than 1 Month

26%

1 Month18%

2-3 Months31%

4-5 Months10%

6 Months7%

More Than 6 Months

8%

When planning their trip to Florida, the most frequently used resource among domestic air visitors was past experience (34%), followed by friend/family recommendations (20%).



Age of Adult Air Travelers

pp* change'17/'16

18 - 34 Years Old 25% 23% 23% 0 pp35 - 49 Years Old 30% 31% 31% 0 pp50 - 64 Years Old 30% 30% 29% -1 pp65+ Years Old 15% 16% 17% 1 ppAverage Age 47.2 48.1 48.4 ---Median Age 47.0 48.0 48.0 ---

pp* change'17/'16

Under $50,000 22% 18% 15% -3 pp$50,000 - $74,999 16% 12% 13% 1 pp$75,000 - $99,999 17% 15% 16% 1 pp$100,000 - $149,999 19% 23% 24% 1 pp$150,000 - $199,999 16% 19% 18% -1 pp$200,000+ 11% 11% 14% 3 ppAverage $116,600 $125,600 $133,000 ---

Note: Totals may not add up due to rounding.

*Percentage point


201720162015

201720162015

The average age of Florida's domestic air visitors in 2017 increased slightly to 48.4 years. The percentage of domestic air visitors over age 65 increased slighty and those aged 50 - 64 years declined 1 percentage points.

In 2017, the average household income of Florida's domestic air visitors increased 6% to $133,000. Domestic air visitors with a household income of more than $100,000 represented the largest portion of air visitors to the state, experiencing a 3 percentage point increase in 2017.

18 - 3423%

35 - 4931%

50 - 6429%

65+17%

Age

Under $50,000

15%$50,000 -$74,999

13%

$75,000 -$99,999

16%

$100,000 -$149,999

24%

$150,000 -$199,999

18%

$200,000+14%

Income

Household Income


Generation

pp* change 17/'16

Millennials (1981 to present)

GenX (1965-1980)

Boomers (1946 -1964)


pp* change 17/'16

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, <$100K; no kids)


*Percentage point


1 pp26%25%26%

-1 pp35%36%35%

2 pp34%32%33%

17%15%

-1 pp5%6%7%

1 pp

-2 pp

3 pp

-3 pp14%

18%

15%

20% 1 pp

0 pp

0 pp

19%

7% 10%

17%

6%

15% 19%

15%

18%

5%

11%

20%

6%

17%

16%

2015 2016 2017

2015 2016 2017

Lifestage

The Boomer generation accounted for the largest portion of Florida's domestic air visitors in 2017 at 35%, followed closely by GenX with 34%. During the period, the GenX generation group increased 2 percentage points from the previous year.

The largest percentage of Florida's domestic air visitors during 2017 were considered to be of the "Affluent Mature" (20%) lifestage, followed by the and "Affluent Family" (18%) and the "Maturing & Free" lifestages. In 2017, the Young Family lifestage grew 3 percentage points from 2016.



Profile of Domestic Visitors to Florida Traveling by Auto


Summary of Domestic Visitors to Florida Traveling by Auto

Domestic Auto Visitors to Florida Florida Visitor Study/2017

In 2017, domestic auto visitors accounted for 58% of the total domestic visitors toFlorida.

Approximately 93% of Florida’s domestic auto visitors traveled to the state for leisurepurposes. A vacation (39%) was the most cited trip purpose among Florida’s autovisitors, followed by visiting friends and/or relatives (25%), a getaway weekend (10%),and a special event (10%).

The average travel party size of domestic auto visitors during 2017 was 2.2 persons.The largest group, at approximately 43% of Florida’s auto visitors, traveled to the statein a travel party consisting of one male and one female, followed by adults travelingalone (29%).

The top activities that domestic auto visitors experienced during their visit to the statewere beach/waterfront activities (45%), visiting friends/relatives (33%), a culinary/diningexperience (31%), shopping (30%), and touring/sightseeing (16%).

The average expenditure among Florida’s domestic auto visitors during 2017 was$134.00 per person per day, down 6% from the year prior. Of the expenditurecategories, room lodging experienced the largest increase from 2016 at 28%, reachingan average of $65.50 per person per day.

Florida's domestic auto visitors stayed in the state an average of 4.2 nights during 2017,a slight increase from the previous year, with those staying 4-7 nights increasing fourpercentage point.

The average household income of Florida's domestic auto visitors in 2017 was$110,000, an increase of 6% from 2016.

The top three origin states for Florida’s domestic auto visitors were Georgia (13.6%),New York (5.9%), and Tennessee (5.4%).

Approximately 41% of domestic auto visitors stayed in paid hotels and 29% stayed in apaid non-hotel, such as timeshares and vacation rentals.

Note: Figures shown in italics are considered preliminary and will be revised once final data is received

40


pp* change17/'16

Leisure 93% 93% 93% 0 ppGeneral Vacation 38% 38% 39% 1 ppVisit Friends/Relatives 26% 25% 25% 0 ppGetaway Weekend 13% 13% 10% -3 ppSpecial Event 8% 9% 10% 1 ppOther Leisure/Personal 7% 8% 8% 0 pp

Business 7% 7% 7% 0 ppTransient Business 4% 2% 4% 2 ppConvention/Seminar/Meeting 3% 5% 3% -2 pp

pp* change17/'16



*Percentage point


2015 2016 2017

20172015 2016

Of the domestic auto travelers who visited Florida during 2017, the most commonly cited primary purpose of trip was a vacation (39%), followed by visiting friends and/or relatives (25%), a getaway weekend (10%) and a special event (10%). Visitors arriving for a getaway weekend have decreased over last year.

The summer (31%) and spring (26%) travel seasons were the most popular seasons among domestic auto visitors. The largest increase among domestic auto visitors in 2017 was in the winter and summer, which each increased 2 percentage points.

Seasonality

Winter25%

Spring26%

Summer31%

Fall19%



pp* change17/'16

One Male and One Female 43% 43% 43% 0 ppOne Adult 27% 30% 29% -1 ppFamilies 19% 16% 16% 0 ppThree or More Adults 6% 7% 7% 0 ppTwo Males or Two Females 5% 4% 4% 0 pp

Average Persons 2.2 2.2 2.2 ---

pp* change17/'16

Central 30% 33% 30% -3 ppNorthwest 18% 16% 16% 0 ppSoutheast 13% 14% 13% -1 ppCentral West 11% 10% 12% 2 ppCentral East 8% 9% 10% 1 ppSouthwest 8% 8% 10% 2 ppNortheast 9% 8% 8% 0 ppNorth Central 2% 3% 2% -1 pp

*Percentage point


The average travel party size for domestic auto visitors during 2017 was 2.2 people,unchanged from the previous two years. Approximately 43% of Florida's domestic autovisitors traveled to the state in a travel party consisting of one male and one female,accounting for the largest portion of auto visitors.

20172015 2016

2015 20172016



43%

One Adult29%

Families16%


7%


4%



Hardee

Highlands

Lake

Marion

Orange

OsceolaPolk

SeminoleSumter

Brevard

Indian River

Okeechobee

St. Lucie

Volusia

Citrus

Hernando

Hillsborough

Pasco

Pinellas

Alachua

Bradford

Columbia

Dixie

Gadsden

Gilchrist

Hamilton

Jefferson

Lafayette

Leon

Levy

Madison


Wakulla Baker

Clay

Duval

Flagler

Nassau

Putnam

St. Johns

BayCalhoun

Escambia

FranklinGulf

HolmesJackson

Liberty

OkaloosaSanta Rosa

Walton Washington

Broward

Miami-Dade

Martin

Monroe

Palm Beach

Charlotte

Collier

De Soto

Glades

HendryLee

Manatee

Sarasota

Northwest16%

North Central2%

Northeast8%

Central30%


10%

Southwest8%

Southeast13%



Top Origin States

pp* change17/'16

Georgia 13.6% 13.4% 13.6% 0.2 ppNew York 6.0% 7.9% 5.9% -2.0ppTennessee 3.8% 4.9% 5.4% 0.5 ppTexas 6.7% 4.8% 5.4% 0.6 ppAlabama 5.7% 6.0% 5.1% -0.9 ppMissouri 1.9% 2.7% 5.0% 2.3 ppOhio 4.9% 5.7% 4.9% -0.8 ppNorth Carolina 4.7% 6.3% 4.5% -1.8 ppNew Jersey 3.6% 4.0% 3.9% -0.1 ppPennsylvania 3.7% 4.2% 3.8% -0.4 pp

pp* change17/'16

Atlanta, GA 8.7% 8.7% 9.4% 0.1 ppNew York, NY 6.8% 8.1% 8.3% 1.3 ppNashville, TN 1.4% 2.1% 3.0% -0.3 ppPhiladelphia, PA 2.2% 2.3% 2.9% 0.4 ppChicago, IL 3.0% 2.7% 2.2% 0.5 ppHouston, TX 1.3% 1.6% 2.2% 0.2 ppWashington, DC 2.5% 2.3% 2.2% -0.3 ppDetroit, MI 2.1% 2.5% 2.0% 0.7 ppBoston, MA 1.7% 1.7% 1.9% -0.4 ppIndianapolis, IN 1.4% 1.5% 1.8% 0.4 pp

*Percentage point


Note: The Origin DMA data combines two years of data for each year shown to obtain a larger sample size, where 2017 figures are based on CY 2017-2016 data, 2016 figures are based on CY 2016-2015 data, and 2015 figures are based on CY 2015-2014 data.

State 20172015 2016

20172015DMA 2016

The top origin DMA for Florida's domestic auto visitors during 2017 continues to be Atlanta, GA, accounting for 9.4% of Florida's domestic auto visitors. The No. 2 origin DMA for auto visitors was New York, NY (8.3%), followed by Nashville, TN (3.0%).


The top four origin states for domestic auto visitors who traveled to Florida during 2017 were Georgia (13.6%), New York (5.9%), and tied at No. 3 with 5.4% were Tennessee and Texas.


Top Origin States


CA

WA

OR

MT

ID

WY

NV

UT

AZ

CO

NM

TX5.4%

OK

KS

NE

ND

SD

MN

WI

IA

MO5.0%

AR

MS

LA

FL

GA13.6%

AL5.1%

SC

NC4.5%TN

5.4%

KY

IL IN

MI

OH4.9%

VAWV

PA3.8%

NY5.9%

ME

NH

VT

MD

DE

NJ3.9%

CTRI

MA


Primary Activities

pp* change17/'16

Beach/Waterfront 44% 45% 1 pp Visit Friends/Relatives 33% 33% 0 pp Culinary/Dining Experience 34% 31% -3 ppShopping 32% 30% -2 ppTouring/Sightseeing 18% 16% -2 ppNightlife (bar, nightclub, etc.) 15% 14% -1 ppParks (national/state, etc.) 12% 13% 1 ppTheme/Amusement/Water Parks 18% 12% -6 ppHistoric Sites 9% 12% 3 ppLive Music [2017+] - 8% -Movies 9% 8% -1 ppMuseums, Art Exhibits, etc. 8% 7% -1 ppPersonal Celebration (anniversary, birthday, etc.) 9% 6% -3 ppWildlife Viewing 7% 6% -1 pp

Festivals/Fairs (state, craft, etc.) 8% 5% -3 ppHoliday Celebration (Thanksgiving, July 4th, etc.) 6% 5% -1 ppWater Sports 5% 5% 0 ppGolfing 4% 5% 1 ppFishing 5% 4% -1 pp

Zoo/Aquarium 5% 4% -1 ppGambling (slots, cards, horses, etc.) 5% 4% -1 ppBoating/Sailing 4% 4% 0 ppBiking 4% 4% 0 ppAmateur Sports (attend/participate) 4% 4% 0 ppBusiness/Work 3% 4% 1 ppShow: Boat, Car, Home 4% 3% -1 ppHiking 3% 3% 0 ppCamping 3% 3% 0 ppReunion/Graduation 3% 3% 0 ppReligious/Faith Based Conference 3% 3% 0 ppTheater/Dance Performace [2017+] - 2% -Spa 3% 2% -1 ppWedding 1% 2% 1 ppMedical/Health/Doctor Visit 2% 2% 2 ppWinery/Distillery/Brewery Tours 2% 2% 2 ppProfessional Sports Event 2% 2% 0 ppReal Estate (buy/sell) 2% 2% 0 pp

*Percentage point


Top Activities (multiple response) 20172016

Most domestic auto visitors who traveled to Florida during 2017 enjoyed beach/waterfront activities, followed by visiting friends/relatives, culinary/dining experiences, and shopping.



2016 2017% Change

'17/'16

$143.20 $134.00 -6%

$118.20 $110.80 -6%

$48.80 $54.40 11%$51.00 $65.50 28%

$6.90 $4.50 -35%

$36.30 $34.40 -5%$25.00 $23.20 -7%$36.50 $36.50 0%$16.90 $16.10 -5%

$19.90 $18.60 -7%$22.70 $17.10 -25%

$4.40 $3.80 -14%


ShoppingEntertainment & RecreationOther Expenses


Transportation - Other (taxi, bus fares, gas, etc.)



Lodging - TotalLodging - RoomLodging - Services (internet, room service, parking, etc.)

Food & Beverage Transportation - Total

Transportation - Rental Car

In 2017, the average expenditure per person per day for domestic auto visitors was $134.00, a decrease of 6% from 2016. When transportation costs are excluded, visitors spent $110.80 per person per day, a decrease (-6%) from the previous year. Of the travel related expenditures, visitors spent the most per person per day on lodging.

$4.40

$22.70

$19.90

$25.00

$36.30

$48.80

$3.80

$17.10

$18.60

$23.20

$34.40

$54.40

Other Expenses


Shopping

Transportation

Food & Beverage

Lodging


2017 2016



pp* change17/'16


pp* change17/'16

High End 27% 28% 28% 0 ppLuxury 5% 6% 6% 0 ppUpscale 22% 22% 22% 0 pp


Economy 22% 19% 17% -2 ppLower Moderate 9% 11% 9% -2 ppBudget 13% 8% 8% 0 pp

Notes: Totals may not add up due to rounding.

*Percentage point


2015 2016 2017

2015 2016 2017

Approximately 41% of domestic auto visitors who stayed in a hotel during 2017 booked mid-level hotels. Those who stayed in economy hotels experienced a 2 percentage point decrease compared to 2016.

Approximately 70% of Florida's domestic auto visitors stayed in paid lodging during 2017. The largest portion was paid hotel at 41% followed by non-hotel paid loding at 29%. Non-paid lodging among Florida's auto visitors decreased two percentage points compared to the previous year.

Hotel Levels

Hotel40%

Friend/Relative's Home25%Home/Apt/Condo

(not mine)18%

Timeshare8%

My 2nd Home/Apt/Condo

4%

Other5%

Accommodation TypeIn 2017, most domestic auto visitors (40%) chose to stay in a hotel during their trip to Florida. The second most popular accommodation type was a friend or relative's home (25%), followed by someone else's home, apartment or condo (18%).


Length of Stay

pp* change17/'16

1-3 nights 59% 57% 54% -3 pp4-7 nights 33% 34% 38% 4 pp8+ nights 8% 8% 9% 1 ppAverage 3.9 nights 4.0 nights 4.2 nights ---Median 3.0 nights 3.0 nights 3.0 nights ---

pp* change17/'16


Hotel Chain Website 27% 28% 25% -3 ppTravel Website 12% 17% 16% -1 ppHotel Mobile App 2% 1% 3% 2 ppOther Website 3% 1% 0% -1 pp

Called Directly 26% 24% 22% -2 ppAs Part of a Package1 11% 12% 11% -1 ppTimeshare 4% 2% 5% 3 ppOther 8% 7% 7% 0 pp




2015

2016

2016

20172015

2017

The average length of stay among Florida's domestic auto visitors during 2017 increased slightly to 4.2 nights, with those staying 1-3 nights decreasing 3 percentage points and those staying more than 4 nights increasing 5 percentage points from 2016.

Approximately 44% of Florida's domestic auto visitors reserved accommodations for their trip to the state online. Most auto visitors used a hotel chain website or app (28%) to book their accommodations, followed by making a reservation directly with the accommodation (22%).


Other7%Timeshare

5%

CalledDirectly

22%

As Part of a Package1

11%

Hotel ChainWebsite

25%

Travel Website

16%

Hotel Mobile App3%

Online44%



pp* change17/'16

1 Week or Less 22% 17% 17% 0 pp2-3 Weeks 16% 15% 14% -1 pp1 Month 17% 18% 16% 2 pp2-3 Months 22% 25% 25% 0 pp4-5 Months 8% 8% 9% 1 pp6 Months 6% 7% 6% -1 ppMore Than 6 Months 9% 10% 13% 3 pp

pp* change17/'16

Used Resource 76% 84% 79% -5 ppPast Experience 30% 35% 34% -1 ppFriend/Family Recommendation 21% 25% 22% -3 ppInternet Search [Google, Yahoo!, etc.] 20% 19% 17% -2 ppHotel Chain Websites 13% 15% 15% 0 ppMapping Websites [Google Maps, etc.] 11% 10% 10% 0 ppAttraction Websites 11% 10% 9% -1 ppGuest Ratings Websites [Yelp!, etc.] 8% 9% 9% 0 ppDestination Websites 9% 9% 7% -2 ppTravel Booking Website [Expedia, etc.] 5% 7% 7% 0 ppDestination Visitor Guides - Online 5% 7% 7% 0 ppNo Resource Used 24% 16% 21% 5 pp


2015Top Resources (multiple responses)

2017

20172016

20162015

Nearly one-third of Florida's domestic auto visitors during 2017 planned their trip less than a month before traveling to the state. Another 25% of auto visitors planned their trip 2-3 months ahead of time, the same from the year prior. Those who took more than 6 months to plan their trip increased 3 percentage points from 2016.

Less Than 1 Month31% 1 Month

16%

2-3 Months25%

4-5 Months9%

6 Months6%

More Than 6 Months

13%

When planning their trip to Florida, the most frequently used resource among domestic auto visitors in 2017 was past experience (34%), followed by recommendations from friend(s), family, or colleague(s) (22%).




pp* change17/'16


pp* change17/'16



*Percentage point


201720162015

201720162015

The average age of domestic auto travelers to the state increased in 2017, with the share of those over age 65 increasing 3 percentage points over 2016. The distribution of visitors among the four different age groups is very similar.

In 2017, the average household income of Florida's domestic auto visitors was $110,000 an increase of 6% from 2016. Domestic auto visitors who had a household income of $100,000 to $149,999 increased 7 percentage points from that of 2016.

18 - 3424%

35 - 4926%

50 - 6426%

65+25% Age

Under $35,000

12%$35,000 -$49,999

9%

$50,000 -$74,999

20%

$75,000 -$99,999

16%

$100,000 -$149,999

24%

$150,000 -$199,999

9%

$200,000+10%

Income

Household Income


Generation

pp* change 17/'16


GenX (1965-1980)

Boomers (1946 -1964)


pp* change 17/'16



Maturing & Free (35-54; any income; no kids)





*Percentage point


In 2017, the percentage of Florida's domestic auto visitors who were of the Millennialgeneration group grew from that of 2016, while all other generation groups declined orremained unchanged from the previous year. Boomers represent the largest portion ofFlorida's domestic auto visitors at 38%, followed by GenX at 29%.

3 pp27%24%27%

0 pp38%38%32%

-2 pp29%31%32%

13%12%

-1 pp6%7%9%

-1 pp

-3 pp

1 pp

-1 pp12%

15%

24%

16% 0 pp

3 pp

0 pp

18%

11% 12%

15%

6%

15% 16%

21%

15%

7%

15%

15%

9%

15%

19%

2015 2016 2017

2015 2016 2017

LifestageThe largest percentage of Florida's domestic auto visitors during 2017 are considered to be of the "Moderate Mature" (24%) lifestage category, increasing 3 percentage points from the previous year. The second largest percentage of visitors are those in the "Affluent Mature" lifestage category at 16%, unchanged from the previous year.



Profile of Domestic Visitors to Florida Traveling for Leisure


Summary of Domestic Visitors to Florida Traveling for Leisure

Domestic Leisure Visitors to Florida Florida Visitor Study/2017

Approximately 89% of Florida’s domestic visitors traveled to the state on a leisure trip.

The top origin state for leisure visitors to Florida during 2017 was Georgia (9.1%),followed by New York (8.6%), and Ohio (5.5%).

The top destination regions for domestic leisure visitors to Florida were Central (34%),Southeast (17%), and Central West (12%).

Leisure travelers who visited Florida during 2017 most frequently cited a vacation astheir primary purpose of trip (44%), followed by visiting friends/relatives (27%).

The average travel party size of Florida’s leisure visitors in 2017 was 2.2 people. Travelparties that included one male and one female accounted for the largest percentage ofdomestic leisure visitors to the state at 43%, followed by an adult traveling alone (28%).

The top activities enjoyed by Florida’s leisure visitors while in the state werebeach/waterfront activities (47%), visiting friends/relatives (36%), culinary/diningexperience (34%), shopping (32%), and touring/sightseeing (18%).

The average length of stay for leisure visitors to Florida was 4.3 nights during 2017.Nearly half (49%) of leisure visitors who traveled to Florida stayed 1-3 nights in thestate.

The average household income of leisure travelers to Florida was $114,900. Domesticleisure visitors to Florida with an annual household income of $100,000-$149,999accounted for the largest percentage of leisure visitors at 24%.

The average age of Florida’s domestic leisure visitors during 2017 was 49.6. Leisurevisitors to Florida who were age 50 - 64 accounted for the largest percentage of leisurevisitors at 27%, followed by those age 35 - 49 at 26%.

54


pp* change17/'16

General Vacation 42% 41% 44% 3 ppVisit Friends/Relatives 28% 28% 27% -1 ppSpecial Event 8% 9% 11% 2 ppGetaway Weekend 14% 13% 10% -3 ppOther Leisure/Personal 8% 9% 8% -1 pp

pp* change17/'16



Source: D.K. Sifflet and Associates

20172015 2016

2015 2016 2017

Leisure travelers who visited Florida in 2017 most frequently cited a vacation (44%) as their primary purpose of trip, followed by visit friends/relatives (27%). Those who came to Florida for a getaway weekend decreased 3 percentage points from 2016.

The summer and spring travel seasons were the most popular seasons for leisure travelers, accounting for 57% of visitors, despite the share of leisure travelers visiting Florida during the spring decreasing by 2 percentage points from 2016.

Seasonality

General Vacation44%

Visit Friends/Relatives

27%

Special Event11%

Getaway Weekend10%Other Leisure/Personal

8%



pp* change17/'16

One Male and One Female 41% 42% 43% 1 ppOne Adult 28% 30% 28% -2 ppFamilies 18% 17% 17% 0 ppThree or More Adults 6% 7% 7% 0 ppTwo Males or Two Females 6% 5% 5% 0 ppAverage Persons 2.2 2.2 2.2 ---

pp* change17/'16

Central 34% 36% 34% -2 ppSoutheast 18% 18% 17% -1 ppCentral West 11% 11% 12% 1 ppNorthwest 12% 11% 11% 0 ppSouthwest 9% 9% 10% 1 ppCentral East 7% 8% 8% 0 ppNortheast 7% 6% 6% 0 ppNorth Central 2% 2% 1% -1 pp

*Percentage point


20172015 2016

2015 20172016

The average travel party size of Florida's domestic leisure visitors in 2017 was 2.2 people, unchanged from the past 4 years. Travel Parties consisting of one male and one female accounted for 43% of leisure travelers, a 1 percentage point increase from 2016, the only increase observed among the leisure visitor travel party types.



43%

One Adult28%

Families17%


7%


5%



Hardee

Highlands

Lake

Marion

Orange

OsceolaPolk

SeminoleSumter

Brevard

Indian River

Okeechobee

St. Lucie

Volusia

Citrus

Hernando

Hillsborough

Pasco

Pinellas

Alachua

Bradford

Columbia

Dixie

Gadsden

Gilchrist

Hamilton

Jefferson

Lafayette

Leon

Levy

Madison


Wakulla Baker

Clay

Duval

Flagler

Nassau

Putnam

St. Johns

BayCalhoun

Escambia

FranklinGulf

HolmesJackson

Liberty

OkaloosaSanta Rosa

Walton Washington

Broward

Miami-Dade

Martin

Monroe

Palm Beach

Charlotte

Collier

De Soto

Glades

HendryLee

Manatee

Sarasota

Northwest11%

North Central1%

Northeast6%

Central34%


8%

Southwest10%

Southeast17%



Length of Stay

pp* change

17/'16

1-3 nights 50% 51% 49% -2 pp

4-7 nights 39% 39% 42% 3 pp

8+ nights 10% 10% 9% -1 pp

Average 4.4 nights 4.3 nights 4.3 nights ---

Median 3.0 nights 3.0 nights 4.0 nights ---

pp* change

17/'16

Georgia 9.7% 9.9% 9.1% -0.8 pp

New York 9.9% 10.0% 8.6% -1.4 pp

Ohio 5.3% 5.3% 5.5% 0.2 pp

Texas 5.7% 5.3% 5.4% 0.1 pp

Pennsylvania 5.3% 4.9% 5.3% 0.4 pp

Tennessee 2.9% 3.9% 4.7% 0.8 pp

New Jersey 4.3% 4.5% 4.4% -0.1 pp

Missouri 1.9% 2.3% 3.8% 1.5 pp

Illinois 4.1% 4.3% 3.8% -0.5 pp

North Carolina 3.7% 4.9% 3.7% -1.2 pp


Source: D.K. Sifflet and Associates

20172016

2015 2016 2017

2015State

The top origin state for Florida's domestic leisure visitors during 2017 was Georgia with the state accounting for 9.1% of Florida's leisure visitors, followed by New York (8.6%) and Ohio (5.5%). Georgia regained its No. 1 spot from New York in 2017, after falling to No. 2 during 2015.

Top Origin States

Domestic leisure visitors stayed in Florida an average of 4.3 nights during 2017. Nearly half of Florida's leisure visitors stayed in the state 1-3 nights (49%), a 2 percentage point decrease from 2016.


Top Origin States


CA

WA

OR

MT

ID

WY

NV

UT

AZ

CO

NM

TX5.4%

OK

KS

NE

ND

SD

MN

WI

IA

MO3.8%

AR

MS

LA

FL

GA9.1%AL

SC

NC3.7%TN

4.7%

KY

IL3.8%

IN

MI

OH5.5%

VAWV

PA5.3%

NY8.6%

ME

NH

VT

MD

DE

NJ4.4%

CTRI

MA


Primary Activities

pp* change17/'16

Beach/Waterfront 46% 47% 1 pp Visit Friends/Relatives 37% 36% -1 ppCulinary/Dining Experience 36% 34% -2 ppShopping 33% 32% -1 ppTouring/Sightseeing 18% 18% 0 ppTheme/Amusement/Water Parks 21% 15% -6 ppNightlife (bar, nightclub, etc.) 17% 15% -2 ppParks (national/state, etc.) 12% 13% 1 ppHistoric Sites 9% 11% 2 ppLive Music [2017+] - 9% -Movies 10% 8% -2 ppPersonal Special Event (anniversary, birthday, etc.) 9% 7% -2 ppWildlife Viewing 8% 7% -1 ppMuseums, Art Exhibits, etc. 8% 7% -1 ppWater Sports 5% 6% 1 ppFestivals/Fairs (state, craft, etc.) 7% 5% -2 ppHoliday Celebration (Thanksgiving, July 4th, etc.) 6% 5% -1 ppBoating/Sailing 4% 5% 1 ppZoo/Aquarium 5% 5% 0 ppGolfing 6% 5% -1 ppFishing 5% 4% -1 ppBiking 4% 4% 0 ppGambling (slots, cards, horses, etc.) 4% 4% 0 ppShow: Boat, Car, Home 5% 3% -2 ppAmateur Sports (attend/participate) 4% 3% -1 ppHiking 3% 3% 0 ppReligious/Faith Based Conference 2% 3% 1 ppTheater/Dance Performance [2017+] - 3% -Wedding 2% 3% 1 ppCamping 2% 2% 0 ppSpa 3% 2% -1 ppMediacal/Health/Doctor Visit 2% 2% 0 ppProfessional Sports Event 2% 2% 0 ppFuneral/Memorial 2% 2% 0 ppReal Estate (buy/sell) 1% 2% 1 ppWinery/Distillery/Brewery Tours 2% 2% 0 ppReunion/Graduation 3% 2% -1 pp

*Percentage point


20172016Activities (multiple response)

Most domestic leisure visitors who traveled to Florida during 2017 enjoyed beach/waterfront activities, visiting friends/relatives, culinary/dining experience, and shopping.



2016 2017 % Change'17/'16

Average Expenditure (including transportation) $154.70 $152.10 -2%Average Expenditure (excluding transportation) $116.00 $113.80 -2%Lodging - Total $49.70 $54.80 10%

Lodging - Room $52.50 $66.40 26%Lodging - Services (internet, room service, parking, etc.) $8.30 $6.40 -23%

Transportation - Total $38.70 $38.30 -1%Transportation - Total (excluding airfare) $22.40 $21.40 -4%Transportation - Airfare $45.60 $48.10 5%Transportation - Rental Car $33.50 $34.30 2%Transportation - Other (taxi, bus fares, gas, etc.) $12.70 $12.50 -2%

Food & Beverage $37.20 $36.30 -2%Entertainment & Recreation $22.00 $19.10 -13%Shopping $19.00 $18.70 -2%Other Expenses $4.60 $4.30 -7%

Note: The base for each category is those reporting $0+ spending in that category.Source: D.K. Shifflet and Associates

In 2017, the average expenditures among Florida's domestic leisure visitors was $152.10 per person per day, a decrease of 2% from 2016. When transportation costs are excluded, leisure visitors spent an average of $113.80 per person per day. Florida's domestic leisure visitors spent the most on lodging, with an average expenditure of $54.80 per person per day, an increase of 10% from the previous year.

$4.60

$19.00

$22.00

$37.20

$38.70

$52.50

$4.30

$18.70

$19.10

$36.30

$38.30

$66.40

Other Expenses

Shopping


Food & Beverage

Transportation

Lodging


2017 2016



pp* change '17/'16


pp* change '17/'16

High End 28% 31% 29% -2 ppLuxury 5% 7% 7% 0 ppUpscale 23% 24% 23% -1 pp


Economy 18% 17% 14% -3 ppLower Moderate 8% 10% 7% -3 ppBudget 10% 7% 7% 0 pp


*Percentage point


2015 2016 2017

2015 2016 2017

More than half of domestic leisure visitors who stayed in a hotel during 2017 stayed in a mid-level hotel. Those who stayed in economy and high end hotels decreased by 3 and 2 percentage points, respectively.

Nearly seventy percent of leisure travelers stayed in paid lodging while visiting Florida during 2017. This represents the largest share of leisure visitors that stayed in paid lodging for the past 10 years. The percentage of those who stayed in paid hotels increased by 2 percentage points from last year.

Hotel Levels

Hotel41%

Friend/Relative's Home26%

Home/Apt/Condo (not mine)

16%Timeshare9%

My 2nd Home/Apt/Condo…Other4%

Accommodation TypeIn 2017, a plurality of domestic leisure visitors stayed in a hotel (41%) while in Florida, followed by a friend or relative's home (26%) or someone else's home, apt. or condo (16%).



pp* change17/'16


Hotel Chain Website 28% 28% 27% -1 ppTravel Website 12% 16% 16% 0 ppHotel Mobile App 2% 2% 2% 0 ppOther Website 3% 1% 1% 0 pp

Called Directly 23% 21% 19% -2 pp

As Part of a Package1 16% 16% 15% -1 ppTimeshare 4% 3% 4% 1 ppTravel Agent 3% 2% 3% 1 ppOther 3% 5% 5% 0 pp




2016 20172015

Other5%Travel Agent

3%

Timeshare4%

As Part of a Package1

15%

Called Directly 19%

Hotel Chain Website

27%

Travel Website

16%

Hotel Mobile App2%

Other Website1%

Online46%

Nearly half (46%) of Florida's leisure visitors reserved accommodations for their trip online. When booking their accommodations, most leisure visitors used a hotel chain website (27%), followed by calling the accommodations directly (19%) and various travel websites (16%).



pp* change '17/'16

13% 13% 0 pp12% 12% 0 pp20% 16% -4 pp29% 27% -2 pp10% 11% 1 pp7% 7% 0 pp

10% 13% 3 pp

pp* change '17/'16

83% 80% -3 ppPast Experience 35% 36% -1 ppFriend/Family/Colleague Recommendation 20% 24% 2 ppInternet Search [Bing, Google, Yahoo!, etc.] 19% 18% 1 ppHotel Chain Websites 14% 14% 0 ppAttraction Websites 11% 11% 0 ppGuest Ratings Websites [TripAdvisor, etc.] 9% 10% -1 ppDestination Websites 10% 9% 1 ppMapping Websites [Google Maps, Mapquest, etc.] 9% 9% 0 ppTravel Booking Website [Priceline, Hotwire, etc.] 8% 9% -1 ppDestination Visitor Guides - Online 6% 6% 0 pp

17% 20% 3 pp


No Resource Used

More Than 6 Months6 Months4-5 Months2-3 Months1 Month2-3 Weeks1 Week or Less

2017

2017

Used Resource

Top Resources (multiple responses) 2016

2016

During 2017, the biggest group of domestic leisure visitors planned their trip to Florida 2-3 months in advance (27%), while 16% were planning less than one month before their trip, and 13% waited until one week or less to start planning their trip. Overall, domestic leisure visitors took more time to plan their trip to Florida during 2017 than 2016.

Less Than 1 Month

25%

1 Month16%2-3 Months

27%

4-5 Months11%

6 Months7%

More Than 6 Months13%

More than three quarters of domestic leisure visitors used resources to plan their trip to Florida in 2017. Past experiences was the top resource used at 36%, followed by recommendations from a friend, family or colleague (24%).




pp* change17/'16


pp* change17/'16



*Percentage point


201720162015

201720162015

The average age of leisure travelers who visited Florida during 2017 increased to 49.6 years of age. The percentage of Florida's leisure visitors age 65 years or older increased 2 percentage points from 2016, while those aged 35 to 64 fell 3 percentage points.

The average household income of Florida's domestic leisure visitors during 2017 was $114,900. Domestic leisure visitors with a household income between $100,000 and $149,999 increased 5 percentage points, the largest increase observed among the income groups of leisure visitors.

18 - 3423%

35 - 4926%

50 - 6427%

[CATEGORY

NAME]23%

Age

Under $35,000

12%

$35,000 -$49,999

8% $50,000 -$74,999

19%

$75,000 -$99,999

16%

$100,000 -$149,999

24%

$150,000+22%

Income

Household Income


Generation

pp* change17/'16


GenX (1965-1980)

Boomers (1946 -1964)


pp* change17/'16



Mature & Free (35-54; any income; no kids)





*Percentage point


2015 2016 2017

2015 2016 2017

13%

16%

9%

15%

19%

15% 17%

20%

15%

6%

18%

10% 12%

15%

6%

15%

23%

17% 0 pp

3 pp

0 pp

0 pp

-3 pp

2 pp

-2 pp12%14%13%

-1 pp6%7%9%

1 pp26%25%26%

0 pp38%38%34%

0 pp30%30%31%

Lifestage

In 2017, the percent of Florida's domestic leisure visitors who were of the Millennial generation group grew 1 percentage points from that of 2016, while Silent/GI generation group decreased. The Boomer generation group accounted for the largest percent of domestic leisure visitors during 2017 at 38%.

The largest percentage of Florida's domestic leisure visitors during 2017 are considered to be of the "Moderate Mature" (23%) lifestage category, followed by "Affluent Mature" (17%),"Moderate Mature" increased 3 percentage points from the previous year. During the same period, the "Mature & Free" and "Young & Free" lifestage categories experienced increases, while the "Affluent Family lifestage decreased.



Profile of Domestic Visitors to Florida Traveling for Business


Summary of Domestic Visitors to Florida Traveling for Business

Domestic Business Visitors to Florida Florida Visitor Study/2017

• Approximately 11% of Florida’s domestic visitors traveled to the state for businesspurposes.

• The most popular destination region for business travelers who visited Florida was theCentral region (40%), followed by the Southeast region (21%).

• The primary purpose for a business trip to Florida among domestic visitors was toattend group meetings, with 58% traveling to the state for a convention,seminar/training, or other group meeting.

• The average travel party size among business travelers who visited Florida during 2017was 1.3 people. Approximately 77% of Florida’s business visitors traveled to the statealone.

• The top activities that business visitors enjoyed while in Florida were culinary/diningexperience (26%), beach/waterfront activities (23%), and shopping (13%).

• The average length of stay for business visitors to Florida during 2017 was 3.1 nights.The majority of business travelers stayed in the state 1-3 nights.

• The average expenditure among Florida's domestic business visitors was $240.80 perperson per day. Domestic business visitors spent the most on transportation, with theiraverage expenditure at $91.40 per person per day.

• Of the 84% of domestic business travelers who stayed in a hotel while in Florida, 46%stayed in a mid-level hotel and 41% stayed in a high-end hotel.

• The average household income of Florida's domestic business visitors during 2017increased 2.1% from the previous year to $142,700. Approximately 62% of Florida’sbusiness visitors had an annual household income of $100,000 or more.

• The average age of domestic business visitors who traveled to Florida during 2017 was45.0, with the majority (40%) between 35-49 years of age.

68


pp* change17/'16

Transient Business 40% 37% 42% 5 ppConvention 23% 23% 24% 1 ppSeminar/Training 23% 23% 18% -5 ppOther Group Meetings 14% 18% 15% -3 pp

pp* change17/'16

Winter (Dec, Jan, Feb) 31% 26% 24% -2 ppSpring (Mar, Apr, May) 30% 27% 29% 2 ppSummer (Jun, Jul, Aug) 21% 23% 20% -3 ppFall (Sept, Oct, Nov) 18% 23% 27% 4 pp


*Percentage point


2015 2016 2017

2015 2016 2017

In 2017, travelers most frequently visited Florida for business during the spring (29%) and fall (27%). Both the spring and fall travel seasons experienced an increase in business travelers, with a gain of 2 and 4 percentage points, respectively.

Seasonality

The most commonly cited reason for visiting Florida among business travelers during 2017 was to attend a convention (24%) or attend a seminar/training (18%).

Convention24%

Seminar/Training

18%Other Group Meetings

15%

Transient Business42%



pp* change17/'16

One Adult 78% 82% 77% -5 ppOne Male and One Female 11% 10% 13% 3 ppTwo Males or Two Females 4% 3% 4% 1 ppThree or More Adults 4% 3% 3% 0 ppFamilies 4% 3% 2% -1 ppAverage Persons 1.4 1.3 1.3 ---

pp* change17/'16

Central 41% 35% 40% 5 ppSoutheast 20% 20% 21% 1 ppCentral West 14% 20% 14% -6 ppNortheast 9% 10% 8% -2 ppSouthwest 4% 4% 3% -1 ppNorthwest 5% 7% 4% -3 ppCentral East 4% 3% 5% 2 ppNorth Central 1% 2% 4% 2 pp

*Percentage point


20172015 2016

2015 20172016

The average travel party size among business travelers who visited Florida during 2017 was 1.3 people, unchanged from last year. Approximately 77% of business visitors traveled to Florida alone during 2017.


One Adult77%


13%


4%


3%

Families2%


Primary Activities

pp* change17/'16

Culinary/Dining Experience 15% 26% 9 pp Business/Work 23% 23% 0 pp Beach/Waterfront 17% 23% 6 pp Shopping 12% 13% 1 pp Nightlife (bar, nightclub, etc.) 8% 10% 2 pp Theme/Amusement/Water Parks 6% 9% 3 pp Visit Friends/Relatives 10% 7% -3 ppTouring/Sightseeing 5% 6% 1 ppParks (national/state, etc.) 3% 5% 2 ppLive Music [2017+] - 5% -Historic Sites 2% 4% 2 ppMovies 3% 3% 0 ppFestival/Fair 4% 3% -1 ppShow: Boat, Car, Home 2% 3% 1 ppHiking 1% 3% 2 ppSpa 2% 3% 1 ppZoo/Aquarium 1% 3% 2 ppWater Sports 1% 3% 2 ppPersonal Celebration (Anniversary, Birthday, etc.) 1% 3% 2 pp

*Percentage point


20172016Top Activities (multiple response)

Florida offers a variety of activities to entertain business visitors while in the state. Most of Florida's domestic business visitors during 2017 enjoyed culinary/dining experiences, beach/waterfront activities, shopping, nightlife, and theme/amusement/water parks.

5%

5%

6%

7%

9%

10%

13%

23%

23%

26%

Live Music [2017+]

Parks (national/state, etc.)

Touring/Sightseeing

Visit Friends/Relatives

Theme/Amusement/Water Parks

Nightlife (bar, nightclub, etc.)

Shopping

Beach/Waterfront

Business/Work

Culinary/Dining Experience



2016 2017% Change

'17/'16Average Expenditure (including transportation) $253.00 $240.80 -5%Average Expenditure (excluding transportation) $152.00 $149.30 -2%Transportation - Total $101.00 $91.40 -10%

Transportation - Total (excluding airfare) $38.00 $36.80 -3%Transportation - Airfare $122.30 $113.30 -7%Transportation - Rental Car $50.30 $49.90 -1%Transportation - Other (taxi, bus fares, gas, etc.) $16.90 $19.20 14%

Lodging - Total $92.30 $83.90 -9%Lodging - Room $93.00 $89.70 -4%Lodging - Services (internet, room service, parking, etc.) $9.20 $9.30 1%

Food & Beverage $41.10 $43.50 6%Shopping $12.10 $13.20 9%Entertainment & Recreation $12.00 $11.60 -3%Other Expenses $5.10 $4.70 -8%



In 2017, the average expenditures among Florida's domestic business visitors was $240.80 per person per day, a decrease of 5% from 2016. When transportation costs are excluded, business visitors spent $149.30 per person per day, an decrease of 2% from the previous year. Domestic business visitors spent the most on transportation, with their average expenditure at $91.40 per person per day.

$5.10

$12.00

$12.10

$41.10

$92.30

$101.00

$4.70

$11.60

$13.20

$43.50

$83.90

$91.40

Other Expenses


Shopping

Food & Beverage

Lodging

Transportation


2017 2016



pp* change17/'16

Paid 89% 92% 93% 1 ppHotel Paid 74% 80% 84% 4 ppNon-Hotel Paid 15% 12% 9% -3 pp

Non-Paid 11% 8% 7% -1 pp

pp* change17/'16

High-End 50% 40% 41% 1 pp Mid-Level 41% 49% 46% -3 ppEconomy 9% 11% 13% 2 pp


*Percentage point


201720162015

20162015 2017

Of the domestic business visitors who stayed in a hotel during 2017, approximately 46%made the decision to stay in a mid-level hotel, a decrease of 3 percentage points compared tothe previous year.

In 2017, nine out of 10 business travelers stayed in paid lodging during their trip to Florida.Business visitors who stayed in paid hotels accounted for the largest share of Florida'sbusiness visitors during 2017 at 84%. The percentage of business travelers who stayed inpaid non-hotels has decreased by 6 percentage points since 2015.

Hotel Levels

Paid Non-Hotel9%

Non-Paid7%

High-End Hotel41%

Mid-Level Hotel46%

Economy Hotel13%

Hotel Paid84%


Length of Stay

pp* change17/'16

1-3 nights 73% 77% 70% -7 pp4-7 nights 23% 21% 26% 5 pp8+ nights 3% 2% 4% 2 ppAverage 3.0 nights 2.7 nights 3.1 nights ---Median 2.0 nights 2.0 nights 2.0 nights ---

pp* change17/'16

Made Reservation 91% 90% 90% 0 ppOnline 45% 44% 44% 0 pp

Hotel Chain Website 26% 28% 26% -2 ppTravel Website 14% 14% 15% 1 ppHotel Mobile App 5% 2% 3% 1 pp

Travel Agent/Corp. Travel Agent 11% 16% 18% 2 ppCalled Directly 21% 13% 12% -1 ppAs Part of a Package1 10% 12% 10% -2 ppOther 4% 5% 6% 1 pp


1 Refers to two or more parts of a trip (ex. flight and hotel) booked together via brick and mortar or online.

* Percentage point


2015

2016

2016

20172015

2017

Business travelers who visited Florida during 2017 stayed an average of 3.1 nights in the state. Most of the business visitors who traveled to Florida stayed 1-3 nights (70%).

Approximately 44% of Florida's business visitors reserved accommodations for their trip online during 2017, making it the most frequently used reservation method. The second most used method among Florida's business visitors was through a travel agent at 18%, an increase of 2 percentage points from 2016.


Other6%

As Part ofPackage1

10%

Travel Agent/Corp. Travel

Agent18%

Called Directly

12%

Hotel Chain Website

26%

Travel Website

15%

Hotel Mobile App3%

Online44%



pp* change17/'16

18 - 34 Years Old 25% 24% 25% 1 pp35 - 49 Years Old 43% 45% 40% -5 pp50 - 64 Years Old 25% 25% 29% 4 pp65+ Years Old 6% 6% 6% 0 ppAverage Age 43.6 44.1 45.0 ---Median Age 43.0 44.0 45.0 ---

pp* change17/'16

Under $50,000 20% 13% 15% 2 pp $50,000 - $74,999 14% 10% 10% 0 pp $75,000 - $99,999 16% 15% 13% -2 pp$100,000 - $149,999 18% 25% 25% 0 pp$150,000+ 33% 37% 37% 0 ppAverage $126,400 $139,800 $142,700 ---


*Percentage point


20172015 2016

201720162015

The average age of Florida's business visitors continued to increase during 2017, raising to 45.0. The percentage of Florida's business visitors who were age 35-49 decreased 5 percentage points from that of 2016.

The average household income of Florida's domestic business visitors increased 2.1% from the previous year to $142,700. Business visitors with a household income under $50,000 increased 2 percentage points, while those making $75,000-$99,999 decreased 2 percentage points from that of 2016.

18 - 3425%

35 - 4940%

50 - 6429%

65+6%

Age

Under $50,000

15% $50,000 -$74,999

10%

$75,000 -$99,999

13%

$100,000 -$149,999

25%

$150,000+37% Income

Household Income



Profile of Domestic Visitors to Florida by Vacation Region


Summary of Domestic Visitors to Florida by Vacation Region

Domestic Visitors to Florida by Region Florida Visitor Study/2017

Central Vacation Region The Central vacation region was one of two to have the highest percentage of visitors

who stayed in paid hotel accommodations (57%). Given the region’s high concentrationof theme parks, it is unsurprising that nearly 4 in ten of all visitors enjoyed going toamusement/theme/water parks. Approximately 43% of the travelers to this region wereages 35-54, the second highest percentage among the regions. Nearly a quarter of alltravel parties to the Central vacation region were families.

Central East Vacation Region Nearly a third (32%) of visitors to the Central East region visited during the spring, the

highest visitors during this time of year. Visitors to this region stayed on average 4.3nights. The most popular activity among travelers who visited the Central East regionwas visiting a beach or waterfront, followed by visiting friends and/or relatives.

Central West Vacation Region The largest group of travelers who visited the Central West vacation region traveled in a

party consisting of one male and one female (41%), followed by alone (38%). Visitorsare most likely to travel to the Central West vacation region for leisure purposes, with34% traveling to visit friends/relatives and 32% traveling for general vacation orweekend getaway. Domestic travelers to this region preferred to visit during the spring(31%). The most popular activities among visitors to the Central West were going to abeach or waterfront and visiting friends and/or relatives.

North Central Vacation Region Travelers who visited the North Central region had the highest percentage of visitors

traveling for business purposes. Domestic visitors travel to this region most oftenoccurred during the winter, the highest percentage of visitors during the winter amongthe regions. The Silent/GI generation group represented 12% of visitors to this region,the second highest percentage observed among the regions. Hiking in the North Centralregion ranks higher as an activity than any other region in the state.

Northeast Vacation Region The Northeast region had the second largest percentage of visitors traveling for

business purposes (14%). Of the eight regions, the Northeast region had the highestpercentage of visitors staying 1 to 3 nights (74%). The most popular activities amongNortheast visitors were visiting a beach or waterfront and historic sites. The averagehousehold income among visitors to the Northeast vacation region was $124,400,ranking it as the second highest among the regions.

78

Summary of Domestic Visitors to Florida by Vacation Region


Northwest Vacation Region Nearly three quarters of all the visitors to the Northwest region traveled for a vacation or

getaway weekend (75%), the highest among all eight regions. Visitors to the Northwesttraveled to the region primarily during the summer (50%), the highest percentage ofsummer visitors. The majority of domestic visitors to this region traveled by auto (95%),more than any other vacation region in the state. More than half of visitors to theNorthwest region stayed in paid non-hotel accommodations (52%), the highestpercentage observed among the regions. Domestic visitors to the Northwest region hada larger average travel party size, with an average size of 2.6 people.

Southeast Vacation Region Nearly half of the visitors to this region traveled by air (48%), the largest percentage

observed among Florida’s vacation regions. Visitors originating from New York accountfor the largest share of the Southeast’s domestic visitors at 12%, which is the highestshare represented by New York across the regions. Visitors to the Southeast vacationregion had the highest average expenditures per person per day at $196 includingtransportation. The Southeast vacation region had the highest percentage of visitorswho participated in nightlife activities (22%).

Southwest Vacation Region The Southwest region had the largest percentage of visitors that stayed in non-paid

accommodations (50%) of any region. Visitors to the Southwest stayed longer relativeto the other regions, with visitors staying an average of 5.4 nights, down from 6.1 in2016. The region also had the largest percentage of visitors staying 8 or more nights(19%). Domestic travelers age 55 or older accounted for more than half of the visitors tothe region at 51%.

79

Florida's Eight Vacation Regions

Hardee

Highlands

Lake

Marion

Orange

OsceolaPolk

SeminoleSumter

Brevard

Indian River

Okeechobee

St. Lucie

Volusia

Citrus

Hernando

Hillsborough

Pasco

Pinellas

Alachua

Bradford

Columbia

Dixie

Gadsden

Gilchrist

Hamilton

Jefferson

Lafayette

Leon

Levy

Madison


Wakulla Baker

Clay

Duval

Flagler

Nassau

Putnam

St. Johns

BayCalhoun

Escambia

FranklinGulf

HolmesJackson

Liberty

OkaloosaSantaRosa

Walton Washington

Broward

Miami-Dade

Martin

Monroe

Palm Beach

Charlotte

Collier

De Soto

Glades

HendryLee

Manatee

Sarasota

Northwest11%

North Central1%

Northeast7%

Central35%


8%

Southwest9%

Southeast17%



Share of Visitors by Destination Region


Central35%

Southeast17%

Central West12%

Northwest11%

Southwest9%

Central East8%

Northeast7%

North Central1%

81

Central Vacation Region

Age of Adult Traveler Purpose of Trip

18-34 Years Old 26% Leisure 88%

35-54 Years Old 43% Vacation/Getaway Weekend 55%

55+ Years Old 32% Visit Friends/Relatives 15%

Average Age 47.0 Other Leisure 18%

Business 12%

Household Income Group Meetings 9%

Under $50,000 17% Transient Business 4%

$50,000 - $74,999 18%

$75,000 - $99,999 17% Length of Stay

$100,000 - $149,999 25% 1-3 nights 41%

Over $150,000 23% 4-7 nights 51%

Average HH Income $119,600 8+ nights 9%

Average 4.5 nights

Top Origin States

Georgia 9% Trip Planning

New York 8% Less than 1 week 6%

Texas 6% 1-3 weeks 15%

Pennsylvania 6% 1 month 14%

Ohio 5% 2-3 months 30%

4-5 months 12%

Type of Transportation 6 months or more 24%

Air 43%

Non-Air 57% Travel Party Composition

One Adult 34%

Accommodations One Male and One Female 30%

Paid 81% Families 23%

Hotel Paid 57% Three or More Adults 8%

Non-Hotel Paid 24% Two Males and Two Females 5%

Non-Paid 18% Average Number on Trip 2.3

Seasonality Top Activities (multiple response)

Winter (Dec - Feb) 22% Theme/Amusement/Water Parks 39%

Spring (Mar - May) 29% Shopping 30%

Summer (Jun - Aug) 28% Culinary/Dining Experience 29%

Fall (Sep - Nov) 21% Visit Friends/Relatives 24%

Beach/Waterfront 16%

Average Expenditures (per person per day) Touring/Sightseeing 14%

including transportation $173 Note: Totals may not add up due to rounding

excluding transportation $126 Source: D.K Shifflet and Associates

The Central Vacation Region is made up of the following counties: Hardee, Highlands, Lake,Marion, Orange, Osceola, Polk, Seminole, and Sumter. Besides the major attractions, theregion offers back-to-nature experiences and small-town charm.


Central East Vacation Region

Age of Adult Traveler Purpose of Trip18-34 Years Old 13% Leisure 93%35-54 Years Old 29% Vacation/Getaway Weekend 42%55+ Years Old 58% Visit Friends/Relatives 33%Average Age 54.0 Other Leisure 18%

Business 7%Household Income Transient Business 4%Under $50,000 22% Group Meetings 3%$50,000 - $74,999 18%$75,000 - $99,999 16% Length of Stay$100,000 - $149,999 28% 1-3 nights 47%Over $150,000 16% 4-7 nights 46%Average HH Income $108,500 8+ nights 8%

Average 4.3 nightsTop Origin States North Carolina 10% Trip PlanningGeorgia 10% Less than 1 week 11%New York 10% 1-3 weeks 26%Pennsylvania 7% 1 month 17%New Jersey 6% 2-3 months 23%

4-5 months 5%Type of Transportation 6 months or more 19%Air 19%Non-Air 81% Travel Party Composition

One Male and One Female 50%Accommodations One Adult 31%Paid 62% Families 9%

Hotel Paid 42% Three or More Adults 5%Non-Hotel Paid 20% Two Males or Two Females 4%



Winter (Dec - Feb) 26% Beach/Waterfront 59%Spring (Mar - May) 32% Visit Friends/Relatives 38%Summer (Jun - Aug) 27% Culinary/Dining Experience 37%Fall (Sep - Nov) 15% Shopping 26%

Touring/Sightseeing 21%Average Expenditures (per person per day) Movies 15%



The Central East Vacation Region is made up of the following counties: Brevard, Indian River, Martin, Okeechobee, St. Lucie, and Volusia. The Central East Vacation Region is home to the U.S. Space Program at Cape Canaveral and offers miles of pristine beaches.


Central West Vacation Region

Age of Adult Traveler Purpose of Trip18-34 Years Old 28% Leisure 88%35-54 Years Old 33% Visit Friends/Relatives 34%55+ Years Old 39% Vacation/Getaway Weekend 32%Average Age 49.0 Other Leisure 22%

Business 12%Household Income Group Meetings 6%Under $50,000 23% Transient Business 6%$50,000 - $74,999 18%$75,000 - $99,999 16% Length of Stay$100,000 - $149,999 23% 1-3 nights 63%Over $150,000 20% 4-7 nights 31%Average HH Income $107,900 8+ nights 6%

Average 3.6 nightsTop Origin States Georgia 10% Trip PlanningNew York 9% Less than 1 week 10%Illinois 7% 1-3 weeks 21%Pennsylvania 7% 1 month 17%Ohio 6% 2-3 months 30%







Nightlife 15%Average Expenditures (per person per day) Parks (national/state) 13%including transportation $132 Touring/Sightseeing 12%

excluding transportation $85

Source: D.K Shifflet and Associates

The Central West Vacation Region is made up of the following counties: Citrus, Hernando, Hillsborough, Pasco, and Pinellas. The Central West Region is home to the Tampa Bay area and its more natural neighboring counties.

Note: Totals may not add up due to rounding


North Central Vacation Region


Business 26%Household Income Transient Business 20%Under $50,000 32% Group Meetings 6%$50,000 - $74,999 9%$75,000 - $99,999 20% Length of Stay$100,000 - $149,999 23% 1-3 nights 72%Over $150,000 15% 4-7 nights** 27%Average HH Income $96,900 8+ nights** 1%

Average 2.5 nightsTop Origin States** Georgia 16% Trip PlanningCalifornia 12% Less than 1 week 20%Missouri 9% 1-3 weeks 27%Ohio 8% 1 month 13%


One Adult 56%Accommodations One Male and One Female 30%Paid 61% Three or More Adults 7%

Hotel Paid 57% Families 4%Non-Hotel Paid 4% Two Males or Two Females 3%



Winter (Dec - Feb) 37% Culinary/Dining Experience 33%Spring (Mar - May) 24% Visit Friends/Relatives 29%Summer (Jun - Aug) 11% Historic Sites 22%Fall (Sep - Nov) 28% Hiking 18%

Business/Work 9%Average Expenditures (per person per day) Touring/Sightseeing 8%

including transportation $125 Parks (national/state) 8%

excluding transportation $73 Note: Totals may not add up due to rounding

**Based on a small sample size


The North Central Vacation Region is made up of the following counties: Alachua, Bradford, Columbia, Dixie, Gadsden, Gilchrist, Hamilton, Jefferson, Lafayette, Leon, Levy, Madison, Suwannee, Taylor, Union, and Wakulla. The North Central Vacation Region is home to Florida’s capital and many natural attractions.


Northeast Vacation Region


Business 14%Household Income Transient Business 8%Under $50,000 16% Group Meetings 5%$50,000 - $74,999 13%$75,000 - $99,999 22% Length of Stay$100,000 - $149,999 22% 1-3 nights 74%Over $150,000 27% 4-7 nights 22%Average HH Income $124,400 8+ nights** 5%

Average 3.1 nightsTop Origin States Georgia 25% Trip PlanningVirginia 8% Less than 1 week 13%Tennessee 8% 1-3 weeks 25%New York 7% 1 month 20%Pennsylvania 6% 2-3 months 29%



Hotel Paid 52% Two Males or Two Females 5%Non-Hotel Paid 16% Three or More Adults 4%



Winter (Dec - Feb) 19% Beach/Waterfront 46%Spring (Mar - May) 29% Historic Sites 28%Summer (Jun - Aug) 32% Culinary/Dining Experience 26%Fall (Sep - Nov) 20% Shopping 26%

Visit Friends/Relatives 24%Average Expenditures (per person per day) Touring/Sightseeing 22%including transportation $143 Note: Totals may not add up due to rounding

excluding transportation $104 **Based on a small sample size


The Northeast Vacation Region is made up of the following counties: Baker, Clay, Duval, Flagler, Nassau, Putnam, and St. Johns. The Northeast Vacation Region is home to St. Augustine, the oldest city in the United States.


Northwest Vacation Region

Age of Adult Traveler Purpose of Trip

18-34 Years Old 29% Leisure 96%

35-54 Years Old 34% Vacation/Getaway Weekend 75%

55+ Years Old 37% Visit Friends/Relatives 12%

Average Age 48.0 Other Leisure 9%

Business 4%

Household Income Transient Business 3%

Under $50,000 25% Group Meetings 1%

$50,000 - $74,999 20%

$75,000 - $99,999 12% Length of Stay

$100,000 - $149,999 19% 1-3 nights 47%

Over $150,000 23% 4-7 nights 46%

Average HH Income $112,800 8+ nights 7%

Average 4.4 nights

Top Origin States

Texas 16% Trip Planning

Alabama 15% Less than 1 week 9%

Georgia 11% 1-3 weeks 20%

Tennessee 9% 1 month 15%

Missouri 8% 2-3 months 25%

4-5 months 13%

Type of Transportation 6 months or more 18%

Air 5%

Non-Air 95% Travel Party Composition

One Male and One Female 44%

Accommodations Families 26%

Paid 80% One Adult 16%




Winter (Dec - Feb) 8% Beach/Waterfront 81%

Spring (Mar - May) 20% Shopping 46%

Summer (Jun - Aug) 50% Culinary/Dining Experience 41%

Fall (Sep - Nov) 22% Visit Friends/Relatives 22%

Touring/Sightseeing 21%

Average Expenditures (per person per day) Parks (national/state) 17%



The Northwest Vacation Region includes the following counties: Bay, Calhoun, Escambia, Franklin, Gulf, Holmes, Jackson, Liberty, Okaloosa, Santa Rosa, Walton, and Washington. The Northwest Vacation Region is home to the world’s finest sandy-white beaches.


Southeast Vacation Region



Average 3.8 nightsTop Origin States New York 12% Trip PlanningGeorgia 8% Less than 1 week 7%Ohio 7% 1-3 weeks 29%New Jersey 7% 1 month 17%Pennsylvania 5% 2-3 months 25%Maryland 5% 4-5 months 7%

6 months or more 16%Type of TransportationAir 48% Travel Party CompositionNon-Air 52% One Adult 45%

One Male and One Female 36%Accommodations Families 7%Paid 72% Two Males or Two Females 6%

Hotel Paid 47% Three of More Adults 5%Non-Hotel Paid 25% Average Number on Trip 1.8

Non-Paid 28%Top Activities (multiple response)

Seasonality Beach/Waterfront 52%Winter (Dec - Feb) 33% Culinary/Dining Experience 33%Spring (Mar - May) 24% Visit Friends/Relatives 31%Summer (Jun - Aug) 24% Shopping 27%Fall (Sep - Nov) 19% Nightlife 22%

Touring/Sightseeing 18%Average Expenditures (per person per day)



The Southeast Vacation Region is made up of the following counties: Broward, Miami-Dade, Monroe, and Palm Beach. The Southeast Vacation Region stretches from Palm Beach County to the end of Monroe County (i.e., Key West).


Southwest Vacation Region



Average 5.4 nightsTop Origin States New York 10% Trip PlanningMassachusetts 7% Less than 1 week 4%Ohio 7% 1-3 weeks 17%Michigan 7% 1 month 17%Illinois 6% 2-3 months 23%







Parks (national/state) 22%Average Expenditures (per person per day) Nightlife 18%



The Southwest Vacation Region is made up of the following counties: Charlotte, Collier, DeSoto, Glades, Hendry, Lee, Manatee, and Sarasota. The Southwest Vacation Region is the perfect hideaway for all sorts of visitors to Florida.


Age by Florida Regions


*Percentage point

25%

21%

28%

26%

13%

12%

10%

29%

34%

28%

33%

43%

29%

33%

53%

34%

41%

51%

39%

32%

58%

54%

37%

37%

Southeast

Southwest

CentralWest

Central

CentralEast

Northeast

NorthCentral

Northwest

18-34 years 35-54 years 55 + years

48.0

53.0

49.0

47.0

54.0

55.0

50.0

49.0

Avg.

17%

19%

23%

17%

22%

16%

32%

25%

21%

14%

18%

18%

18%

13%

9%

20%

12%

20%

16%

17%

16%

22%

20%

12%

22%

26%

23%

25%

28%

22%

23%

19%

28%

22%

20%

23%

16%

27%

15%

23%

Southeast

Southwest

CentralWest

Central

CentralEast

Northeast

NorthCentral

Northwest

Under $50,000 $50,000 - $74,999 $75,000 - $99,999$100,000 - $149,999 $150,000 +

Household Income by Florida Regions

$112,800

$130,900

$114,100

$107,900

$119,600

$108,500

$124,400

$96,900

Avg.



Travel Party Composition by Florida Regions



16%

56%

39%31% 34% 38%

27%

45%

44%

30%

43%51%

30%

41%52%

36%

26%

4% 9% 9%

23%9% 13% 7%

14% 10% 9% 10% 13% 12% 8% 12%

Northwest NorthCentral

Northeast CentralEast

Central CentralWest

Southwest Southeast

One Adult One Male & One Female Families Other

5% 12% 13% 7% 4% 5% 8% 5%

35% 28%

46% 55%

30% 36%48%

38%

28% 34%

25% 22%

38% 30%

21%28%

32% 27%16% 16%

28% 30% 24% 29%

Northwest NorthCentral

Northeast CentralEast

Central CentralWest

Southwest Southeast

Silent/GI Boomers GenX Millennials

Generation by Florida Regions


Accommodation Type by Florida Regions


47%

24%

43%

57%

42%

52%

57%

28%

25%

25%

16%

24%

20%

16%

4%

52%

28%

50%

39%

18%

37%

31%

35%

19%

Southeast

Southwest

CentralWest

Central

CentralEast

Northeast

NorthCentral

Northwest

Hotel Paid Non-Hotel Paid Non-Paid

58%

45%

63%

41%

47%

74%

72%

47%

35%

36%

31%

51%

46%

22%

27%

46%

7%

19%

6%

9%

8%

5%

1%

7%

Southeast

Southwest

CentralWest

Central

CentralEast

Northeast

NorthCentral

Northwest

1-3 nights 4-7 nights 8+ nights

Length of Stay by Florida Regions

4.4

2.5

3.8

5.4

3.6

4.5

4.3

3.1

Avg




International Visitors to Florida


Summary of International Visitors to Florida

International Visitors to Florida Florida Visitor Study/2017

The United States received approximately 76.9 million international visitors during 2017,an increase of 0.7% from the previous year. At the same time, international visitation toFlorida experienced a 1% decrease, with approximately 14.4 million international visitorsto the state.

Canada continued to be Florida’s top origin market for international visitation during 2017,with preliminary estimates indicating 3.4 million Canadian travelers visited the state. Whilevisiting Florida, Canadian travelers stayed an average of 21.2 nights in the state, a slightdecrease from 22.1 nights the previous year. More than half of Florida’s Canadian visitorscome from the province of Ontario (56%) and slightly more than one-fourth from Quebec(28%).

The United Kingdom continued to be Florida’s No. 2 international market for visitation in2017, with an estimated 1.5 million British travelers visiting the Sunshine State. A greaterportion of Florida’s British visitors were family travelers in 2017, with more than one-fourthtraveling with children (29%) compared with 22% the previous year. At the same time,British travelers spent fewer nights in Florida, on average staying 11.9 nights in 2019compared with 12.4 nights the previous year.

Brazil remained Florida’s No. 3 origin market, despite an 8% increase in visitation during2017 that led Florida to receive little more than 1.1 million Brazilian visitors. During theperiod, the proportion Brazilian family travel to the state reached 29%, up from 24% theprevious year. Brazilian travelers also stayed longer in Florida during 2017, on averagestaying 10.7 nights compared with 10.3 nights in 2016.

Argentina sent 767,000 visitors to Florida in 2017, an increase of 1% over the year priormaking it the No. 4 origin market for international visitation to the state.

Colombia rounds out the top five countries for Florida’s international visitation, with morethan half a million Colombian travelers visiting the state (+5%) during 2017.

Notes: figures shown in italics are preliminary and will be revised when final Canadian data is received.

Sources: VISIT FLORIDA overseas estimates based on and extrapolated from aggregate card usage data provided by Visa Vue® Travel for the period and incorporate data from other independent research sources; Canadian estimates reflect estimates obtained from and produced by Statistics Canada.

94

Top Countries for International Visitation to Florida

No. Origin Country

2016Visitation

2017Visitation

% Change

%of Total

1 Canada 3,345,000 3,447,000 3% 24%

2 United Kingdom 1,587,000 1,496,000 -6% 10%

3 Brazil 1,030,000 1,110,000 8% 8%

4 Argentina 757,000 767,000 1% 5%

5 Colombia 538,000 556,000 4% 4%

6 Germany 479,000 465,000 -3% 3%

7 Mexico 477,000 439,000 -8% 3%

8 Venezuela 445,000 402,000 -10% 3%

9 France 312,000 315,000 1% 2%

10 China 309,000 308,000 0% 2%

No. World Region

2016Visitation

2017Visitation

% Change

%of Total

1 Europe 4,046,000 3,939,000 -3% 27%

2 South America 3,614,000 3,654,000 1% 25%

3 Canada 3,345,000 3,447,000 3% 24%

4 Asia/Oceania 1,141,000 1,109,000 -3% 8%

5 Caribbean 905,000 838,000 -7% 6%

6 Central America 666,000 662,000 0% 5%

7 Mexico 477,000 439,000 -8% 3%

8 Middle East/Africa 308,000 290,000 -6% 2%

14,502,000 14,378,000 -1% 100% Total International

Note: Figures rounded to the nearest thousand and may not sum to the total as a result. Figures shown in italics are preliminary and will be revised when final data is received.

Source: VISIT FLORIDA international estimates, excluding Canada, are based on and extrapolated from aggregate card data provided by VisaVue® Travel and incorporate data from other research sources. Canadian preliminary estimates derived from historical Statistics Canada data and other research sources and Canadian final estimates are produced by Statistics Canada.


Profile of Overseas Travelers Visiting Florida

Advance Decision to Travel2016 2017 2016 2017

1 - 30 Days 29% 27% Vacation/Holiday 73% 75%

31 - 60 Days 16% 17% Visit Friends/Relatives 13% 13%

61 - 120 Days 25% 23% Business 6% 6%

More than 120 Days 30% 33% Conference/Convention/Trade Show 5% 4%

Average Number of Days 114.5 122.7 Other 4% 3%

Trip Planning Sources (multiple response)

2016 2017 2016 2017Airline 50% 52% Average Nights in Florida 11.2 11.0Online Travel Agency 36% 34%Personal Recommendation 31% 30%Travel Agency Office 18% 18% 2016 2017National/State/City Travel Office 13% 14% One Adult 49% 49%

Travel Guide 11% 11% Two Adults 28% 27%Tour Operator/Travel Club 9% 10% Three or More Adults 5% 5%Corporate Travel Department 9% 9% Traveling with Children 18% 19%

Other 5% 5% Average Total Party Size 1.9 1.9

Advance Air Travel Reservations2016 2017 2016 2017

1 - 30 Days 38% 38% Traveling Alone 50% 49%31 - 60 Days 17% 17% Traveling with Spouse/Partner 28% 28%61 - 120 Days 23% 21% Traveling with Family/Relatives 24% 26%More than 120 Days 22% 25% Traveling with Friend(s) 6% 4%


Air Travel Reservation Method (multiple response) Expenditures in U.S. (incl. airport expenses)

2016 2017 2016 2017Directly with the Airline 38% 38% Per Travel Party/Trip $2,964 $3,046Internet Booking Service 33% 33% Per Visitor/Trip $1,560 $1,565Travel Agency Office 21% 22% Per Visitor/Day $95 $101Tour Operator/Travel Club 9% 10%Corporate Travel Department 6% 6%Other 1% 1%

Source: U.S. Department of Commerce, ITA, National Travel & Tourism Office

Length of Stay

Travel Party Composition (multiple response)

Travel Party Size

Main Trip Purpose

Florida's overseas visitors decided to travel and made air travel reservations further out in 2017 than theprevious year, with their travel decision occuring an average of 4.1 months before their trip and air travelreservations an average of 3.2 months before.

When planning their trip, the top sources used by Florida's overseas visitors were airlines (52%), onlinetravel agencies (34%), personal recommendations (30%) and travel agency office (18%).

Overseas travelers stayed an average of 11.0 nights in Florida during 2017 and most were traveling on avacation/holiday (75%).

Nearly half of Florida's overseas visitors were traveling alone during 2017, while roughly one-fifth reporttraveling with children.


Profile of Overseas Travelers Visiting Florida

2016 2017 2016 2017Hotel/Motel 76% 75% 18 - 34 Years 35% 37%

Private Home 30% 29% 35 - 44 Years 25% 22%

Other 4% 4% 45 - 54 Years 21% 21%

55+ Years 20% 20%

Median Age 41.0 39.0

2016 2017Yes, Booked through 71% 68% Household Income Internet Booking Service 33% 32% 2016 2017 Accommodation Directly 19% 17% Under $20,000 21% 23% Travel Agency Office 11% 11% $20,000 - $59,999 31% 31% Tour Operator/Travel Club 7% 7% $60,000 - $99,999 20% 22% Corporate Travel Department 4% 4% $100,000+ 29% 25%

The Airline 2% 2% Average HH Income $77,300 $76,200 Other 3% 2%


Accommodations (multiple response) Age of Adult Traveler

Lodging Reservations (multiple response)

Three in four overseas travelers visiting Florida during 2017 stayed in a hotel/motel (75%) for a duration oftheir trip and most made lodging reservations (68%) before departing on their trip.

The top method for booking lodging was an internet booking service (32%), followed by the accomodationdirectly (17%) and a travel agency office (11%).

The top activities among Florida's overseas visitors during 2017 were shopping (88%), sightseeing (73%),amusement/theme parks (50%) and fine dining experiences (26%).

Florida's overseas visitors tend to be younger than domestic visitors, with more than a third under age 35.

Average household income among Florida's overseas visitors fell for a fourth consecutive year in 2017.

90%

72%

50%

32%

26%

25%

19%

19%

19%

88%

73%

50%

26%

26%

24%

18%

18%

18%

Shopping

Sightseeing

Amusement/Theme Parks

Experience Fine Dining

National Parks/Monuments

Small Towns/Countryside

Historical Locations

Guided Tour(s)

Art Galleries/Museums

2016

2017

Top Activities (multiple response)


Profile of Canadian Travelers Visiting Florida

2016 2017 2016 2017

Leisure 88% 88% 1 - 3 Nights 11% 11%

Holidays/Leisure/Recreation 71% 69% 4 - 6 Nights 15% 14%

Visit Friends/Relatives 7% 8% 7 - 9 Nights 25% 26%

Conference/Convention/Trade Show 1% 1% 10 - 13 Nights 13% 14%

Other Personal Reasons 9% 10% 14 - 16 Nights 9% 8%

Business 12% 12% 17 - 30 Nights 10% 11%

Conference/Convention/Trade Show 9% 8% 31 or More Nights 17% 16%

Other Business Reasons 3% 4% Average Nights 22.1 21.2

Travel Party Size2016 2017 2016 2017

Flew from Canadian Airport 55% 59% 1 Person 13% 14%

Drove 31% 26% 2 Persons 49% 47%

Flew from U.S. Airport 13% 14% 3 Persons 11% 12%

Other 2% 1% 4 Persons 12% 13%

5 or More Persons 14% 14%

Seasonal Travel Average Party Size 2.1 2.1

2016 2017

Winter (Jan-Mar) 40% 40% Travel Party CompositionSpring (Apr-Jun) 27% 27% 2016 2017

Summer (Jul-Sep) 13% 14% Traveling without Children 77% 75%

Fall (Oct-Dec) 21% 20% One Adult 13% 14%

2 Adults 49% 47%

3 or More Adults 14% 14%

2016 2017 Traveling with Children 23% 25%

Average Per Spend/Visit $1,084 $919 Alone with Children 1% 1%

Average Per Spend/Night $49 $43 2 Adults with Children 11% 13%

3 or More Adults with Children 11% 11%

Source: Statistics Canada

Main Trip Purpose

Transportation Mode

Expenditures in Florida

Length of Stay

Note: Figures shown are preliminary and will be revised when final data is received from the data source.

Most Canadians traveled to Florida for holiday/leisure/recreation (69%) during 2017, followed by visitingfriends/relatives (8%) and business conference/convention/trade show (8%).

Canadians stay in Florida longer on average than both domestic and overseas visitors, staying an averageof 21.2 nights in 2017, a decrease from 22.1 nights the previous year.

Nearly three in four Canadian visitors to Florida arrived in the state by plane, with 59% flying direct from aCanadian airport and 14% crossing the border to fly from a U.S. airport. With many options to fly direct toFlorida and the exchange rate increasing the cost of driving, Canadian drive visitation to Florida has fallen.

Although Florida's Canadian visitors mostly traveled to the state without children (75%), the portion of travelparties with children increased during 2017.

Canadian travelers reported spending an average of $919 per person while in the Florida. which is 15%less than the previous year.


Profile of Canadian Travelers Visiting Florida

Accommodations Age2016 2017 2016 2017

1 Accommodation Type 66% 73% 0 - 19 Years 11% 12%

Hotel Only 15% 11% 20 - 34 Years 7% 7%

Motel Only 2% 6% 35 - 44 Years 11% 12%

Home of Friends/Relatives Only 10% 29% 45 - 54 Years 17% 17%

Camping or Trailer Park Only 16% 11% 55+ Years 53% 52%

Cottage or Cabin Only 1% 1%

Cruise Ship Only 1% 0% Origin ProvinceOther Only 22% 15% 2016 2017

2 Accommodation Types 30% 23% Ontario 55% 56%

Hotel & Motel 21% 13% Quebec 28% 28%

Other Combination of 2 Types 9% 10% Atlantic Provinces 6% 6%

3+ Accommodation Types 4% 4% Other Provinces 12% 10%

Note: Figures are preliminary and will be revised when final data is received.

Source: Statistics Canada

Nearly three-quarters of Florida's Canadian visitors stayed in one type of accommodation (73%) duringtheir 2017 trip, an increase from 66% the previous year.

While visiting the state, the most popular activities among Canadians were shopping (57%), going tovisiting friends/relatives (54%), sightseeing (45%) and going to restaurants/bars/nightclubs (40%).

More than half of Florida's Canadian visitors were residents of Ontario (56%) and more than one-fourthwere from Quebec (28%). Combined, these two provinces account for approximately 84% of Canadianvisitors to the state.

Florida's Canadian visitors tended to be older than international visitors from other countries, with morethan half reporting their age as 55 or older (52%).

71%

47%

53%

56%

29%

40%

26%

27%

19%

16%

24%

57%

54%

45%

40%

29%

29%

29%

25%

18%

17%

17%

Shopping

Visiting Friends/Relatives

Sightseeing

Restaurants/Bars/Nightclubs

Zoo/Aquarium

Beaches

Museum/Art Gallery

Historic Sites

Performance, Play or Concert

Attend Sports Event

Theme/Amusement Park

2016

2017



Profile of British Travelers Visiting Florida

Advance Decision to Travel Main Trip Purpose2016 2017 2016 2017

1 - 60 Days 23% 17% Vacation/Holiday 85% 86%61 - 120 Days 22% 19% Visit Friends/Relatives 7% 8%121 - 180 Days 14% 13% Business 4% 3%More than 180 Days 42% 51% Convention/Conference/Trade Show 3% 2%

Average Number of Days 191.6 219.5 Other* 1% 1%

Trip Planning Sources (multiple response)

2016 2017 2016 2017

Airline 55% 57% Average Nights in Florida 12.4 11.9

Online Travel Agency 35% 34%

Personal Recommendation 22% 24%

Travel Agency Office 21% 24% 2016 2017

Tour Operator/Travel Club 17% 17% One Adult 35% 27%

Travel Guide 12% 11% Two Adults 37% 39%

Corporate Travel Department 7% 6% Three or More Adults 6% 5%

National/State/City Travel Office 4% 4% Traveling with Children 22% 29%Other 5% 4% Average Total Party Size 2.2 2.4


1 - 60 Days 28% 22% Traveling with a Spouse/Partner 45% 51%61 - 120 Days 23% 19% Traveling Alone 29% 35%121 - 180 Days 13% 16% Traveling with Family/Relatives 35% 27%

More than 180 Days 36% 44% Traveling with Friend(s) 5% 4%

Average Number of Days 165.0 191.0 Business Associate(s)* 1% 1%

Air Travel Reservation Method (multiple response)

2016 2017 2016 2017Directly with the Airline 40% 36% Per Travel Party/Trip $2,710 $2,906Internet Booking Service 24% 26% Per Visitor/Trip $1,208 $1,190

Travel Agency Office 20% 23% Per Visitor/Day $77 $85

Tour Operator/Travel Club 16% 16%

Corporate Travel Department 5% 4%Other* 1% 1%

*Small sample sizeSource: U.S. Department of Commerce, ITA, National Travel & Tourism Office.

Expenditures in U.S. (incl. airport expenses)


Travel Party Size

Length of Stay

In 2017, Florida's British visitors made their travel decision and air travel reservations further out than theprevious year, with their travel decision occuring an average of 7.3 months before their trip and air travelreservations an average of 6.4 months before.

When planning their trip, the most used source among Florida's British visitors was airlines (57%), followedby online travel agencies (34%), personal recommendations (24%) and travel agency offices (24%).

British travelers visiting Florida during 2017 stayed an average of 11.9 nights in the state, a decrease from12.4 nights the previous year, and most were traveling for a vacation/holiday (86%).

The average party size of Florida's British visitors increased to 2.4 people in 2017, driven by a decrease inthe percentage of adults traveling alone and an increase in the percentage traveling with children.


Profile of British Travelers Visiting Florida

Age of Adult Traveler2016 2017 2016 2017

Hotel/Motel 85% 85% 18 - 34 Years 28% 28%Private Home 19% 21% 35 - 44 Years 18% 19%Other 2% 2% 45 - 54 Years 22% 23%

55+ Years 32% 30%


2016 2017

Yes, Booked through 73% 71%

Internet Booking Service 22% 23% 2016 2017

Accommodation Directly 21% 19% Under $40,000 16% 16%

Travel Agency Office 13% 14% $40,000 - $59,999 19% 16%

Tour Operator/Travel Club 13% 13% $60,000 - $79,999 20% 24%

The Airline 4% 4% $80,000 - $99,999 11% 16%

Corporate Travel Department 4% 3% $100,000+ 34% 29%

Other 2% 1% Average HH Income $99,700 $99,400

* Small sample size

Source: U.S. Department of Commerce, ITA, National Travel & Tourism Office.


Accommodations (multiple response)

Household Income

More than four in five British travelers visiting Florida stayed in a hotel/motel (85%) for a duration of theirtrip during 2017 and most made lodging reservations (71%) before departing on their trip.

The most popular methods for making lodging researvations among Florida's British visitors is through aninternet booking service (23%), the accommodation directly (19%) and travel agency office (14%).

The top activities enjoyed by Florida's British visitors during 2017 were shopping (88%), sightseeing (78%),and amusement/theme parks (67%).

British travelers visiting Florida during 2017 had a median age of 45 and average household income of$99,400, both of which were slightly lower than the previous year.

89%

77%

63%

30%

25%

24%

22%

88%

78%

67%

27%

25%

19%

19%

Shopping

Sightseeing




Guided Tour(s)


2016

2017



Profile of German Travelers Visiting Florida


1 - 60 Days 31% 28% Vacation/Holiday 79% 81%61 - 120 Days 25% 24% Visit Friends/Relatives 11% 7%121 - 180 Days 20% 19% Conference/Convention/Trade Show* 3% 6%More than 180 Days 24% 29% Business* 4% 4%


Trip Planning Sources (multiple response) Length of Stay2016 2017 2016 2017

Airline 45% 45% Average Nights in Florida 12.7 12.7Online Travel Agency 47% 39%

Travel Agency Office 26% 28%

Personal Recommendation 32% 23% 2016 2017Travel Guide 24% 20% One Adult 32% 40%

Corporate Travel Department 8% 12% Two Adults 48% 39%

National/State/City Travel Office* 4% 6% Three or More Adults* 5% 6%Tour Operator/Travel Club* 6% 6% Traveling with Children 15% 15%

Other 7% 8% Average Total Party Size 2.0 2.0

Advance Air Travel Researvation2016 2017 2016 2017

1 - 60 Days 39% 38% Traveling Alone 32% 40%61 - 120 Days 27% 25% Traveling with a Spouse/Partner 44% 38%121 - 180 Days 19% 20% Traveling with Family/Relatives 23% 21%More than 180 Days 15% 17% Traveling with Friend(s) 10% 10%



2016 2017 2016 2017Directly with the Airline 34% 36% Per Travel Party/Trip $3,286 $3,679Travel Agency Office 26% 29% Per Visitor/Trip $1,676 $1,875

Internet Booking Service 34% 27% Per Visitor/Day $84 $105

Corporate Travel Department* 8% 9% * Small sample size

Tour Operator/Travel Club* 3% 4%

Other* 1% 1%Source: U.S. Department of Commerce, ITA, National Travel & Tourism Office


Travel Party Size

In 2017, Florida's German visitors made their travel decision further out, deciding 5.1 months before theirtrip on average, while making air travel reservations in a similar timeframe as the previous year.

When trip planning, the top information source used by Florida's German visitors was airlines (45%). Ofthe other top sources, use of online travel agencies (39%) and personal recommendations (23%)decreased, while travel agency office (28%) use increased.

German travelers stayed in Florida an average of 12.7 nights in 2017 and most were traveling on avacation/holiday (81%).

Although the average party size of Florida's German visitors remained 2.0 persons in 2017, there was anoticable increase in the percentage of adults traveling alone and decrease in travel parties of two adults.


Profile of German Travelers Visiting Florida


Hotel/Motel 79% 76% 18 - 34 Years 47% 44%Private Home 30% 35% 35 - 44 Years 16% 15%Other* 6% 4% 45 - 54 Years 21% 17%

55+ Years 16% 25%


2016 2017Yes, Booked through 83% 76% Household Income Internet Booking Service 49% 38% 2016 2017 Accommodation Directly 18% 18% Under $40,000 17% 22%

Travel Agency Office 16% 18% $40,000 - $59,999* 18% 13%

Corporate Travel Department* 3% 3% $60,000 - $99,999 26% 26%

Tour Operator/Travel Club* 4% 3% $100,000 - $119,999 18% 18% Other* 5% 4% $120,000 or More* 21% 22%

Average HH Income $94,400 $103,400

* Small sample size




The percentage of Florida's German visitors who stayed in a hotel/motel (76%) for a duration of their 2017trip decreased from the previous year, as did the percentage who made lodging reservations (76%) priorto their trip departure.

Among those who made lodging reservations, booking through an internet booking service (38%) was themost used method, despite the percentage decreasing from 49% reported for the previous year.

The top activities enjoyed by Florida's German visitors in 2017 were shopping (85%), sightseeing (81%),and visiting national parks/monuments (48%).

The age distribution of German travelers who visited Florida during 2017 was older than the previous yearand with this age shift, the average household income of German visitors increased.

91%

79%

53%

52%

42%

35%

38%

85%

81%

48%

44%

38%

33%

33%

Shopping

Sightseeing






2016

2017



Profile of French Travelers Visiting Florida

Main Trip Purpose2016 2017 2016 2017

1 - 30 Days 29% 24% Vacation/Holiday 68% 71%31 - 90 Days 29% 31% Visit Friends/Relatives 16% 14%91 - 180 Days 26% 28% Business 8% 5%More than 180 Days 16% 17% Conference/Convention/Trade Show* 4% 5%



Airline 46% 48% Average Nights in Florida 12.6 12.7Online Travel Agency 39% 33%

Personal Recommendation 29% 33% Travel Party SizeTravel Guide 17% 18% 2016 2017Travel Agency Office 12% 14% One Adult 55% 52%

Corporate Travel Department 8% 9% Two Adults 27% 28%National/State/City Travel Office* 5% 5% Three or More Adults* 5% 4%Tour Operator/Travel Club* 5% 5% Traveling with Children 14% 16%

Other* 4% 6% Average Total Party Size 1.8 1.8

2016 2017 2016 2017Less than 30 Days 38% 35% Traveling Alone 55% 52%31 - 60 Days 17% 16% Traveling with Spouse/Partner 26% 25%61 - 120 Days 25% 26% Traveling with Family/Relatives 18% 22%More than 120 Days 20% 24% Traveling with Friend(s)* 6% 5%


Air Travel Booking Method (multiple response) Expenditures in U.S. (incl. airport expenses)

2016 2017 2016 2017Directly with the Airline 42% 43% Average Per Party/Trip $2,763 $2,396Internet Booking Service 36% 34% Average Per Visitor/Trip $1,560 $1,306

Travel Agency Office 12% 15% Average Per Visitor/Day $76 $69

Corporate Travel Department* 10% 8% * Small sample size

Tour Operator/Travel Club* 3% 5%Other* 1% 1%


Advance Trip Decision

Travel Party Composition (multiple response)Advance Air Travel Booking

Florida's French visitors decided to travel and made air reservations further in advance during 2017, withtheir average decision occuring 4 months before their trip and air reservations 2.9 months before.

For planning their trip, Florida's French visitors most frequently used airlines (48%), followed by onlinetravel agencies (33%)--the source that experienced the largest decrease from the previous year--andpersonal recommendations (33%).

French travelers stayed in Florida for and average of 12.7 nights during 2017 and most were traveling on avacation/holiday (71%).

Slightly more than half of French travelers were visiting Florida alone, while a quarter were traveling withtheir spouse/partner.


Profile of French Travelers Visiting Florida


Hotel/Motel 75% 79% 18 - 34 Years 47% 41%Private Home 31% 29% 35 - 44 Years 19% 20%Other* 3% 4% 45 - 54 Years 19% 22%

55+ Years 15% 17%

Lodging Reservations (multiple response) Median Age 36.0 41.0

2016 2017Yes, Booked through 68% 65% Household Income

Internet Booking Service 44% 37% 2016 2017Accommodation Directly 16% 15% Under $40,000 24% 32%

Travel Agency Office 5% 9% $40,000 - $59,999* 17% 15%

Corporate Travel Department* 6% 4% $60,000 - $99,999 27% 27%

Tour Operator/Travel Club* 3% 3% $100,000 or More 32% 26%

Other* 2% 3% Average HH Income $85,900 $75,000

* Small sample size



Most French travelers who visited Florida (79%) stayed in a hotel/motel for a duration of their 2017 trip,and more than two-thirds made lodging reservations (65%) before departing on their trip.

The most frequently used method for booking lodging was through an an internet booking service (37%),followed by through the accommodation directly (15%) and a travel agency office (9%).

The top activities enjoyed by French travelers visiting Florida were shopping (88%), sightseeing (73%),and visiting national parks/monuments (46%).

The median age of Florida's French visitors increased to 41 years in 2017, while average householdincome decreased 13% to $75,000.

89%

74%

42%

40%

31%

26%

53%

22%

20%

88%

73%

46%

40%

32%

30%

29%

27%

20%

Shopping

Sightseeing







Guided Tour(s)

2016

2017



Profile of Brazilian Travelers Visiting Florida


1 - 30 Days 21% 18% Vacation/Holiday 85% 87%31 - 90 Days 35% 36% Visit Friends/Relatives 7% 4%91 - 180 Days 32% 33% Business* 5% 3%More than 180 Days 12% 13% Convention/Conference/Trade Show* 2% 3%






National/State/City Travel Office 21% 27% 2016 2017Travel Guide 16% 19% One Adult 39% 34%

Travel Agency Office 17% 19% Two Adults 31% 29%

Corporate Travel Department 15% 15% Three or More Adults 6% 8%

Tour Operator/Travel Club 12% 15% Traveling with Children 24% 29%



1 - 30 Days 31% 29% Traveling with Family/Relatives 32% 37%31 - 90 Days 36% 40% Traveling with a Spouse/Partner 32% 35%91 - 180 Days 27% 26% Traveling Alone 40% 35%More than 180 Days 5% 6% Traveling with Friend(s)* 5% 4%



2016 2017 2016 2017Directly with the Airline 41% 41% Per Travel Party/Trip $3,785 $4,409

Internet Booking Service 33% 32% Per Visitor/Trip $1,741 $1,918


Tour Operator/Travel Club 12% 16% *Small sample size

Corporate Travel Department 7% 9%

Other* 1% 1%Source: U.S. Department of Commerce, ITA, National Travel & Tourism Office.


Travel Party Size

Main Trip Purpose

Florida's Brazilian visitors decided to travel nearly 4 months before their trip on average in 2017, butwaited until 2.9 months before their trip to make air travel reservations.

For planning their trip, the top sources used by Florida's Brazilian visitors were an airline (61%), personalrecommendations (43%), an online travel agency (33%), and a national/state/city travel office (27%).

Florida's Brazilian visitors stayed in the state an average of 10.7 nights in 2017, an increase from 10.3nights the previous year, and most were traveling for a vacation/holiday (87%).

The average party size of Florida's Brazilian visitors increased to 2.3 people in 2017, driven by a decreasein the percentage of adults traveling alone and an increase in the percentage traveling with children.


Profile of Brazilian Travelers Visiting Florida

2016 2017 2016 2017Hotel/Motel 83% 85% 18 - 34 Years 33% 33%Private Home 23% 19% 35 - 44 Years 31% 31%Other* 3% 3% 45 - 54 Years 20% 19%

55+ Years 15% 17%


2016 2017Yes, Booked through 80% 82% Household Income Internet Booking Service 43% 40% 2016 2017 Accommodation Directly 14% 18% Under $20,000 33% 36%


Tour Operator/Travel Club 9% 10% $60,000 - $99,999 12% 18%

Corporate Travel Department 6% 8% $100,000 or More 29% 22%

Other* 2% 3% Average HH Income $75,200 $62,800

*Small sample sizeSource: U.S. Department of Commerce, ITA, National Travel & Tourism Office

Age of Adult Traveler



More than four in five Brazilian travelers visiting Florida stayed in a hotel/motel (85%) for a duration oftheir 2017 trip and most made lodging reservations before departing on their trip (82%).

The top method for making lodging researvations among Florida's Brazilian visitors was using an internetbooking service (40%), followed by the accommodation directly (18%) and travel agency office (16%).

The top activities enjoyed by Florida's Brazilian visitors in 2017 were shopping (89%), sightseeing (76%),and amusement/theme parks (63%).

The age distribution of Florida's Brazilian visitors in 2017 was relatively similar to the previous year, buttheir average household income was 16% lower than in 2016.

91%

74%

59%

22%

24%

18%

15%

89%

76%

63%

20%

17%

14%

14%

Shopping

Sightseeing






2016

2017



Profile of Colombian Travelers Visiting Florida


1 - 30 Days 41% 40% Vacation/Holiday 67% 68%31 - 60 Days 21% 23% Visit Friends/Relatives 19% 20%61 - 120 Days 22% 21% Business 7% 6%More than 120 Days 16% 17% Conference/Convention/Trade Show 4% 4%






National/State/City Travel Office 12% 17% 2016 2017Travel Agency Office 8% 9% One Adult 57% 66%

Travel Guide 6% 7% Two Adults 23% 28%Corporate Travel Department 7% 6% Three or More Adults 4% 5%Tour Operator/Travel Club 5% 6% Traveling with Children 17% 15%Other 5% 7% Average Total Party Size 1.8 1.8


1 - 30 Days 54% 54% Traveling Alone 57% 57%31 - 60 Days 21% 20% Traveling with Family/Relatives 24% 24%61 - 120 Days 17% 15% Traveling with a Spouse/Partner 22% 21%More than 120 Days 8% 11% Traveling with Friend(s) 3% 3%



2016 2017 2016 2017Directly with the Airline 48% 42% Per Travel Party/Trip $2,020 $2,429Internet Booking Service 40% 42% Per Visitor/Trip $1,152 $1,366Travel Agency Office 10% 13% Per Visitor/Day $72 $87Tour Operator/Travel Club 5% 7% *Small sample sizeCorporate Travel Department 4% 5%Other* 1% 1%

Source: U.S. Department of Commerce, ITA, National Travel & Tourism Office.

Main Trip Purpose

Travel Party Size


Florida's Colombian visitors made their travel decision and air reservations further out in 2017 than in2016, deciding to travel 2.6 months before thier trip and booking air travel 1.9 months out on average.

When planning their trip, the top sources among Florida's Colombian visitors were airlines (51%), personalrecommendations (37%), online travel agencies (35%) and national/state/city travel offices (17%).

Colombian travelers stayed in Florida an average of 11.3 nights in 2017, a slight increase from theprevious year, and most were traveling on a vacation/holiday (68%).

The proportion of Florida's Colombian visitors who were traveling with children decreased in 2017,dropping to 15% from 17% the year before.


Profile of Colombian Travelers Visiting Florida

2016 2017 2016 2017Hotel/Motel 57% 57% 18 - 34 Years 37% 43%Private Home 53% 50% 35 - 44 Years 25% 18%Other 4% 6% 45 - 54 Years 20% 19%

55+ Years 18% 21%


2016 2017Yes, Booked through 55% 52% Household Income Internet Booking Service 25% 23% 2016 2017 Accommodation Directly 19% 17% Under $20,000 37% 37% Tour Operator/Travel Club 6% 13% $20,000 - $59,999 40% 36%


Corporate Travel Department 4% 6% $100,000 or More 13% 14%

Other 3% 3% Average HH Income $45,200 $46,600

*Small sample sizeSource: U.S. Department of Commerce, ITA, National Travel & Tourism Office


Accommodations (multiple response) Age of Adult Traveler

A little more than half of Florida's Colombian visitors stayed in a hotel/motel (57%) for a duration of their2017 trip, while half indicated they stayed in a private home.

The top activities enjoyed by Florida's Colombian visitors in 2017 were shopping (91%), sightseeing(69%), amusement/theme parks (52%) and fine dining experiences (30%).

The percentage of Florida's Colombian visitors ages 18-34 years old increased the most in 2017, whichcontributed to a the median age dropping by one year.

Colombian travelers who visited Florida during 2017 had a slightly higher average household income thanthe previous year at $46,000 (+3%).

92%

69%

50%

32%

25%

19%

14%

16%

91%

69%

52%

30%

28%

22%

21%

18%

Shopping

Sightseeing






Nightclubbing/Dancing

2016

2017



Profile of Mexican Air Travelers Visiting Florida


1 - 30 Days 44% 49% Vacation/Holiday 67% 64%

31 - 60 Days 20% 15% Business 10% 11%

61 - 180 Days 27% 28% Visit Friends/Relatives 13% 15%

More than 180 Days 9% 8% Convention/Conference/Trade Show 8% 7%






National/State/City Travel Office 21% 17% 2016 2017

Corporate Travel Department 15% 14% One Adult 53% 58%

Travel Agency Office 11% 10% Two Adults 23% 17%

Travel Guide* 6% 6% Three or More Adults 5% 5%

Tour Operator/Travel Club* 6% 4% Traveling with Children 20% 20%



1 - 30 Days 58% 59% Traveling Alone 53% 58%

31 - 60 Days 19% 15% Traveling with Family/Relatives 25% 27%

61 - 90 Days 12% 8% Traveling with a Spouse/Partner 23% 14%

More than 90 Days 10% 12% Traveling with Friend(s) 5% 5%



2016 2017 2016 2017

Directly with the Airline 46% 47% Per Travel Party/Trip $2,058 $1,813

Internet Booking Service 28% 30% Per Visitor/Trip $1,082 $972


Corporate Travel Department 15% 12% *Small sample size

Tour Operator/Travel Club 8% 5%

Other* 1% 1%Source: U.S. Department of Commerce, ITA, National Travel & Tourism Office

Travel Party Size


Florida's Mexican air visitors decided to travel less than three months before their trip in 2017 and madeair travel reservations approximately two months before their trip.

When planning their trip, the top sources used by Florida's Mexican air visitors were an airline (54%),online travel agency (33%), personal recommendation (19%) and national/state/city travel office (17%).

Mexican air travelers spent 7.4 nights on average in Florida, down from 7.6 nights the previous year, andnearly two-thirds traveled to the state for a vacation/holiday (64%).

The average party size of Florida's Mexican air visitors remained on par with the previous year at 1.9persons, as did the distribution traveling with and without children.


Profile of Mexican Air Travelers Visiting Florida


Hotel/Motel 80% 76% 18 - 34 Years 42% 41%

Private Home 20% 27% 35 - 44 Years 27% 25%

Other* 2% 2% 45 - 54 Years 18% 19%

55+ Years 13% 15%


2016 2017Yes, Booked through 72% 65% Household Income

Internet Booking Service 23% 21% 2016 2017

Accommodation Directly 18% 21% Under $20,000 29% 32%

Corporate Travel Department 13% 10% $20,000 - $59,999 28% 33%


Tour Operator/Travel Club 7% 7% $100,000 - $159,999* 15% 11%

Other* 5% 3% $160,000 or More* 15% 10%

Average HH Income $89,900 $69,000

*Small sample size




Approximately three quarters of Florida's Mexican air visitors stayed in a hotel/motel (76%) for a durationof their 2017 trip and most made lodging reservations before leaving on their 2017 trip (76%).

The two most used methods for making lodging reservations was through an internet booking service(21%) or through the accommodation directly (21%).

The top activities that Florida's Mexican air visitors participated in during 2017 were shopping (84%),sightseeing (64%) and amusement/theme parks (44%).

Florida's Mexican air visitors' median age increased to 38 in 2017, while their average household incomefell 23% to $69,000.

84%

58%

44%

32%

15%

14%

8%

7%

84%

64%

44%

23%

15%

12%

11%

11%

Shopping

Sightseeing



Nightclubbing/Dancing




2016

2017



International Visitors to Florida Methodology


International Visitor Estimates

VISIT FLORIDA’s estimates of Canadian visitation to the state are produced by and obtained from Statistics Canada.

VISIT FLORIDA’s estimates of overseas visitor volume are derived from aggregate card usage data provided by VisaVue® Travel, as well as other research sources. VISIT FLORIDA began using VisaVue® Travel data in its overseas estimate methodology for visitor volume in 2009.

International Visitor Profiles VISIT FLORIDA’s analyses of the characteristics of international visitors (excluding Canada) to Florida are produced from custom re-tabulations of data extracted from the In-Flight Survey of International Air Travelers conducted by the National Travel and Tourism Office (NTTO), which is located within the International Trade Administration of the U.S. Department of Commerce. There is a considerable lag in the compilation of this data, with data for the previous year not becoming available until June of the current calendar year.

VISIT FLORIDA has used the numbers from the Department of Commerce for more than a decade and the Travel Industry Association of America reports draw from the same source for its reports on international travel to the U.S. For additional information on overseas visitors to the U.S., visit https://travel.trade.gov/.

VISIT FLORIDA’s analysis of the trends and characteristics of Canadian visitors is based on data purchased from Statistics Canada. For information on Canadian visitors to the U.S., visit http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/arts39a-eng.htm.

112


Florida Tourism Indicators


Consumer Confidence and Unemployment Rates

Source: Bureau of Labor Statistics

Source: Bureau of Labor Statistics

80

90

100

110

120

130

140

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2016

20171985 = 100

U.S. Consumer ConfidenceCalendar Years 2016 - 2017

3.5

3.7

3.9

4.1

4.3

4.5

4.7

4.9

5.1

5.3

5.5

Unemployment Rate Trends for the U.S. and FloridaCalendar Years 2016 - 2017

National Florida

Florida Tourism Indicators Florida Visitor Study/2017114

Tourist Development Tax Collections by County

Alachua* 5.0% $4,776,136 $5,136,697 7.5%Baker* 3.0% $43,851 $49,792 13.5%Bay* 5.0% $21,070,559 $23,354,047 10.8%Bradford 4.0% $129,085 $160,827 24.6%Brevard* 5.0% $12,789,519 $13,758,612 7.6%Broward* 5.0% $60,485,802 $65,071,162 7.6%Charlotte* 5.0% $3,799,719 $3,982,446 4.8%Citrus1 5.0% $996,260 $1,611,691 61.8%Clay*2 5.0% $605,436 $617,488 2.0%Collier*3 5.0% $21,882,294 $22,524,073 2.9%Columbia 5.0% $1,450,074 $1,573,076 8.5%DeSoto 3.0% $84,597 $84,816 0.3%Dixie4 3.0% $41,935 $51,758 23.4%Duval* 4.0% $15,193,943 $16,366,419 7.7%Escambia* 4.0% $10,169,791 $10,666,323 4.9%Flagler5 5.0% $2,088,147 $2,293,881 9.9%Franklin 2.0% $1,221,248 $1,270,516 4.0%Gadsden 2.0% $126,130 $137,304 8.9%Gilchrist 2.0% $43,516 $49,993 14.9%Glades 2.0% $25,232 $19,068 -24.4%Gulf* 5.0% $1,884,689 $2,034,500 7.9%Hamilton 3.0% $27,037 $32,404 19.9%Hardee6 2.0% $36,568 -Hendry 3.0% $232,266 $248,437 7.0%Hernando* 5.0% $877,579 $1,005,847 14.6%Highlands* 2.0% $397,261 $460,958 16.0%Hillsborough* 5.0% $29,914,150 $31,599,334 5.6%Holmes 2.0% $46,570 $49,663 6.6%Indian River* 4.0% $2,494,172 $3,040,241 21.9%

1 New rate effective March 1, 20172 New rate effective December 1, 20173 New rate effective September 1, 20174 New rate effective October 1, 20175 New rate effective June 1, 20176 TDT began in January 1, 2017

Source: Florida Department of Revenue

County% Change

'17/'162016 2017

Tax Rate

* Indicates self-administration of the Tourist Development Tax; totals are provided to theDepartment of Revenue by the counties' tax collectors.

Counties may levy a tourist development tax or "bed tax" as a percent of the total charge (county rates vary) for the lease or rental of living accommodations in any hotel, apartment hotel, motel, resort motel, apartment, apartment motel, roominghouse, recreational vehicle park, mobile home park, or condominium for a term of six months or less. As of December 2017, 63 counties (out of 67 counties) in Florida have instituted a bed tax.


Tourist Development Tax Collections by County(continued)

Jackson 4.0% $323,359 $349,788 8.2%Jefferson7 3.0% $36,074 $39,290 8.9%Lake* 4.0% $2,879,698 $3,322,738 15.4%Lee* 5.0% $39,821,778 $40,486,457 1.7%Leon* 5.0% $5,450,888 $5,773,393 5.9%Levy 2.0% $214,125 $215,335 0.6%Madison 3.0% $109,097 $127,064 16.5%Manatee* 5.0% $13,065,234 $13,683,048 4.7%Marion* 4.0% $2,704,448 $3,013,816 11.4%Martin* 5.0% $2,060,259 $2,199,238 6.7%Miami-Dade* 3.0% $39,018,882 $41,143,950 5.4%Monroe* 4.0% $37,778,731 $36,624,221 -3.1%Nassau* 4.0% $5,313,669 $5,499,977 3.5%Okaloosa 5.0% $18,301,718 $19,125,958 4.5%Okeechobee 3.0% $292,360 $332,360 13.7%Orange* 6.0% $239,903,700 $259,143,300 8.0%Osceola* 6.0% $49,175,242 $52,938,091 7.7%Palm Beach* 6.0% $48,110,645 $50,614,144 5.2%Pasco8 4.0% $1,096,153 $1,417,092 29.3%Pinellas*9 6.0% $51,226,075 $55,474,353 8.3%Polk* 5.0% $10,736,141 $12,288,746 14.5%Putnam* 4.0% $357,769 $478,660 33.8%St. Johns* 4.0% $9,983,121 $10,442,593 4.6%St. Lucie* 5.0% $3,522,554 $3,996,469 13.5%Santa Rosa* 5.0% $2,413,519 $2,889,476 19.7%Sarasota* 5.0% $19,078,427 $22,058,586 15.6%Seminole* 5.0% $5,003,506 $5,432,478 8.6%Sumter 2.0% $681,746 $718,196 5.3%Suwannee* 3.0% $263,748 $277,964 5.4%Taylor*10 5.0% $258,944 $459,679 77.5%Volusia* 3.0% $10,658,959 $10,909,490 2.4%Wakulla 4.0% $151,014 $160,337 6.2%Walton* 4.0% $22,138,078 $23,754,443 7.3%Washington 3.0% $88,711 $90,980 2.6%

$835,115,372 $892,769,649 6.9%

7 New rate effective November 1, 20178 New rate effective October 1, 20179 New rate effective January 1, 201610 New rate effective November 1, 2016


Total

CountyTax Rate

2016 2017% Change

'17/'16

* Indicates self-administration of the Tourist Development Tax; totals are provided to theDepartment of Revenue by the counties' tax collectors.


Tourist Development Tax Collections by Month

January $66,410,713 $68,970,301 3.9%February $78,726,356 $78,572,648 -0.2%March $97,183,974 $97,433,239 0.3%April $86,799,467 $93,507,066 7.7%May $69,181,903 $75,456,153 9.1%June $70,896,266 $75,192,202 6.1%July $75,423,421 $78,772,376 4.4%August $62,206,995 $68,026,630 9.4%September $53,622,193 $59,068,264 10.2%October $56,105,015 $61,879,179 10.3%November $57,624,457 $65,725,592 14.1%December $60,934,610 $70,165,997 15.1%

Total $835,115,372 $892,769,649 6.9%Source: Florida Department of Revenue


Month 2016 2017% Change

'17/'16

$66.4

$78.7

$97.2

$86.8

$69.2$70.9

$75.4

$62.2

$53.6$56.1 $57.6

$60.9

$69.0

$78.6

$97.4$93.5

$75.5 $75.2$78.8

$68.0

$59.1$61.9

$65.7

$70.2

$40

$50

$60

$70

$80

$90

$100

$110


2016

2017

Tourist Development Tax Collections by MonthCalendar Years 2016 - 2017

(in $Millions)


Occupancy Rates at Florida Hotels/MotelsCalendar Years 2016 - 2017

% change '17/'16

United States 65.4% 65.9% 0.9%

State of Florida 71.6% 73.7% 3.2%

Daytona Beach 77.1% 77.7% 0.9%Florida Central 70.3% 71.7% 2.4%Florida Keys 75.6% 76.5% 1.4%Florida Panhandle 75.6% 79.2% 4.9%Fort Lauderdale 71.6% 72.4% 1.4%Fort Myers 61.4% 63.0% 2.5%Jacksonville 63.3% 67.3% 6.6%Melbourne-Titusville 72.2% 74.2% 3.0%Miami-Hialeah 69.7% 71.8% 3.0%Naples 62.5% 62.9% 0.9%Orlando 67.4% 70.7% 4.9%Sarasota-Bradenton 75.7% 76.8% 2.6%Tampa-St. Petersburg 69.2% 69.2% 1.5%West Palm Beach-Boca Raton 64.0% 66.9% 5.7%

Source: STR, Inc. (reprinted with permission)

Market 2016 2017

60%

65%

70%

75%

80%

85%

90%


2016 2017

Florida Hotel/Motel Occupancy by Month


Average Daily Rates at Florida Hotels/MotelsCalendar Years 2016 - 2017

% change '17/'16

United States $124.13 $126.77 2.1%

State of Florida $134.53 $138.00 2.6%Daytona Beach $109.68 $116.51 6.2%Florida Central $121.77 $124.66 2.4%Florida Keys $271.64 $269.75 -0.7%Florida Panhandle $114.23 $118.38 3.6%Fort Lauderdale $139.73 $142.84 2.2%Fort Myers $149.49 $150.17 0.5%Jacksonville $104.37 $108.68 4.1%Melbourne-Titusville $104.01 $108.70 4.5%Miami-Hialeah $189.98 $187.88 -1.1%Naples $220.00 $220.87 0.4%Orlando $115.93 $121.62 4.9%Sarasota-Bradenton $138.33 $144.09 4.2%Tampa-St. Petersburg $122.19 $127.22 4.1%West Palm Beach-Boca Raton $166.84 $171.54 2.8%

Source: STR, Inc. (reprinted with permission)

Market 2016 2017

$100

$110

$120

$130

$140

$150

$160

$170

$180


2016 2017

Florida Hotel/Motel Average Daily Rate by Month


Hotel/Motel Facilities in Florida by County(as of February 1, 2019)

County Properties Rooms County Properties RoomsAlachua 60 5,227 Lee 181 11,689Baker 3 146 Leon 64 5,929Bay 123 7,663 Levy 18 332Bradford 11 367 Liberty 1 12Brevard 112 9,654 Madison 4 196Broward 403 34,191 Manatee 70 3,933Calhoun 2 24 Marion 74 4,069Charlotte 28 1,705 Martin 21 1,401Citrus 24 1,200 Miami-Dade 552 59,209Clay 12 1,090 Monroe 192 9,172Collier 79 7,526 Nassau 26 2,044Columbia 27 1,630 Okaloosa 69 5,956DeSoto 4 150 Okeechobee 15 597Dixie 8 145 Orange 305 92,540Duval 168 18,146 Osceola 124 24,309Escambia 85 7,391 Palm Beach 186 17,984Flagler 17 936 Pasco 44 2,945Franklin 12 395 Pinellas 325 21,401Gadsden 14 466 Polk 122 7,956Gilchrist 2 52 Putnam 21 664Glades 8 99 Santa Rosa 13 952Gulf 5 132 Sarasota 90 6,088Hamilton 6 165 Seminole 44 4,707Hardee 4 112 St. Johns 87 5,889Hendry 14 438 St. Lucie 43 3,097Hernando 18 991 Sumter 12 760Highlands 20 1,184 Suwannee 11 344Hillsborough 211 22,730 Taylor 18 537Holmes 5 243 Union - -Indian River 36 1,909 Volusia 221 12,107Jackson 17 869 Wakulla 6 200Jefferson 5 179 Walton 24 2,100Lafayette 2 27 Washington 7 261Lake 48 2,715 Total State 4,583 439,277Source: Florida Department of Business and Professional Regulation, Master File Statistics

Number of Hotels/Motels Number of Hotels/Motels


Vistation to Florida Welcome Centers

Month 2016 2017% Change

'17/'16% of Total

(2017)January 203,201 184,408 -9.2% 6.7%February 202,467 204,577 1.0% 7.4%March 268,688 257,363 -4.2% 9.4%April 202,878 212,637 4.8% 7.7%May* 196,353 203,065 3.4% 7.4%June* 311,517 304,660 -2.2% 11.1%July* 341,388 359,054 5.2% 13.1%August* 196,486 212,769 8.3% 7.7%September* 153,298 165,238 7.8% 6.0%October 203,525 212,303 4.3% 7.7%November 189,209 208,952 10.4% 7.6%December 207,135 222,421 7.4% 8.1%Total 2,676,145 2,747,447 2.7% 100%

Source: VISIT FLORIDA®, combined totals for five welcome centers

100,000

150,000

200,000

250,000

300,000

350,000

400,000


Visitation to Florida Welcome CentersCalendar Years 2016-2017

2016 2017

*VISIT FLORIDA’s four highway Florida Welcome Centers operate under extended hours, 8a.m. to 6 p.m. from Memorial Day to Labor Day.


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

The O�cial Tourism Marketing Corporation for the State of Florida

2017 Florida Visitor Study - Amazon S3 · Florida Tourism Summary Florida Tourism Summary Florida Visitor Study/2017 • Florida welcomed an estimated 118.8 million overnight out

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